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Create a Value Proposition*

What is a Value Proposition?

A value proposition is a statement that defines the unique benefits a product or service offers to its customers, and how it differs from the competition. It is a promise of the value a customer can expect to receive from the product or service.

How are Value Propositions Used?

Value propositions are used to communicate the unique benefits of a product or service to potential customers. They are an essential part of marketing and sales efforts, and can be used in advertising, on a website, in sales pitches, and more.

What is Included in a Value Proposition?

A value proposition typically includes a brief description of the product or service, a statement of the unique benefits it offers, and an explanation of how it differs from the competition. It may also include specific features or attributes that contribute to the product's value.

What are the Benefits of a Value Proposition?

The benefits of a value proposition include:

  1. Clarifying the unique benefits of a product or service to potential customers.
  2. Helping to differentiate a product or service from the competition.
  3. Increasing the perceived value of a product or service.
  4. Improving customer loyalty and retention by delivering on the promised value.
  5. Guiding product development and improvement efforts to focus on delivering value to customers.

5 Steps to Creating a Value Proposition


Research Your Market

First, you need to know the audience you’re trying to appeal to. Conduct some basic market research and learn what type of users you think will use your product. How old are they? What does their work or education background look like? Knowing these pieces of information will allow you to create a more accurate value proposition.


Conduct a Competitive Analysis

Next it’s time to research the competition. Look into other companies who are going after your intended target audience. How does their product work? What are their price points? Conduct a competitive analysis and analyze the competition.


What Problem are You Solving

Now that you know a little more about your market, you need to decide exactly which problem your product is aiming to solve. Fill in the template – “I want to achieve [outcome], so I use [product name]”. Using this template will guide you towards the problem you’re trying to solve.


Create your Elevator Pitch

Now that you know what problem you’re solving for, it’s time to create a quick and concise product pitch. Creating an elevator pitch will allow you to quickly and clearly impress potential investors or business partners.


Create and Market Your Product

Lastly, it’s time to bring your product to life. Now that you know your target audience, know your competitors, know the problem you’re solving, and have your pitch down, it’s time to start creating. Get your website live, start email campaigns, and go outbound to potential users. Work off their feedback and constantly be iterating your product to match user expectations.

Frequently Asked Questions About Value Propositions

Why is a value proposition important?

A value proposition is important because it helps a business to differentiate itself from the competition, clarify its unique benefits to potential customers, and increase the perceived value of its products or services.

What makes a good value proposition?

A good value proposition is clear, concise, and focused on the unique benefits a product or service offers to customers. It should be specific and relevant to the target audience, and differentiate the product or service from the competition.

Can a value proposition change over time?

Yes, a value proposition can change over time as a business evolves, or as customer needs and preferences change. It is important to regularly review and update the Value Proposition to ensure that it remains relevant and effective.

How can I create a value proposition for my business?

To create a value proposition for your business, start by identifying your target audience and their unique needs and preferences. Then, analyze your competition to identify how your product or service differs from theirs. Finally, craft a clear and concise statement that communicates the unique benefits your product or service offers to your target audience.

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