Value Proposition Propagator Tool (VPPT™)
Developing and tuning a customer focused value proposition for your product and overall offer
The Value Proposition Propagator tool is a flexible method for developing and tuning a customer focused value proposition for your product, product range, workflow solution and overall offer.
| Positioning | ||
|---|---|---|
| For: | [List stakeholders, Describe target customer] | What are their drivers and constraints? |
| Who: | [Describe CORE purpose of the role occupied by stakeholder(s)] | What helps them to win? |
| The: | [Your Product Name] | |
| Is a: | [Clear, relatable and provable description] | Does it resonate with the CORE purpose? |
| That: | [Key functionality(s)] | Described briefly and clearly? |
| Unlike: | [Existing methods] | Showing evidence of understanding strengths and weakness? |
| It: | [Show unique value] | Where is/ are the sweet spot(s) for the target customer(s)? What currency does the value have? (e.g. Time-saved, speed, scalability, value increased?) |
| Messaging | ||
|---|---|---|
| 1 | Key message 1 with proof | |
| 2 | Key message 2 with proof | |
| 3 | Key message 3 with proof | |
We have found it to be helpful on several occasions over the years. It has worked best when part of a workshop and with participation from customers and internal stakeholders, for example from R&D, Sales, Product Management, Marketing, support functions and leadership. This way you can develop a singular team view, a combined team-powered vision, as well as a great customer focused value proposition – a powerful combination!
We would recommend to draft the value proposition early, perhaps at the point of completing a Product Requirements Document (PRD). By doing this as a cross-functional team it can unify the team’s power and commitment around the challenge!
To make a start just complete the GREEN and then the BLUE items whilst using the RED questions to guide you.