Value Proposition

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    Neil Burrell

    Any body else struggling with this topic? It sounds like it should pretty much be a straight forward statement but I’m thinking I’m off into the weeds!

    Erin Melnychuk

    Hi Neil,

    Yes… it’s natural to overthink in this area, as you should! We live in a time when every type of business already exists. Within all of that noise, we somehow need to get crystal clear on why your canoe school is better/different than any other option which exists. The best way to do that is to get to know your ideal customer as deeply as possible… what are their needs, what frustrates them about the other offerings, what do they hope to gain that they can’t get anywhere else? This level of ’empathy’ with our desired customer base allows us to design a solution to meet their specific needs. This becomes your unique value proposition. It’s about how you’ll position yourself uniquely in a noisy space.

    Let me know if you have any questions, or if you want to brainstorm this together.

    Neil Burrell

    Thanks Erin, that’s helpful!

    I was afraid I might be going down a rabbit hole by focusing on just one customer segment – treating it like a project. I’m thinking now, that doing the same thing, in time, with each customer segment will be required to flesh out other opportunities. Starting with one project, to serve one target market, is probably the easiest way for me to get up and running before branching out.


    Judy Evans


    Each and every customer teaches us something and as you say, they help us identify additional products or services to include in our business mix. Start with what you know best, the defined value proposition and build from there over time.


    • This reply was modified 2 months, 1 week ago by Judy Evans.
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