value proposition - · pdf file• what is a customer value proposition? ... • create...

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?