Finding Value in Your Value Proposition
James Atkins
1
July 2014
Price is what you pay.
Value is what you get.
– Warren Buffet, Chairman, Berkshire Hathaway
3
4
Clear & Concise
5
Evernote apps and products make modern life
manageable, by letting you easily collect and find
everything that matters
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Great tasting healthy juices & snacks made
and served by people who love life....
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But how?
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems
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Value Proposition
Wheel
Image
how we want to be seen
Competitive
Advantage
how we will win
Features
what we offer
Brand
Essence
our DNA
Proof Points
how we
demonstrate value
Values
how we will work &
what we hold true
Benefits
to our customer
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Image
Energetic
Cool
Fresh
Competitive Advantage
The Boost Experience
Features
Benefits
Fresh
Ingredients
Brand Essence
Love Life
Made in
Store
Feel Great
Have Fun
Be Healthy
Proof Points
Have Fun
The Team
New Products
98% Fat Free
No Additives
Honesty
Values
Can Do Attitude
Great tasting healthy juices & snacks made
and served by people who love life....
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Image
Workbook Exercise
how we want to be seen
Competitive
Advantage
1) Are there elements
how we will win
missing or lacking
clarity?
Features
what we offer
Brand
Essence
our DNA
2) Do they all work
together to create a
compelling value
proposition?
3) How would you
summarise in one
sentence?
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Proof Points
how we
demonstrate value
Values
how we will work &
what we hold true
Benefits
to our customer
If you don’t have a competitive
advantage,
DON’T COMPETE
Jack Welch
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Determining Competitive Advantage
• Sustainable
• Hard to copy
• Unique
• Superior to the competition
• Applicable to multiple situations
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Determining Competitive Advantage
Key Success
Factor
Value To
Customer
(A)
(B)
1. Service
2. Innovation
3. Price
4. Technology
5. Quality
6. Management
7. Response Time
8. Best people
9. Brand name
10. Rate of change
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5
6
7
7
3
9
9
6
8
Current Ability
To Beat
Competitor
(C)
Internal
Impact
Total
(D)
(E)
7
6
8
7
17
16
6
5
13
We will win by...having the best response time
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Meeting Customer Needs and Problems
CORE
PRODUCT
20% Impact
80% Costs
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20
Old equipment
Start of the Art
Equipment
Not open
when I want
No
Classes
Open 24/7
Tied in for
years
Gym
No
Contracts
Family
Memberships
Weekly Fees
Too
crowded
Expensive
Big
Network
Can’t use when
I travel
Full of muscle
bound gorillas
Not convenient
Exercise
1) What are your customers
real problems and needs?
2) How could you refine your
offer to meet these needs
and solve the problems?
3) How could you deliver
across the customer touch
points?
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CORE
PRODUCT
20% Impact
80% Costs
Wrapping Up
1. Being clear on your Total Offer
2. Having a Sustainable Competitive Advantage
3. Meeting Customer Needs & Problems
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Finding Value in Your Value Proposition
Questions?
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Finding Value in Your Value Proposition
Subscribe: www.vantagemarketing.com.au
Contact: James Atkins
[email protected]
+61 3 9836 0491
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Copyright- Vantage Strategy & Marketing, 2014