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This how-to guide provides a qualitative and quantitative research process that results in a thorough understanding of why and how your customers choose your product over available alternatives – in their words.

Value Proposition Messaging Worksheet

Use this template to document your value proposition and messaging framework including, key benefit pillars, proof points to validate your claims, and elevator pitch.

Use this template to create buyer personas for the key buyers that you intend to target.

A worksheet to define your product's pricing strategy and its differentiation.

An analysis tool to define the primary & secondary applications for a new product.

Use this to communicate the 5 key stages of product development, define checkpoints for go/no-go decisions, and document required deliverables.

Use this to create fictional personas for the key audiences you intend to target.


A tool to help you select the markets that represent the best opportunity for your organization.


This will help you determine your market position with regard to value, price and market share. 


A checklist to organize and standardize your product launch process.

A calculator to input cost & sales variables and determines break even point and profitability.

Use this to create a Product Launch Plan that successfully gets your product to market.