presentation value proposition

How to Write a Great Value Proposition [7 Top Examples + Template]

Published: January 31, 2024

Your company's value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.

So how do you actually write a value proposition statement that's strong enough to lift conversion rates and sales? In this article, you'll learn the definition of a value proposition, what a value prop isn't, examples of some of the best value props we've seen, and tactics to create amazing value props.

We'll cover:

What is a value proposition?

• Value Proposition vs Mission Statement (vs Others)

Elements of a Value Proposition

How to write a value proposition.

• How to Create a Value Proposition Canvas

Value Proposition Templates

Value proposition examples, value proposition canvas examples, tactics to develop an effective value proposition.

• Let's summarize: What makes a good value prop?
• Value Proposition FAQs

A value proposition is a short statement that communicates why buyers should choose your products or services. It's more than just a product or service description — it's the specific solution that your business provides and the promise of value that a customer can expect you to deliver.

Value propositions are one of the most important conversion factors. A great value proposition could be the difference between losing a sale — and closing it.

For that reason, it's important to create one that accurately represents your products and services and makes it clear why you're the best choice. However, writing it from scratch is hard. Download our templates below so you can follow along with the rest of the post.

Free Value Proposition Templates

15 templates to help you brainstorm, write, and promote your value prop.

• Value Proposition Writing Templates
• Value Proposition Canvas Template
• Brand Hierarchy Template

You're all set!

Click this link to access this resource at any time.

Your value proposition is a unique identifier for your business. Without it, buyers won't have a reason to purchase what you sell. They may even choose a competitor simply because that business communicates its value proposition clearly in its marketing campaigns and sales process .

That said, you might think: Isn't my value prop interchangeable with, say, my slogan?

Nope. It's easy to confuse your value proposition with other similar brand assets , such as your mission statement, slogan , or tagline. We break down the differences below.

Value Proposition vs Mission Statement

Your value proposition details what you offer customers and why they should choose you, while a mission statement details your objective as an organization. While the two can have points in common, a value prop is more product- and service-oriented while a mission statement is more goal-oriented.

Here are two examples for HubSpot and our CRM platform:

Value Proposition: "An easy-to-use CRM."

Mission Statement: "To help businesses grow better."

Value Proposition vs Slogan

A slogan is a short, catchy statement that brands use in marketing campaigns to sell a specific product. While your value proposition wouldn't necessarily go in an ad (at least, not usually), a slogan would. The most important thing to note is that a company can have different slogans for different campaigns or products.

Here are two examples from De Beers Group:

Value Proposition: "Exquisite diamonds, world-class designs, breathtaking jewelry."

Slogan: "A diamond is forever."

Value Proposition vs Tagline

A tagline is a short statement that embodies a certain aspect of your brand or business. While a value proposition is more concrete, a tagline can represent a concept or idea that your business stands for. Most businesses have only one tagline that is instantly recognizable and connected to their brand.

Here's an example from Apple:

Value Proposition: "The best experiences. Only on Apple."

Tagline: "Think Different."

Value Proposition vs Mission Statement vs Slogan vs Tagline

Now, let's look at an example of a business that has all four: Nike. Remember that slogans can differ depending on the campaign.

Value Proposition: "Customizable performance or lifestyle sneakers with unique colorways and materials."

Mission Statement: "To bring inspiration and innovation to every athlete in the world."

Slogan: "Twice the guts. Double the glory."

Tagline: "Just do it."

TLDR; While your value prop should help differentiate you from the rest of the industry, keep in mind it's not a slogan , tagline, or mission statement. Those types of copy are important accessories to your brand, but your potential customers and employees don't choose one business over the other solely based on these elements.

Your value proposition goes deep into the problems you want to solve for buyers, and what makes your product or service the perfect solution.

Your value proposition will most often appear on your website. While you can include it on marketing campaigns and brochures, the most visible place is your home page and, if you'd like, your product pages.

There are three main elements of a value proposition: the headline, the subheadline, and a visual element.

