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Your VALUE PROPOSITION is the foundation for the success of your business as it defines the essence of what connects your market offerings to your customers and makes you stand out among competitors.  It is not simply the product(s) or service(s) you deliver -- it is the ingredient of your business that solves a problem competitors can't. It is your unique identifier and without it, people don't have a reason to choose you over somebody else.

Your Value Proposition is more than just a positioning statement. It drives everything you do in business and marketing.

Picture2 Your Value Proposition:
  • Identifies your target customer.
  • Defines the customer need/problem that your product/service addresses.
  • Expresses the key features of your offering(s).
  • Addresses how these features connect to needs and deliver benefits. 
  • Describes why these benefits are valuable to the customer.  
  • Specifies what differentiates you as the preferred provider of this value.
Since the Value Proposition drives all downstream business and marketing activities, a sub-optimal Value Proposition can impact the effectiveness of all of your downstream and outboaund marketing efforts.

rip The quality of your value proposition can be the difference between a business that thrives, and one that struggles to survive. The US Department of Commerce reports that 2 out of 3 business will fail in less than 10 years. The #1 reason businesses fail is the inability to deliver real value to customers.
  • They offer something nobody wants
  • Features don’t align with customer needs and wants
  • Fix a non-existent problem
  • Target the wrong customer
explosionFailure of a firm to continually revise and evolve their Value Proposition to maintain alignment with current market conditions can result in a "blow-up" of the business. In a market survey of businesses regarding value propostions:
  • 69% have value propositions,
  • 54% had done nothing to optimize their value proposition
  • less than 5% were found to have high-quality value propositions.
This survey suggests a vast majority of firms could increase their revenue and growth by simply working to optimize their Value Proposition.

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