Overview of our workshop on how to develop compelling value propositions to make your product or service stand-out from the crowd.

1. Copyright © 2016 Dunphy Associates & Coussins Associates
All Rights Reserved
Workshop Outline
Developing Compelling Value Propositions
Learning objectives
 What makes a product or service compelling and how can we ensure that ours are more
compelling?
 How can we assess our products and service, compare with our competition and close any
gaps?
 What frameworks & tools can we use to consistently develop stronger value propositions?
A failure to deliver or communicate sufficient value lies at the heart of many unsuccessful launches
and many portfolios have too many under-performing products & services. This workshop provides a
framework, diagnostic and tools to understand and develop Compelling Value Propositions (CVPs)
that resonate with target clients and deliver competitive advantage
Target Audience
Individuals from across the organisation involved in new product and service development, whether
corporate or start-up, and needing to improve the impact of their portfolio and the processes used
to deliver it
 Product & Service managers
 New product development managers
 Marketing managers
 Product & Service marketing managers
 Product & technical development managers
 Business developers & heads
 Marketing communications managers
 Start-up stakeholders
Duration
2 days
High level content areas
1. Why products fail and why they succeed: the role of value
2. Defining and delivering Value that works for your customers
3. Understanding Value leakage: A Value Proposition diagnostic
4. Customer insight: Understanding and modelling Customers, their Needs, Unmet Needs &
Behaviours and synthesising the insights

2. Copyright © 2016 Dunphy Associates & Coussins Associates
All Rights Reserved
5. Segmentation & Targeting in value proposition development
6. A framework for developing Compelling Value Propositions
7. How to ensure your organisation delivers on the promise
8. Improving Positioning
9. On overview of the key steps involved in delivering the value propositions – what to
measure and manage
10. Messaging & Communication – key rules for communicating value propositions effectively
and how to manage those responsible for delivering the communications
11. Best Practise and Case Studies
3 Key tools and takeaways
 A framework & development process to understand and guide value proposition
development
 An assessment tool to evaluate your portfolios and ‘Value leakage’ gaps
 A toolkit to help develop compelling value propositions, including:
o Value Diganostic Proposition Matrix
o A Market Mapping Tool
o Information needs
analysis tool
o A Segment
development tool
o A customer insight
process and related
templates including
 Customer Story
process and
template
 Customer
journey and
experience
map
 Customer
profile /
persona
template
 Insight summary
o Key product benefits matched to segment needs Product positioning statement
template
o Value proposition statement template
o Business case checklist
Faculty
Co-developed and presented by Coussins Associates & DUNPHY Associates
Value Proposition Diagnostic Matrix

3. Copyright © 2016 Dunphy Associates & Coussins Associates
All Rights Reserved
Brendan
DUNPHY- see
https://fr.linkedin.com/in/brendandunphy
Ricky
Coussins - see
http://www.coussins.co.uk/the-team/ricky-
coussins/
Further details
For further details and registration contact Sammy Krishnamurthy on 001 -914 - 219-0278