The concept of "value proposition" and how to achieve

Published in Medium by James Faghmous, he likened the inception in the movie inception to someone else's brain to the brand value of start-ups, putting the brand into the user's head. This paper analyzes the concept of "value proposition" and how to achieve it, which is worth reading.

I was a movie buff, but when I was a father, the movie was a luxury in life. But luckily my friend Fayadh still had this good habit, and recently he let me go back to the Nolan movie "Inception" (inception). The inception in the movie is to put an idea into someone else's head and convince him that the idea is from himself. This is no different from starting a business, in order to persuade users to buy their own products, but also to make them feel that these are good.

For startups, you need to create the most basic brand value, like a inception you want to implant into the user's head.

The hardest part is convincing the user that your product is great, the role of Tom Hardy in the movie said: "You need to have a basic idea version first." Entrepreneurship is the same, you have to at least have an idea you can start, we call this "value proposition": What is the pain point that your company wants to solve and how you will solve it.

In fact, the core of all sales is a simple but attractive value positioning, but it is a difficult process to finally extract a few months of product creation into an idea, so many companies turn value positioning into a description of their product features, which list everything about their products. This is a big misunderstanding, the value of their own positioning as a description of their products. But that is not the case.

Value positioning is about the user, and how you will make their lives better, so your value positioning must not be related to product features, but to the user to describe the use of their products after the life of all changes in the picture. For example, if you are working on a calendar application, do not position it as the "simplest calendar application", and should be "never miss a Date" or "You will never be late again."

The following diagram is an illustration of the significance of value positioning. Suppose you wanted to sell the bullets to Mario, would you describe the physical characteristics of the bullets? such as color, size, etc., or do you tell him that he will become stronger after he eats the bullet, and that he can shoot bullets? In order to sell their products to users, you must give them a description of the changes that have been made after using their products.

After we figure out the value orientation, difficult work is really the beginning. You have to come up with a simple description that resonates with the user, and the key here is to know exactly who your users are. Maybe your potential users are more than just a group of people, probably young and working, so you need to take them all into consideration. There are two subtle points to note: First, you don't know who is willing to pay for your product, you can only guess;

So you just keep testing the test, the simplest standard is to see how many people registered to use your products or services, in the earlier period of promotion, you have to start to analyze their value positioning and audience groups (audience).

Value Orientation Analysis

This is something you should test first, even before any other business is launched. You can set a good background for the landing page and add your value-positioning description, which is enough to make sure that the reason for the user's registration is only your value orientation, and you don't need to add any more text to the landing page. Keep updating and perfecting your value position until your registration conversion rate reaches 40%.

Audience Group Analysis

For each updated value positioning, you need to know their corresponding audience groups, so as to improve the conversion rate. First you need to list the places where you think the user may stay, such as blogs or dating sites, you know these places will be your main source of traffic and registered users, but you need to separate each source for analysis and tracking to understand the type of audience and the best source of transformation. This way you can tell if the type of specific audience is the same as you had previously guessed.

Value Positioning & Audience recognition

If all of this goes smoothly, your user registration conversion rate will reach 40%, and now you need to communicate with the user specifically to determine your previous audience guess. In addition, there are things you can continue to do:

Find those who are not sticky: Conduct a user survey, ask the user if they can find what they want on the Web page, and find those who are not subscribed from the email list, contact them, and ask for the reason.

Let the user tell you their reason: when you have a certain user base, you can get some activities to reward users, such as "I use X because ..." So you can not only do the promotion, but also understand the user's views of their products.

Ignore requests from users for additional functionality: When you communicate with users, don't worry about the user saying "It's better to have X", and in the early days you just have to focus on solving the user's pain point. It's difficult to meet all users ' requirements for functionality at the same time but what you need to be aware of is that there may be more value in the user's feedback or more direct pain points, and these might also be worth millions of ideas, so be flexible and think carefully about the consequences as you try to solve new pain points.

Like inception, early preparation is very important, before writing code must have a corresponding plan, then you can like Leonardo, put their value positioning into the minds of the audience, let him know how your products or services will bring about the changes in his life.