VALUE PROPOSITION COMPARATIVE ANALYSIS TE

Use these sheets to consider the value proposition of your competitors. You can adapt the criteria a

INSTRUCTIONS & SCORING CRITERIA

EXCLUSIVITY
What does your product or service offer that others don't? Usability? Price advantage?
Customer service?
1 - No value
2 - Some value stated, but not exclusive
3 - One apparent exclusive benefit
4 - One to three exclusive benefits stated
5 - Greater than three exclusive benefits communicated

CREDIBILITY
How can product claims be validated? Testimonials? Product tests? Quantitative data?
1 - No credibility indicators shown at any steps
2 - Only one credibility indicator at some steps
3 - One or more credibility indicators at some steps
4 - Two or more credibility indicators at some steps
5 - Three or more credibility indicators at some steps

CLARITY
Are value and credibility communicated clearly and well?
1 - Presentation is unclear on many levels
2 - Presentation has little clarity
3 - Presentation is only somewhat clear
4 - Presentation is communicated clearly
5 - Presentation is perfectly clear
NALYSIS TEMPLATE
an adapt the criteria as necessary.

ADDITIONAL CONSIDERATIONS
FRICTION
Is it easy to get started?
Is it easy to continue?
1 - Terribly difficult
2 - Quite difficult
3 - Minimal difficulty
4 - Fairly easy
5 - Perfectly easy

ANXIETY
Do I feel secure using the system?
1 - Not at all
3 - Somewhat
5 - System feels secure
What is the next step?
1 - No clear next step
3 - Next steps are somewhat clear
5 - Next steps are perfectly clear

CONTENT STRATEGY
Is the information clear and useful?
1 - Not at all
3 - Somewhat
5 - Information is clear and useful

MOBILE STRATEGY
Is the mobile strategy easy to use? Does it function well? Is its value easily
determined?
1 - Not at all
3 - Somewhat
5 - Information is clear and useful
VALUE PROPOSITION COMPARATIVE ANALYSIS TEMPLATE
Score your competitors in the table below on the three or four characteristics you choose. Then, note the next step in the competito
Characteristics with high and low scores are automatically highlighted.

COMPARATIVE ANALYSIS | As your potential customer, why should I [complete this task] with you [your com

PRESENTATION
COMPETITORS PIPELINE EFFICIENCY STRATEGY - CONTENT STRATEGY - MOBILE
VALUE
Competitor 1 3.00 3.00 3.00 2.65

Competitor 2 0.00 3.20 3.50 0.80

Competitor 3 0.00 2.40 3.00 1.50

Competitor 4 0.00 3.50 3.00 1.00

Competitor 5 0.00 3.60 5.00 1.30

[Product] Title
0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00

Competitor 1

Competitor 2

Competitor 3

Competitor 4
 Competitor 3

Competitor 4
z

Competitor 5

PRESENTATION VALUE PIPELINE EFFICIENCY STRATEGY - CONTENT STRATEGY - MOBILE

ext step in the competitor's pipeline.

sk] with you [your company name] instead of with your competitors?

FOLLOW-UP STEP

14.00 16.00 18.00 20.00

STRATEGY - MOBILE
VALUE PROPOSITION COMPARATIVE ANALYSIS TEMPLATE
EVALUATION DETAILS | As your potential customer, why should I [complete this task] with you [your company name] instead of with your competitors?

COMPETITOR VALUE PROPOSITION MESSAGE PRESENTATION VALUE SCORE PIPELINE EFFICIENCY SCORE CONTENT STRATEGY SCORE MOBILE STRATEGY SCORE FOLLOW-UP STEP
Exclusivity 3.00 0.00 0.00 0.00
Clarity 5.00 0.00 0.00 0.00
Credibility 2.50 0.00 0.00 0.00
For us, customers matter. Most of our new
COMPETITOR 1 features are based on customer 0.00 0.00 0.00 0.00
suggestions.
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
VALUE AVG 1.75 PIPELINE EFFICIENCY AVG 0.00 CONTENT STRATEGY AVG 0.00 MOBILE STRATEGY AVG 0.00
COMPETITOR VALUE PROPOSITION MESSAGE PRESENTATION VALUE SCORE PIPELINE EFFICIENCY SCORE CONTENT STRATEGY SCORE MOBILE STRATEGY SCORE FOLLOW-UP STEP
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
COMPETITOR 2 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
VALUE AVG 0.00 PIPELINE EFFICIENCY AVG 0.00 CONTENT STRATEGY AVG 0.00 MOBILE STRATEGY AVG 0.00
COMPETITOR VALUE PROPOSITION MESSAGE PRESENTATION VALUE SCORE PIPELINE EFFICIENCY SCORE CONTENT STRATEGY SCORE MOBILE STRATEGY SCORE FOLLOW-UP STEP
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
COMPETITOR 3 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
VALUE AVG 0.00 PIPELINE EFFICIENCY AVG 0.00 CONTENT STRATEGY AVG 0.00 MOBILE STRATEGY AVG 0.00
COMPETITOR VALUE PROPOSITION MESSAGE PRESENTATION VALUE SCORE PIPELINE EFFICIENCY SCORE CONTENT STRATEGY SCORE MOBILE STRATEGY SCORE FOLLOW-UP STEP
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
COMPETITOR 4 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
VALUE AVG 0.00 PIPELINE EFFICIENCY AVG 0.00 CONTENT STRATEGY AVG 0.00 MOBILE STRATEGY AVG 0.00
COMPETITOR VALUE PROPOSITION MESSAGE PRESENTATION VALUE SCORE PIPELINE EFFICIENCY SCORE CONTENT STRATEGY SCORE MOBILE STRATEGY SCORE FOLLOW-UP STEP
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
COMPETITOR 5 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00
VALUE AVG 0.00 PIPELINE EFFICIENCY AVG 0.00 CONTENT STRATEGY AVG 0.00 MOBILE STRATEGY AVG 0.00
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