The Value Proposition

I'm a big fan of The Apprentice, even though I was hoping that Bren would win. And I doubt the Donald would have the default home page for his show linking to Season One, with only a tiny link pointing to the site for the current season. NBC Webmaster: You're fired.

What I love about the show is the focus on marketing and the creative process that drives product promotion. The show strips away the months of research and focus groups that result in the presence of a company like The Gap and cuts to the heart of selling, proving that a good product poorly presented can lose out to an inferior product that connects with buyers' needs.

The difference lies in the value proposition for the customer. I spend a fair amount of each day trying to find ways to demonstrate the value of our products without resorting to such phrases as "rich buttery goodness." Take our birthday cake, for example. It's expensive, but it feeds 16 people and comes with paper plates, candles, forks, and a serving knife. Add the overnight shipping and it's more expensive, but for somebody who almost forgot a loved one's birthday, the cost is less of a concern. That customer can see the value in the product more than someone who's got weeks to plan.

As I try to build a broader customer base, I'm always looking for markets that we might not be talking to effectively. I think the home page banner is a step in the right direction, but as always, I'd love to hear from everyone out there.