Creating a value proposition may sound like an easy and simple task, but creating a value proposition that is truly compelling requires thought, testing, and iterating. Summarizing the essence of a product or service is tricky, but spending time in the exercise of creating a value proposition framework will help you craft a message that is worth the investment. At Catchy, we help our clients build this framework to provide a structure and guide to how messages are developed and used to convey value to the target developer audience.
Traditionally, value propositions are crafted to describe the claimed benefits a product or service can deliver. The benefits are designed to generate interest and demand by the developer audience. In this sense, the value proposition begins with the product benefits and features that may hook the audience (“our product is 10x faster”).
From Product-Centric to Developer-Centric
At Catchy, we flip it. We move from a product-centric value proposition to a developer-centric framework. The value proposition framework starts with a deep understanding of the developer audience. We call this the Developer Profile. The profile is discussed objectively without a solution in mind and considers the developer’s tasks, gains, and pains.
Tasks: What is the developer motivated to get done or build?
Gains: What benefits or outcomes is the developer motivated to achieve?
Pains: What outcomes, risks, or obstacles is the developer trying to avoid?
If you already have developers using your product or service, ask them these questions. Get to know their existing tasks, pains, and gains, and you will learn how help your team hone in on the right value proposition from the people who actually use your product.