1. Value Proposition
Give consumers a reason to buy
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2. “ Why should I
choose to buy your
product or service,
”
and why now?
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3. “A business or marketing statement that
summarizes why a consumer should buy
a product or use a service.”

4. a key element in developing a great marketing strategy
Value
Positioning Proposition Messaging Output
(Touchpoints)
The high-level promise The promise that How you (creatively) Where your
you convey customers differentiates you in the market communicate your position messages are conveyed
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5. Biggest
challenge?
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6. Testing / Measuring
a Value Proposition
Expressing a Value
proposition clearly
Identifying an effective
Value Proposition
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7. excersice
Build a 2 sentence proposition

8. Fill in the blanks
Sentence of
Target Need or Product / Service Statement
Customer Opportunity Category of Benefit
Sentence 1
For who our that .
Primary Statement
Competitive of Primary Proof of
Alternative Differentiator Benefit
Sentence 2
Unlike our product because our .
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9. A light-hearted example
Although this is tounge-in-cheek, it demostrates how it can be used
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10. Sentence
one
For a commuter
[Target Customer]
who wants to eat breakfast on the train without mess,
[Scentence of Need or Opportunity]
our BrekkieBar* product is a health food, which provides
a completely nutritious and delicious breakfast
[Product / Service Category]
that you can eat anywhere.
[Statement of Benefit]
*fictitious product
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11. Sentence
two
Unlike grain bars and breakfast cereals,
[Primary competitive Alternative]
our product BrekkieBar* tastes like a full English breakfast,
but has no fat and no calories, even the wrapper
can be eaten leaving no waste
[Statement of primary dirrefentiator]
because our our unique combination of innovative use of
genetically modified foods and bio-engineerd plastic
packaging.
[Proof of benefit]
*fictitious product
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12. Try to be unique
You never hear anyone say:
“I married her because
she was exactly like every
other girl I dated”

13. “What?
the
Try your value proposition out on
So
colleagues, employees – and most
importantly, existing and potential
customers. If the response to your value
proposition from a prospective buyer is
“So What?”, you know that it’s not
strong enough. Did it describe tangible
”
or measurable benefits that are truly of
concern to that consumer or business
test person?
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14. To produce a concise, convincing value proposition is not a
trivial exercise. When we do that with our clients, it’s based
on analysis of their company, its products and services, their
competitors, and the market they’re operating in.
Would you like to know more?
Or simply want a second opinion
Contact us.
Cris Anthony Hödar
CEO and Partner
email:
cah@plenus.dk
Mobile
(+45) 28 262 851
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