Malcolm McDonald on Value Propositions

How to Develop Them, How to Quantify Them

Malcolm McDonald, Grant Oliver

• Publisher: Kogan Page
• Year: 2018
• Print ISBN:
  9780749481766
• Edition: 1
• eBook ISBN:
  9780749481759
• Topic: Business
• Subtopic: Entrepreneurship
• Index: Business

While many organizations understand the importance of having a clearly defined value proposition to help them become more profitable, many businesses struggle to use them effectively. This book will show you how to develop a financially quantified value proposition that drives growth.

A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value proposition, communicating how its service or products fulfil the needs of their customers. Malcolm McDonald on Value Propositions is a step-by-step guide to understanding exactly why financially quantified value propositions will help readers to increase revenue and deliver tangible results.

Highly practical and filled with useful tools and checklists, this succinct guide explains the process of developing a value proposition from start to finish, how to use segmentation appeal to the relevant key accounts, and to ensure it is both financially grounded and has resonance with customers. From understanding how buying decisions are made, through to financial dashboards and value quantification tools, Malcolm McDonald on Value Propositions is perfect for anyone looking to integrate financial success into their proposition, and gain understanding of how it can be used to deliver and communicate value.

INDEX

1 per cent rule 226–29

3M 22, 81

A4 paper market 31

ability to pay for value 174–75

ability to sell value 176–80

acquisition price savings 184–85

added value 35, 36, 39, 40–41, 82, 233

accountant’s definition 38

analysis 51, 52, 53, 231, 232–33

financial calculations 213–14, 217, 218, 225–29

aerospace company 135–38

after-sales service 37, 41, 113, 114

age groups 20–21

airline seats 54, 55

alumni organizations 205, 208

Anderson, James 175–76

annual report summary, customer’s 107, 110–11

applications portfolio analysis 13, 107, 128–29, 130, 153, 156

attractiveness factors 85, 86–87

average deal size 11–12, 221–24

averages, scenarios based on 224–29

avoiding disadvantage 12–13, 128–29, 156

balance sheets 16–17

basic KAM 77, 78

Bedford trucks 158, 159

beer 25–26

best practice, sharing 205, 208

bottom line 199

Bradford, Edmund 152

brand equity 19, 38

branded business 18–19

brands 18...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• List of figures
• List of tables
• About the authors
• About the contributors
• An important introduction: getting the best out of your value proposition
• 01 How financially quantified value propositions will make you richer
• 02 Quantifying the emotional elements of value propositions
• 03 What exactly is a financially quantified value proposition?
• 04 An overview of the value proposition process – where to start
• 05 Why it is critical to understand how key buying decisions are made
• 06 Which key accounts should you develop value propositions for?
• 07 Which segments should you develop value propositions for?
• 08 Understanding key account and segment needs before building a value proposition
• 09 Understanding our own asset base and capabilities
• 10 Developing value propositions
• 11 Creating and financially quantifying value propositions
• 12 Developing and presenting value propositions that resonate with
• 13 Value-celling: how to maximize value creation in supply
• 14 Financial analysis, value quantification tools and financial dashboards
• 15 Summary of the value proposition process
• Index
• Backcover