Value proposition Canvas example
This should be a discussion, not an answer, but Iu2019ll try to respond.
,I will first presume you see the influencer as being a target customer segment.
If so, then you need a value proposition for them.
Influencers sell their u201creputation, reach, network, brand, etcu201d.
What is it you do that would be important to them? What is your u201cproductu201d.
Whatu2019s in it for them?,You need a way to reach the influencers to communicate your value proposition.
,You need a way to deliver what you do.
,Will the influencers pay you? What are your revenue streams? Or is your product free to the influencer and their is a second u201ccustomer segmentu201d which pays? In that case, you have a two-sided model and need a value proposition for both segments.
,When I coach this business model canvas, these first steps are usually the toughest to craft.
Typically, when you are uncertain about this, I would encourage you to switch to the value proposition canvas and complete it first for each of your customer segments.
,In the first pass, I would suggest you be expansive with your thinking.
Donu2019t discard any thoughts about customer segments, ways to reach them, or things which might make your value proposition stronger.
,,My answer above is completely wrong if you are thinking about u201cinfluencersu201d as a way to reach a customer segment.
This is the most usual way an influencer is brought into the canvas.
,You pay for them to provide marketing influence.
A Google adword or Facebook ad, for example, are also things for which you purchase to create influence.
,An influencer could also be a key partner, especially if you see them as having a long term relationship with your business plan.
An example might be a renowned medical center which adopts and endorses a new treatment.
What is a value proposition
Be concise and directly answer What does this site do for me? by following these steps:,,Choose 3 straightforward points (Shop online, Get it Same-Day, Choose from delivery, curb-side pick-up or in-store pickup) - your description to the question here on Quora gives better information about what you do than the whole front page which has a lot of marketing lingo like shop local.
thats not a value proposition, thats a marketing slogan.
,Place each of these 3 points (one line each) on the right side of the page in bulleted format.
,Make sure that the 3 points are in the largest font on the page.
,nSome warnings:n,Dont do more than 3.
people cant skim more than that, and if you cant summarize your offering into 3 points, youre trying too hard to everything to everyone and are not going to be really good at doing your thing.
,Keep the points in 1 foundational value bucket: Price (lowest/best), Quality (highest), Convenience (fast/easy).
You seem to be heading for Convenience.
if this is the foundation, dont let lower prices or higher quality cloud your vision.
convenience has to be your main priority.
If you are vigilant about that, customers will accept a higher price (willing to pay more to get what they want today) and they will accept a lower quality (willing to accept what they can have delivered today).
,Dont confuse campaigns and features with value propositions.
If you have a free shipping coupon, or youre adding a new store - those dont replace the value proposition.
They should enhance it - but your visitors and customers must first understand the value so that they can further understand the added bonus of the campaign offering or the feature addition.
,nGood luck! Looks like a great idea!
Value proposition for clothing brand example
Polish your value propositions and then polish some more.
,To help you convert so-so value propositions into difference makers, here are some guidelines that will be a big help:, Become your customersu201cBecomeu201d your customers instead of just asking them what they want from your business.
Listen, observe and study to creatively infer from what customers DO.
,As an example, Dutch Boy Paint took the approach to think like their customers.
Paint cans are heavy, hard to carry, hard to close, hard to open, hard to pour, and certainly no fun.
Yet theyu2019ve been around for a long time, and most people assumed that there had to be a reason why they were so bad.
, ,Dutch Boy realized that there was no reason.
They also realized that the can was an integral part of the product: People donu2019t buy paint, they buy painted walls, and the can makes that process much easier.
, Focus on best value The most useful definition of a value proposition is a believable collection of the most persuasive best values why people should notice you and take the action youu2019re seeking.
, This way, it guides your decisions much more clearly and can be used as the basis for marketing messages.
, ,Letu2019s take Zappos for example.
If you are an online clothing and shoe business like Zappos, with good selection, decent prices, delivery, a guarantee, good customer service, and a website, why would anyone buy from you? Thereu2019s surely a competitor who beats you in at least some of those aspects.
, ,You donu2019t have to be the best in every way.
Sure, itu2019s great if you are.
But realistically, itu2019s difficult enough to be the best couple of ways.
Zappos decided to push to be number one in all things customer service.
Doing a great job of that, arenu2019t they? A growing business because of their customer service value propositions.
, , Heart of the value proposition The heart of a winning unique selling proposition is the end result experiences of value a business intends to deliver to its target customers.
