How to Build a

Break Out Business

Value Propositio

n

Building a Business that can “Break Orbit”

A Great Value Proposition Changes the “Mix Ratios”

A Little Bit About Me, The Story Architect.

Today’s Agenda

• What is a Value Proposition• How to Build a Value

Proposition• Exceptional Examples • Drafting Your Business Value

Prop

What is a Business Value Proposition

A Business Value Proposition• IS: • A concise

statement • Describes who your

customer is• Describes how you

solve a customers problem• Describes how you

generate value• Describes how you

are different

• IS NOT: • Your mission

statement • Your Tagline• Your Brand Name• An Advertisement• Full of Technical

Jargon• More than a

sentence or two

Is this a Value Proposition?

Is this a value proposition?• The value proposition of Starbucks focused on a brand strategy that was

comprised of three components. The brand strategy was best captured by the phrase “live coffee.” This phrase reflected the importance of keeping the national coffee culture alive. From a retail perspective, this meant creating an “experience” that people would want to incorporate into their everyday lives. There were also three components to the branding strategy. The first component was simply the coffee. Starbucks offered the highest-quality coffee in the world and controlled much of the supply chain as possible to help insure that. Starbucks worked directly with growers to purchase green coffee beans, it oversaw the custom-roasting process, and it controlled distribution to retail stores around the world. The second brand component was service, or what was also referred to as “customer intimacy.” This included simple things such as remembering someone’s name or drink order. The third brand component was atmosphere. Starbucks stated that people came for the coffee but stayed for the atmosphere. Therefore it was important to provide a comfortable atmosphere that allowed a sense of community. [Emphasis mine] All of these things combined led to a compelling value proposition. • Lauren M Jacobson

Is this a value proposition?

Is this a value proposition?

How to build a value proposition

Geoff Moore Method

For (Customer) who needs (_________), we provide (product or service) that provides (Benefit)

Heath Method (Made to Stick)

High Concept: The Blank for Blank

Ie – Jaws in Space (Aliens)

Steve Blank Method

X,Y,ZWe Help X (Customer)Do Y (Problem we solve) By Doing Z (What we do)

My Method

CPUWe help (C) CustomerSolve (P) Problem With (U) Unique Product or Service

Define Who Your Customer Is

Build a Buyer Persona

What is your buyer’s pain level?

Photos by : Hyperbole & a half

What’s the cause of the pain?

Photos by: Smabs Sputzer

What’s the Impact of that pain?

Photo by: ER24 EMS (Pty) Ltd.

How can you solve the problem in a unique way?

Do a Competitive Analysis

What are your Customers frustrated with most by your competitors?

Do What Your Competitors Won’t

Exceptional Examples

Practice

Break Your Market Orbit

DraftImplement

Communicate