The headline of your value proposition describes the benefit the customer will receive as a result of making a purchase from your business. The headline can be creative and catchy, but it should be clear and concise, first and foremost.

Subheadline or Paragraph

The subheadline or paragraph should explain in detail what your company offers, who it serves, and why. In this section, you can elaborate on the information in the headline.

Visual Element

In some cases, a video, infographic, or image may convey your value proposition better than words alone can. Enhance your message with these visual elements to capture your audience's attention.

To better visualize these tools, here are a couple templates to follow when formatting a value proposition.

• Identify your customer's main problem.
• Identify all the benefits your product offers.
• Describe what makes these benefits valuable.
• Connect this value to your buyer's problem.
• Differentiate yourself as the preferred provider of this value.
• Use a template to help you brainstorm.

If you're a visual learner, check out this video to learn how to create a value proposition. 

Step 1: Identify your customer's main problem.

While this will require some upfront research, you can get a head start on this aspect of the value proposition by speaking with different members of your team. Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers are looking to solve by using your product or service.

For example, let's say your business sells tax software on a subscription basis and automated templates are included in the software package. Your ideal customer is looking for an affordable and user-friendly way to access complicated tax documents for their business. In this example, your business's offerings could be the solution they need.

Step 2: Identify all the benefits your products offer.

This step can be as simple as listing out every product you sell and describing its primary benefit. The benefit should be concise and focused on a single customer need.

In our tax software example, you'd list each tax template, explain the benefit it provides, and why a customer would need it.

Step 3: Describe what makes these benefits valuable.

Next, add another sentence that explains why this benefit matters to the customer.

Using the same example above, the value would be that customers have affordable tax documentation at their fingertips — something that would normally cost them thousands of dollars.

Step 4: Connect this value to your buyer's problem.

Next, pair the buyer's problem to the elements that make your product or service valuable. Do they align? If so, you're ready to refine your value proposition to differentiate your offerings from the competition. If they don't align, repeat the steps above until you find a valid buyer need and a viable solution your business offers to meet that need.

There are three templates we think do an excellent job of connecting value to buyer pain points:

Step 5: Differentiate yourself as the preferred provider of this value.

Finally, polish your value proposition to make it unique. Is there a specific customer service offering your business provides that others don't? Do you offer any additional services that other companies charge for? These elements can help differentiate your value proposition from competitors while keeping the focus on the buyer's needs.

Step 6: Use a template to help you brainstorm.

Once you understand the first five steps, you can easily implement them into value proposition templates.

Steve Blank Method

Instead of focusing on the features themselves, Blank saw the need to emphasize the benefits derived from the features in a simple sentence. By following this formula you'll connect the target market and their pain points to the solution:

"We help (X) do (Y) by doing (Z)"

Geoff Moore Method

Moore provides a template that's more specific in identifying the industry categories alongside the benefits customers value. This makes a more clear value proposition formula as follows:

"For [target customer] who [needs or wants X], our [product/service] is [category of industry] that [benefits]"

Harvard Business School Method

According to HBS a value proposition is executed best when it answers the following questions:

• "What is my brand offering?"
• "What job does the customer hire my brand to do?"
• "What companies and products compete with my brand to do this job for the customer?"
• "What sets my brand apart from competitors?"

HubSpot Value Proposition Templates

HubSpot offers 15 free templates to help you brainstorm the perfect value proposition for your brand. Not only can they help you hone in on your business's core values, but they can also give you a boost when working on your actual statement.

Some questions you will ask yourself when using the HubSpot templates include:

• "Why do you do what you do?"
• "How do you do what you do?"
• "What do you do for your customers?"

Download for Free

Now, before you write the statement itself, it's important to create a value proposition canvas.

Taking these three elements into consideration, you'll be able to make your own after you build a value proposition canvas.

Value Proposition Canvas

A value proposition canvas is a visual tool that helps you position your business's product or service around your customers' needs. The goal of the value proposition canvas is to identify how your business provides value within the market. You can use one when introducing a new offer into the market or when enhancing an existing one.

The value proposition canvas is made up of two major components: the customer profile and the value map.

