State your website effort in terms of its underlying value proposition. A value proposition defines the benefit offered, the target market group, and the relative pricing. Try restating your general website strategy in terms of a value proposition:
- What are the main benefits you offer ...
- to what target customers ...
- at what relative price?
Some Sample Value Propositions
These examples are personal interpretations, used without permission, of the underlying value propositions.
| Ebay.Com | Offers a very high number of auction items and auction customers in user-friendly online auction services to bargain hunters and collectors at a small percentage of the sale.
|
| Amazon.com | Offers a wide inventory of books, music, and videos to busy shoppers looking for a good price. |
| Etrade.com | Offers financial services and broker transactions at a very low price for active stock traders. |
Value Propositions and Web Plans
When you are comfortable with the underlying value proposition, you can use it to develop and implement a Web plan:
- First, you understand the value proposition, in all three parts: the benefit, the target customer, and the pricing.
- Second, you communicate the value proposition. Using all the means you have, from advertising, to positioning, public relations, packaging, or whatever other tools you have available, you communicate that value proposition to your target market.
For example, the importance of communicating a value proposition is obvious in the advertising message. However, it goes much deeper. Site design and usability have to match the value proposition. If your value proposition involves ease of use, the site has to look and feel easy to use. If your value proposition involves large selection or a great deal of additional information, the site design has to make that obvious.
- Third, fulfill the promise. If you're offering greater customer service at a price premium, for example, make sure you deliver. If you're stressing customer service, then deliver on that promise. If you're offering faster delivery, then make sure your delivery policties match. Review all elements of the website business in terms of how they affect your value proposition.
