Some questions you will want to answer as you develop your value proposition:

• What customer need launched the development of these products?

• Who are the head-to-head competitive brands (products) for each product?

• What attributes lead a customer to choose your brand instead of these competitors? What are competitor attributes that we should be aware of?

• What differentiates your products from these competitors?

• What is the purchase path to brand choice? What barriers exist in the successful selection of your brands?

• If you were to write a headline – for each product – what would you say to a customer to help them understand why they should buy your product instead of a competitor?

• As important, how do you differentiate between the products in our portfolio?

• What stories can you tell about customers who have purchased your product(s)? What did your product(s) or the company do – that competitors could not?

• When listing all attributes, how do you rank the importance of each?

• What do you hear from sales people about their ability to sell your products?
  

These questions can help you can create a value proposition that resonates with your target audience and drives business success