1. Current value proposition Establishing engineering as a highly desirable career for women through an exciting array of programs, _________, _____, _____, …and much more. This really articulates our goals (what we aim to do, “establishing engineering as a highly desirable career for women”) and services (how we do it – “an exciting array of programs…”), not our value to constituents.

2. Value Propositions* What do you say when someone asks "What do you do?" Great value propositions are short, pithy and make the listener want to know more. You know you've got a great value proposition if your listener asks "how" or "why" when you've finished speaking. * From How To Write A Compelling Value Proposition, by Chakisse Newton, President, Cardinal Consulting, LLC

3. Steps for writing a VP* 1. Identify the benefits (or the value) of working with you or your company, instead of identifying the service you provide. (This works for non-profits and individuals as well.) For example, you could say that you "provide executive coaching" (the service) or you could say that you "help executives increase their effectiveness." 2. Don't stop with simple benefits. Look for the benefit of the benefit. Keep delving into the value you provide to see how someone is better off working with you. Using our previous example, increased executive effectiveness can also translate into increased profitability, improved shareholder value, helping a company reach its strategic goals and a host of other benefits. 3. Create a value proposition. Use your answers to the previous questions to create a value proposition that begins with the phrase "I help." For example, "I help executives dramatically grow their companies." 4. Evaluate your answer. Does your response: - Focus on value? - Explain benefits and answer the question "What's in it for me?" - Start a conversation and make the listener want to know more? - Clearly explain what you do without excessive words or jargon? - Address all the different markets you serve? * From How To Write A Compelling Value Proposition, by Chakisse Newton, President, Cardinal Consulting, LLC

4. Examples Weak Value Proposition: "We sell insurance." Strong Value Proposition: "We help families and individuals protect their most important assets." Weak Value Proposition: "We are the leading provider of multimedia advertising services." Strong Value Proposition: "We help businesses improve their bottom line." Weak Value Proposition: "We sell shoes and athletic gear." Strong Value Proposition: "We "bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete.)" -Mission statement of Nike Corporation

5. 1. Identify the benefits of being in SWE Here’s what you said at ASPR. – direct support/mentoring We can be who we are, don’t have to pretend, accepted because we have this connection We have a common core, and our differences are accepted Camaraderie, sisterhood, space and comfort of a forum where the personal is OK Help members address issues in safe environment

6. 1. Identify the benefits (con’d) Here’s what you said at ASPR: – Unique training opportunities women-focused discussions in training sessions more valuable than general training elsewhere Leadership opportunity (key value for students and young professionals) Focus on soft skills – Some additional values unique to students Scholarships Free upgrades to professional membership Exposure to internships and info on careers prior to graduation

7. 1. Identify the benefits (con’d) Here’s what you said at ASPR: – Some additional values unique to companies “kill several birds with one stone” – get access to professionals and collegiates across several diveristy parameters (gender, geography, schools, race, etc.) Broad diversity of disciplines in one place (which links to value of diversity in the workplace) Economical professional training for their employees

8. 1. Identify the benefits - summary Direct support/mentoring – SWE offers a broad-based, comfortable environment outside the workplace for women to network, compare notes, share experiences, and get advice, perspective, and camaraderie that they can’t get elsewhere Training opportunities – SWE offers affordable, unique training in a women-focused context that is more valuable than comparable training in the general market Leadership opportunities – SWE offers a wealth of leadership opportunities, beginning in college, that help women develop skills to help them gain access to more opportunities in the workplace sooner in their careers.

9. 1. Identify the benefits – summary con’d Recruiting/hiring opportunities – Members and companies alike benefit from the many opportunities provided for companies to seek highly qualified and diverse members of the workforce from among SWE’s members. Anything else we have missed? – What about the opportunity to give back to other women through career guidance and mentoring? Do we view that as a benefit or a burden of membership?

10. 2. Benefits of the benefits “Keep delving into the value you provide to see how someone is better off working with you.” What is the underlying benefit of – Direct support/mentoring? – Training opportunities? – Leadership opportunities? – Recruiting/hiring opportunities? The answers to these questions will provide the basis for an improved value proposition.

11. 2. Benefits of the benefits Some thoughts and observations for consideration : – Is it the combination of the basic benefit categories we articulate, available in one association, that makes our value unique? “Something for everyone”? – The national and international scope of SWE isn’t mentioned in the benefits explicitly, but isn’t that a factor in our unique value? – “Defining success on our own terms” has been used in our environment and might be a useful phrase in trying to capture “the benefit of the benefit”. Aren’t all of our benefits aimed at providing women in engineering and related fields with the opportunities, tools, and information they need to define their own success, whatever that means to them?

12. 3. Create a value proposition “SWE provides unique opportunities for women in engineering and related professions to grow, learn, and have fun while helping themselves and each other to achieve success as each woman defines it.”

13. 4. Evaluate your answer Does your response: - Focus on value? - Explain benefits and answer the question "What's in it for me?" - Start a conversation and make the listener want to know more? - Clearly explain what you do without excessive words or jargon? - Address all the different markets you serve?