Value Proposition - · PDF file• What is a Customer Value Proposition? ... • Create the proposition. skysdesign.org.au What is a Value Proposition Value + Proposition . Value ...
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Value PropositionPresented by Michael McGann
skysdesign.org.au
Agenda
• What is a Customer Value Proposition?• Why is it important?• Target audience • Create the proposition
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What is a Value Proposition
Value + Proposition Value Proposition
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Purpose HierarchySocietyWhat is our impact?
BeneficiariesWho/what are we helping?
ProgramsWhat do we do?
WhoWhat is your archetype?Why
Why we do exist?
MissionWhat is our desired world?
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Purpose Communication HierarchySocietyWhat is our impact?
BeneficiariesWho/what are we helping?
SupportersYour tribe
WhoWhat is your archetype?Why
Why we do exist?
MissionWhat is our desired world?
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Value Proposition
Differentiation
Positioning
Clarity
Sector knowledge
Audience Knowledge
Decrease competition for
funds
Build trust
Build connections
Why?
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Who is your target audience?
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The elements of a Value Proposition
Audience
Segmentation
Offering
Pricing
Positioning
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Segmentation
Understanding who is your
most important audience
Segmentation
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Service Offer
Structured and
definedOffering
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Segmentation
Collection of information about the audience and their value to you
Simple to interpret
Easy to work with
Allows for good decision
making
Determined by understanding the
them:Objectives Needs Value to you-
$$ & social
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Audience MotivationJobs
What are theytrying to do?
Pains
What are the negative
outcomes, risks and obstacles
that they might currently face
GainsWhat are the outcomes they want to achieve or the concrete
benefits they are seeking
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Jobs – a descriptionA job is the same
as a need
What problems do
customers seek to solve
What needs are customers
trying to satisfy
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Jobs – 3 Categories
Functionala specific task to becompleted
Socialthey want to attainsocial recognition
Personal/emotionalseek an emotional state
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PainsWhat annoys them (before, during or after getting a job
done)
What prevents them from
getting a job done
Also called risks
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Pains – 3 Categories
Functionalsomethingdoesn’t work,work well or hasnegative sideeffects
SocialI look bad doingthis
EmotionalI feel bad whenI do this
AncillaryIt’s annoying tohave to do this
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Goals
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Goals – 4 Types
Expected Desired Unexpected
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Value Proposition
Gain Creators
how do you helpthem gain
Pain Relievers
how do youalleviate pain orremove obstacles
Defining your servicesand products
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Positioning
The development of a statement that clearly articulates the key benefits you deliver to clearly defined target clients with particular needs
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What it is not:
A slogan or a statement of the
obvious
It’s not a mission statement
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What it is:
Your promise or commitment to
existing and potential audience
A statement that reflects why they
should partner with you
Must reflect benefit to the audience
It should be UNIQUE to YOUR organisation
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Defining client benefits
What is the actual benefit to the client?
What are the top 5 things that your organisation does well – the functional benefits?
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Putting them in the picture
What’s In It For
Me?What?
How? What if?
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