The Method provides a framework for developing a go-to-market program – making sure you’ve covered your bases – and, more importantly, making the best decisions on all the factors that determine your go-to-market success.
The Method provides an easy to use project management framework called the FlightPlan™. With the FlightPlan, you’ll explore key questions, such as: What is your Mission? Who’s on the bus? What do you have to work with? What does Success look like? When will you get there?
Get a Handle on Your Best Customers
Leverage your message and approach to the greatest degree possible by really knowing – even designing – your ideal market. With the Value Prop Method, you’ll explore key questions, such as: Who is your best customer? What makes them your ideal customer / target market? What matters most to them – and how do you communicate our most significant value to them?
You’ll develop an Ideal Customer Profile with the key elements needed for effective targeting.
Influence and Navigate Your Environment
This section shows you how to establish a firm grasp on the way your chosen marketplace functions. Competent business leaders must be aware of their overall environment.
You will develop a comprehensive Marketplace Matrix showing your key opportunities to exert influence and navigate your chosen market.
Attack—Defend—Defeat… Your Competition
Competitors, Alternatives, and Disruptors are three forces that exist within every marketplace – all capable of either keeping you from entering the chosen door, or pushing you back out – to make your offering irrelevant to your prospect.
The Method will help you create an actionable Competitive Matrix showing your key opportunities to attack, defend, and defeat your competition.
Create a Killer Value Prop
Develop your best overall offering – the combination of products and services that will delight and motivate your best audience to buy. You’ll explore: What is Innovative, Indispensable, and Inspirational about your product/service? How does your credibility foundation support your offering in the market? Leverage the power in creating a 1 Pager.
You’ll create a Product Definition with Features, Benefits, and the true Distinctives that Win!
Get a Handle on the Right Price
Pricing your product right, relative to its market and solution category, is key. This is a moving target, as competitors vie for your customers’ attention with creative bundles, disruptive technologies, or outright attempts to “buy the business” via unsustainable pricing. You’ll discuss and decide on the ‘Ideal’ Price for your offering. Examine how ‘price elastic’ your market is, and explore how to make your pricing easily understood. The Method will help you develop a Competitive Price Program and make the best pricing decisions possible.
Get a Handle on Your Best Message
Your success hinges not only on the inherent quality of the product or service (the so-called “better mousetrap”), but also on your ability to move swiftly, integrate resources and execute effectively and efficiently with a coherent and compelling message.
What is the credibility foundation you bring to the market? How do you communicate your most significant value to your most important prospects?
Knowing what is Innovative, Indispensable, and Inspirational about your product/service, create a powerful and effective messaging strategy – centered around your Value Prop.
Define and Refine Your Overall Strategy
Choosing the quickest path with the highest probability of success is one crucial element of your Market Entry Strategy. Your Market Entry Strategy is not about gambling – or luck, but preparation, rigorous self-assessment and careful execution.
As a team, you’ll be able to determine your best market entry ‘angle’, and how you can leverage your strengths to gain market traction. How will you create value for your best prospect – and capture value for your stakeholders?
The Method guides you through creating a Value Prop-driven Market Entry Strategy.
Operationalize and validate your Market Entry Strategy. Practically, quickly, and efficiently test the ideas and assumptions you have made about your offering and target marketing by answering the only question that matters: do your intended buyers buy?
Develop and quickly document your Market Entry programs using the latest marketing techniques – supported by branding, messaging, and direct sales components.
Learn MoreThe Value Prop Program gives you access to more than 20 live, in-person, Workshops and an online platform that will keep your team together and your go-to-market initiatives on track!