Here's how to make one:

Step 1: Create a customer profile to represent your target buyer.

The customer profile makes up the first half of the value proposition canvas. When performing this exercise, you'll want to start with this section first so that their wants and needs can influence the overall value proposition canvas.

The customer profile consists of three areas:

Customer Jobs

What is the task your customer needs to complete or the problem they're trying to solve with your product or service? The answer to this question sums up the "customer job" or the purpose of your product or service in the eyes of the customer.

Customer Expectations

"Expectations" are also referred to as "gains" — in other words, what your customer is hoping to gain from doing business with you. No matter what you sell, your ideal customer will have an expectation of what that product or service will do for them. In this section, you'll use research to explain what your customers expect from you in order to purchase your product.

Customer Pain Points

As your customer completes their "customer job," what pains do they experience? Do they take any risks while they do the customer's job? Do they experience any negative emotions? These pain points should be considered so that you include the most helpful products and services on the value map side of the value proposition canvas.

Step 2: Create a value map for your products and services.

In this section of the value proposition canvas, three specific sectors help describe what the business offers to the customer.

Gain Creators

These are features your products or services have that make the customer happy. Think creatively about the elements of happiness your customers experience. Consider their financial and social goals as well as their psychographics .

Pain Relievers

In the section above, we discussed customer pains. This section will define exactly how your business will help them overcome those pain points.

Products & Services

While this section won't list every single product or service your company offers, it should include the ones that will create the most gain and alleviate the most pains for your customers.

Step 3: Determine value proposition-customer fit.

Once you've completed the value proposition canvas exercise, the next step will be to determine how your value proposition fits within the customer profile. To do this, you'll use a ranking process that prioritizes products and services based on how well they address the customer profile.

All together, your value proposition canvas should look like this:

Next up, let's go over some templates you can use when you're creating your value proposition and publishing it on your website.

We've crafted 15 templates to help you create an amazing value proposition for your brand — and pairing each of them with an example of how they may look for a real business.

This offer has all the tools you need to craft a value proposition that precisely communicates your brand to users and stakeholders, including:

• 10 value proposition writing templates
• 1 value proposition canvas template
• 1 mission statement brainstorm template
• 1 vision statement brainstorm template
• 1 competitive analysis template
• 1 brand hierarchy template

Click here to download these free value proposition templates for your business.

Now that we've reviewed the elements, visual tools, and templates — let's look at some brand examples that effectively identify and satisfy its customer needs.

• HubSpot: An Easy-to-Use CRM
• FedEx: Manage Your Home Deliveries
• LG: State-of-the-art Living Experience
• Subaru: The most adventurous, most reliable, safest, best Subaru Outback ever
• Samsung: Get Ready to Unfold Your World
• Imperfect Foods: Groceries that help you fight food waste
• Hulu: All The TV You Love

Because value propositions are typically internal information and rarely stated publicly, finding a value proposition example to model yours after can be difficult. We've taken the liberty of using the value proposition canvas and applying it to some successful companies that have been recognized by the American Customer Satisfaction Index (ASCI).

In these examples, you'll see real-world instances of customer gains and pains aligned with well-known products and services offered by these companies.

1. HubSpot: "An easy-to-use CRM."

Headline: "An easy-to-use CRM."

Subheadline/Paragraph: "HubSpot's CRM platform has all the tools and integrations you need for marketing, sales, content management, and customer service."

Visual Element:

Most companies can benefit from using a CRM — even freelance businesses and small family-owned firms. The problem is that most systems are expensive, over-complicated and cobbled together, creating challenges for businesses as they grow.

HubSpot's value proposition aims to target active CRM users who are tired of handling over-complicated systems, and beginners who are intimidated by legacy options. These users want a system that makes growth easier, not harder.

While each product in HubSpot's CRM platform can be used individually, the true benefit comes from using each hub in tandem. Instead of having to deal with incompatible software and productivity tools, you can manage all your marketing, sales, content, and customer service needs in one place. To that end, the product's value proposition emphasizes its ease-of-use and ability to synchronize different teams across the business.

