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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

  • skysdesign.org.au

    What is a Value Proposition

    Value + Proposition Value Proposition

  • skysdesign.org.au

    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?

  • skysdesign.org.au

    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?

  • skysdesign.org.au

    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

    Functionalsomethingdoesnt work,work well or hasnegative sideeffects

    SocialI look bad doingthis

    EmotionalI feel bad whenI do this

    AncillaryIts 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

    Its 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

    Whats In It For

    Me?What?

    How? What if?

    Value PropositionAgendaWhat is a Value PropositionPurpose HierarchyPurpose Communication HierarchyWhy?Who is your target audience?The elements of a Value PropositionSlide Number 9Slide Number 10SegmentationAudience MotivationJobs a descriptionJobs 3 CategoriesPainsPains 3 CategoriesGoalsGoals 4 TypesValue Proposition Slide Number 20Slide Number 21Slide Number 22Defining client benefitsPutting them in the picture