Value Proposition Lifecycle Phases

The Value Proposition Framework consists of three phases:  Development, Communication, and Maintenance.  During the development phase, the Value Proposition is defined and quantified.  There are distinct sets of knowledge, skills, and methodology that must be brought to bear to ensure a thorough and complete identification of all the value brought about by a solution. 
Once the value of a solution is known the next step is to decide how to communicate the value.  To get the most leverage out of a value proposition for your solution, the value message must be presented consistently in all marketing literature and collateral, sales presentations, and all PR materials. 
A value proposition must be treated as a living entity and updated from time to time to keep it relevant.  Over time the solution will change and the value proposition must change with it.  Also, the environment in which the solution exists will change. 

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