Value Propositions Templates
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This document presents 7 proven templates for writing value propositions: 1) Geoff Moore's template focuses on the target customer, their need, and how the product/service addresses it. 2) Venture Hacks' template compares the product to a proven example in a new domain. 3) Steve Blank's template follows the format "We help X do Y by doing Z". 4) Patrick Vlaskovits & Brant Cooper's CPS template addresses the customer, their problem, and the solution. 5) Dave McClure's elevator pitch template is short, simple, memorable and focuses on what, how and why. 6) David Cowan's Pitchcraft template highlights the problem, states what the company sells, and
![2. Venture Hacks' High-Concept Pitch
Template
[Proven industry example]
for/of [new domain].
Sample(s)
1. Flickr for video.
2. Friendster for dogs.
3. The Firefox of media players
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![Bonus: The VAD approach
Template
[verb; application; differentiator]
Sample(s)*
• Share PowerPoint and
Keynote slides including
audio (Slideshare).
• Create and write blogs via
email (Posterous).
• Make VOIP calls easily and
cheaply (JaJah).
*Assembled
from
Guy
Kawasaki’s
blog
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Value Propositions Templates
- 1. 7!Proven Templates for Writing Value Propositions That Work aka elevator pitches! LINGOSOCIAL.COM
- 2. Img credit: zylstra.org LINGOSOCIAL.COM
- 3. 1. Geoff Moore's Value Positioning Statement Template For ____________ (target customer) who ____________ (statement of the need or opportunity) our (product/service name) is ____________ (product category) that (statement of benefit) ____________ . Sample(s) For non-technical marketers who struggle to find return on investment in social media our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics. LINGOSOCIAL.COM
- 4. 2. Venture Hacks' High-Concept Pitch Template [Proven industry example] for/of [new domain]. Sample(s) 1. Flickr for video. 2. Friendster for dogs. 3. The Firefox of media players LINGOSOCIAL.COM
- 5. 3. Steve Blank's XYZ Template “We help X do Y doing Z”. Sample(s) We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics. LINGOSOCIAL.COM
- 6. 4. Patrick Vlaskovits & Brant Cooper's CPS Template Customer: ____________ (who your customer is). Problem: ____________(what problem you're solving for the customer). Solution: ____________ (what is your solution for the problem). Sample(s) Customer: I believe my best customers are small and medium-sized business (SMB) markets. Problem: Who cannot easily measure campaign ROI because existing solutions are too expensive, complicated to deploy, display a dizzying array of non-actionable charts. Solution: Low cost, easy to deploy analytics system designed for non- technical marketers who need actionable metrics. LINGOSOCIAL.COM
- 7. 5. Dave McClure's Elevator Ride Template • Short, simple, memorable; what, how, why. • 3 keywords or phrases • KISS (no expert jargon) Sample(s) "Mint.com is the free, easy way to manage your money online." LINGOSOCIAL.COM
- 8. 6. David Cowan's Pitchcraft Template • Highlight the enormity of the problem you are tackling. • Tell the audience up front what your company sells. • Distill the differentiation down to one, easy-to-comprehend sentence. • Establish credibility by sharing the pedigree of the entrepreneurs, customers, or the investors. Sample(s) One person dies of melanoma every 62 minutes. We offer a dermatoscope app for iPhone that enables people to easily diagnose their skin, leveraging patented pattern recognition technology trusted by the World Health Organization LINGOSOCIAL.COM
- 9. 7. Eric Sink's Value Positioning Template 1. Superlative ("why choose this product"). 2. Label ("what is this product"). 3. Qualifiers ("who should choose this product"). Sample(s) • The easiest operating system for netbook PC's. • The most secure payment gateway for mobile e- commerce. LINGOSOCIAL.COM
- 10. Bonus: The VAD approach Template [verb; application; differentiator] Sample(s)* • Share PowerPoint and Keynote slides including audio (Slideshare). • Create and write blogs via email (Posterous). • Make VOIP calls easily and cheaply (JaJah). *Assembled from Guy Kawasaki’s blog LINGOSOCIAL.COM
- 12. Lingo provides social media, digital strategy and technology PR services for brands looking to create more value for their customers with ever fewer resources. LINGOSOCIAL.COM @LINGOSOCIAL