Rapidly define user centred value propositions.

Defining your target audience and understanding how you’ll address their needs in ways that are meaningful to them is key to developing or marketing a product or service that is relevant and desirable. This isn’t a one-off exercise, it’s a process of continuous learning and iteration. 

That’s why clients choose us to help their internal teams define and optimise their key value propositions.

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What is value proposition and collateral development?

A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you and should clearly explain:

  • How a product or service fills a need and is aligned to key decision-making drivers
  • What specific added benefits it will provide
  • Why it’s better than competing alternatives

Ultimately a value proposition must convince your target audience that the benefits of making a decision or taking an action far outweigh the perceived costs (financial, effort, time) of doing so.

Key benefits of value proposition and collateral development

Establish a deep understanding of target customers and their needs.
Avoid wasting time, money, and effort by testing proposed solutions.
Develop solutions and sales materials that resonate with target customers.

What do I get?

In the course of developing and testing value propositions we are likely to generate some or all of the following outputs and deliverables:
  • Assumption map
  • Stakeholder map
  • Research and testing plan(s)
  • Collaborative design workshop outputs
  • Competitor profiles
  • Stakeholder and buyer profiles
  • Value proposition canvas
  • Internal proposition deck
  • External sales deck
  • Product/service brochure
  • Promotional video
  • Diagrams and visualisations
  • Research and testing report


Fees for value proposition and collateral development start from £20,000 (exc. VAT).


The average turn-around time for a value proposition and collateral development project is 6-weeks.

What our clients think

Want to work with us too?

Discuss your desired outcomes with a user experience specialist.

How do you approach value proposition development?

Our user centred approach to developing value propositions and the collateral required to effectively test these ensures we:

1. Define objectives, priorities, and constraints

  • Kick-off workshop
  • Measurements of success framework
  • Project plan and schedule

2. Understand context

  • Review source material
  • Stakeholder mapping
  • Stakeholder interviews

3. Conduct research and analysis

  • Market research
  • Competitor analysis
  • User research

4. Collaborate and generate

  • Collaborative definition workshop(s)
  • Draft value proposition development
  • Draft collateral development

5. Test, refine, and support

  • Test and refine value proposition and collateral 
  • Finalise assets for handover
  • Ongoing support and iteration

Avoid wasting time and money by developing value propositions that are focussed on converting the people you need to reach and engage.

Want to develop and test a new value proposition?

Discuss your specific requirements with a user experience specialist.