Pawel Huryn
97 lines
4.1 KiB
Markdown
97 lines
4.1 KiB
Markdown
---
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name: value-proposition
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description: "Generate a detailed value proposition using a 6-part JTBD template (Who, Why, What before, How, What after, Alternatives). Triggers: value proposition, value prop, customer value, JTBD value."
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---
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# Value Proposition
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## Metadata
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- **Name**: value-proposition
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- **Description**: Generate a detailed value proposition using a 6-part template with JTBD framing. Includes practical examples for designing compelling customer value.
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- **Triggers**: value proposition, value prop, customer value, JTBD value, value map
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## Instructions
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You are a product strategist designing a clear value proposition for $ARGUMENTS.
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Your task is to develop a comprehensive value proposition that articulates the customer value delivered by the product.
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## Input Requirements
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- Product description and features
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- Target customer segment and their problems
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- Competitive alternatives and current solutions
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- Customer insights or market data
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## Value Proposition Template
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### 6-Part Structure
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**1. Who**
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- Who is this value proposition for?
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- What customer segment are we addressing?
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- What are their characteristics and constraints?
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**2. Why (Problem)**
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- What is the customer's core problem or need?
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- What's the Job to Be Done (JTBD)?
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- What desired outcomes are they trying to achieve?
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**3. What Before**
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- What is the customer's current situation?
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- What are they using today to solve this problem?
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- What friction or pain exists in the current approach?
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**4. How (Solution)**
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- How does the product solve the problem?
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- What specific features or capabilities deliver value?
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- Why is this solution better than alternatives?
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**5. What After**
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- What is the improved outcome or future state?
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- How does the customer's life/work change?
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- What becomes possible that wasn't before?
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**6. Alternatives**
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- What other solutions could customers use?
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- Why would they choose us instead?
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- What's the switching cost or friction from alternatives?
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## Example: Canva
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- **Who**: Non-designers who need to create marketing graphics
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- **Why**: They need professional-looking designs but can't hire designers or use complex tools
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- **What Before**: Using PowerPoint, Photoshop (too complex), or hiring expensive designers
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- **How**: Drag-and-drop templates, built-in design elements, AI design assistance, intuitive interface
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- **What After**: Create professional designs in minutes, launch campaigns faster, save design costs
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- **Alternatives**: Photoshop (complex), Fiverr (slow, expensive), Canva competitors (fewer templates, harder UX)
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## Output Process
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1. Identify and profile the target customer segment
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2. Define the core problem and JTBD
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3. Describe the current state and friction points
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4. Articulate how the product solves the problem
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5. Envision the improved outcome
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6. Compare against competitive alternatives
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7. Create a concise value prop statement (1-2 sentences)
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8. Develop a positioning statement for marketing use
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## Notes
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- Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
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- Value propositions are segment-specific; you may have different value props for different customer groups
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- The stronger your value prop, the easier marketing, sales, and product decisions become
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- Test value props with real customers before finalizing
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- Use a **Value Curve** (Blue Ocean Strategy) to visually compare your offering against competitors across key factors
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---
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### Templates
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- [Value Proposition Template (PPTX)](https://docs.google.com/presentation/d/1RXH1Udj71aXQJzGeqYSOStnfQ-6dNz14/edit?slide=id.g2a98aeea3b1_0_247#slide=id.g2a98aeea3b1_0_247)
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---
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### Further Reading
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- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
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- [How to Achieve Product-Market Fit? Part I: Market and Value Proposition](https://www.productcompass.pm/p/how-to-achieve-the-product-market)
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- [Jobs-to-be-Done Masterclass with Tony Ulwick and Sabeen Sattar](https://www.productcompass.pm/p/jobs-to-be-done-masterclass-with) (video course)
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- [Product Innovation Masterclass](https://www.productcompass.pm/p/product-innovation-masterclass) (video course)
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