The brand includes an image of a smiling woman to show what it would be like to use the product in your team (hint: it's so easy, it'll make you smile).

2. FedEx: "Manage your Home Deliveries"

Headline: "Manage Your Home Deliveries"

Subheadline/Paragraph: Sending and receiving packages is convenient and safe for individuals who want to ship ideas and innovations across the globe.

Image Source

If you own a business, shipping and packaging products is likely a significant part of your operations, but it can be a time-consuming, labor-intensive, and plain inconvenient process. If you're a consumer, you've likely experienced driving to a shipping office to get your package after a missed delivery. Both of these are significant pain points for FedEx's target customers.

With FedEx, you can opt to receive notifications about your package's delivery status, provide instructions on how to deliver packages to your home, or even request to pick up at a different location.

Shipping packages with FedEx is just as easy as receiving them. All you have to do is create a shipping label on FedEx's website, choose which shipping service you'd like to use, and then drop your package off. Even if there isn't a FedEx office nearby, you can still drop off at national retailers like Walgreens, Dollar General, OfficeMax, and Walmart.

FedEx's value proposition makes it clear that it will make managing your deliveries much, much easier — whether you're a business or a consumer.

3. LG SIGNATURE: "State-of-the-art Living Experience"

Headline: "State-of-the-art Living Experience"

Subheadline/Paragraph: LG SIGNATURE delivers an innovative product design that creates an exceptional living experience for people who want to achieve a state-of-the-art living experience.

The right home appliances can make your at-home experience easy and hassle-free — or it can quickly create headaches with low power efficiency and outdated features. In its value proposition, LG SIGNATURE targets customers who are willing to spend just a little more on the right appliance in exchange for a comfortable, hassle-free, and luxurious experience.

LG SIGNATURE isn't your typical appliance brand. It doesn't want to sell you a bunch of products you don't need with unnecessary features you won't use. Instead, it's dedicated to crafting premium products that are functional, user-friendly, and aesthetically pleasing.

Even the imagery helps you imagine what your life would be like after purchasing an LG SIGNATURE appliance. Instead of having to replace obsolete appliances every few years, you can enjoy innovative, long lasting products.

4. Subaru: "The most adventurous, most reliable, safest, best Subaru Outback ever."

Headline: "The most adventurous, most reliable, safest, best Subaru Outback ever."

Subheadline/Paragraph: The 2022 Subaru Outback takes drivers to the most adventurous places in style with the most advanced safety technology.

Subaru knows that its target audience uses its Outback SUVs for outdoor adventures. Rather than designing a vehicle solely for utility, Subaru made the 2022 Outback attractive and spacious enough for everyday use as well as reliable and sturdy enough for all terrain and weather conditions.

So in its value proposition, it makes it clear that the Outback will help its drivers go off the road safely and in style. If I were a potential Subaru customer, I'd know exactly what I'm getting from the headline alone. That's why it's so important to think about your wording, because it's likely the first thing potential buyers will see.

5. Samsung: "Get Ready to Unfold Your World"

Headline: "Get Ready to Unfold Your World"

Subheadline/Paragraph: This is everything you'd want in a premium, durable, 5G smartphone. Then we made it unfold — revealing a massive screen so you can watch, work and play like never before.

In its value proposition, Samsung effectively targets its most tech-savvy segment by front-lining its most innovative design to date: a foldable phone that can double as a mini-tablet. Even more, it solves a common pain point for some customers: owning both a tablet and a mobile device can feel unnecessary, so why not get the best of both worlds?

The Galaxy Z Fold4 attracts customers by promising a lightweight, durable smartphone with an ultra powerful processor.

Some of its premium features include hands-free video capabilities, a large screen that's perfect for multitasking, and an advanced camera that's perfect for taking pictures at night. The phone is also crafted with high quality materials that help protect it from water damage, scrapes, and scratches. Plus, its unique design will appeal to anyone who appreciates cutting-edge technology.

