Try articulating a Value Proposition that is a specific, realistic, and complete strategic decision. Here you can take what your business knows (and what you may have learned above from Becoming the Customer), and try answering the five specific questions of a Value Proposition.

To review an easy-to-understand example of a real and complete Value Proposition, click here to see the Southwest Airlines Value Proposition, as interpreted and articulated in DPV terms.

Q I. Who is the intended customer who will derive the resulting experiences chosen in this proposition? (either use the specific end-user/primary-entity analyzed above, or describe a target customer group for your business)

Q II. What timeframe for this proposition? (When, for how long, will we deliver it?):

Q III. What does our business want this customer to do? (What purchase and/or usage of products/services, and any other changes, do we want by them? DO NOT describe here why they should do this [answer that in Question V]; here, just state what we want them to buy/use/do)

Q IV. What are the one or two best competing alternative(s) this customer will have available? (If they do not do as we wish, what will they most likely do)?

Q V. What resulting experiences, including price and including equal or inferior ones, will this primary customer-entity experience, IF they do as our business proposes?

Remember that each resulting experience:

	Is an event or events in the customer's life/business, resulting from doing what we want them to do, with some end-result consequence of some value for them, in comparison to their alternatives, expressed in measurably specific terms.
	Is not a description of us, characteristics of our products, services, processes, resources, or functions; nor is it a vague ambiguous topic or platitude.

Resulting experience #1 that we will deliver to this customer entity:

Resulting experience #2 that we will deliver to this customer entity:

Resulting experience #3 that we will deliver to this customer entity:

ETC.