By Chidomere Ndubuisi

- May 10, 2023

The last time we explored the importance of understanding WHY we are in business. Now it’s time to delve into another crucial aspect of our entrepreneurial journey: What are you doing differently from others and what makes your business unique which is further called The Unique Value Proposition.🔑

Many businesses struggle to succeed because they don’t create enough value or solve valuable problems worth investing in. While we have incredible ideas, if our businesses aren’t addressing complex issues or attracting significant opportunities, we won’t be able to compel people to engage and transact with us.

So, let’s explore your business value proposition and learn how to define the problems and opportunities surrounding you.

There are three frameworks:

1. Define,

2. Evaluate,

3. Build.

But we will start and deal with Defining.

Defining and understanding the needs, problems, and solutions in your marketplace is the foundation of a successful value proposition. So, let’s break it down further.

Identifying your target audience (WHO): Determine which customer segments are experiencing unmet needs or dissatisfaction with existing solutions. These are the people for whom you’ll be tailoring your product or service.

Be as specific as possible when identifying your target audience, as this will help you address their unique problems and requirements.

Uncovering unmet needs (What): Investigate the issues your target audience faces and why existing solutions are not meeting their expectations. These unmet needs can range from functionality and performance to convenience, affordability, or reliability. To uncover these needs, engage in conversations with potential customers, conduct surveys, or perform market research.

Understanding dissatisfaction (Why): Once you’ve identified the unmet needs, delve into why your target audience is dissatisfied with current offerings. This will help you pinpoint the areas where your product or service can excel and stand out from the competition.

Understanding the reasons for dissatisfaction allows you to craft a compelling value proposition addressing these pain points.

So, in essence, Identify those who are dissatisfied with existing solutions due to unmet needs or problems. Determine what your business will offer that solves these issues and provides critical benefits compelling enough for people to engage and buy.

With this in place, you have created a Minimum Valued Service that identifies their needs, understands their dissatisfaction, and now provides a solution that addresses their problems; you have positioned your business for success in the marketplace.

Using Pamtech as a case study, whenever there are customer concerns, the above listed solutions have helped us have a seamless and effective approach to solving those concerns.

For our call to action, Identify and define your segment or target audience and start talking to them. Ask questions to uncover their problems and needs. Remember, don’t develop a product or service through your own eyes; do it from your customer’s or user’s perspective.

Focus on problems that are unworkable, unavoidable, urgent, and underserved. Doing so will ensure that your business addresses the most critical pain points and delivers maximum value to your customers. I will talk more about this later.

Share your thoughts and insights, and let’s engage in a constructive conversation about creating value for our customers so we can attract investors.

I’ll be waiting to read from You!

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