Do you want your business to stand out? To rise above the rest you need to help customers understand how you solve their problems and how you are different. Your business value proposition, clearly and concisely stated will do just that.

1. How to Build
a Break Out
Business
Value
Proposition

2. Building a Business that
can “Break Orbit”

3. A Great Value Proposition
Changes the “Mix Ratios”

4. A Little Bit
About Me,
The Story
Architect.

5. Today’s Agenda
• What is aValue Proposition
• How to Build aValue Proposition
• Exceptional Examples
• DraftingYour BusinessValue Prop

6. What is a BusinessValue Proposition

7. A BusinessValue Proposition
• IS:
• A concise statement
• Describes who your
customer is
• Describes how you solve a
customers problem
• Describes how you
generate value
• Describes how you are
different
• IS NOT:
• Your mission statement
• Your Tagline
• Your Brand Name
• An Advertisement
• Full of Technical Jargon
• More than a sentence or
two

8. Is this a Value Proposition?

9. Is this a value proposition?
• The value proposition of Starbucks focused on a brand strategy that was
comprised of three components. The brand strategy was best captured by
the phrase “live coffee.” This phrase reflected the importance of keeping
the national coffee culture alive. From a retail perspective, this meant
creating an “experience” that people would want to incorporate into their
everyday lives. There were also three components to the branding
strategy. The first component was simply the coffee. Starbucks offered
the highest-quality coffee in the world and controlled much of the supply
chain as possible to help insure that. Starbucks worked directly with
growers to purchase green coffee beans, it oversaw the custom-roasting
process, and it controlled distribution to retail stores around the world.
The second brand component was service, or what was also referred to
as “customer intimacy.” This included simple things such as remembering
someone’s name or drink order. The third brand component was
atmosphere. Starbucks stated that people came for the coffee but
stayed for the atmosphere. Therefore it was important to provide a
comfortable atmosphere that allowed a sense of community.
[Emphasis mine] All of these things combined led to a compelling value
proposition.
• Lauren M Jacobson

10. Is this a value proposition?

11. Is this a value proposition?

12. How to build a value proposition

13. Geoff Moore Method
For (Customer) who needs
(_________), we provide (product or
service) that provides (Benefit)

14. Heath Method (Made to Stick)
High Concept:
The Blank for Blank
Ie – Jaws in Space (Aliens)

15. Steve Blank Method
X,Y,Z
We Help X (Customer)
DoY (Problem we solve)
By Doing Z (What we do)

16. My Method
CPU
We help (C) Customer
Solve (P) Problem
With (U) Unique Product or Service

17. DefineWhoYour Customer Is

18. Build a Buyer Persona

19. What is your buyer’s pain level?
Photos by : Hyperbole & a half

20. What’s the cause of the pain?
Photos by: Smabs Sputzer

21. What’s the Impact of that pain?
Photo by: ER24 EMS (Pty) Ltd.

22. How can you solve the problem in a
unique way?

23. Do a Competitive Analysis
What are your Customers frustrated
with most by your competitors?

24. DoWhatYour CompetitorsWon’t

25. Exceptional Examples

29. Practice

30. Break Your Market Orbit
Draft
Implement
Communicate