Understanding and Communicating the Value of Your Idea

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Event description
Introducing Value Proposition Canvas -a tool which can help ensure that a product or service is positioned around what the customer values

About this Event

*Please note that this is the first workshop in a two part series*

Understanding the value your products and services provide your customers is key to developing strong product roadmaps, defensible pricing, customer advocacy, marketing language and enables the opportunity to use value based selling techniques. This workshop introduces and builds on the Value Proposition Canvas – a simple, powerful, tool to help capture and understand the true value your customers gain from using your products and services.

Course Content:

• Elevator pitches – concisely explaining your business

• Attendees briefly introduce their business using an elevator pitch

• Introducing the Value Proposition Canvas (VPC)

• How the VPC enables: Sales discussions, marketing, pricing, Return on Investment (ROI) calculation & product development

• Getting started on your VPC – your target customer, their day, the pains you relieve and the gains you provide


Two 2 ½ hour workshop sessions with practical exercises. Attendees are expected to view a video and complete preparatory reading prior to the session.

Workshop Leader Biography:

John Cooke is an experienced entrepreneur and start-up specialist having worked directly with over 150 founders of early-stage businesses in the last 5 years – delivering 121 coaching, workshops and consultancy. Prior to this John headed up Business Development for Vistage (the World’s largest CEO coaching organisation). Before Vistage, John setup and ran his own software business in the UK and USA (raised over £1mill in investment, sold skills management solutions to enterprise clients direct and through partners, including IBM) before selling the business to a US company. John started his career at IBM and spent 8 years at Microsoft.

Registered attendees will be sent a Zoom link for the workshop and the preparatory work prior to the session taking place.

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