6. Imperfect Foods: "Groceries that help you fight food waste"

Headline: "Groceries that help you fight food waste"

Subheadline: "Sustainably sourced, affordable, and conveniently delivered to your door."

Whether you're shopping for an entire family or just yourself, grocery shopping can be a major pain.

Planning out all your meals for the week can be overwhelming and time-consuming, especially if you're trying to ensure no food goes to waste. Even if you do successfully create the perfect shopping list, finding the time to go to the store can also be a challenge.

In its value proposition, Imperfect Foods offers a sustainable alternative to traditional grocery shopping. Unlike other delivery services, Imperfect Foods' grocery selections solely consists of food that would have otherwise been discarded due to minor cosmetic and physical imperfections.

Imperfect Foods' website design further communicates its commitment to reducing food waste with its badge counting how many pounds of food it has saved.

The company also appeals to customers' sustainability concerns by delivering to neighborhoods in one trip to reduce CO2 emissions and only using recycled packaging.

7. Hulu - "All The TV You Love"

Headline: "All The TV You Love"

Subheadline: "What full seasons of exclusively streaming series, current-season episodes, hit movies, Hulu Originals, kids shows, and more."

In July 2022, streaming services outperformed cable and broadcast TV for the first time ever. However, as streaming becomes more and more popular, customers are at risk of getting fatigued by the overwhelming amount of on-demand content to choose from.

Hulu's value proposition aims to target TV consumers who are tired of having to pay for multiple streaming services in order to have access to all the content they want to watch. Each Hulu subscriber gets access to a vast catalog of exclusive series, popular movies, original content, and more.

One of the ways Hulu makes good on its promise of providing "all the TV you love" is by offering subscription bundles with ESPN+ and Disney+, which can save consumers money if they were to subscribe to each service separately. Hulu also has premium network add-ons that give users access to even more content without having to leave the platform.

Samsung's value proposition for its foldable mobile device is smart, well-targeted, and visually stunning.

You've seen some brilliant value proposition examples, now let's review some examples of value proposition canvases.

• HubSpot Value Proposition Canvas
• FedEx Value Proposition Canvas
• LG Value Proposition Canvas
• Subaru Value Proposition Canvas
• Samsung Value Proposition Canvas
• Imperfect Foods Value Proposition Canvas
• Hulu Value Proposition Canvas

1. HubSpot Value Proposition Canvas

Customer Profile

• Customer Jobs: HubSpot customers need to effectively enable their sales teams to do their best work while avoiding complicated workflows.
• Gains: Customers want to increase their sales rep productivity levels and boost sales.
• Pains: There are plenty of CRM options, but they're often over complicated and create silos.
• Gain Creators: The HubSpot CRM platform offers streamlined contact management software and productivity tools that will help sales teams do their best work.
• Pain Relievers: The user-friendly interface and unified platform offers ease-of-use and high visibility across systems.
• Products & Services: The HubSpot CRM platform includes Sales Hub, an enterprise-level sales software that's simple yet powerful enough to cater to the needs of businesses small and large.

2. FedEx Value Proposition Canvas

• Customer Jobs: FedEx customers want to share ideas and innovations with other individuals by shipping goods around the world.
• Gains: Customers want a hassle-free way to return online orders and are looking for a safe and secure way to receive their packages.
• Pains: Returning a package at a FedEx shipping center can be inconvenient, and managing home deliveries can be a hassle.
• Gain Creators: Customers can drop off their FedEx packages at places they shop most like Walgreens or Dollar General, and have peace of mind knowing where their package is at all times.
• Pain Relievers: Thousands of FedEx drop-off locations across the country, receive notifications when a package is en route and inform the driver where to leave the package.
• Products & Services: FedEx Drop Box locations make returning packages convenient, and the FedEx Delivery Manager reroutes or reschedules deliveries to work with the customer's schedule.

