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.
|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?)|
|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.