Startup Marketing and Sales
by April Dunford

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value proposition

A Startup Marketing Framework (version 3)


Years ago when I was consulting for startups, I created something I called “A Startup Marketing Framework“. I used it mainly as a tool to describe the kinds of things that I could help folks with. Startups found it useful and it is still a popular piece of content on this site. Last week I had […]

7 Steps to Better Startup Value Propositions


Marketing messages and value propositions are notoriously difficult to create for startups. Startup founders have a tendency to focus too much on features and not enough on the value those features deliver. They also often spend too much time talking about features that don’t really differentiate them from their competitors or are simply irrelevant for […]

Value Propositions 101


Everyone has their own favorite way of creating a value proposition.  As I have mentioned before I like the one defined in Crossing the Chasm.  The format looks like this: For: (bulls-eye customer) Who: (key purchase motivation insight) Our product is a: (customer language) That: (key benefit) Unlike: (key competitors) Ours: (key differentiators) At a […]