Customer Value Proposition
Content: - The software challenge: it is invisible! - The Value Proposition Components - Developing Customer Value Propositions
The Customer Value Proposition is probably the most crucial concept in the marketing of any software product and service. The Customer Value Proposition is the framework used to shape our compelling communication with the market, the basis for calling potential clients and asking for an appointment, and the reason why clients eventually sign on the dotted line. The formal expression of the value of a product/service is: V = B - C
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The Value is equal to the Benefits of the product/service minus the Cost associated with acquiring, migrating to and rolling out the product/service. The value must be tangible and measurable. If this is not the case, you must go back to the lab and rework the entire approach. 1