No one is you,
and that is your power.
Video: What is value?
Always ask Why (5 times)
Examples
Reading
Activity
Video
Activity: What is value?
Understand your unique value by using the
Benefit Ladder
How does the Benefit Ladder work?
Learn how StarbucksTM uses Benefit Ladders to be successful
And Now, a Word from our Sponsors
Smart companies don't just create benefit ladders for fun. They use them to create successful commercials and other marketing materials. Most commercials you see will mention one or more of the benefit ladder components. Imagine a new commercial featuring a popular shampoo brand. Here are some of the messages they may communicate:
(Product Attributes)
Our shampoo has a new blend of vitamins!
(Product Benefits)
This new blend makes hair strong and shiny for 48 hours!
(Customer Benefits)
You will have the best hair of your life!
​
(Emotional Benefits)
Feel your confidence soar as you look your best!
​
(Permission Benefits)
*Poised young woman with shiny hair walks into a
job interview with a smile on her face
​
*(Implied): You'll be able to get a promotion by using this shampoo!
​
Price is what you pay. Value is what you get.
What do the professionals
communicate in their messages?
The Toyota Prius
Watch & Read 1st
Toyota Prius Debut Commercial
(2004)
Debut Commercial Notes
(update)
Watch & Read 2nd
Toyota Prius Superbowl Commercial
(2016)
Superbowl Commercial Notes
(create/update)
More lessons from commercials. How fun!
Top 10 Superbowl Ads of All Time
Squarespace w/ Key & Peele
If you can't write your message in a sentence...
you can't say it in an hour.
~Dianna Booher
Definition of Unique Value Proposition:
Add Marketing Principles PowerPoint on Design Mix
(Recreate graphic in simpler language)
Business Plan Activity:
Your Unique Value Proposition
Now that we've seen the types of value and benefits that different companies communicate to their customers, let's write out the value and benefits we provide. To do this, you will need to build your own benefit ladder for your MVP.
Business Plan Section 6:
The Unique Value Proposition
