Startups · Security

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

Kostadin Kostadinov

February 12th, 2016

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.

Rob G

February 12th, 2016

you should ask your prospective customers, especially those that use your competitor's products. Those are the opinions that count. 

Jim Bowes Promoting and producing sustainable natural-media techniques

February 12th, 2016

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

February 13th, 2016

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 Senior Product Manager at Pivotal Labs

February 13th, 2016

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.

Jessie Harris Strategy | Operations | Program Development

February 13th, 2016

Even the most profound value proposition is always at risk of obsolescence. Pay constant attention, don't be complacent, and stay ahead of yourself.

Shel Horowitz I help organizations thrive by building social transformation into your products, your services, and your marketing

February 14th, 2016

Kostadin, I think León 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.

Damien Filiatrault Software Architect and Strategy Consultant

February 12th, 2016

It could have many other values propositions, such as saving the user time and/or money.

Dustin Williams Business Systems, Software Development, Information Technology

February 13th, 2016

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. 

Michael Dowden Director at COTNow, Biz-Guru, Human Destiny, and EMvision

February 15th, 2016

Didn't work for Nokia!!

Simplicity is a great benefit but its not often a value or value proposition.

Value is what the customer perceives the benefit to be over cost and has more to do with pricing models and benefit selling.

You see the challenge comes when a competitor comes up or promotes a product that has a similar perceived simplicity, at that point where is your market edge / Point of difference? the future of you business?

If I can make a strong suggestion, find a good coach who can assist you in creating / discovering a strong V.P, actually I prefer a "unique selling proposition" (why choose you).  This will put you business in a better position over the long term, and pride a stronger platform to build a business from (think Apple Inc).

Jeffrey Priebe Web Development Lead at Parachute Web Design

February 12th, 2016

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.