How to Test Value Propositions like a Business Designer

Value props are the north stars that guide your business. When you get them right, they can be key business drivers and help you reach and monetize your target customers.
But developing value propositions that are insightful, unique, and targeted is no small feat. Join us for a conversation with Sr. Business Director Angel Annunciacao, who will walk us through how to develop, test, and finetune value propositions that compel your audience. We’ll discuss:
- Design tools for testing value propositions
- How to understand willingness to pay
- Uncovering insights to help finetune your value proposition
Can’t make the live webcast? Go ahead and RSVP anyway, and we’ll send the podcast and recap to your inbox.

[@adrianorp3228]

Below are the key points for your reference. Feel free to identify the ones that are relevant to your notes (open to including additional information if needed):
- A value proposition is a statement describing the benefit of a product/service over competitors.
It is essential for external marketing and internal guidance.
- Writing a value proposition starts with a fill-in-the-blank sentence.
- Variations of the value proposition are refined based on customer value, uniqueness, and internal capabilities.
- A compelling value proposition is clear, focused, and differentiates the product/service.
- Testing willingness to pay provides insights into the value proposition.
- Methods include asking participants about their willingness to return money or using reference points.
- Observation and qualitative research help understand purchasing decisions and willingness to pay.
- Green options and sustainability attract and retain Gen Z users.
- Value propositions align internal and external teams and clarify customer benefits.
- Developing a good value proposition involves input from multiple stakeholders and customers.
- Testing can be done through methods like card sorting and willingness-to-pay assessments.
- Talking to customers directly ensures a unique and valuable proposition.
- Collaboration and stakeholder involvement are crucial in the value proposition process.
- Research background helps interpret quantitative and qualitative data.
- Qualitative studies recruit participants with unique stories and contexts.
- Tailoring value propositions for different customer segments may be necessary.

[@raghavendraj3758]

Thank you 👍