Here is a Value Proposition Workshop I have been presenting to businesses in the resource sector

1. Workshop: Creating a compelling value proposition
presenter: Danielle MacInnis
Call Dan on: 0400 507 037
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2. Agenda
• Why are you here?
• Your business model
• What is a value prop?
• Customer value map
• Customer jobs
• Customer Pains
• Customer Gains
Morning tea break 10:15am
• Products and Services
• Features list
• Pain Relievers
• Gain Creators
• Assessing the fit
Lunch 12:30pm
• Rebuilding your value proposition
• Customer insight
• Crafting your value proposition
• Messaging
• Assessing
• Evidence
• Using it
• Case Study
Finish 3:00pm
2

3. Dan MacInnis
Speaker: Consultant: Podcaster
My background
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4. !
Hint: Have you got a burning marketing
question to ask? Now is your chance!
Why Are You Here?
4

5. The Value Proposition
Why should I be doing business with you?
A value proposition is a bundle of products & services
that create value for your customer 5

6. Focusing on the value proposition
A Value Proposition describes the
benefits customers can expect
from your products and services.
The key question to ask:
If I am your ideal prospect, why
should I buy from you rather than
your competitors?
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7. Value Proposition Exercise
Activity: Share your value proposition worksheet with
the person next to you. Get some feedback.
7

8. Value Proposition Issues
!
Hint: Have you got a burning marketing
question to ask? Now is your chance!
Now the spoils go to t he fast-moving
companies that get the product right
(because they have incorporated
customer input), get the message
right (because they have interviewed
customers and know what matters to
them), and get their digital
environments right (because they
have watched and adjusted to how
customers interact with their content).
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9. Symptoms of a poor value prop
P Difficulty getting high level appointments
P Lack of focus in engagements and client work, are you trying to be all things to all
people
P Difficulty in getting new projects despite a clear set of skills, tools and methodology
that would benefit your prospective customers
P No clear message on your marketing materials, is your website only a list of
features?
P No clear differentiation between you and your competitors
P Feature based marketing
P Reliance on incentives, rebates or discounts to win customers
P Competitive bids situations come down to price
P Prospects seem confused by your product and service offering
P Marketing campaigns deliver low response rates and lukewarm enquiries
P You haven’t tested your value proposition
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10. Value proposition No-No’s
O Not having one
O Borrowing someone else’s because it sounds good
O Developing yours by repeating what your competitors say
O Listing features and calling it a value proposition
O Including competition in the wording
O Letting the sales force do it
O Developing your marketing and sales materials before you have one
O Doing it without including your existing customers
O Making it a winding 5 minute monologue instead of a 20 second capsule
O Not refining it as you learn from your customers and the marketplace
O Focusing to much on the ROI numbers rather than your customers real needs and
buying triggers
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11. What should have happened
• Clearly identified a specific
target market
• Asked them what they want
• Build what they want
• Go deep before you go wide,
every time.
Become the authority on one niche.
Question about going narrow on your
target customer segment?
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12. Have you built
something nobody
wants or something
your customers have
asked for?
Why value propositions fail
12

13. The Context: Your Business Model
!
Hint: Have you got a burning marketing
question to ask? Now is your chance!
13

14. Your Business Model
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15. Value Proposition Components
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16. Focusing on the value proposition
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17. Customer Jobs
What is the value for the customer?
What customers are trying
to get done in their work
and in their lives
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18. Customer Jobs
18

19. Customer Jobs
What are the jobs-to-be-done of
a potential Tesla buyer?
19

20. Customer Pains
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21. Customer Pains
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22. Customer Jobs
What are the pains of Tesla
buyer? (i.e. his problems, risks,
obstacles, frustrations...)
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23. RISCI Assessment
Management Capability Qualifiers Maximum Score
Safety 2100
Quality Assurance 1000
Environmental Sustainability 600
Business Sustainability 1075
Estimating and Tendering 600
Delivery, Planning and Scheduling 975
Human Relation and Industrial Management 625
Partnerships 200
Project Control and Management 1100
Market Readiness Qualifiers Maximum Score
Value proposition 1475
Route to Market 950
Customer Risk 1100
Competitor Failure 750
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24. Customer Gains
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25. Customer Gains
What are the gains a Tesla buyer
wants? (e.g. required or desired
outcomes and benefits)
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26. Customer Gains
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27. Map the customer pains & gains
Map on your workbook page your
customer’s gains and pains
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28. Your Turn
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29. Morning Tea
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30. Customer’s choice
Which jobs REALLY matter
to customers?
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31. Customer’s choice
Which jobs REALLY matter
to customers?
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32. Customer’s Insight
• Why did you buy from us?
• What is one thing we do that you
love?
• What is one thing that we do that
others don’t?
• If you were to refer us what would
you say?
• Tell me about three other
companies that you love?
• Key word search
• One word test
Test your customer assumptions
Adjust your assumptions
32

