How to Build Value Propositions that Don't Suck!

©BrendanDunphy–DunphyAsocaites&RickyCoussins-CoussinsAssociatesLLP2016
How To Build Value Propositions
That Don’t SUCK!
‘People invest in lines, not dots’ Mark Suster
Please note all attendees are on mute during the webinar.
Use the CHAT facility to communicate with your hosts and each other!

Welcome to 50 Attendees from across the Globe!
Antibes, Beirut, Birmingham, Bonita Springs, Bury, Clearwater, Denver, Dublin, Frankfurt am Main, Glossop, Hartford,
Hatfield, Irving, Kragero, Lawrenceville, Lexington, Lidingoe, Lutz, Madrid, Memphis, Milton, Minneapolis, New York,
North Chicago, Overland Park, Plainville, Portland, Richardson, Saint Paul, San Antonio, San Francisco, San Pedro,
Tallahassee, Tallassee, Washington, West Linn, Wilmington

This Webinar
• Who are we?
• Does your Value Proposition suck? Let’s look at some that do… and
understand why
• Q&A
• So, what is a Value Proposition?
• Assessing your Value Proposition: the Value Proposition Diagnostic and how it
supports the development process
• Q&A Add Questions at any time via the ‘Q&A’ option.
We’ll answer as many as we can during the webinar
and the rest off-line

Who Are We?
Marketing + Innovation = Compelling Value Propositions
I’m Ricky,
Mr. MARKETING
I focus on:
• Understanding
what customers
want and need
• Effectively
communicating
the Value
Proposition
I’m Brendan,
Mr. INNOVATION
I focus on:
• Creatively
developing the
Value
Proposition to
satisfy the want
and need

Some Of The Companies We’ve Worked With
Copyright 5

3 Startups &
44 Established
Organisations
33 Existing &
18 New Value
Propositions
Does Your Value Proposition Suck? Maybe…
Does Your Value PropositionSuck?
32
6 10

You Are Not Alone!

Poll: How About You?
Click OPTIONS if the Poll doesn’t show!

Spot the Value Proposition!

1. The Technology is NOT the Product:
LaserDiscs by Phillips in 1978
Runners Up:
 Xybernaut Poma
Wearable PC, Xybernaut
and Hitachi in 2002
 Iridium Satellite Phone in
the 1990s
 BIC’s disposable
underwear in 1998
 Segway in 2001
 Google Glass in 2014

2. The Experience Undelivered:
The Apple Newton in 1993
Runners Up:
 Sapphire iPhone 6 screens in 2014
 Microsoft SPOT watches in 1994
 Burger King’s Satisfries in 2013
 Facebook Phone in 2013

3. The Effort the Customer Never Wanted:
McDonalds DIY McDLT in the 80s
Runner Up:
DIY cereal from
Kelloggs Breakfast
Mate in 1998

4. The Brand Extension That Went Too Far:
Amazon Fire Phone in 2014
Runners Up:
 Life Savers
Soda in the
80s
 Pfizer Ben-Gay
Aspirin in the
90s

Successful Organisations
Do One Thing Better
They kill more products
prior to launch!
Percentage of New Product Projects That Are Successes, Failures, or Killed
Source: APQC and Product Development Institute (PDI)

“The statement of a core proposition
for a business, product or service,
which provides the customer /
segment / market with a highly valued
benefit-ledsolution to a real problem,
need or aspiration, and which
differentiatesyour organisation,
product or service from the
competition.”
The Value Proposition

Any Questions So Far

Value components
 Resources spent
• Price / Time / Effort / Costs
 Benefits
• Emotional / Functional
Value sources have to be calculated and are in two parts:
1. Tangible value
• Revenue
• Costs saved
2. Intangible value
• Peace of mind
• Trust
A value proposition will capitalise on a value source
What Do We Mean by Value?
“A cynic is a person that knows the price of everything
and the value of nothing!” – Oscar Wilde

A Value Equation: A Trade Off
=
P R Exp.
PB
PV
Functional
Emotional
V = value
P = Perception
B = Benefit
R = Resource
Exp. = Expenditure

23
Development
8. Develop solution
referencing and amending
VP as appropriate
Diag. Q. All
1. Structured formal review
of market & drivers
Diag. Q1 – Q3
2. Define unmet needs
Diag. Q4 & 5
3 . Map competitive
landscape
Diag. Q 14 Q16 Q17 & Q19
4. Initial development /
Review solution (product /
service) to unmet needs
Diag. Q.7 & Q.8
5. Define points of
significant differentiation in
your solution
Diag. Q.14 Q.15
6. Review solution and
points of differentiation with
market to calculate their
prospective customer value
Diag. Q6 Q7 & Q.14
7. Develop Value Proposition
Diag. – All Q.
Development
10. Develop communications
and messaging focused on
the VP
Diag. Q. 10 Q13.- Q.15
9. Communicate VP
internally to those
responsible for solution
(product / service)
development and delivery
Diag. Q.11 & Q.12
11. Research customers /
prospects to ensure clarity of
communication of VP and re-
test value
Diag. Q.10 Q13. Q.14. Q.18
& Q.19
12. Communicate VP
Diag. Q11 – Q.15
13. Research market to
ensure customers and
prospects understand your
VP, value it and are
persuaded by it
Diag. Q. 9. & Q.19
Communications

Nine VP development questions to consider e.g.
 How important is the un-met need that this value proposition
seeks to address?
 How well do the benefits that this product / service delivers
match to those un-met needs?
 How do the customers and prospective customers rate its
value?
Ten VP communications questions to consider e.g.
 How well do your customers and prospects rate it as
differentiating you from competitor offers / alternatives /
substitutes?
 How well do you communicate the value proposition to
customers / prospective customers?
 How well do your customers say you deliver on your value
proposition?
Some Questions To Address

©2015 R M Coussins –CoussinsAssociates LLP
The VP Diagnostic Online
• The Diagnostic will be available online for free in October along
with chargeable online support to help its onboarding, provide
independent analysis of results and recommend improvements
to your process

Your Questions

How To Build Value Propositions
That Don’t SUCK!
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How to Build Value Propositions that Don't Suck!

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