What is a Value Proposition?

It is an internal document that states, in a sentence or two, the organizations

competitive advantage offered to the public and specifically your audience in todays
highly competitive, fast-paced marketplace. It includes benefits, values and costs
that can be delivered. It is used to help everyone understand the business and
develop consistent marketing materials.
It should also help answer the questions:
1. What makes the company special and different in a positive way?
2. What can your company do for your customers?
These examples work as Value Propositions and marketing statements:
Sales Consultation company: Our clients grow their businesses, large or small, typically by a
minimum of 5 to-10% over the previous year. They accomplish this without working 80 hour
weeks and sacrificing their personal lives.
Amazon: Low price, wide selection with added convenience anytime, anywhere
Lawn Mower Manufacturer: "Our mower cuts your grass in 50% of the time of 'big brand' mowers
in its class. And it leaves the lawn looking beautiful too!"

A real value proposition from a feather and down company:

We dont harm the birds to acquire the down and we allow our customers the ability to
have their pillow firmness adjusted for one year from the date of purchase for FREE. No
one else in the industry provides such service. Pillows are very personal and difficult
enough to select at a big box retailer much less over the Internet sight unseen. Quite
simply the finest down bedding in the world.

How do we go about writing a Value Proposition?

The process of writing a Brand Promise starts with you and others reflecting on your
organization, your customers and your competition. The following questions will help you get
started.
1. List three to five things are known for/we do well.
__Personal Connection with our customers_____________________________________________________
__A complete knowledge of our store _________________________________________________________
__Having a competitive price with bigger sellers of textbooks____________________________________
___Having the right textbooks for specific classes at
KSU__________________________________________
2. List three to five things our customers want/expect from us.
__Courteousness
__________________________________________________________________________________
___Respect______________________________________________________________________________________
____Helpful and correct information_________________________________________________________
_________________________________________________________________________________________
3. List three to five things we should strive to provide our customers with.
_____Low Prices___________________________________________________________________________
_____Great products_______________________________________________________________________
______A smile______________________________________________________________________________
_________________________________________________________________________________________
4. Make a list of key words and phrases that are important to be included in the Value
Proposition. Think of characteristics, features, services and other things that
differentiate and separate you from your competitors.
Key Words
_____Helpful, attentive, kind, personal, quick, friendly________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
Phrases:
_____I know their name, I smile when I walk into the store, Great value, cool and helpful products
__________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
5. Select three to five items under question 4 you feel are most important:
____________ I know their name, quick, friendly, I smile when I walk into the store
__________________
_________________________________________________________________________________________

_________________________________________________________________________________________
_________________________________________________________________________________________
Now, you are ready to write: compose a Value Proposition using these items (no more
than one or two sentences that capture your Value Proposition).

_____We strive to provide a personal experience for our customers with both friendly and
quick service.____
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
Tests do we have a good Value Proposition we can live with and the customers will
understand?
Don't stop with one idea--brainstorm and be open to amendments, suggestions from
the team.
In the end, pick the one you like best.
A. First, is it true? Do we believe it?

B. Second, does it make us different from our competition? How? Why?

C. Third, Can we live up to the Value Proposition? Can we deliver?

D. Fourth, does it make us smile?

E. Finally, will our customers, vendors and the public accept it when they encounter it
with marketing and sales efforts, or will they just think, 'So What?