The document discusses customer value propositions and provides examples. It outlines three types of value propositions: 1) Benefit assertion which focuses on the benefits a customer receives but risks being dismissed if benefits are not validated. 2) Favorable points of difference which highlights how an offering differs from competitors but could overlook customer needs. 3) Resonating focus which identifies the one or two most important value points for customers based on research. Research helped a resin supplier realize labor costs were most significant, allowing them to focus on faster drying time for higher productivity.

1. Customer Value Proposition Ankur Lal CEO Infozech Software

5. Value Proposition - Types Ref. Customer Value proposition, HBR, March 2006 Benefit assertion Knowledge of own market offering Why should our firm purchase your offering All benefits customers receive from offering All Benefits Potential pitfall Requires Customer Question Consists of Value presumption Knowledge of own offering and next best alternative Why should our firm purchase your offering instead of your competitors? All favorable points of difference a market offering has relative to next best alternative Favorable points of difference

6. Value Proposition - Types Ref. Customer Value proposition, HBR, March 2006 Customer value research Knowledge of how own market offering delivers superior value to customers, compared to next best alternative What is most worthwhile for our firm to keep in mind about your offering? The one or two points which will deliver the greatest customer value Resonating Focus Potential pitfall Requires Customer Question Consists of