Design your Value Proposition with Mohan Sawhney Ensure market success of your product in 4 quick sessions
Core questions in this session
Who should attend Activities
Session 1
Session 2
Pick target market and scenario
Field work
Session 4
Understand Conduct Develop your your customer & target customer Value develop interviews Proposition insights
Validate your concept
Put your Value Proposition to work
What is the goal of our project? What customer groups and scenarios of use are we targeting?
What do we know about the current customer experience with existing alternatives? What are the pain points that we can address?
How do customers evaluate the experience with existing alternatives? Are our assumptions on the pain points true?
What benefits can we offer? How do we differentiate from competition? What reasons to believe can we offer?
Is our value proposition resonating with target customers?
How do we want to position our value proposition on the market? What do we want to be known for? How do we align the organization around this proposition for successful delivery?
Core team – product management, marketing, sales
Core team
Core team (or outsourced)
Core team
Core team (or outsourced)
Core team
1.
1.
2. 3.
Intro on value prop design Scoping your project (target group, scenarios of use) Understanding current alternatives that customers have
2.
3.
4. Deliverables, documents or decisions
After this session
Mapping the current customer experience Mapping total cost, effort and risk throughout the experience Mapping assumptions on customer emotions, frustrations and desired experience Preparing a research plan
Field work
Session 3
1. 2. 3. 4.
5.
Debrief from customer research Mapping alternative value propositions Designing desired customer experience Drafting the value proposition – benefits, differentiation, support, cost, effort and risk Preparing a validation plan
1. 2. 3. 4.
Crafting a positioning statement Preparing for messaging Building alignment internally through stories Lessons learned
Description of target customer group and scenario for your value proposition
Hypotheses on current customer experience, frustrations and desired outcomes Questionnaire Research plan
Draft of customer experience Draft of value proposition Validation plan
Value proposition Positioning statement Brief for messaging Brief for value delivery
Confirm project charter with key stakeholders
Conduct customer interviews
Validate your value proposition internally and externally
(Re)launch your product or service with a winning value proposition
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