Unique Value Proposition (UVP)

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By Alex Mangrolia

What is a Unique Value Proposition?unique_value_proposition_WEBSCOUT1

When it comes to your product or service your UVP is the promise of a value to be delivered and the believe from the customer that value will be experienced. What do I mean? Basically, this is where you tell a customer/client “this is why you should buy my product and/or services and this is what you will experience”.

Overall it’s a statement that will tell the client/customer what the heck they are getting.  Think of this as your quick 30 second elevator pitch:

For example:

  • Google: Find What You Want Quicker (in past, they are now expanding)
  • Wordtracker: World’s deepest, most thorough keyword research tool
  • Amazon: Low price, wide selection with added convenience anytime, anywhere

Why does this matter?

When customers/clients don’t know what they are purchasing from you, then they will just not purchase. Lets face it if you are selling a magical blue widget and you were asked to buy this magical blue widget, would you buy it without knowing what you are really getting? If you have answered, “Yes” then contact immediately! I have some swampland to sell you!

Overall when a customer knows your UVP, they tend to purchase more! They understand the benefits and the experience they will get.

How do you make a Unique Value Proposition (UVP) come up with this?

I’m glad you asked! Remember how I kept harping on the SWOT analysis and the 5P’s of marketing to know what makes you different? Here’s where you pull that information out and start bringing it all together! So, if you were following along, then good job! If not, go back to “start and don’t collect $200”.  You will need all of your in-depth marketing research to answer the questions below:

1. Unique Value Proposition (UVP) are made in two phases:

Phase 1: is where you internally (with yourself or your senior management team) decide what your unique differentiation is. How is your company and team different than the competition. (Remember this? It was in SWOT!). Now ask:

  • Does your product fix a broken problem?
  • Does it fill a need? For example: Facebook is successful because it fills a social need. You can always look at Maslow’s hierarchy of needs.
  • Is the problem Unavoidable?
  • What is the urgency of the problem? Is this mission critical?
  • Is the problem Underserved?
  • Qualify the Problem: Is it “Blac and White”? Note: Is it BLAC (Blatant, Latent, Aspirational, Critical) and does it address the WHITE space in the market, allowing you to capitalize on an open area of opportunity? (See the Image Below).

blacwhitenew-300x237

  • Evaluate if your breakthrough is unique and compelling. A useful approach is to think of your breakthrough in the context of the 3Ds: What unique combination of (D)iscontinuous innovation, (D)efensible technology, and (D)isruptive business model are you bringing to bear and what makes it truly compelling — not just to you and your colleagues, but to your most skeptical customer?
    • Discontinuous innovations – does your products or service offer transformative benefits over the status quo by looking at a problem differently.
    • Defensible technology – does your products or service  offers intellectual property that can be protected to create a barrier to entry and an unfair competitive advantage.
    • Disruptive business models – does your products or service yield value and cost rewards that help catalyze the growth of a business. Simply having a product or service that is faster, cheaper and better is not enough to make it compelling, but evaluate it in 3D and you can really open up the potential for a breakout.
    • Measure the Pain/Gain Ratio: Most entrepreneurs are so laser focused on all the benefits that their product /service will bring they don’t ever look at how hard it will be for their potential clients/customer to use, learn, implement their offer. You have to consider costs, etc. (Remember that we did this exercise in the 5P’s of Marketing).

Phase 2: Creating what you have in phase 1 into a unique outbound message to your market. Make this confident, assured benefit statement to fit your market.

The building of your UVP: 

Once you have answered the above questions and have finished defining, evaluating and measuring you can be ready to build your UVP.  Here is an overall framework you can use:

  • For (target customers)
  • Who are dissatisfied with (the current alternative)
  • Our product is a (New product/service)
  • That provides (key problem-solving capability)
  • Unlike (the product alternative).

If you are having a tough time in creating your UVP here is what you can do: 

1. Research what your competitors & potential customers/clients are saying. Your market will tell you what is acceptable and what isn’t acceptable. You need to understand what your customers are saying about your competition. You have to open your ears and really find those hidden opportunities.

2. Look at short term and long term opportunities: Your customers will tell you what they want short term (essentially fix my pain now) and long term (I would eventually like to have…).

3. Look outside your industry: Research what other successful companies are coming up with in terms of their UVP.

4. Know your SWOT: You need to know what your strengths are! Be really honest of what you can accomplish. If you can do it, then don’t say it!

5. Be original!

The Big Wrap Up:

Make sure that your UVP is short and sweet. Don’t copy anyone! It has to be Unique to your business’s products/services. Trust me copy cats never prosper and you will just devaluate the heck out of your brand.

As said before at the bottom of all my articles, if you need some help! Then contact me! I promise I don’t bite.

 

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