Value proposition

How can you formulate a clear value proposition with the help of AI?

1250 € per session, excl. VAT

In short

“Define a value proposition” is a private in-person session of half a day for marketing officers, product managers and offering managers or entrepreneurs and sales teams who write their own messages. Groups of up to 12 participants, in French, with exercises on your own work cases.

Why this training?

Many offerings are described in terms of their features rather than what they change for the customer. The result: messages that are interchangeable with those of competitors. Generative AI helps to rephrase, vary the angles and play the role of a sceptical customer; the session provides a framework for these uses so that the proposition remains grounded in real, verifiable benefits. Running case study: « Veloxa », a fictional company bicycle service for SMEs, wants to explain in one sentence why a business should adopt it rather than a conventional mobility allowance. Transfer to the workplace: The participant applies the canvas to a real offering from their organisation and has the proposition reviewed by a sales representative or a trusted customer.

Objectives of this training

  • Describe the needs, pain points and expected gains of a specific target audience
  • Link each stated benefit to an existing feature or piece of evidence
  • Generate and compare at least five formulations of a value proposition
  • Test a proposition against objections simulated by AI
  • Select a concise formulation and justify it

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing officers, product managers and offering managers
  • Entrepreneurs and sales teams who write their own messages

Prior skills

  • No prior knowledge of AI required: the training starts from scratch.
  • You need to be able to use a computer, a browser and a word processor.

What you will work on

  1. Needs, pain points and gains

    Objective: Start with the customer, not the product. Simple value proposition canvas: customer tasks, pain points, gains; the difference between a feature, an advantage and a benefit.

  2. Evidence and differentiation

    Objective: Ground benefits in facts. Types of evidence: internal data, testimonials, existing guarantees; risks of promises that cannot be substantiated; positioning against alternatives.

  3. Explore formulations with AI

    Objective: Quickly produce several angles. Requesting variants by angle (cost savings, wellbeing, employer image); constraints on length and tone; identifying empty superlatives.

  4. The objection test

    Objective: Check that the proposition stands up to scrutiny. Using AI as a sceptical customer; objections about price, effort and risk; adjusting the formulation.

What you take away

  • Completed customer canvas
  • Benefits–evidence table
  • Five compared formulations
  • Final value proposition with responses to objections

Method and assessment

  • Short teaching inputs followed by immediate practice on the running case study.
  • Individual work followed by work in pairs, with participants reviewing each other’s outputs.
  • Facilitated group review: what works, what needs correcting and what remains a human decision.
  • Preparation: Bring the current description of an offering (product sheet, web page or brochure). Note two or three typical pieces of customer feedback, without personal data.

Observable criteria: Each benefit in the final proposition is supported by identified evidence; The final formulation fits into two sentences and names the target audience; No unsubstantiated superlatives remain; The simulated objections receive factual responses.

Frequently asked questions

Do you need an already defined offering?

An existing offering is useful but not compulsory: the fictional Veloxa case lets you practise the entire method.

Does AI invent arguments?

It may suggest arguments that are not true of your offering. That is why each benefit is linked to evidence before it is retained.

Is the method suitable for B2B and B2C?

Yes. The canvas is the same; only the target audience and the evidence change.

What should you do next?

Use the proposition as a basis for your personas, posts or a landing page, which are covered in other training courses in the catalogue.

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