The end result experiences.
, , For example, the Safelite business model and value propositions are built around customer convenience and trust.
They take their service to the customer and build trust by a super guarantee.
Customers shopping for a auto windshield repair love that Safelite can deliver the repairs as easy and conveniently as possible.
, Articulate for customers Value propositions need to be articulated for customers u2026 not for your products, services or business processes.
Products, services, processes are the vehicles for the proposition delivery.
, ,Take a recent JetBlue commercial for a great example of how to articulate value propositions to customers.
Have you seen the latest JetBlue commercial design? You know u2026 the one with the great use of the analogy using pigeons? , ,Quite clever isnu2019t it, and likely one you will remember and maybe even talk about, right? And perhaps the best example of articulating value propositions in a commercial I have ever seen.
, Utilize multiple value propositions When your customers have customers, different value propositions are required for different players in the value delivery chain.
, , The Safelite business is a great example of using multiple value propositions at once.
While many businesses have a difficult time deriving one good unique selling proposition, a few have defined multiple unique selling propositions.
The best brand we could find with the best multiple selling propositions is Safelite Autoglass.
, ,Have you ever heard of Safelite Autoglass and their business model? They have created The Safelite Advantage, as a bundle of unique selling propositions providing what consumers have identified as their most important vehicle glass service needs.
, , Donu2019t take value for granted Customers perceive relative value in any proposition, even implicit ones u2026 so every business delivers a unique selling proposition (explicit or implicit).
You need to design it explicitly.
Donu2019t let it happen by chance.
, , How did Dutch Boy Paint stir up the paint business? Itu2019s so simple, itu2019s scary.
They built their value proposition by changing the design of their paint can.
, Creative employment People wonu2019t ever buy from you if they donu2019t even understand why they should pay attention to you.
And they notice you only if you have strong and standout value propositions.
, , Have you seen this Fios commercial? If you have a product that truly discriminates you from your competition, build your story and messages on these discriminators.
Several of the most effective value propositions we have seen in a while are shared in these 30 seconds.
, , As the child in the commercial tries to do things with his TV, his uncle has to tell him that those things donu2019t exist with their system.
But they obviously do in the system the little boy is familiar with at home.
, , Itu2019s just that the uncle is not aware that they exist, since his system doesnu2019t have them.
Donu2019t need to say much as the visuals do much of the talking.
, Always demonstrate proof If you say, my pizza is the best in the world; will people flood your restaurant? No.
They wonu2019t believe you.
, ,Without proof, you canu2019t say much before it starts to sound like marketing talk.
No one pays attention.
They just donu2019t believe.
No believing, no trust.
It is all downhill after that.
, ,For example, I recently saw a digital marketing competitor site where they claimed to be the secret weapon of digital marketing for the most successful companies in the world.
Needless to say, we doubt anyone can take that seriously when nothing supports the claim.
, , As long as you donu2019t prove your claims, people are unlikely to really believe them.
And your unique selling proposition becomes of no use.
, , Here is a very different value proposition that you rarely see used and yet it is easy to demonstrate proof.
Toms Shoes are quirky, comfy, light and inexpensive.
That alone probably isnu2019t enough to make a company stand out in the shoe business.
, , The most unique and compelling part of the TOMS Shoes proposition is that they give a new pair of shoes to a child in need for every pair you purchase.
You donu2019t even have to remember the exact words.
The story is what sticks in your head.
, ,Who else cares that much? Very few.
, , Be clever in communicating claims Itu2019s your job to hit people in the head with what makes you different and worth attention.
Clever ways to communicate your claims.
In believable and memorable ways.
, ,Letu2019s go back to the recent JetBlue commercial for an example of how to be clever in communicating claims of value propositions to customers.
Have you seen the latest JetBlue commercial design? You know u2026 the one with the great use of the analogy using pigeons? , ,Quite clever isnu2019t it, and likely one you will remember and maybe even talk about, right? And perhaps the best example of communicating value propositions in a commercial I have ever seen.
, ,Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency.
With 40 years of business experience, he blogs on topics that relate to improving the performance of your business.
Find them on G+, Twitter, and LinkedIn.
Value proposition marketing
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The problem, like with all things, is stickiness.
I earn 5% cash back by shopping via my credit cards portal, but I never do it because I dont think about it.
Its the barriers/extra steps to get there.
,My 2 cents at least.