ATDC

M2. Defining + Communicating Your Unique Selling Proposition

2018-02-14 2:00 pm - 4:00 pm
http://members.atdc.org/events/register.aspx?id=1051034
ATDC
ATDC Community Room (Room 2525)
Address: 75 5th St NW, Atlanta, GA 30308, USA

WHY: Your unique selling proposition (USP) differentiates your solution from the competition. This HANDS-ON Session helps you determine what makes your solution unique (hint: it’s not always about the price or the features.) and how to communicate it. Companies that market using the approach covered in this workshop enjoy a 73% lead to sales pipeline conversion rate.  

WHAT: Participants in this 120-min HANDS-ON workshop will bring 1) a competitors’ grid, and 2) a buyer persona(s) created using responses from Customer Discovery Interviews (pre-customer startups) and/or customer feedback (feedback from existing beta customers, paying customers, etc.) to draft key messages and develop their company’s unique proposition that sets them apart from rival companies.   

Workshop Takeaways: 

  • Your company’s messaging architecture
  • Learn the factors that contribute to a company’s unique selling proposition and positioning  

Prerequisites: 
Educate Members MUST have completed Customer Discovery Labs, and must bring 1 buyer persona and notes about competitors to the workshop.
ATDC Accelerate and Signature companies must bring 1 buyer persona and notes about competitors to the workshop. 

Attendee Type: Open to Educate Members, ATDC Accelerate and ATDC Signature companies 

Limited to participants from 15 companies.

Instructor Bio

Jacqui Chew, CMO -in-residenceAs ATDC’s CMO-in-residence, Jacqui Chew provides marketing strategy counsel to ATDC Accelerate and Signature companies. She is an award-winning digital strategist and principal at iFusion, a go-to-market collective. Jacqui’s experience spans well-known brands and high-growth startups including Mark Cuban-backed Cycloramic, eBay, IBM, Stainmaster, PeopleSoft (now Oracle), and Venture Atlanta. As the senior marketing executive at Silverpop, a marketing automation pioneer, she oversaw its debut and supported the Series B round venture capital raise of $30 million. Jacqui is an avid TEDTalk fans and organizes the acclaimed TEDxPeachtree conference in Atlanta. 

Registration links

Related upcoming events

  • Online Event: Customer Discovery Theory
    2021-05-11 12:00 pm - 2021-05-11 2:00 pm

    Most concept-stage startups fail because they focus more on how to deliver a product than on the needs of people buying it. This course provides a concentrated overview of the Customer Development Process, Business Model Canvas and Minimal Viable Product. By understanding customers, startups reduce the risk of failure. This class is the first in the Customer Discovery Badge Program, and it should be followed with Customer Discovery Tools.

    You are welcome to bring your own lunch.

    REGISTRATION LINK

    This course is a prerequisite for Customer Discovery Tools and Customer Discovery Lab. You are only required to take it once.

  • Online Event: Customer Discovery Lab
    2021-05-13 11:30 am - 2021-05-13 1:30 pm

    Most technology startups fail. Why? They start executing before they have a sound business model. What about you? Have you discovered a scalable and profitable business model yet?

    Customer Discovery Lab is a Customer Discovery Bootcamp designed for entrepreneurs. Customer Discovery Lab uses a combination of teaching methodologies from Customer Discovery (get out of the building), Lean Startup (iterative loop of experimentation), Startup Engineering (disprove your assumptions) and the Business Model Canvas to uncover your compelling business model.

    After this program, you will have identified the core of your business model - your customer segment and value proposition. Or you may discover there isn't one. And that's OK too. It's better to find out now than after spending years and a fortune only to find out you were wrong.

    How does it work?

    1. Multi-week intensive program. You should commit to attend every week.
    2. Each week, make assumptions about what needs to be true about your business model to succeed.
    3. Design tests to disprove each assumptions.
    4. Collect data and interpret the results.
    5. Update your business model canvas based on what you have learned.
    6. Present your findings to the teaching team and get thoroughly thrashed.
    7. Repeat.

