Course Description

A clear offer and customer value proposition (CVP) is vital to ensure product and service development, price, brand and marketing communications are aligned and effective. It's the key you will use to shape all your digital marketing, sales conversations and advertising. Make sure you have a clear idea of your offer before you design any marketing campaign.

In this short course, learn how to -

  • Develop a simple and powerful customer value proposition for your organisation and your products and services that can guide your marketing communications
  • Identify what it takes to create a brand and offer that stands out from competitors, and has a special point of difference that attracts customers and helps focus marketing and services
  • Plan a roadmap of products and services, and set goals for improvements and product innovations that support the CVP
  • Complete a brand pyramid and identify your brand positioning direction that articulates your core point of difference
  • Analyse the pricing position of competitors and choose the overall pricing position for your brand that supports your CVP and sends a signal to potential customers about the quality of your services

Included resources -

  • 50 minutes of video instruction
  • Easy-to-use templates in editable Microsoft Powerpoint so you can develop your own customer value proposition, differentiation, brand direction, product map and pricing approach

Sample Template Previews

YouLead Founder

Dale Renner

Dale is a strategy and innovation consultant with 17 years Australian and international experience working for leading organisations in a wide range of industries including health, education, energy, wine, financial services, government and the social sector. He advises senior management in social sector and not-for-profit organisations. His passion is to drive more innovation to social problems through empowering social organisations with the latest innovation tools, capabilities and strategies.He is Director of YouLead and Iconic Consulting - with a focus on social sector organisations. Dale is a former Board member of VCOSS and Hagar Australia, and Co-Lead of Unreasonable Lab Australia. He holds degrees in Law and Economics. Contact Instructor: LinkedIn | Email | Twitter | Website

Course curriculum

  • 1

    1. Develop a customer value proposition

    • Creating customer value propositions

    • Point of difference - make your offer stand out

    • Customer value proposition, product map, brand and pricing workbook
  • 2

    2. Brand your offering

    • Brand Positioning - an introduction to brand strategy
  • 3

    3. Price your offer

    • Pricing - using price as part of your marketing offering

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