ENTREP WEEK5 BLAHSBWNAJAJAIAIAJEBEJWJWIWIIWJWNW

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1. RECOGNIZE AND
UNDERSTAND THE MARKET
TEACHER MHILES
UNIQUE SELLING PROPOSITION
VALUE PROPOSITION

2. LEARNING OBJECTIVES
•
•
•

3. Did you see a business
wherein they describe their
product differently, such as
using attractive words?
Can you give an example of
these businesses?

4. amarketingstrategythatfocusesonspecialfeatures
ofaproductorservice,whichenablethemtostand
outfromthecompetitionandattractcustomers.
UNCOVER THE REAL REASON
WHY THE
CUSTOMER BUYS THE
PRODUCT
MOTIVATE THE
CUSTOMER
SYMPATHIZE WITH
CUSTOMER NEEDS
UNIQUE SELLING PROPOSITION

5. AUniqueSellingProposition(USP)isa
distinctivefeatureorbenefitthataproductor
serviceoffersthatsetsitapartfromits
competitors.Itisamarketingstrategythat
focusesonhighlightingthespecialqualitiesof
aproductorservicetoattractcustomers.

6. Purpose of the Unique Selling Proposition
1.Sympathizewithcustomerneeds.AUSPcanhelpa
businessunderstandandaddressthespecificneedsand
desiresofitstargetmarket.
2.Motivatethecustomer.AcompellingUSPcanmotivate
customerstochooseaparticularproductorserviceover
others.
3.Uncovertherealreasonwhythecustomerbuysthe
product.Awell-craftedUSPcanrevealtheunderlying
reasonswhycustomersaredrawntoaproductorservice.

7. ExamplesofSuccessfulUSPs
•Apple"ThinkDifferent."
ThisUSPemphasizesApple'sfocusoninnovationand
creativity,settingitapartfromcompetitors.
•Dyson"Theonlyvacuumthatsucksupdustandallergens."
ThisvaluepropositionhighlightsDyson'sunique
technologythatcapturesdustandallergensmoreeffectively
thantraditionalvacuums.
•RedBull"Givesyouwings."
ThisUSPsuggeststhatRedBullcanprovideenergyandboost
performance.

8. SALES
STRATEGY
LOYAL
CUSTOMERS
CLEAR
DIFFERENTIATION
ADVANTAGES OF THE UNIQUE SELLING
PROPOSITION
IMPROVED
REVENUE
SIMPLER
SELLING

9. ADVANTAGES OF THE UNIQUE SELLING PROPOSITION
1.ClearDifferentiation
•MarketPositioning.AUSPhelpsabusinessestablishauniqueposition
inthemarket,makingiteasierforcustomerstounderstandand
remember.
•CompetitiveAdvantage.AstrongUSPcangiveabusinessacompetitive
edgeoverrivalswhomaylackadistinctivefeatureorbenefit.
2.ImprovedRevenue
•IncreasedDemand.AcompellingUSPcanattractmorecustomers,
leadingtoincreasedsalesandrevenue.
•PremiumPricing.BusinesseswithstrongUSPscanoftencharge
premiumpricesfortheirproductsorservices.

10. ADVANTAGES OF THE UNIQUE SELLING PROPOSITION
3.LoyalCustomers
•CustomerSatisfaction.AUSPthatfulfillscustomerneedsand
expectationscanleadtohighercustomersatisfactionandloyalty.
•RepeatBusiness.Loyalcustomersaremorelikelytomakerepeat
purchasesandrecommendaproductorservicetoothers.
4.SimplerSelling
•FocusedMessaging.AUSPprovidesaclearandconcisemessage
thatcanbeusedtotargetspecificcustomersegments.
•EffectiveSalesPitches.SalesrepresentativescanusetheUSPto
createcompellingsalespitchesthatresonatewithcustomers.

11. ADVANTAGES OF THE UNIQUE SELLING PROPOSITION
5.SalesStrategy
•MarketingFocus.AUSPcanguideabusiness'smarketingefforts,
ensuringthatresourcesareallocatedeffectively.
•CustomerTargeting.AUSPcanhelpabusinessidentifyandtarget
specificcustomersegmentsthataremostlikelytoappreciateits
uniqueoffering.
Example
ConsiderApple'sUSPof"ThinkDifferent."ThisUSPhashelped
Appledifferentiateitselffromcompetitors,attractaloyalcustomer
base,andcommandpremiumpricesforitsproducts.Apple'sfocus
oninnovationanddesignhasallowedittoconsistentlyintroducenew
andexcitingproductsthatresonatewithconsumers.

