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Does simplicity of using a service can be one and only value proposition?

Our company Simple Security is developing service to help small and medium sized businesses to exchange safe emails by protecting them end-to-end and making the exchange process simple to use.
Please advise me is it possible "simple to use" to be one and only value proposition that can differentiate me from competitors.

11 Replies

Rob Gropper
3
0
Rob Gropper Entrepreneur
Director at PetHero, SPC - Member at Eastside Incubator - Principal at Tuxedo Technologies Group
you should ask your prospective customers, especially those that use your competitor's products. Those are the opinions that count.
Damien Filiatrault
1
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Damien Filiatrault Entrepreneur
Software Architect and Strategy Consultant
It could have many other values propositions, such as saving the user time and/or money.
Steven Sheiner
1
0
Steven Sheiner Advisor
Senior Executive, Business Strategist & Entrepreneur
Simple to use is only a value proposition if your competitors are not simple to use. It's pretty hard to find a successful product that is difficult to use.
Jeffrey Priebe
1
0
Jeffrey Priebe Entrepreneur • Advisor
Web Development Lead at Parachute Web Design
Definitely asking your customers is the primary data point.

Often value props fall into one of the main buckets:
  1. Make the customer money.
  2. Save the customer money.
  3. Save the customer time.

So, "simple" is usually #3: save time.

But whether your customer sees the same value you think you are selling and whether "spending too much time because the current solution is complex" is a problem that they are aware of trying to solve and the questions you need to answer.

Jim Bowes
2
0
Jim Bowes Advisor
Promoting and producing sustainable natural-media techniques
I would agree with the others. A value proposition can be anything you want it to be. A great value proposition will lead to people asking you more about your offer. I think you would be selling yourselves short by focusing only on simplicity for two reasons. First how do you qualify simple. Most would say simple to use. It's quite vague. Secondly secure mail has many more advantages than simplicity which in my opinion are far more valuable than ease of use
León Lassovsky
2
0
León Lassovsky Entrepreneur
Seeking great new projects
Your VP is sending safe email, making it simple is sort of a feature.

If you get it backwards you will have a hard time selling. You should look forma customers that need to send safe emails and only then you tell them you are simple. You can also look forma customers that use difficult yo use software but as someone said before it is hard yo find that
Andrew Gassen
1
0
Andrew Gassen Entrepreneur
Senior Product Manager at Pivotal Labs
You should be able to validate (or invalidate) this value proposition with customers without building any software. If you've identified your potential customers, or if you have existing customers, you should run some lean experiments to test your value proposition. Put actionable metrics for success, and make sure the questions you're asking pass "The Mom Test."

In this particular example, "simple to use" might be tricky to leverage as your core value proposition. The buyers for this type of product might value security over simplicity, so the wrong messaging may actually harm your business rather than help it. I would definitely advise testing your hypothesis before spending too much time or money on the development of the software itself.
Dustin Williams
1
0
Dustin Williams Advisor
Business Systems, Software Development, Information Technology
What you should really think about is why your competitors have failed to turn this in to a successful product category. Companies have been trying to tackle this ever since PGP came out in 1991.
Jessie Harris
1
0
Jessie Harris Entrepreneur
Strategy | Operations | Program Development
Even the most profound value proposition isalwaysat risk of obsolescence. Pay constant attention, don't be complacent, and stay ahead of yourself.
Shel Horowitz: Shel AT GreenAndProfitable com
1
0
I help organizations thrive by building social transformation into your products, your services, and your marketing
Kostadin, I think Leon gave you a piece of the answer.

Your real value proposition is that you keep mail from getting hacked--something that happens to far too many people. Once you've qualified people with an interest, then the secondary benefit comes in. If yours is easy enough to use that even older executives can do it--they sometimes barely know how to use a computer because their secretaries have handled everything for 30+ years--then you have a clear point of differentiation (a USP).

BTW, I'm very good at helping companies identify benefits in their marketing. If you'd like to know more about my services, please send me a private note.
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