After you understand the customer’s job, their pain points, and their gain points, it is time to define a value proposition to deliver to them. The products or services that you will provide can come in four different flavors:
Tangible (e.g., manufactured goods or services delivered in person or face to face)
Virtual (e.g., downloads or online recommendations)
Intangible (e.g., copyrights or quality assurances)
Financial (e.g., investment funds or other financial services)
With these flavors in mind, make a list of all the products and services your company could deliver. Keep in mind the previous lists that you have made. For instance, consider the tasks, problems, and needs of your customer’s job. Make sure to factor in how you ranked their significance, critical nature, and frequency. Also, consider the pain and gain points of your customer segment and how you ranked each point in terms of significance and frequency.
While you should consider all of these factors, it is now time to prioritize and focus on the key ones that you have the ability to deliver on as part of your solution.
Do you have a list of value propositions that you can test on your target customer segments?
