How do you deliver value to your customers? By starting with what the customer needs rather than what you want to sell! This webinar explores how to unlock value for your customers and outline a few tools and tips to help you do that.

1. Finding Value in Your Value Proposition
1
James Atkins
July 2014

2. Price is what you pay.
Value is what you get.
– Warren Buffet, Chairman, Berkshire Hathaway
Price is what you pay.
Value is what you get.
– Warren Buffet, Chairman, Berkshire Hathaway

3. 3

4. 4

5. Clear & Concise
5
Clear & Concise

6. 6
Evernote apps and products make modern life
manageable, by letting you easily collect and find
everything that matters

7. 7
Great tasting healthy juices & snacks made
and served by people who love life....

8. But how?
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems
8
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems

9. Brand
Essence
our DNA
Features
what we offer
Benefits
to our customer
Image
how we want to be seen
Competitive
Advantage
how we will win
Value Proposition
Wheel
Values
how we will work &
what we hold true
Brand
Essence
our DNA
Features
what we offer
Benefits
to our customer
Proof Points
how we
demonstrate value

10. 10

11. Brand Essence
Features Benefits
Image
Competitive Advantage
Cool
The Boost Experience
Fresh
Energetic
Feel Great
Have Fun
Fresh
Ingredients
Love Life
Values
Proof Points
The Team New Products
Be Healthy
Have Fun
Can Do Attitude
Have Fun
Made in
Store
Honesty
Love Life
98% Fat Free No Additives

12. 12
Great tasting healthy juices & snacks made
and served by people who love life....

13. Workbook Exercise
Brand
Essence
our DNA
Features
what we offer
Benefits
to our customer
Proof Points
how we
demonstrate value
Image
how we want to be seen
Competitive
Advantage
how we will win
1) Are there elements
missing or lacking
clarity?
2) Do they all work
together to create a
compelling value
proposition?
3) How would you
summarise in one
sentence?
13
Values
how we will work &
what we hold true
Proof Points
how we
demonstrate value
1) Are there elements
missing or lacking
clarity?
2) Do they all work
together to create a
compelling value
proposition?
3) How would you
summarise in one
sentence?

14. If you don’t have a competitive
advantage,
DON’T COMPETE
Jack Welch
14

15. Determining Competitive Advantage
• Sustainable
• Hard to copy
• Unique
• Superior to the competition
• Applicable to multiple situations
15
• Sustainable
• Hard to copy
• Unique
• Superior to the competition
• Applicable to multiple situations

16. 16

17. Determining Competitive Advantage
Key Success
Factor
(A)
Value To
Customer
(B)
Current Ability
To Beat
Competitor
(C)
Internal
Impact
(D)
Total
(E)
1. Service 7
2. Innovation 5
3. Price 6
4. Technology 7
17
4. Technology 7
5. Quality 7
6. Management 3
7. Response Time 9 7 8 17
8. Best people 9 6 7 16
9. Brand name 6
10. Rate of change 8 6 5 13
We will win by...having the best response time

18. 18

19. Meeting Customer Needs and Problems
CORE
PRODUCT
20% Impact
80% Costs
19
CORE
PRODUCT
20% Impact
80% Costs

20. 20

21. Gym
Not open
when I want
Tied in for
years
Too
crowded
Old equipment
Weekly Fees
No
Classes
Start of the Art
Equipment
Open 24/7
No
Contracts
Gym
Tied in for
years
Full of muscle
bound gorillas
Can’t use when
I travel
Expensive
Not convenient
Big
Network
Weekly Fees
No
Contracts
Family
Memberships

22. Exercise
1) What are your customers
real problems and needs?
2) How could you refine your
offer to meet these needs
and solve the problems?
3) How could you deliver
across the customer touch
points?
CORE
PRODUCT
20% Impact
80% Costs
22
1) What are your customers
real problems and needs?
2) How could you refine your
offer to meet these needs
and solve the problems?
3) How could you deliver
across the customer touch
points?

23. Wrapping Up
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems
23
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems

24. Finding Value in Your Value Proposition
24
Questions?

25. Subscribe: www.vantagemarketing.com.au
Contact: James Atkins
jatkins@vantagemarketing.com.au
+61 3 9836 0491
Finding Value in Your Value Proposition
25
Subscribe: www.vantagemarketing.com.au
Contact: James Atkins
jatkins@vantagemarketing.com.au
+61 3 9836 0491
Copyright- Vantage Strategy & Marketing, 2014