Purpose This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise. Design/methodology/approach The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price. Findings The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness. Originality/value Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.