Join an engaging online discussion to understand how to build a unique value proposition that resonates with your target audience. Positioning is a strategic activity that product management should be doing while building the business case. There are two key aspects to think about to do it right, strategic positioning in the market and a value proposition that resonates with the market. In this session, we will discuss the importance of both activities, both strategic positioning and value proposition. We'll also explore mapping problems, pains and gains to develop a strong value proposition. Grant Hunter, Co-Founder of Product Growth Leaders, helps you understand a simple process to map a unique value proposition for your product. Speaker: Grant Hunter, Co-Founder, Product Growth Leaders Grant Hunter is a product coach and strategy advisor who helps companies and product organizations get more market-focused in their products and strategies. His approach is based on the belief that the job of product leadership is about doing the right things, right. About ProductCamp DC ProductCamp DC is a meetup community of over 800 product professionals that organizes monthly gatherings focused on product-related topics and best practices for designing, building, launching and marketing great products. We host monthly gatherings to connect, learn about leading methods and tools and share the latest techniques and experiences with like-minded product professionals. ProductCamp DC was created to build our capability to conceive, build, and market great products through an open and collaborative community. Whether you are in a large enterprise, small business, startup, non-profit or government agency, this is the place you want to be to interact with the region's best and brightest product professionals. Get involved and get active! We inspire modern product professionals to massively improve companies through the better management of their products. Join us to connect, learn and grow from like-minded product executives and leaders. For more information, contact Hector Del Castillo here: https://linkd.in/hdelcastillo

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Create Your Value Prop Map
PRODUCT GROWTH LEADERS

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Grant Hunter
Grant is a product coach and strategy
advisor who helps companies and product
organizations get more market-focused in
their products and strategies.
Former Pragmatic Marketing Instructor
Former Adjunct Professor for B2B
Marketing in the Rutgers MBA program
Associations
Founder of Product Growth Leaders
Co-founder of Quartz Open Framework
initiative

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Agenda
Strategic Positioning
Discussion
The Value You Create

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!
A product is a solution to a
market problem.

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Value You
Create
Who Wants
that Value
Unique
Differentiation

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Value You
Create
Who Wants
that Value
Unique
Differentiation

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THE REGIS MCKENNA FORMAT
For [target customer]
Who [statement of need or opportunity]
The [product name] is a [product category]
That [statement of key benefit, a compelling reason to
buy]
Unlike [primary competitive alternative or approach]
Our product [statement of primary differentiation]

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THE REGIS MCKENNA FORMAT
For everyone
who have a need for my product,
our product is a complete solution
that addresses all of your needs.
Unlike all of the other solutions,
our product leverages visionary technology and best-in-
class service.

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!
“This new [software] powerhouse will
blend visionary technology and best-in-
class service to close all gaps in the
planning process, offering the most
complete full-service solution for
customers of all sizes.”

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Value You
Create
Who Wants
that Value
Unique
Differentiation

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Value/Product Who/Market
Differentiation
Weak
Strategic
Positioning

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Value/Product Who/Market
Differentiation
Strong
Strategic
Positioning

21. Other Things to Include
• Problem Statements
• Supporting quotes
from customer
interviews
• Information on ROI
• Case studies, if you
have them

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How well aligned are the Value You
Create, Who Wants that Value, and
your Unique Differentiation?
Which component do you need to
work the most on?
EXERCISE

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The Value You Create
THE IMPORTANCE OF STRATEGIC POSITIONING

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Product

25. “ Customers buy on price because
they can’t find extraordinary quality,
convenience, service and value.
Warren Greshes

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Value-Differentiation Pricing Matrix
$$$ $$$$ $$$$$
$$ $$$ $$$$
$ $$ $$$
PERCEIVED DIFFERENTIATION
PERCEIVED
VALUE

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Revenues increased
Costs reduced
Time saved
Risk minimized
Experience improved

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Achieve Status
Reduce Anxiety
Provide Peace of Mind
Reduce Uncertainty
Feel Like Making a
Difference

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WRITTEN BY:
DATE:
Attribution-ShareAlike 4.0 International
PAINS (from problem and decision to change)
GAINS (from addressing the problem)
VALUE THEMES (themes from
Pains and Gains)
FEATURES (features that address
these themes)
PROBLEMS (the core problems being addressed in the product, feature or release)
Value Prop Map

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WRITTEN BY:
DATE:
Attribution-ShareAlike 4.0 International
PAINS (from problem and decision to change)
GAINS (from addressing the problem)
VALUE THEMES (themes from
Pains and Gains)
FEATURES (features that address
these themes)
PROBLEMS (the core problems being addressed in the product, feature or release)
Value Prop Map
Write down Problems, Pains
and Gains and put them in
the appropriate box

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WRITTEN BY:
DATE:
Attribution-ShareAlike 4.0 International
PAINS (from problem and decision to change)
GAINS (from addressing the problem)
VALUE THEMES (themes from
Pains and Gains)
FEATURES (features that address
these themes)
PROBLEMS (the core problems being addressed in the product, feature or release)
Value Prop Map
Organize the Pains
and Gains by theme
in Value Themes

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WRITTEN BY:
DATE:
Attribution-ShareAlike 4.0 International
PAINS (from problem and decision to change)
GAINS (from addressing the problem)
VALUE THEMES (themes from
Pains and Gains)
FEATURES (features that address
these themes)
PROBLEMS (the core problems being addressed in the product, feature or release)
Value Prop Map
Organize the Problems by theme in Features

36. © Product Growth Leaders LLC
WRITTEN BY:
DATE:
Attribution-ShareAlike 4.0 International
PAINS (from problem and decision to change)
GAINS (from addressing the problem)
VALUE THEMES (themes from
Pains and Gains)
FEATURES (features that address
these themes)
PROBLEMS (the core problems being addressed in the product, feature or release)
Value Prop Map
Map the Features and Value Themes

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What do you find is the
hardest thing when
developing a value
proposition?

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What are the keys to a strong
value proposition?