Private schools are facing more challenges to their sustainability than ever before. Demographic shifts, expanding parent choice (public and private), indistinguishable mission statements, ever-increasing pricing, and the inverse relationship between the cost of private education and the pool of families that can afford it mean the challenge of identifying, communicating, and demonstrating a clear and compelling value proposition - what makes your school different and more attractive than the competition - has never been more important. Yet many schools continue to struggle to differentiate themselves this way. Worse still, some assume all stakeholders know what their school's value proposition is. Or that there even is one. This session will explain the critical differences between a mission statement and a value proposition, set out the process schools can undertake take to 'audit' the current state of their value proposition, demonstrate how to identify, develop, and communicate a clear and compelling value proposition, why the involvement of the business, enrollment, and communications offices are key to success, and how a clear and compelling value proposition can be a game changer for your school.