how to build value propositions that don't suck!
Post on 14-Feb-2017
53 Views
Preview:
TRANSCRIPT
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
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!
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6Welcome 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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
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&AAdd Questions at any time via the ‘Q&A’ option.
We’ll answer as many as we can during the webinarand the rest off-line
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
3 Startups & 44 EstablishedOrganisations
33 Existing & 18 New Value Propositions
Does Your Value Proposition Suck? Maybe…
Does Your Value Proposition Suck?
32
6 10
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
You Are Not Alone!
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Poll: How About You?
Click OPTIONS if the Poll doesn’t show!
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Spot the Value Proposition!
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
61. The Technology is NOT the Product:LaserDiscs by Phillips in 1978
Runners Up: Xybernaut Poma
Wearable PC, Xybernautand Hitachi in 2002
Iridium Satellite Phone in the 1990s
BIC’s disposableunderwear in 1998
Segway in 2001 Google Glass in 2014
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
62. 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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
63. The Effort the Customer Never Wanted:McDonalds DIY McDLT in the 80s
Runner Up: DIY cereal fromKelloggs Breakfast Mate in 1998
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
64. 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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Successful Organisations Do One Thing Better
They kill more productsprior to launch!
Percentage of New Product Projects That Are Successes, Failures, or KilledSource: APQC and Product Development Institute (PDI)
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
“The statement of a core proposition for a business, product or service,
which provides the customer / segment / market with a highly valued benefit-led solution to a real problem,
need or aspiration, and which differentiates your organisation,
product or service from the competition.”
The Value Proposition
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Any Questions So Far
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Value components Resources spent
• Price / Time / Effort / Costs Benefits
• Emotional / FunctionalValue 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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
A Value Equation: A Trade Off
=P R Exp.
PBPV
Functional
Emotional
V = valueP = PerceptionB = BenefitR = ResourceExp. = Expenditure
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
623
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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
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
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
©2015 R M Coussins – Coussins Associates LLP © B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
The VP Diagnostic Online
• The Diagnostic will be available online for free in October alongwith chargeable online support to help its onboarding, provideindependent analysis of results and recommend improvementsto your process
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
Your Questions
© B
ren
dan
Du
np
hy
–D
un
ph
y A
soca
ite
s&
Ric
ky C
ou
ssin
s -
Co
uss
ins
Ass
oci
ate
s LL
P 2
01
6
How To Build Value Propositions That Don’t SUCK!
Sammy contact details inc. US phone number & email?
top related