12. STEP 3. FOCUS
ON THE
SOLUTION.
STEP 2. IDENTIFY
THE TARGET
AUDIENCE’S
PROBLEM.
STEP 1. REVIEW THE
PLANNING PROCESS.
STEP 4. COMBINE IT
INTO A CONCISE
STATEMENT.
STEPS IN WRITING UNIQUE SELLING
PROPOSITION

13. STEPS IN WRITING UNIQUE SELLING PROPOSITION
Step1.ReviewthePlanningProcess
•BeforecraftingaUSP,it'sessentialtoreviewtheoverallmarketingand
businessplanningprocess.Thisincludesunderstandingthecompany's
mission,vision,values,andtargetmarket.Byrevisitingthese
elements,youcanensurethattheUSPalignswiththecompany's
overallstrategy.
Step2:IdentifytheTargetAudience'sProblem
•AstrongUSPshouldaddressaspecificneedorproblemfacedbyyour
targetaudience.Conductmarketresearchtoidentifythepainpoints,
desires,andchallengesofyourcustomers.Understandingtheir
perspectivewillhelpyoutailoryourUSPtotheirneeds.

14. STEPS IN WRITING UNIQUE SELLING PROPOSITION
Step3.FocusontheSolution
•Onceyou'veidentifiedthetargetaudience'sproblem,focusonhow
yourproductorserviceprovidesauniquesolution.Highlightthe
specificbenefitsandadvantagesthatdifferentiateyourofferingfrom
competitors.
Step4:CombineitintoaConciseStatement
•Craftaconciseandmemorablestatementthatencapsulatesthe
uniquevaluepropositionofyourproductorservice.Thisstatement
shouldclearlycommunicatethebenefit,theuniquefeature,andthe
reasonwhyyourproductorserviceissuperior.

15. STEPS IN WRITING UNIQUE SELLING PROPOSITION
Example:
Imagineanewlineofeco-friendlycleaningproducts.Thetarget
audienceisenvironmentallyconsciousconsumerswhoareconcernedabout
theharmfulchemicalsintraditionalcleaningproducts.
Step1:Reviewthecompany'smissiontoprovidesustainableandeco-friendly
products.
Step2:Identifythetargetaudience'sproblem.Thedesireforeffective
cleaningproductsthataresafefortheenvironmentandtheirfamilies.
Step3:Focusonthesolution:thecleaningproductsaremadewithnatural,
biodegradableingredientsandarefreeofharmfulchemicals.
Step4:Combineintoaconcisestatement:"Eco-friendlycleaningsolutions
thatarepowerful,safe,andsustainable."

16. Valuepropositionisabusinessormarketingstatement
indicatingtheworththatthebusinessoffersto
customers.
BENEFITS
OFFERINGSMARKET
VALUE PROPOSITION
PROOF
VALUE EXPERIENCE
ALTERNATIVE AND
DIFFERENTIATION

17. VALUE PROPOSITION
Avaluepropositionisaclearstatementthat
communicatesthebenefitsaproductor
serviceofferstoitstargetaudienceandhow
itsolvestheirproblemsormeetstheir
needs.Itessentiallyindicatestheworththat
abusinessprovidestoitscustomers.

18. Value Proposition Builder Model
TheValuePropositionBuilderModelisaframeworkthat
helpsbusinessesdevelopcompellingvaluepropositions.Itconsistsof
fivekeyelements:
1.Market.Understandingthetargetmarketandtheirspecificneeds,
wants,andpainpointsiscrucialfordevelopingarelevantvalue
proposition.
2.Valueexperience.Definethedesiredcustomerexperiencethatyour
productorservicewillcreate.Whatemotionsorfeelingsdoyou
wantcustomerstoassociatewithyourbrand?
3.Offerings:Clearlyarticulatethespecificfeatures,benefits,and
solutionsthatyourproductorserviceprovides.

