Value Proposition Model: How to create a strong value proposition

At Shaping Business, we use an internationally recognised framework for creating a compelling and strong Value Proposition, to help technology and professional services firms convert more opportunities and win more business. The framework is called the Value Proposition Model.

Developed by Strategyzer, the Value Proposition Model is a great tool. The model enables you to develop a customer-focused value proposition that truly reflect the value you deliver to your customer and move away from just describing the functional benefits.

But like any tool, it needs to be applied correctly to get the desired results.

Although you can find a lot of instructional videos online on how to use the framework, businesses are still getting it wrong.

Let’s first look at the signs that tell you that you still have a problem with your value proposition:

    • Your value proposition is not compelling, despite the use of a structured framework
    • The Value proposition canvas does not provide direction for product/service improvement, future innovation or new product development (NPD)
    • The business still struggles to leverage the information to market their products/services better and drive better quality sales meetings
    • And most importantly, you struggle to win more business

So why do businesses struggle to extract the full value out of this value proposition model and use it effectively?
From our experience, there are five main reasons for this:

    1. The customer profile is developed around your offer to the customer rather than around the actual needs, jobs and issues of the customer.
    2. The development of the value proposition canvas hasn’t involved all key stakeholders.
    3. When populating the customer profile, certain assumptions are made based on pre-conceived ideas in the business.
    4. A common issue is that users struggle to distinguish between what is a customer’s job and what is a gain/pain.
    5. When this analysis is done as an internal exercise it can be either overly influenced by a strong-minded individual or suffer from group-think which achieves a consensus but doesn’t reflect reality.

Watch our video below for better understanding.


Value Proposition Canvas : How to create a strong value proposition


If you are struggling to develop a compelling and strong value proposition using a value proposition model, get in touch to discuss it further with one of our value proposition development experts. We have worked with many professional services and technology companies to help them identify the real value they offer using this value proposition model, and using it to develop a strong value proposition that has helped them win more business and develop new strategic partnerships with customers.