VALUE PROPOSITION AND ITS ROLE IN SHORT-TERM PLANNING

Abstract

The scientific work examines the problems of the unformed value of business systems, the absence of which limits the company's growth opportunities in a competitive field. Described is a classic value proposition template that has several disadvantages. An algorithm for their solution is presented, based on the gained practical experience in the field of marketing and project management. Using the example of an IT startup, the advantages of the current approach to creating value for the company in its short-term planning are described. An updated methodology for the formation of a value proposition is presented, which is based on 3 basic components: consumption scenarios, selection factors and product properties. It also describes the application of value proposition in tactical marketing theory - short-term planning for 3-12 months, which is presented in the form of a matrix of customer journey and marketing mix.