Value proposition: how to create the perfect one for your business

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Entrepreneurship brings with it a number of tasks that must be performed to improve business success. The value proposition is an example of a powerful tool to help gain customers and increase a brand’s authority.

Its function is to clarify for the client what its benefits and differentials are. Therefore, we have prepared this article that will help you, in a practical way, to assemble the value proposition of your business.

What is the value proposition?

The value proposition is the statement that synthesizes your company’s competitive edge in relation to competitors. Its purpose is to show potential customers how the solutions your business offers can be beneficial to them.

This statement must be objective and contain the benefits of the solution so that the lead quickly understands the essence of the business. See an example of a proposal title:

“We help professionals stand out on social media through strategic content marketing.”

People often say that a certain sector is saturated, but in reality, it doesn’t exist. One thing that companies lack for success in these sectors is a well-defined value proposition.

Importance of the value proposition

Price appreciation

A well-crafted value proposition will generate authority for your business. Just think about Apple. It is a company that can sell its smartphones at a higher price in a market where other brands with the same product cannot reach the same level of sales.

This is because Apple has shown its differential during all these years in the market. With this, it is important to emphasize that value is different from price, but they are closely related.

Increased team motivation

Being part of the team of an info producer who knows what he’s doing is good, but being clear about his differentials is much more exciting. Certainly, having a well-defined value proposition makes it easier for people to buy into your purpose.

This way, the work will flow better, with employees who see meaning in what they do and want to do everything in an extraordinary way, to obtain the best possible results and make the statement made to customers.

How to build a value proposition

Meet the persona

The persona is the personification of your ideal customer, that is, it is a semi-fictitious character, assembled by you according to the characteristics of those people that your business wants to attract. For this, define:

  • Age;
  • Marital status;
  • Internet habits;
  • Consumption habits;
  • Between others.

An example of a persona is: João, a nutritionist, 35 years old, married and still without children, is starting to move his professional social networks, but does not know which strategy to use to generate value for customers. He is looking for courses on the internet to help him learn about this subject.

Do a study of competitors

Knowing your competitors will allow you to know what their differentials are, what the current market situation is and how you can stand out in this scenario. This can be done either by looking at other companies’ social networks and websites or by using the hidden customer strategy, to learn more deeply.

Determine the benefit and the differential

Based on the study of competitors, it will be possible to determine the main benefits of your product or service, in addition to identifying a differential that your business already has or will implement.

For this, it is important to know well about what you sell. To list all the benefits and differentiators based on your solution, but select the best 2 or 3 to use in the next step.

Build-in practice

With all the information in hand, now is the time to build the value proposition into practice. You must define the title and subtitle. If you wish, you can also add bullet points, but be careful not to get tiring for the reader. Look:

  • Title — is the main part, for example, “We provide [insert product/service], which helps [insert who you help] achieve [insert what the customer achieves]”.
  • Subtitle — is your differential, for example, “We provide [insert the differential] which allows [insert 1 or 2 benefits]”.
  • Bullet points — serve to capture the customer’s attention, as they are short sentences with the benefits offered.

Value proposition: example

We’ve built some examples of fictitious company value propositions, so you can understand how you can build yours.

Online course on digital marketing for healthcare professionals

  • Title — we provide online courses, which help healthcare professionals reach twice as many customers through social media.
  • Subtitle — we provide 24-hour support which allows for agility in learning and working.
  • Bullet points — – Study from anywhere; – More than a course, a complete school.

Canvas course

  • Title — we help small businesses create an attractive and professional feed through a complete Digital Marketing design course.
  • Subtitle — we provide ready-made templates to ensure agility in production.
  • Bullet points — – With practical activities in all classes; – Try it for 7 days for free

Value Proposition Canvas

The value proposition canvas is a tool that helps in positioning the brand, considering the points mentioned above. It emerged from the business model canvas, which is composed of:

  • Customer segment;
  • Offer of value;
  • Channels;
  • Relationship;
  • Income sources;
  • Key features;
  • Key activities;
  • Key partnerships;
  • Cost structure.

With this, the Value Proposition Canvas was created in order to map and test the value proposition. It is based on two blocks of the business model canvas, which is “customer segments” and “value proposition”. This tool is divided into two main parts.

Customer profile

  • Customer Tasks — Describe customer activities and how they are resolved;
  • Customer pains — See what problems are encountered while performing tasks;
  • Customer Earnings — List the results expected by the customer.

Value map

  • Products and Services — List the products or services you offer and can help the customer, according to the profile built;
  • Pain Relievers — Define how your solution will solve the client’s problem;
  • Earnings Makers — these are the benefits and differentials offered.

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