CRAFTING YOUR IDEAL VALUE PROPOSITION

Branding and marketing have always been very challenging for SMEs.

- KENG TECK YAP

Products and services are relatively the same in the market. On the other hand, proliferation of media and extensive information online are also confusing consumers or professional buyers in making purchasing decisions. How can we help our target market to choose us? What messages can we deliver to differentiate ourselves to win over competitors?

BIZSPHERE has been consulting SMEs for more than a decade. There are many SMEs which have great products and superior service standards but are unable to unveil value propositions in the most relevant and convincing manner. SMEs need a simple framework to help them organise their thoughts. We recommend SMEs to use the simple model below to help craft the ideal value proposition.

VALCOM 3C™ model is developed by BIZSPHERE to enable SMEs to craft their own appealing messages to be communicated to their clientele. VALCOM = Value Communication whilst 3C refers to Customers; Company; Competitors. In our opinion, each piece of communication must bring value to both the sender and the receiver. The key is to Communicate What Matters Most. It is not only about what we want to communicate, but how customers value it and whether competitors are saying the same thing.

VALCOM 3C™ model is best to be explained using a Venn Diagram. Each circle represents the core elements of customers, company and competitors.

Customers – What Matters Most to Them?