Dunphy Associates Compelling Value Prepostions Workshop

Copyright © 2016 Dunphy Associates & Coussins Associates All Rights Reserved

Workshop Outline

Developing Compelling Value Propositions

Learning objectives What makes a product or service compelling and how can we ensure that ours are more compelling? How can we assess our products and service, compare with our competition and close any gaps? What frameworks & tools can we use to consistently develop stronger value propositions?

A failure to deliver or communicate sufficient value lies at the heart of many unsuccessful launches and many portfolios have too many under-performing products & services. This workshop provides a framework, diagnostic and tools to understand and develop Compelling Value Propositions (CVPs) that resonate with target clients and deliver competitive advantage

Target Audience Individuals from across the organisation involved in new product and service development, whether corporate or start-up, and needing to improve the impact of their portfolio and the processes used to deliver it

Product & Service managers New product development managers Marketing managers Product & Service marketing managers Product & technical development managers Business developers & heads Marketing communications managers Start-up stakeholders

Duration

2 days

High level content areas 1. Why products fail and why they succeed: the role of value 2. Defining and delivering Value that works for your customers 3. Understanding Value leakage: A Value Proposition diagnostic 4. Customer insight: Understanding and modelling Customers, their Needs, Unmet Needs & Behaviours and synthesising the insights


5. Segmentation & Targeting in value proposition development 6. A framework for developing Compelling Value Propositions 7. How to ensure your organisation delivers on the promise 8. Improving Positioning 9. On overview of the key steps involved in delivering the value propositions – what to measure and manage 10. Messaging & Communication – key rules for communicating value propositions effectively and how to manage those responsible for delivering the communications 11. Best Practise and Case Studies

3 Key tools and takeaways A framework & development process to understand and guide value proposition

development An assessment tool to evaluate your portfolios and ‘Value leakage’ gaps A toolkit to help develop compelling value propositions, including:

o Value Diganostic Proposition Matrix o A Market Mapping Tool o Information needs analysis tool o A Segment development tool o A customer insight process and related templates including

Customer Story process and template Customer journey and experience map Customer profile / persona template Insight summary

o Key product benefits matched to segment needs Product positioning statement template o Value proposition statement template o Business case checklist Faculty Co-developed and presented by Coussins Associates & DUNPHY Associates

Value Proposition Diagnostic Matrix


Brendan DUNPHY- see https://fr.linkedin.com/in/brendandunphy Ricky Coussins - see http://www.coussins.co.uk/the-team/ricky-coussins/

Further detailsFor further details and registration contact Sammy Krishnamurthy on 001 -914 - 219-0278

Dunphy Associates Compelling Value Prepostions Workshop

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