Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.
A well-crafted and logical value proposition justifies the reasons for your business’ existence. As such, the value proposition goes way beyond developing good marketing and sales materials - it informs your entrepreneurial strategy, business model, fundraising strategy, and key performance metrics. In this video lecture led by Ivey Business School professor, Larry Plummer, you’ll explore the elements that form a strong and long-lasting value proposition.