Last update: 26/11/2024

In a nutshell

The Features sub-dimension in the Marketing Canvas examines the functional benefits that define your value proposition. These features are the tangible and measurable aspects of your offering that meet customer needs and differentiate you from competitors. A strong set of functional benefits ensures alignment with your brand purpose, positioning, and sustainability goals, making your value proposition more compelling and relevant.

For instance, a company like Green Clean might emphasize features such as “non-toxic cleaning agents” and “zero-waste packaging” as core elements of its value proposition. These features align with customer expectations for safety and sustainability while differentiating the brand from conventional cleaning products.

Introduction

The Features sub-dimension is a critical component of the Value Proposition category in the Marketing Canvas. It focuses on identifying the functional attributes that make your product or service valuable to customers. These features must not only meet category expectations but also include distinctive elements that set your offering apart and align with your brand purpose and sustainability goals.

By ensuring that your features are both relevant and unique, you enhance your value proposition and increase customer satisfaction and loyalty.

What are features?

Features represent the functional benefits of your product or service—the tangible elements that solve customer problems or meet their needs. These benefits range from basic requirements to unique attributes that provide differentiation in a competitive landscape.

For example:

Core Functional Benefits: The essential features expected by customers within a category (e.g., cleaning efficacy in a cleaning product).
Differentiating Functional Benefits: Features that provide added value and set your offering apart from competitors (e.g., hypoallergenic formulas or plant-based ingredients).
Unique Functional Benefit: A standout feature that makes your offering the preferred choice (e.g., 100% biodegradable packaging).

Green Clean’s value proposition might include:

Core Benefits: Effective cleaning performance.
Differentiating Benefits: Safe for children and pets.
Unique Benefit: Zero-waste packaging that appeals to eco-conscious consumers.

The Value Proposition Canvas allows you to design products and services that customers actually want. In this short video, we walk you through the tool and how it works.

Features: an in-depth perspective

To create a compelling value proposition, the functional benefits of your product or service must:

Meet Basic Expectations: Deliver on the fundamental features required by the category.
Differentiate Your Offering: Include features that set you apart from competitors.
Provide a Unique Selling Point: Offer a feature that becomes the primary reason customers choose your product.
Align with Purpose and Positioning: Reflect your brand’s mission and values.
Integrate Sustainability: Address modern customer demands for environmentally responsible solutions.

For example:

Alignment: Green Clean’s focus on non-toxic and eco-friendly ingredients aligns with its brand purpose of promoting health and sustainability.
Differentiation: By offering a subscription model for refillable cleaning products, Green Clean stands out in a crowded market.
Sustainability: Features such as zero-waste packaging reinforce the brand’s commitment to sustainability.

Translating features into action

To successfully translate features into action, a customer-centric approach is essential. Features must not only meet customer expectations but also provide a seamless, intuitive, and meaningful experience. Achieving this involves several key steps:

Make Features accessible and understandable

Customers should easily grasp the value and functionality of the features your product or service offers. This can be achieved through:

Clear communication: Ensure features are well-highlighted in product descriptions, advertising, or sales materials.
User-friendly tools: Use explainer videos, user guides, or tutorials to simplify the adoption process.
Intuitive design: Incorporate thoughtful design to ensure ease of use, reducing any learning curve.

Integrate Features into the customer Journey

Embedding features into every touchpoint of the customer journey ensures that they are consistently experienced and appreciated. This includes:

Highlighting features during onboarding processes.
Showcasing their value in promotional materials or during customer interactions.
Demonstrating them in action through trial versions or interactive showcases.

Communicate Features effectively

Features must be prominently featured in marketing efforts to help customers understand their benefits. Consider:

Advertising: Highlight features in ads to attract attention and drive interest.
Product descriptions: Clearly articulate how features solve customer problems or enhance their experience.
Sales presentations: Use demonstrations or testimonials to showcase features in action.

Leverage customer feedback

Feedback is invaluable in refining features to better align with customer needs. Continuous engagement helps ensure that your features remain relevant, effective, and appreciated. Techniques include:

Surveys and polls: Gather structured feedback on specific features.
User tests: Observe how customers interact with features to identify pain points.
Social media interactions: Monitor conversations to uncover unfiltered opinions and suggestions.

Statements for self-assessment

For a comprehensive evaluation of your understanding and application of the Features concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

Your value proposition has all the core functional benefits required by the category.
Your value proposition has a few functional benefits that set you apart from the competition.
Your value proposition has a unique functional benefit that is the primary reason for customers choosing you.
Your value proposition functional benefits align consistently with your brand purpose and positioning.
Your value proposition has integrated sustainability in its functional benefits.

Marketing Canvas Method - Value Proposition - Features by Laurent Bouty

Interpretation of the scores

Negative scores (-1 to -3): Negative scores indicate that your value proposition lacks clarity or fails to deliver the functional benefits required to meet customer expectations. This could result in weak differentiation, poor alignment with your brand purpose, or missed opportunities to address sustainability.
A score of zero (0): A neutral score reflects uncertainty or gaps in your understanding or delivery of functional benefits. While your value proposition may meet some basic expectations, it lacks distinctive or unique elements that make it compelling to customers. Further refinement and alignment with brand goals are needed.
Positive scores (+1 to +3): Positive scores suggest that your value proposition effectively delivers all the required functional benefits, includes distinctive and unique features, and aligns with your brand purpose and sustainability goals. This ensures strong differentiation, customer satisfaction, and alignment with modern market demands.

Case study: Green Clean’s features

Misaligned understanding (-3, -2, -1): Green Clean focuses only on basic cleaning performance, failing to address customer expectations for safety or sustainability. This limited scope leads to weak differentiation and a lack of alignment with the brand’s eco-friendly mission.
Surface understanding (0): Green Clean meets basic category expectations but lacks distinctive or unique features. While it recognizes the importance of eco-friendly products, its functional benefits are not fully articulated or aligned with customer priorities, limiting its value proposition.
Deep understanding (+1, +2, +3): Green Clean offers a well-rounded value proposition with core benefits (effective cleaning), differentiating benefits (non-toxic and safe for children), and a unique feature (refillable, zero-waste packaging). These functional benefits are consistently aligned with the brand’s purpose of promoting health and sustainability, setting Green Clean apart from competitors.

Conclusion

The Features sub-dimension is essential for defining the functional benefits that form the foundation of a compelling value proposition. By meeting core expectations, differentiating your offering, and providing unique benefits aligned with your brand purpose and sustainability goals, you can create a value proposition that resonates with customers, fosters loyalty, and stands out in a competitive market.