The right message for the right market, align your proposition offer to a market that cares. Early startup and mainstream scaleup markets have different proposition and messaging needs. Be clear on which market and audience is being targeted.

1. So what, and why should I care
about your startup proposition ?
the right message for the right market

2. start with ? …
… what we do, for baseline clarity
… why, because Sinek says so
… benefits to the user
… user needs or problem statement
… pains and gains
… differentiating USP
… so what, and why they should care
… a credible reference story
… who we are, emotional connections

3. a value proposition explains
how your product solves
problems (pain) or creates
new capability (gain), the
outcome benefits and
competitive differences.
value proposition ?

4. a value proposition explains
how your product solves
problems (pain) or creates
new capability (gain), the
outcome benefits and
competitive differences.
a target market is a group of
real live people who benefit
from that value proposition.
value proposition ?

5. Find a market where your
proposition meets some need, or
Modify your proposition to meet
the needs of a market.
value proposition ?

6. Find a market where your
proposition meets some need, or
Modify your proposition to meet
the needs of a market.
value proposition ?
I find out what the world needs, then I
proceed to invent it. Thomas Edison
Great products start with a specific need.

7. One product or service can have
multiple value propositions for
different target markets.
value proposition ?

8. One product or service can have
multiple value propositions for
different target markets.
value proposition ?

9. One product or service can have
multiple value propositions for
different target markets.
but, the underlying company or
brand values must be consistent.
value proposition ?

10. technology adoption lifecycle

11. I know I have the problem,
I want a vision and
solution.
• Why the business/solution
exists use the golden circle
• How the business delivers
• What the business does to
deliver
new early market

12. I don’t know if I have the
problem you solve, or care
about your solution.
• What problem you solve:
pains and gains
• How the business delivers
• What the business does to
deliver
new early market

13. If a prospect asks for
references or hard ROI
benefits, they are
probably a mainstream
buyer.
Selling them an early
market solution will be
painful, and is unlikely to
cough up a reference.
new early market

14. The problem and solution are
understood by the market, how
are you different ?
• What can you do for me: pains and
gains
• Why should I care: benefits and
differentiation
• Why should I believe you:
references
mainstream market

15. technology adoption lifecycle

16. Hans Baumhardt
originally published on http://www.hjbconsulting.uk/blog/so-what-startup-proposition/
tech startup founder | investor | advisor
hans.baumhardt@hjbconsulting.uk
read more at blog.hansbaumhardt.com