| A Value Proposition is the reason why customers turn to one company over another. It solves a customer problem or satisfies a customer’s needs. Each Value Proposition consists of a selected bundle of products and / or services that caters to the requirements of a specific Customer Segment. In this sense, the Value Proposition is an aggregation, or bundle, of benefits that a company offers customers.
Some Value Propositions may be innovative and represent a new or disruptive offer. Others may be similar to existing market offers, but with added features and attributes.
A Value Proposition creates value for a Customer Segment through a distinct mix of elements catering to that segment’s needs. Values may be quantitative (e.g. price, speed of service) or qualitative (e.g. design, customer experience).
 Newness
Some Value Propositions satisfy an entirely new set of needs that customers previously didn’t perceive because there was no similar offering. This is often, but not always, technology related. Cell phones, for instance, created a whole new industry around mobile telecommunication. On the other hand, products such as ethical investments funds have little to do with new technology.
Performance
Improving product or service performance has traditionally been a common way to create value. The PC sector has traditionally relied on the factor by bringing more powerful machines to market. But improved performance has its limits. In recent years, for example, faster PC’s, more disk storage space, and better graphics have failed to produce corresponding growth in customer demand.
Customization
Tailoring products and services to the specific needs of individual customers or Customer Segments creates value. In recent years, the concepts of mass customization and customer co-creation have gained importance. This approach allows for customized products and services, while still taking advantage of economies of scale.
Getting the Job done
Value can be created simply by helping a customer get certain jobs done. Rolls-Royce understands this very well: Its airline customers rely entirely on Rolls-Royce to manufacture and service their jet engines. This arrangement allows customers to focus on running their airlines. In return, the airlines pay Rolls-Royce a fee for every hour an engine runs.
Design
Design is an important but difficult element to measure. A product may stand out because of superior design. In the fashion and consumer electronics industries, design can be a particularly important part of Value Proposition.
Brand / Status
Customers may find value in the simple act of using and displaying a specific brand. Wearing a Rolex watch signifies wealth, for example. On the other end of the spectrum, skateboarders may wear the latest “underground” brands to show that they are “in”.
Price
Offering similar value at a lower price is a common way to satisfy the needs of price-sensitive Customer Segments. But low-price Value Propositions have important implications for the rest of the business model. No frills airlines, such as Southwest, easyJet, and Ryanair have designed entire business models specifically to enable low cost air travel. Another example of a price-based Value Proposition can be seen in the Nano, a new care designed and manufactured by the Indian conglomerate Tata. Its surprisingly low price makes the automobile affordable to a whole new segment of the Indian population. Increasingly, free offers are starting to permeate various industries. Free offers range from free newspaper to free e-mail, free mobile phone services, and more.
Cost reduction
Helping customers reduce costs is an important way to create value. Salesforce.com, for example, sells a hosted Customer Relationship management (CRM) application. This relieves buyers from the expense and trouble of having to buy, install, and manage CRM software themselves.
Risk reduction
Customers value reducing the risks they incur when purchasing products or services. For a used car buyer, a one-year service guarantee reduces the risk of post-purchase breakdowns, and repairs. A service-level guarantee partially reduces the risk undertaken by a purchaser of outsourced IT services.
Accessibility
Making products and service available to customers who previously lacked access to them is another way to create value. This can result from business model innovation, new technologies, or combination of both. NetJets, for instance, popularized the concept of fractional private jet ownership. Using an innovative business model, NetJets, offers individuals and corporations access to private jets, a service previously unaffordable to most customers. Mutual funds provide another example of value creation through increased accessibility. This innovative financial product made it possible even for those with modest wealth to build diversified investment portfolios.
Convenience / Usability
Making things more convenient or easier to use can create substantial value. With iPod and iTunes, Apple offered customer unprecedented convenience searching, buying, downloading, and listening to digital music. It now dominates the market.
To learn more about Value Propositioning and the remaining 8 building blocks to your Business Model call and inquire about, my ongoing local workshop series on these subjects
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 Shelley Smith is the President of Pink Sky, Inc., and a TAB-Certified Facilitator in the Newport News, VA area. Prior to owning her own company, Shelley spent several decades in top executive positions within Marriott Corporation, LTD Management and HMP Properties. Most of those years were spent working directly in the Hampton Roads area. She has established a long line of networking partners of well-respected and established companies.
Shelley has substantial knowledge and experience in the operations of day-to-day businesses. Her expertise includes making assessments of a stand-alone unit or multiple units, reviewing key performance drivers and advising the owner, president or CEO on how to deploy their staff and use other resources to operate more efficiently through systems and processes.
Shelley’s education includes certifications from Cornell Business School in Ithaca, NY as well as a long list of professional certifications acquired while working for and within Marriott, Hilton, Starwood and Intercontinental Hotels.
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