3. LG Value Proposition Canvas

• Customer Jobs: LG customers want simple, yet innovative technology that helps them achieve a state-of-the-art living experience.
• Gains: Customers have an intuitive and responsive experience with each appliance they interact with inside their homes.
• Pains: There are too many unnecessary buttons and features on appliances that get in the way of a simple living experience.
• Gain Creators: Customers can use technology to enhance their home experience without needing to read a manual.
• Pain Relievers: LG offers a simple design that focuses on the user and their lifestyle.
• Products & Services: LG SIGNATURE delivers an innovative product design that creates an exceptional living experience.

4. Subaru Value Proposition Canvas

• Customer Jobs: Subaru customers want to explore the world's most adventurous places in a reliable and safe vehicle.
• Gains: Customers want to explore the land in a stylish and spacious SUV and look for advanced technological elements in their vehicles that enhance performance and safety.
• Pains: The safest vehicles are not the most visually appealing, and some SUVs aren't equipped for all-weather or all-terrain environments.
• Gain Creators: Subarus have a stylish exterior and interior with ample ground clearance that protects the vehicle against damage from the environment and advanced technology to reduce crashes and make long road trips safer.
• Pain Relievers: Subarus have a rugged blacked-out trim for style and protection, 9.5-inch ground clearance for better stability and performance, and driver-assist technology that helps drivers see better, prevent crashes, manage cruise control, and brake automatically in emergency situations.
• Products & Services: The 2022 Subaru Outback with standard eyesight assist technology, automatic pre-collision braking, adaptive cruise control, and lane-centering.

5. Samsung Value Proposition Canvas

• Customer Jobs: Samsung customers are tech-savvy and follow the latest trends, driven by efficiency and aspirational lifestyles.
• Gains: Customers want an all-in-one way to enjoy media, work productively, and have a fun experience all in the palm of their hands.
• Pains: Common smartphones have size limitations that strain entertainment viewing, gameplay, and work capabilities.
• Gain Creators: Samsung offers a unique and expansive design with capabilities beyond that of an average smartphone, offering the most advanced technology to help customers perform tasks to fulfill work and play.
• Pain Relievers: Samsung provides a smartphone that displays content in tablet-like viewing and displays up to three apps simultaneously.
• Products & Services: The Galaxy Z Fold3 5G folding 6.2-inch smartphone with dynamic AMOLED 2X screens, ultra-thin glass with S Penfold edition, and super-strong lightweight armor aluminum frame.

6. Imperfect Foods Value Proposition Canvas

• Customer Jobs: Imperfect Foods customers want a simple and sustainable option for buying fresh produce.
• Gains: Customers prefer to have their groceries delivered rather than going to the store each week.
• Pains: Produce can go to waste easily, and grocery delivery is expensive.
• Gain Creators: Imperfect Foods sources and delivers food that would have otherwise been wasted because of minor imperfections.
• Pain Relievers: Waste is minimized by delivering area groceries in one trip and recycling packing.
• Products & Services: Imperfect Foods curated food selection includes produce, pantry staples, dairy products, snacks, plant-based foods, meat, and wellness products.

7. Hulu Value Proposition Canvas

• Customer Jobs: Hulu customers are overwhelmed by the amount of video streaming options and want a platform that has all of their favorite shows and movies in one place.
• Gains: Customers primarily watch movies and TV shows via streaming services.
• Pains: There is an abundance of streaming platforms, and customers can easily get overwhelmed with the amount of TV and movie options.
• Gain Creators: Hulu's streaming library features full seasons of exclusive series, popular movies, original content, and more.
• Pain Relievers: The different subscription plans and premium network add-ons allow customers to curate their streaming experience to their tastes and can help minimize the amount of services they subscribe to.
• Products & Services: All subscription plans include access to Hulu's streaming library, new episodes the day after they air, and ability to stream on different devices.
• Conduct research to determine the value proposition of your competitors.
• Explain the value of your products and services.
• Describe the benefits your ideal customer will experience when they choose your product or service over the competition.
• Develop a unique value proposition for each buyer persona you serve.
• Test your value proposition with your audience using various marketing channels.

1. Conduct research to determine the value proposition of your competitors.

Because your value proposition is the differentiating factor between your business and the competition, it's important to research the propositions of your closest competitors. You can use the value proposition canvas in this post to determine how each company meets the needs of your buyer persona.