19. Value Proposition Builder Model
4.Benefits.Highlightthetangibleandintangiblebenefitsthat
customerswillderivefromyouroffering.Thesebenefitsshould
addresstheneedsandproblemsidentifiedinstep1.
5.Alternativedifferentiation.Explainhowyourproductorserviceis
differentfromcompetitorsandwhyitofferssuperiorvalue.This
couldbebasedonfeatures,quality,price,orotherfactors.
6.Proof.Provideevidencetosupportyourclaims.Thiscouldinclude
customertestimonials,casestudies,awards,ordatathat
demonstratesthevalueyourproductorservicedelivers.

20. Value Proposition Builder Model
Example:
Consideranewfitnessappthatofferspersonalizedworkoutplans,
nutritiontracking,andcommunitysupport.
1.Market:Thetargetaudienceishealth-consciousindividualswhowant
toimprovetheirfitnesslevels.
2.Valueexperience:Theappaimstocreateamotivatingandsupportive
communitywhereuserscanconnectwithlike-mindedindividualsand
achievetheirfitnessgoals.
3.Offerings:Personalizedworkoutplans,nutritiontracking,progress
tracking,communityforums,andfitnesschallenges.
4.Benefits:Improvedfitnesslevels,weightloss,increasedenergy,better
overallhealth,andasenseofaccomplishment.

21. Value Proposition Builder Model
5.Alternativedifferentiation:Theapp'suniquesellingpointis
itsfocusonpersonalizedworkoutsandastrongcommunity
aspect,settingitapartfromgenericfitnessapps.
6.Proof:Testimonialsfromsatisfiedusers,partnershipswith
fitnessexperts,anddataonuserengagementandresults.
ByfollowingtheValuePropositionBuilderModel,businesses
cancreatecompellingvaluepropositionsthatresonatewith
theirtargetaudienceanddrivecustomeracquisitionand
loyalty.

22. Thevaluepropositionmustbestudiedthroughouttheentirelife
cycleofvalueperceivedbycustomers.
Anentrepreneurmustcreateanattributethatcapturesthefive
stagesofthevaluelifecycle.
VALUE
RENEWAL
VALUE
APPROPRIATION
VALUE
CREATION
THE VALUE LIFE CYCLE
VALUE
TRANSFER
VALUE
CONSUMPTION

23. Value Life Cycle
Thevaluelifecyclereferstothejourneya
productorservicetakesfromitscreationtoits
eventualtransferorrenewal.Aneffective
valuepropositionmustbeconsidered
throughoutthisentirecycletoensureongoing
customersatisfactionandvalueperception.

24. Five Stages of the Value Life Cycle
1.ValueCreation:Thisstageinvolvesthedevelopmentand
productionoftheproductorservice.It'sessentialtoensurethat
theofferingmeetstheneedsandexpectationsofthetarget
market.
2.ValueAppropriation:Thisstagefocusesoncapturingthevalue
createdbytheproductorservice.Thisincludespricing,
distribution,andmarketingstrategies.
3.ValueConsumption:Thisstageinvolvesthecustomer'suseor
experienceoftheproductorservice.It'scrucialtoensurethat
theproductorservicedeliversthepromisedbenefitsandmeets
customerexpectations.

25. Five Stages of the Value Life Cycle
4.ValueRenewal:Thisstageinvolvesupdatingorimproving
theproductorservicetomaintainitsrelevanceandappeal.
Thismayincludeintroducingnewfeatures,addressing
customerfeedback,oradaptingtochangingmarkettrends.
5.ValueTransfer:Thisstageoccurswhentheproductor
servicereachestheendofitsusefullifeorisreplacedbya
newerversion.Itmayinvolverecycling,disposal,ortransfer
ofownership.

26. Five Stages of the Value Life Cycle
Example:ASmartphone
1.ValueCreation:Thedevelopmentandproductionofa
newsmartphonemodelwithinnovativefeaturesand
advancedtechnology.
2.ValueAppropriation:Settingtheappropriateprice,
establishingdistributionchannels,andlaunchinga
marketingcampaigntopromotethesmartphone.
3.ValueConsumption:Customerspurchaseandusethe
smartphoneforvariouspurposes,suchas
communication,entertainment,andproductivity.

27. Five Stages of the Value Life Cycle
Example:ASmartphone
4.ValueRenewal:Thesmartphonemanufacturerreleases
regularsoftwareupdatestointroducenewfeatures,
improveperformance,andaddresssecurityvulnerabilities.
5.ValueTransfer:Thecustomereventuallyupgradestoa
newersmartphone modelorsellstheoldone.By
followingtheValuePropositionBuilderModel,businesses
cancreatecompellingvaluepropositionsthatresonatewith
theirtargetaudienceanddrivecustomeracquisitionand
loyalty.

