The Value in Testing Value Propositions

If you’ve launched a new digital product or participated in the early stages of a startup you are probably familiar with the dreadful situation when, in spite of having built half of the product, you are still struggling to clearly explain to new people the product’s purpose and value proposition. The idea, the delivery and the value is formed perfectly in your mind, but for some reason you are still receiving those glazed over looks from people when trying to explain how your product is going to solve the problems the listener hasn’t even acknowledged having. This moment is very stressful to founders and product owners alike, especially close to a launch. There is self doubt — what if the rest of the world doesn’t understand the product either?

Articulating the value proposition (VP) of a new product or service the right way is incredibly important. However, getting this right, shouldn’t cause you stress. Addressing VP development methodically, and early in the process, helps increase adoption and conversion. In fact, addressing it early in the process also helps you focus on the essence of the product and save a lot of seed capital resources at the same time.

Consider the following approach to articulating VP:

1. Initiate a design thinking exercise with all relevant stakeholders early on. Specifically focus the exercise on tools such as a Value Proposition Canvas by strategyzer, to rally everyone around the VP.
2. Create a quick website design prototype articulating the VP to its intended users. Conduct user research and test the VP in the context of the prototype.
3. If testing returns negative results, then it’s time to iterate the VP, communication of core features, and prototype according to user research feedback. You may also review the target users and make adjustments to personas as needed until you find the perfect match. Test again.
4. When tests are successfully validating the fit between the target users and the product VP, and users comprehension of it, review your product definition and list of features. Prioritise those items that are essential and directly support the VP in your features’ backlog.
5. Based on your desired time-to-market and available capital you may consider deferring all non-essential features for a time post-launch (these de-prioritised features can form part of your scale and growth strategy).

If this situation sounds familiar to you and you believe you could use some support in the process, send us a note.