Be honest here — it's tempting to focus on the areas in which your competition doesn't excel, but you'll have a better idea of where your product or service fits within the market if you key in on your competitors' strengths.

2. Explain the value of your products and services.

You're probably familiar with outlining the features and benefits of your product and service offerings. This tactic takes that concept a step further. By matching the benefits of your offerings to specific values that your customers have, you'll be able to align what your business provides with what your customers need.

3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition.

When crafting this part of your value proposition, include details about how your product or service will benefit the customer and use examples where you can. Videos, photos, and live demonstrations are all effective ways to illustrate your value proposition because they show the customer exactly what they can expect from your business.

4. Develop a unique value proposition for each buyer persona you serve.

Ideally, you'll be focusing your marketing efforts on a specific target audience. You'll also find that this audience will have different needs based on their buying behaviors. Buyer personas can help you segment your larger audience into groups of customers with similar desires, goals, pain points, and buying behaviors. As a result, you'll need a unique value proposition for each persona. Different products and services you offer may solve certain customer pain points better than others, so developing a value proposition for each persona will better serve each one.

5. Test your value proposition with your audience using various marketing channels.

Each of these tactics will likely be developed internally by your team which means you'll want to validate your work with your target audience. Your value proposition will be communicated through various marketing channels like your website, social media accounts, video, audio, and in person. Test your proposition with members of your audience (both existing customers and non-customers) using each of these channels. Tools like UserTesting can help you streamline this feedback process so that you can implement changes quickly to finalize your value proposition.

We know the makings of a value proposition, so how can you make it a good one? Here's the last three tips we have for you.

What makes a good value proposition?

1. clear language.

Your value proposition should aim to address a primary customer need. This limited focus helps keep your value proposition clear and easy to understand. With just one main idea to comprehend, your audience will be able to quickly decide whether or not your product or service will be the best solution for them.

2. Specific Outcomes

Next, you'll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before and after workflow diagram. The specific outcomes will be critical components of your value proposition as they'll exemplify exactly how your customers will use your solution to solve their problems.

3. Points of Differentiation

Not only are your potential customers evaluating your business's offerings based on their own needs, but they're also comparing what you offer against competitors. As a result, your value proposition will need to include detailed points of differentiation. These key points will help customers understand exactly what sets your company apart.

Value Proposition Frequently Asked Questions

What is the purpose of a value proposition? To effectively communicate the unique value and benefits that a product or service offers to its target customers to differentiate it from the competition and attract or retain customers.

What if the value proposition fails? If the value proposition fails, it can result in difficulties attracting and retaining customers, losing market share to competitors, and ultimately impacting the product's or service's success and sustainability.

Can you change your value proposition? Yes, a company can change its value proposition by identifying and addressing customer pain points or needs, modifying its product or service offerings, and effectively communicating the new value to its target audience.

Compose a Remarkable Value Proposition

The factors that influence a potential customer to become a loyal customer are limited. Whether your industry has a lot of opportunities to differentiate (like retail) or virtually no unique identifiers (like dairy), you'll find that a value proposition will help you understand your ideal customer and position your business as the best solution for their needs. Use the tactics, tips, framework, and examples in this post to craft your unique value proposition.

Editor's note: This post was originally published in June 2018 and has been updated for comprehensiveness.

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Home / Blog / The secret sauce of a winning value proposition slide

The secret sauce of a winning value proposition slide

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Explaining your value proposition to investors is something we see very few founders get right from the first try. And that’s a problem, given that your value proposition is the centerpiece your whole investor pitch is built around. 

To sell investors your value proposition story, you must:

1. Have a strong value proposition before all else; 

2. Know how to deliver your value proposition in the pitch deck.

Based on numerous chats with our clients and prospects, nine out of ten founders need help in one or both aspects. This article will address both elements by explaining how to conjure up a powerful value proposition and reflect it in a winning value proposition slide. 

Let’s start with the basics.

What is a value proposition?