28. CUSTOMER
UNDERSTANDING AND
ENGAGEMENT.
CREATES
FOCUS.
GIVES DIRECTION.
VALUE PROPOSITION ADVANTAGES
FOCUS ON CLARITY OF
VALUE.
BREEDS
CONFIDENCE.

29. VALUE PROPOSITION ADVANTAGES
1.GivesDirection
•StrategicFocus:Aclearvaluepropositionprovidesa
guidingprincipleforabusiness'smarketingandbusiness
strategy.
•Decision-Making:Ithelpsinmakinginformeddecisions
aboutproductdevelopment,pricing,andmarketingefforts.
2.CreatesFocus
•Prioritization:Avaluepropositionhelpsbusinesses
prioritizetheireffortsandresourcesbyfocusingonthe
mostvaluablefeaturesandbenefits.

30. VALUE PROPOSITION ADVANTAGES
2.CreatesFocus
•CustomerFocus:Itensuresthatthebusinessremains
focusedondeliveringvaluetoitstargetmarket.
3.BreedsConfidence
•BeliefintheOffering:Astrongvaluepropositioncanboost
theconfidenceofemployeesandstakeholdersinthe
business'sabilitytosucceed.
•InvestorConfidence:Itcanattractinvestorsby
demonstratingthepotentialforgrowthandprofitability.

31. VALUE PROPOSITION ADVANTAGES
4.CustomerUnderstandingandEngagement
•Empathy:Awell-craftedvaluepropositionshowsthatthe
businessunderstandsitscustomers'needsanddesires.
•Engagement:Itfostersdeeperconnectionswithcustomers
andencouragesloyalty.
5.FocusonClarityofValue
•ClearCommunication:Avaluepropositionensuresthatthe
business'smessageisclear,concise,andeasytounderstand.
•CustomerPerception:Ithelpsshapecustomers'perception
oftheproductorserviceanditsvalue.

32. VALUE PROPOSITION ADVANTAGES
Example:
ConsiderApple'svaluepropositionof:
"Think Different."
ThisstatementclearlycommunicatesApple'sfocuson
innovationandcreativity,settingitapartfrom
competitors.IthashelpedApplebuildaloyalcustomer
baseandestablishitselfasaleaderinthetechnology
industry.

33. Entrepreneur Asia Pacific. “Unique selling proposition”. Accessed
March 20,2020.
D’ Andrea, Aude and Ines Gabarret. Building 21st Century
Entrepreneurship Volume 1. John Wiley and Sons Publishing,
2017.
Dollingner, Marc. Entrepreneurship: Strategies and Resources
3rd Edition. New Jersey: Prentice Hall, 2003.
Kotler, Philip & Gordon McDougall. Marketing Essentials.
Prentice-Hall Canada Inc, 1985.
Miranda, Gregorio. Basic Marketing Revised Edition. L & G
Business House, 1997.
Peters, Michael & Robert Hisrich. Entrepreneurship 4th
Edition. McGraw-Hill Book Co, 1999.
.
REFERENCES

34. Barnes, Cindy, Helen Blake, and David Pinder. Creating and Delivering Your Value
Proposition: Managing Customer Experience for Profit. Kogan Page Publisher, 2009.
Bhasin, Hitesh. “The relation between USP and value proposition.” Marketing91.
Accessed
March 31, 2020. https://www.marketing91.com/usp -value-proposition/.
Fernandez, Mary. “32 of the best value propositions (plus how to write your own)”.
Optinmonster. Accessed March 27, 2020. https://optinmonster.com/32 -value-
propositions-that-are-impossible-to-resist/.
Miranda, Gregorio. Basic Marketing Revised Edition. L & G Business House, 1997.
Osterwalder, Alexander and Yves Pigneur. Modeling value propositions in e -business.
University of Laussane, 2003.
Sukhraj, Ramona. “The 31 best value propositions examples you wish you had.”
Impact. Accessed March 27, 2020. https://www.impactbnd.com/blog/value -
proposition-examples.
REFERENCES

35. Thank You
“IT'S NOT ABOUT IDEAS. IT’S ABOUT MAKING
IDEAS HAPPEN”. -SCOTT BELSKY