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Workshop: How to sharpen your value proposition to drive pricing power?



Workshop: How to sharpen your value proposition to drive pricing power?


By far the toughest part of any business is to define or to sharpen a truly compelling Value Proposition. And investors and competitors know: no clear Value Prop, no Brand Health, no Pricing Power, sustainable business. In this highly interactive masterclass, Chris will share a simple and proven framework, along with many examples, to sharply define your own value prop as the key fundament to your success, regardless whether you are a start up, scale up or an established business.

Workshop program:

The 2 hour workshop will be split in 5 parts:

1) brief recap of Burggraeve’s 8 marketing fundamentals model (“MC-Rocket”)

2) What is your Alpha M rating today? (participants do the free online test before to discuss in class - see free rating on

3) Deep dive on your pricing Power and how your value Proposition impacts it

4) Apply the Value Proposition framework demonstrated on your own company (take individual time).

5) Select presentations and group discussion on a number of participant own cases. Open Q&A by participant to address other key questions.

Chris Burggraeve

His corporate career spanned 23 years working for global FMCG blue chips like P&G (90-95), The Coca-Cola Company (95-07), and Anheuser-Busch InBev (CMO 07-12). End 2012 he created his own NYC based marketing capability and strategy consultancy (, advising non CPG / private equity / tech scale ups in need of his deep branding experience.


Avenue Louise 523
1050 Brussels

Tel : +32 2 335 12 01
Open to the public from 8am to 6pm



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