Value Proposition · The offer · Component
The offer inventory
Everything the organisation actually provides — products, services, support, terms — listed before anything is claimed about it.
The deliverable
What it is
The offer is routinely under-described. What gets listed is the product; what customers frequently value most is the response time, the terms, the person who answers the phone.
A complete inventory is also the only way to find what is being given away without being counted — which is where a good deal of margin quietly goes.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The items
Each distinct thing provided, product and service alike.
3 attributes: Item · Item type · Lifecycle stage
LearnThe included elements
What comes with each item as standard, including the parts nobody priced.
3 attributes: Element · Standard or optional · Cost to provide
LearnThe terms
The commercial conditions attached — commitment, payment, cancellation, guarantee.
3 attributes: Term · Commitment · Risk holder
Learn
List the unpriced elements. Onboarding, support and flexibility are part of the offer and part of the cost.
The other components in the offer
The value map
Which part of the offer addresses which pain or gain — the link that turns two lists into a proposition.
LearnThe unmatched list
The pains and gains nothing in the offer addresses, and the offer elements that address nothing — both kept visible.
Learn