33. Your target customer
33

34. Target ideal customers, not everyone
marketing
strategy
• Where do most of us have our focus most of the time?
• Our problems, issues, challenges, predicaments, worries,
and pain are where we are focused.
You want your
ideal customer
to say:
“That’s for me”
NEWSFLASH:
It is not
about YOU.
It is about
THEM.
34

35. Your business strategy
YOUR
BUSINESS
VALUE
TARGET MARKET YOUR SKILLS, EXPERIENCE & THE
PROBLEM YOU SOLVE
!
Tip: Are you just grabbing any business
that walks in your door? Or are you
targeting the market you want to serve and
that you are designed to serve?
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36. Success Factors
SOBO 2013 - successful companies did these things
60% more likely to reach their targets
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37. Steps in building your business
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38. Your Ideal Customer
http://upcloseandpersona.com
Not everyone with a pulse!
Who works with us?
The ideal client for us is a service based company that is ready and motivated
to work on their business. They understand that marketing is not a short term
turn on once off event but an approach to business. Clients are most likely to
succeed with us if they work through The Simple Marketing System. They need
to focus on the goal of want getting solid long term results which is to attract
ideal customers consistently.
Characteristics of our ideal client:
Motivated and enthusiastic
Willing to make a difference
Have high Integrity
What to learn and grow
Can commit the time to do the pre-work for each workshop
Niche 1. Professional Services - Coaches, HRConsultants, ITMarketing Managers
that are too busy (MacInnis Marketing Consulting)
Niche 2. Spa - Day Spa, Beauty Salon, Hair and Beauty Salon - Marketing
planning commencing (Beautybizmarketing.com.au)
Niche 3. - DYI small Businesses - (The Simple Marketing System)
!
Tip: set up online survey, and ask customers
about your service, how they found you etc
marketing
strategy
38

39. Your Ideal Customer
Not everyone with a pulse!
Who works with us?
The ideal client for us?
Characteristics of our ideal client?
!
Tip: profile your top customers from your existing
database and see what they have in common
marketing
strategy
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40. Your Products & Services
40

41. Your Products & Services
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42. Your Products & Services
42

43. Pain Relievers
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44. Pain Relievers
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45. Pain Relievers
45

46. Gain Creators
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47. Gain Creators
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48. Gain Creators
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49. Assessing the Fit
49

50. Assessing the Fit
50

51. What happens if there is no fit?
Built something nobody wants
51

52. Test your square
Provide evidence showing
that your customers care about
how your products and services kill
pains and
create gains
52

53. Test your business model
Provide evidence
showing that the way
you intend to create,
deliver, and capture
value is likely to work
53

54. Rebuild your value proposition
54

55. Test your value proposition
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56. Lunch
56

57. Worksheet 1
Summarising your core marketing message
Target market / ideal client (demographics + psychographics)
Problem/Issue/Challenge
Where is the pain? Where does it hurt?
Solution/Outcome
Success Story
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58. Worksheet 2
Marketing Message
What do you say when someone asks you what you do?
The formula is:
What do you do?
We work with (This Target Market)
Who (Have this Problem or Challenge)
How do you do that?
We help them get (Ultimate Outcome)
Tell me more...
A good example is (Success Story)
58

59. Why should they care?
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution.”
brand
strategy
Expert Problem they solve
Grooming small dogs We specialise in small dog grooming needs with special
equipment
Grooming - Environmental Provide an alternative to pets with allergies to some shampoos
and products
Management Consultant Management problems that are costing you money
Business Coach Not reaching goals and missing opportunities
Financial Planner Worried about not having enough money for retirement
Accountant Paying too much tax
HR Recruitment Not finding the right people
Marketing Consultant Doing ad hock marketing and not attracting the right leads
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60. Who wants to share their value prop?
!
Tip: Remember there are prizes! Those that share
often get the benefit the most ! Be brave.
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution.”
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61. Test Value Proposition
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62. Compelling elements - Tips
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Did you know questions? Introduce three things your decision
markets don’t know but would like to about the
• Scope of the problem you are solving
• Urgency of the issue
• Dramatic shift in the trend you are addressing
• Unmet need you are filling
• Who is an expert you can quote
• You want them to say “really, That is news to me.”
Imagine if there was a better way
Link the two – who wouldn’t want that
You don’t have to imagine it, we have created it. – evidence it –
show
Explain it so your 8 year old can understand it
What are the real world results of what you do that we can
see, smell, taste or touch?
Now create a personal connection

