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Customer Value Proposition

Content:

- The software challenge: it is invisible!

- The Value Proposition Components

- Developing Customer Value Propositions

The Customer Value Proposition is probably the most crucial concept in the marketing of any software product and service. The Customer Value Proposition is the framework used to shape our compelling communication with the market, the basis for calling potential clients and asking for an appointment, and the reason why clients eventually sign on the dotted line.

The formal expression of the value of a product/service is: V = B - C

The Value is equal to the Benefits of the product/service minus the Cost associated with acquiring, migrating to and rolling out the product/service.

The value must be tangible and measurable. If this is not the case, you must go back to the lab and rework the entire approach.

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Customer Value Proposition Definition

The software challenge

The challenge of bringing software products to the market is associated with five fundamental characteristics:

Software is invisible.

Software has no value per se (the value is derived from using the software).

The value of the software will often depend on how well you deliver the services required to apply the software to current or new business practices.

The customer’s implementation, training and adoption levelsof the software has a major impact on the value derived from the product.

The scrap value of obsolete software is nil.

The two layers of Customer Value Proposition

For many software products you need to operate with at least two layers of Customer Value Propositions:

A.

B.

One, which is generic to the vertical markets, we target.

One, which is specific to the individual sales situation.

Being successful requires a convincing Customer Value Proposition, which outlines why your product is better than all the alternatives available to the client.

Many software products are generic in the sense that they can be applied to many kinds of companies and in many types of industries. However, you often come to recognise that certain circumstances make your product extremely valuable. As a result, the same value proposition may be very successful in certain situations but unsuccessful in other situations.

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Customer Value Proposition Definition

The Value Proposition Components

NeedsAn attractive Customer Value Proposition must address compelling and critical customer pains for which the customer is prepared to allocate resources. Identifying needs involves industry and/or domain segmentation, understanding the purchasing process and buying center identification, where such needs are easily related to the value proposition.

Because these needs differ significantly depending on customer characteristics, this framework element also assists with market segmentation.

An important component of the needs definition is the identification of the “Ideal Customer Profile” (defined in TBK-PFFC-003).

ApproachA Customer Value Proposition must define the

solution components addressing the “whole product” challenge as well as two major parts of the value chain:

the sales process and the delivery process. Thus the definition of the Value Chain is a part of the approach

definition.

When the value chain involves third parties participating in the sales or the implementation

process we must also develop a distinct Value Proposition for these players.

CompetitionThe Customer Value Proposition must explain why and how the solution is superior to competitive alternatives available to the clients.

When you have the ambition of making your software available internationally, you must repeat this exercise for each individual market.

BenefitsA Customer Value Proposition must explain how the

benefits of the solution delivered exceeds the total cost involved with migrating to and/or utilising the

solution.

The more tangible and specific the benefit/cost ratio is defined, the more impact it will have on the market.

If you are bringing a new product to the market and/or if you are a new player in the market, you must

consider the risk mitigation issue. The customer will consider your “newness” an additional risk = additional cost, for which you must compensate if you are to win

the deal.

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Customer Value Proposition Definition

TBK-PFFS-002

Developing Customer Value Propositions

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Review and test of current value propositionA software product, which is already on the market, will have a current Customer Value Proposition.

Identification of critical improvement areasYou will identify unclear or vague aspects to the Customer Value Proposition and uncover sources that provide additional benefit-related information required to fill in the gaps.

Value Proposition workshop IThe Customer Value Proposition is reworked reflecting the ideal customer profile.

Improved Customer Value Proposition - TestThe revised Customer Value Proposition is tested with prospective clients and potential areas of adjustment are identified and documented. This process provides feedback on ways to adjust the message, to improve how it resonates within the target market.

Value Proposition workshop IIThe Customer Value Proposition is reworked including refining the ideal customer profile.

Final verification and documentationThe final verification and documentation for external communication is completed.

Documentation

The Customer Value Proposition must be thoroughly documented, including descriptions of the test results from the verification process.

The documentation must enable new sales and marketing people, who are to bring the product and service into a new geographic market, to be focused and effective from the first day.

A.

B.

C.

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