E-learning is such an attractive opportunity for training providers to reconfigure delivery and support that it presents compelling reasons to engage with the practice. A broad range of provision is therefore available for every type of market segment, including small firms. Sustaining a competitive advantage from a host of offers is a practical challenge for providers. In many industries, competitive advantage lies in the value of intangibles presented by an enterprise. In this paper, dimensions of perceived value are examined in the context of delivery to SMEs. Competences for a training provider can be grouped into specific operational and system competences of value assurance, enhancement and innovation. (Contains 1 table and 1 figure.)