The value of a great value proposition: a practical guide for founders
You explain your business. The other person nods politely, then asks: “So what does it actually do?” It is a useful signal! You may know your product so well that you have skipped the explanation someone else needs. This happens in early-stage businesses, but it can also happen as a company grows. The product develops, the customer base changes and the original description no longer fits. A clear value proposition helps the right people understand why your business might matt
How to write the marketing section of your business plan
When founders talk about marketing, the conversation often starts with activity. Should we publish more content, attend events, run adverts or send emails? Before deciding, step back. Who are you trying to reach? What do they need to understand? What would you like them to do next? The marketing section of your business plan should explain how you intend to reach suitable customers and help them move towards buying. It should also show what you will spend, who will do the wor