In our last session with Hexology founder Darrel Butlin we left him with a task to work on a value proposition statement in order to narrow the scope of his product and to help define its function so that the team could start rebuilding the app with a clearer purpose.

Reconvening one month later Darrel had explored a variety of value prop's each one feeding into the next to further refine what Hexology is really about and why you'd want to use it.

Building once again on his great work I ran through a series of activities to break down what was being described further highlighting that the statements in their current form were attempting to achieve multiple things. They were almost mission statements, and elevator pitches all in one.

We began breaking it up into segments that would meet the needs of all three, an elevator pitch that hooks attention, a value proposition that gains buy-in and then a mission statement to back up why hexology is the answer to your problem.

The result has been profound.

Darrel now has a direct path to what the hexology app needs to do and who he can target it towards and this is where the really exciting part came about.

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Darrel Butlin, founder of Hexology exploring value proposition statements

Market to your tribe

If you've ever looked into the work of Seth Godin, you'll have heard plenty about the idea of Tribes. It's also the way in which Happy Startup School approach you defining your audience once you have purpose. I have a mixed feeling on this. I certainly believe in the concept of tribalism within cultures and have written many times on my personal blog about the people I feel at one with and social experiences as a youth that all points towards the concept of tribes.

The biggest challenge a lot of tech startups encounter; once they've overcome the failures of crowbarring a tech solution into whatever crevice it might fit, is defining the target audience for the solution. In the original 1 hour consultation with Darrel, I asked him who his app was for. Like many founders his response was everybody.

You can please some of the people all of the time, you can please all of the people some of the time.

John Lydgate

Build your own tribe

We broke down the individual words we were using to create the statement. This meant we were able paint with words something that had been lacking - who is Hexology for. I suggested the idea of creating our own tribe - The Hexologists. The statement then continues to express ultimately what makes a hexologist without once stating it's an app, it's a service, it's an insert product type here.

Taking a step back, we could see this was really working, now to go through the process again a number of times to get the name of our tribe right - and that's where I've left Darrel until next time.

Darrel has written about the process on the Hexology blog and how this exercise has providing him with three crucial communication tools

In addition he put together some of his personal thoughts and an overview of what he's learnt about value proposition statements at

Thoughts from Andy Parker published 17th March 2017