    You will be expected to talk to at least 10 potential customers each week.

    REGISTRATION LINKS

    Both Customer Discovery Theory and Customer Discovery Tools are prerequisites to Customer Discovery Lab. Please take Customer Discovery Theory first which is offered the second and fourth Tuesday of every month. Once you begin Customer Discovery Lab, you are then expected to attend every subsequent Thursday until you graduate.

  • Online Class: Customer Discovery Tools
    2021-05-18 12:00 pm - 2021-05-18 2:00 pm

    This is a follow-on class from Customer Discovery Theory.  The purpose of this class is to work with the entrepreneurs to make sure they are ready to move forward with the discovery process - actually interviewing potential customers. We will review the entrepreneurs' business hypothesis, initial set of interview questions, and tools to help build a persona of potential customers.

    REGISTRATION LINKS FOR UPCOMING CUSTOMER DISCOVERY CLASSES

    Customer Discovery Theory is a prerequisite for this class.

    This meeting will be online only. 

     

  • Online Event: Customer Discovery Lab
    2021-05-20 11:30 am - 2021-05-20 1:30 pm

    Most technology startups fail. Why? They start executing before they have a sound business model. What about you? Have you discovered a scalable and profitable business model yet?

    Customer Discovery Lab is a Customer Discovery Bootcamp designed for entrepreneurs. Customer Discovery Lab uses a combination of teaching methodologies from Customer Discovery (get out of the building), Lean Startup (iterative loop of experimentation), Startup Engineering (disprove your assumptions) and the Business Model Canvas to uncover your compelling business model.

    After this program, you will have identified the core of your business model - your customer segment and value proposition. Or you may discover there isn't one. And that's OK too. It's better to find out now than after spending years and a fortune only to find out you were wrong.

    How does it work?

    1. Multi-week intensive program. You should commit to attend every week.
    2. Each week, make assumptions about what needs to be true about your business model to succeed.
    3. Design tests to disprove each assumptions.
    4. Collect data and interpret the results.
    5. Update your business model canvas based on what you have learned.
    6. Present your findings to the teaching team and get thoroughly thrashed.
    7. Repeat.

    You will be expected to talk to at least 10 potential customers each week.

    REGISTRATION LINKS

    Both Customer Discovery Theory and Customer Discovery Tools are prerequisites to Customer Discovery Lab. Please take Customer Discovery Theory first which is offered the second and fourth Tuesday of every month. Once you begin Customer Discovery Lab, you are then expected to attend every subsequent Thursday until you graduate.

  • Online Event: Customer Discovery Lab
    2021-05-27 11:30 am - 2021-05-27 1:30 pm

    Most technology startups fail. Why? They start executing before they have a sound business model. What about you? Have you discovered a scalable and profitable business model yet?

    Customer Discovery Lab is a Customer Discovery Bootcamp designed for entrepreneurs. Customer Discovery Lab uses a combination of teaching methodologies from Customer Discovery (get out of the building), Lean Startup (iterative loop of experimentation), Startup Engineering (disprove your assumptions) and the Business Model Canvas to uncover your compelling business model.

    After this program, you will have identified the core of your business model - your customer segment and value proposition. Or you may discover there isn't one. And that's OK too. It's better to find out now than after spending years and a fortune only to find out you were wrong.

    How does it work?

    1. Multi-week intensive program. You should commit to attend every week.
    2. Each week, make assumptions about what needs to be true about your business model to succeed.
    3. Design tests to disprove each assumptions.
    4. Collect data and interpret the results.
    5. Update your business model canvas based on what you have learned.
    6. Present your findings to the teaching team and get thoroughly thrashed.
    7. Repeat.

    You will be expected to talk to at least 10 potential customers each week.

    REGISTRATION LINKS

    Both Customer Discovery Theory and Customer Discovery Tools are prerequisites to Customer Discovery Lab. Please take Customer Discovery Theory first which is offered the second and fourth Tuesday of every month. Once you begin Customer Discovery Lab, you are then expected to attend every subsequent Thursday until you graduate.