Question

Topic: Advertising/PR

What Is A Value Proposition And How Do You Create One?

Posted by Anonymous on 7/6/2004 at 4:47 PM ET 125 Points
Non profit organization. technology companies. Mission is to help technology companies succeed. We hold events, SIG's, Dinner meeting, etc to educate and recognize.

we need to come up with a "crisp" value proposition and are having trouble differenting ourselves from other competitive offerings

How do we go about developing a value proposition for our services?
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  • Posted by Blaine Wilkerson on 7/6/2004 at 5:16 PM Accepted
    Amanda gives some great advice.

    Here is an excellent article form this site that may help you:

    https://www.marketingprofs.com/3/perla8.asp

    You may also want to run a site search on "value propositions" in the little black search box in the upper right hand corner to see a full list of helpful articles and how-to's.

    I hope this helps!

    Good Luck with your endeavors!

  • Posted by SRyan ;] on 7/10/2004 at 2:57 AM Accepted
    JD, scan the website for the Houston Technology Center for some ideas (www.houstontech.org). They do what you do.
  • Posted on 7/10/2004 at 5:20 PM Accepted
    I tend to develop a value proposition by asking what is it that we do that the ideal customer will pay a premium for? Ideal customer = the customer that is profitable in terms of margin, time spent, enthusiasm for your offering, life time value, etc.

    In nearly every case, I have different audiences to consider.

    A not-for-profit may need to segment by volunteers, philanthropists, referral sources, and users of the offering(s), for instance.

    So, you may need to do some looking into why those who use you are satisfied. Draw up a detailed profile of the ideal "customer" and determine why that person comes to you. What can they get from you they can't get from someone else? The answer may not be a single thing, but a set of 3 to 5 attributes that in combination are a unique package.

    I've rambled on here, but think that if I had a little more information, I might be able to help more.

    Is your organization an association or a service provider?
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