Case Study
VALUE PROPOSITION REFINEMENTA compelling value proposition ensures that your messaging resonates with your target audience, highlights the benefits they care about most, and positions your business as the clear choice.
STRATEGY FORMULATION
Maximizing Your Value Proposition
A value proposition is the core promise of value that your business offers to customers—it’s what sets you apart and explains why your product or service is the best solution for their needs. As a crucial component of strategic planning, a strong value proposition aligns your offerings with the priorities of your target audience, guiding your messaging, branding, and marketing efforts.
VALUE PROPOSITION
Defining a Value Proposition to Leverage Market Opportunities
Challenge
A professional behavioral training practice was seeking to accelerate the growth of its core training manual, as well as to explore opportunities to leverage manual sales into online and in-person training sessions. Current marketing was focused on sales of the firm’s training manual, the but principals of the firm were looking for ways to accelerate growth beyond the one-time sale of the training manul.
Solution
Although the firm originally conceived of its product as an industry-leading training manual for educators, there was a need to rethink its core value proposition from focusing on the manual which as a one-time sale opportunity. Ideation sessions with the principals of the firm uncovered the possibility of repositioning and offering the manual as part of a training ‘system’ with ancillary training sessions for purchasers of the manual in order to maximize the effectiveness of the concepts provided in the manual.
THE RESULTS
The firm redefined its core product offering and developed marketing messaging focused on a system approach. Marketing aimed at increasing manual sales while adding messaging about the value of the firm’s training sessions. The principals of the firm now focus on cross-selling the manual and training sessions through in-person appearances, a revamped website, and more targeted digital media campaigns.