63. Test Value Proposition
63

64. Marketing Assets
Digital assets. What digital
assets can you create?
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65. Where Do They Go?
LinkedIn generates more leads for
B2B companies than Facebook,
Twitter, or blogs individually. Yet
only 47 percent of B2B marketers
say they use LinkedIn versus 90
percent on Facebook. Inside View
Online Demo
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66. Website
66

67. Lead Generation
digital
strategy
67

68. Branding – A Case Study
brand
strategy
digital
strategy
68

69. Branding – A Case Study brand
strategy
digital
strategy
69

70. Next Steps
Brand Audit Online
1 on 1 with Dan
Visit the Portal for more information
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71. Thank You
71

72. Worksheets
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73. Customer Jobs
73

74. Customer Jobs
74

75. Customer Jobs
75

76. Customer Profile Template
76

77. Value Map Template
77

78. The Business Model Framework
marketing
strategy
78

79. Backup Slides
79

80. Your Value Proposition
marketing
strategy
Why people choose us
80

81. Your Value Proposition
marketing
strategy
Why people choose us
Operational Excellence Product Leadership Customer Intimacy
Operationally excellent
companies offer customers
the best total cost for
products and services at the
greatest convenience.
e.g, MacDonald’s
Companies defined
by product leadership
consistently offer innovative
products that push
performance boundaries.
e.g Apple
Customer-intimate
companies seek to cultivate
long-term relationships with
members of their target
audience through product
and service personalisation,
offering customers the best
total solution for their needs.
e.g Amazon
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82. What your prospect is thinking
marketing
strategy
1. Do you work with people like me?
2. Do you understand my problems, issues and challenges?
3. Do you have solutions and results that actually work for people
like me?
4. Do you have some free information that can help me
immediately? I don’t want to pay for anything yet!
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83. Craft the message to one person.
Make it the right message to the right
person at the right time.
Marketing Messages
83

84. Your Value Proposition
Do you see your company in any of these
scenarios?
Best Case Neutral Case Worst Case
You provide a one-of-a-kind o
ering that your market needs and
wants; you have strong di
erentiations from your
competitors.
Your market knows your name
and associates it with that “one
thing” that you’re know for.
And you continually deliver on it
- perception is reality - so you
continue to win mindshare in
your market, defending your tuft
and in uencing your market.
Your o ering is somewhat di
erent from - and better than -
those of your competitors, and
you communicate that di erence
(through probably not as
consistently as you should).
Some of your market knows
your name, but they describe
you in
di erent ways; you’re not yet
known for that “one thing”, but at
least you’re occasionally
recognized.
You know that you could make a
greater impact on your market
with stronger positioning.
Your market sees little di erence
between you and your
competitors, and your name is
not recognized.
Because of this, you have to
spend precious budget and time
educating the market at each
touch point. You often end up
competing solely on price, though
your business isn’t optimized to
continue pro tably with falling
prices.
You have to ght long and hard
for every sale. It’s very di cult to
meet your revenue and pro t
goals.
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85. Our Business purpose (what we do)
Our Vision (what do we want to be known for)
Mission (single goal or focus)
Value proposition – (why our customers choose us)
Our Personality Traits(character and culture)
Our Values(how we behave and believe in)
Vision, Mission and Values Template
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86. Building your value prop worksheet
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87. My Values
Personality
Fun, creative, easy going, young at heart,
social, caring, supportive, thoughtful,
analytical, strategic, big picture thinker,
honest, giving, inspiring, dependable,
responsible, real, exploratory
Values
Empathy – caring, listening, acting in a way that is
authentically in the best interest of customers
Insight – Cultivating a culture where insight is golden and
assumption is the opposite direction.
Innovation and IT – to move us towards humansing
service as an enabler not a replacement.
Sharing Knowledge - educating and communicating
information with with staff and customers to collaborate
for better outcomes
Creativity and fun - brainstorming, thinking outside the
square, enjoying the process and constantly collecting
great ideas
Try to use the pay it forward principles It begins with
doing a favour for another without feeling like reciprocity
rules apply.
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88. Value Proposition to different target markets
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89. Your Value Proposition
marketing
strategy
Why people choose us
• Why do people want what you sell?
• What problems do you solve for them?
• What are their other options?
• Why are you the best option?
• Think of the outcomes of your product or service
• Your point of difference must be true
• It must be important to your client
• It must be supportable
89

90. Competition
Product
Name:
You
Company:
Tag Line
Positioning:
Price:
Product:
Process
Strengths
Weakness
Marketing
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