Overview

Do your products have a strong enough value proposition to motivate potential customers to choose your product over a competing solution?

Current research indicates that your product offering needs to offer at least 10 times greater value to customers than current competing alternatives.  Unfortunately, many companies do not have the framework or processes in place to develop strong value propositions. Many companies still rely on generic templates for approving new development initiatives that fail to create a compelling offer to customers and even fail to inspire and guide the development team. Dr. Mohan Sawhney of the Kellogg School of Management developed the Teeter Totter framework to help organizations create powerful value propositions that drive sales.

Mary Poul, president of iCanPilot, will share how the Teeter Totter framework can help you to:

• Understand the risk, effort, and costs that weigh customers down and keep them from changing to a new solution.
• Get your development team focused on one common target customer and their situation of need so you can hit a bulls-eye with your new product launch.
• Build more credibility into your new product marketing so customers believe buying from you is their best choice.
• Use your value proposition to align your product design, customer communications, and product service, so all of your work creates value rather than confusion or waste.

By participating in this webinar, you will learn how the Teeter Totter framework can help your organization focus on the elements that make a meaningful difference to your product development efforts.

Deliverables:

• An outline to help you capture your learning during the webinar
• A Teeter Totter framework template to start designing game-changing value propositions right after the webinar  

3.  

Session Leaders

Mary Poul
President
iCan Pilot

Mary Poul has dedicated her career to getting new products and business ideas successfully launched. She has extensive experience at leading corporations including 3M, GE Medical Systems, ITW, Micro Medical Devices, and American Express, where she worked to commercialize new products into new markets. During more than a decade at 3M, Mary commercialized everything from a consumer skin repair product line to a new refrigeration technology, and managed a group that provided new business growth expertise to all 34 divisions and 68 international subsidiaries of 3M. She is now committed to helping entrepreneurs and innovators work smarter to achieve greater success and have a life.

What you will learn

By participating in this session, you how to:

• Create a value proposition that provides customers with at least 10 times more value than their best alternative.
• Understand the risk, effort, and costs that weight customers down and keep them from changing to a new solution, so you can lighten their load in favor of switching.
• Get your development team focused on one common target customer and their situation of need so you can hit a bulls-eye with your new product launch.
• Build more credibility into your new product marketing so customers believe buying from you is their best choice.
• Use your value proposition to align your product design, customer communications, and product service, so all of your work creates value rather than confusion or waste.