Step by step process, tools and videos guiding you through your project
Session One. Scope your project. Decide which customers and scenarios do you want to target with your value proposition. Review your competition’s value propositions.
Session Two. Map the current customers’ experience and develop insights. Plan customer interviews to validate your assumptions.
Session Three. Develop your new value proposition to make it unbeatable. Plan validation.
Session Four. Create a plan for using your value proposition internally and externally.
About the author
Prof. Mohan Sawhney
Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in strategic marketing, innovation and new media. Business Week named him as one of the 25 most influential people in e-Business. Crain’s Chicago Business named him a member of “40 under 40”, a select group of young business leaders in the Chicago area. He is a Fellow of the World Economic Forum.
His work with clients and his teaching at the Kellogg School of Management have won awards for excellence, partly because he shares rich examples as he guides clients through a clear method for getting their value propositions right. His clients typically pay over $50,000 for a workshop because they know his method will lead to success in the marketplace.
Mohan has a talent for making the complex simple. Regardless of their job function, he helps everyone understand their target customer’s experience clearly and design a value promise that customers urgently want to buy. His humor and constant examples keep clients engaged and constantly thinking of new approaches.
Prof. Sawhney is the co-author of five books. His most recent books are Collaborating with Customers to Create (2008) and The Global Brain: your Roadmap for Innovating Smarter and Faster in the Networked World (2007). He has won several awards for his teaching and research, including Outstanding Professor of the Year at Kellogg in 1998. He has been named as one of the top 5 professors at Kellogg in 2008 and 2009.
Prof. Sawhney advises and speaks to Global 2000 firms and governments worldwide. His speaking and consulting clients include Accenture, Adobe Systems, Banco Real, Boeing, Cisco Systems, Dell, DuPont, Ericsson, Fidelity Investments, General Mills, Goldman Sachs, HCL Technologies, Honeywell, IBM Consulting Services, Infosys, Johnson & Johnson, Kellogg Company, Kraft Foods, Microsoft, Motorola, MTV Networks, Nortel Networks, Nissan Motor, Nomura Research Institute, Raytheon Missile Systems, SAP, Sony, Teradata and Thomson Corporation. He serves on the boards and advisory boards of several technology startup companies.
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Your satisfaction is very important to us, and 100% guaranteed. If for any reason you are not satisfied with your purchase, we will refund all the money you paid for the software. As simple as that. If you would like to receive your money back, just email us at yourfriends@icanpilot.com.
About the product
What is the Value of a Winning Value Proposition?
Customers know you first by what you communicate. R&D knows what to develop by the guidance you give. Customer service knows what experience to create for customers by the direction you provide.
What if none of them knows what you want to accomplish for your target market? You end up with customers who don’t know why they should choose you over the competition, products that are developed with no specific use or customer need in mind, and dissatisfied customers defecting from your business every week.
The primary goal of this process is to help you design a value proposition for a particular product or service in a context specific enough to create highly relevant messages & drive sales. It includes key step by step guidance and tools needed to develop and implement a strong proposition. In the sessions, you will confirm:
- Project charter and project plan
- Segmentation – Target market and situation of use
- Competitive analysis – Main current alternatives & competitive offerings
- The pain points of customers who are using current alternatives
- Benefits (emotional, functional and economic) that you should offer
- Differentiation & reasons to believe your promise
- Desired customer experience map
- Positioning statement
- Brief for product development, messaging & value delivery
iCanPilot software is based on the proven method of a top expert, Mohan Sawhney. You are guided by a facilitator with narrated screens, instructional video, and a project workbook to document your work to complete your new value proposition. Your team learns as you are doing the work. In the end you will not only know how to design a winning value proposition, you will have completed your own as well.
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This product is for you if…
- Customers don’t see a difference between what you offer vs. your top competitors
- Customers don’t value the extra value you provide and just want a better price
- You are developing a new product or business and want to be sure customers will want it
- R&D develops products and then “throws it over the wall” to marketing to figure out how to sell
- You have to differentiate your new product against your previous version and entice customers to “move up”
- You are stuck selling to a small niche and can’t seem to break into the mass market
Duration: Four half-day team work sessions scheduled over four to six weeks to complete research assignments.
Core Team required:
Product Developers, Marketing, Market research
Co-created by practitioners
The iCanPilot software tool based on Mohan Sawhney’s value proposition design process has been co-created and perfected thanks to the great feedback and engagement of our review panelists and customers, including: Susan Adam, Marketing Director, Honeywell; Judy Jones, Commercialization and Bus Dev Mgr, 3M; Joydeep Bhattacharyya, GE; Karthik Arumugam, Motorola; Dave Yewman, ElevatorSpeech.com; Iwona Wencel, HR Business Partners; Prakash Desai; Pradeep Kadambi; Siddhesh Padgaonkar; Frank Wittkampf; Cheenu Srinivasan and many others.
“I am absolutely convinced that Design your Value Proposition is ideal for self-help entrepreneurs and business unit leaders of medium/large organizations. It offers tremendous value to teams who are either stuck with their current VP and/or want to develop new ones that are well thought out.”
Cheenu Srinivasan, Australia
System Requirements
iCanPilot is an installed software that includes all videos and templates that you will need on your project. An Internet connection is needed for download only, not required for use, so you can be sure you can use it anytime and anywhere, even if your strategic retreat is on a deserted island.
The file size is about 200MB. The download time may depend on your internet connection.
Technical details
Operating systems supported:
Windows 7, Windows Vista®,Windows XP, Windows 2000
(* Mac version coming soon)For optimal performance, your computer should have:
1.6 GHz IBM-compatible processor or faster
128 MB of VRAM
Minimum 500 MB of RAM
Minimum 1024×768 with 32-bit color recommended screen resolutionOther equipment you might need for your sessions:
A projector (for teams larger than 2)
Speakers (to make sure everyone can hear the virtual facilitator and videos)The software includes resources & templates in MS Excel and pdf format.
Not sure if it will work on your PC?
With our 100% money-back guarantee, you can test it and get a full refund if you have any problems.
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Mohan’s framework for Value Proposition really makes the difference. We have tried dozen of times to talk about our offering for a certain target group and could not get to a good conclusion. With Mohan’s simple framework – one meeting was enough to come out with a strong Value Proposition concept that gets great feedback so far!