Business requirements and value propositions are one and the same. What’s different is the purpose for which they’re written.

  • Business requirements are written to communicate the WHO, WHAT & WHY value that’s required to justify building new products and features.
  • Value propositions are written to communicate the WHO, WHAT & WHY value that existing products already satisfy.

The content that comprises requirements and value propositions is literally the same. Here’s the trick to writing something once and using it for both purposes. The Playbook:

Think of it this way. The reasons that justify your investment to build a solution are the same reasons that justify an investment from your target customers to buy it. Do it well and it accelerates your readiness and rollout efforts because product marketing won’t have to reinvent the wheel to position the solutions once they’re available.

Make sure your business requirements answer these 5 questions and your value propositions will be done.

  1. WHO is the target customer?
  2. WHAT are they trying to accomplish – a business goal?
  3. WHY is that goal important to their success?
  4. WHAT’s stopping them from meeting this goal?
  5. How do they measure their success?

Here’s how to put this into context if someone asks, “what’s in the next version of the product?”

“To help restaurants offset the decline in dine-in volume, we’re going to help them grow the volume and profitability of their delivery business by eliminating the need for human interaction in the ordering and payment process.”

As a value proposition…

“To help restaurants offset the decline in dine-in volume, we’re helping them grow the volume and profitability of their delivery business by eliminating the need for human interaction in the ordering and payment process.”

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