Establishing a substantive value proposition is critical in order to demonstrate to your customers how your solution helps them solve their problem in a superior way compared to alternatives. In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives provided by competing firms in the market.
Establishing value proposition is one part of the equation, its validation and testing in the market is equally important. Danfoss had an urgent need to efficiently validate a new value proposition. It was accomplished in three weeks based on a total of 160 interviews across China, France, Germany, Poland, Russia, Sweden, the UK and Denmark.