Developing an Effective Value Proposition

Being able to clearly articulate your value isn't just important— it's what sets your business apart. Whether you're launching a product, entering a new market, or pitching to potential partners or investors, your value proposition is the foundation of how others understand what you do and why it matters. But creating one that truly resonates with your audience takes more than listing features— it requires empathy, strategy, and clarity. 

The Nasdaq Center is excited to be joined by Shannon Collins, Cofounder and COO at Lightwork Enterprise, to help you uncover what your customers actually care about and how to communicate your value in a way that sticks. Through practical frameworks, real-world examples, and guided exercises, you'll learn how to go beyond product descriptions and connect with your audience through impact-driven messaging. Whether you're refining your existing offer or starting from scratch, this session will help you build a value proposition that earns attention— and action. 

Key Takeaways: 

• Learn the key components— from problem statements to outcomes— and how to craft messaging that aligns with what your audience truly needs. 

• Discover how to embed customer pain points and aspirations into your messaging for deeper impact. 

• Walk away with tools, templates, and frameworks to apply directly to your next pitch, proposal, or product launch. 

OUR SPECIAL GUEST

Shannon Collins

Shannon Collins is the Co-founder of Lightwork Enterprise and serves as Global Director of Entrepreneurial Learning at GraphIQ, offering extensive expertise in customer discovery, value proposition development, and business model innovation. As a National Science Foundation I-Corps instructor for esteemed institutions like Cornell University, Princeton University, and Arizona State University, Shannon specializes in helping university-affiliated entrepreneurs and teams navigate the complexities of market ecosystem mapping and identifying target customers. Shannon is also partnering with The University of Oxford to help innovators and aspiring entrepreneurs in mathematics, physics, and life sciences explore the principles and advantages of customer discovery.

As a skilled educator and mentor, Shannon has developed expertise in both group instruction and one-on-one mentoring, consistently delivering comprehensive teaching on Business Model Canvas implementation and customer feedback analysis. Her approach combines analytical thinking with strong communication skills, enabling her to effectively translate complex business concepts into actionable strategies for diverse audiences.

Shannon leverages her extensive experience to drive global entrepreneurial learning initiatives, fostering innovation and guiding the next generation of business leaders in navigating the challenges of the modern business landscape.

The Nasdaq Entrepreneurial Center is a 501c(3) public charity whose mission it is to make entrepreneurship accessible to all. We deliver free resources, expert guidance, and top-tier mentorship to over 100,000 entrepreneurs worldwide. Your support helps us continue delivering these transformative programs—expanding access to entrepreneurship and driving economic progress for all. Join us and make a gift today to help more entrepreneurs thrive!

All Nasdaq Entrepreneurial Center programs and services are extended to the public on a nondiscriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least 48 hours in advance of this event; please send an email to webinarhost@thecenter.nasdaq.org with the subject header ACCOMMODATION REQUEST. For assistance with registration or other technical difficulties, please contact anna.vanmaanen@thecenter.nasdaq.org