To address the common misconception, let’s start with what a value proposition is not :

• Competitive moat : “All-in-one ecosystem and high switch cost due to personalized feature implementation, integrations, and continuous training on product usage.” (Hubspot)
• Product features list: “Channels and threads, messaging, customizable workflows, search, automation, file sharing.” (Slack)
• Tagline: “How work should work” (Upwork)

While all those things are linked to your value proposition, they aren’t interchangeable. 

A value proposition means the unique benefit or value your customers get from your offering that they can’t get elsewhere. That is, you do something faster, better, cheaper, or simply different—and your customers benefit from it. 

Here’s an example from Slack:

With all your people, tools, and communication in one place, you can work faster and more flexibly than ever before. Slack

As you can see, your customer value proposition is why your customers buy your product over the competitors. It should lie at the heart of your sales, communication, marketing, and product development strategies.

How do you define your value proposition?

There are many frameworks that help to establish a value proposition for a business. Most share the same components, but because founders often have problems with this step, we decided to weigh in and share our two favorite value proposition creation frameworks along with some helpful tips. 

Note : don’t get too stringent about the following frameworks — rather, use them to leg up your ideation process.

Framework 1: Fill in the template

One of the easiest ways to create a value proposition fast is by completing the form below.

Important : make sure that the statements you put in the form result from in-depth market research and understanding of your solution.

Framework 2: Value proposition canvas

This value proposition creation template is the “golden standard” developed to model the relationship between customer profiles and your offering. 

Customer profile:

• Jobs-to-be-done : the task, need, or wish your customers are trying to accomplish or satisfy.
• Pains: the difficulties, both emotional and functional, that customers experience while getting the job done.
• Gains: the needs and expectations of your customers during their jobs to be done.

Value proposition:

• Products or services that help your customers get their jobs done.
• Pain relievers: the explanation of how exactly your offering will alleviate your customers’ pains.
• Gain creators: the benefits your customers will get in the context of their jobs to be done from using your offering

Let’s use Slack to demonstrate what the answers might look like.

Pro tip: don’t assume the value your customers are (or will be) getting from using your solution—ask them to describe it in their own words. 

Find an unbiased target audience and run a simple questionnaire about your product, its benefits, value, etc. The answers will reveal whether your value matches your target audience’s expectations. If it doesn’t, you’ll know the direction you need to take to hit the spot for your customers.

And remember: your value proposition doesn’t have to be about the product. There are many ways to create value: an exceptional customer experience, a specific way of communication, better pricing options, convenience, etc. Some brands have made it to the top simply because their offerings make people feel special in some way. 

With this out of the way, let’s get down to the nuances of a powerful value proposition slide.

How to know if your value proposition hits the spot for the target audience?

There are two ways to know if the value is really there for your customers.

1. Quantitative analysis. This part entails gathering data on how your solution affects the outcome of using the product (e.g., sales team efficiency grew by x%, time savings by y%, etc.). You can do this by interviewing customers.

2. Qualitative analysis. This is an overall sanity check: general reviews, scores in app stores, NPS, etc. Pay special attention to the NPS – it’s a true-and-tried method to measure how much your customers appreciate your product. Here is how to calculate it:

The higher the NPS score, the better, with 20%+ being favorable and 50%+ excellent (according to Bain & Co).

How to create a value proposition slide investors will love?

Assuming you’ve verbalized a strong business value proposition. How do you show it in the deck? 

The key here is to communicate your value in a way that will convince investors that your customers experience / will experience clear benefits from your solution. 

Ultimately, there’s no cookie-cutter template for a value proposition slide. However, some rules apply across the board. 

Your value proposition slide must:

• Acknowledge the problems and pains felt by your target audience

• Display an understanding of their requirements

• Quantify the benefits and pain relievers of your product(s)/service(s) 

For example:

• We are better because our algorithm is ten times faster than anyone else’s, so it’s a 10X time-saver for the customers;
• Our product is three times cheaper than competitors but provides the same functionality and customer support, so customers will save money without sacrificing the quality.

In other words, you must demonstrate that you are solving an important problem for a specific set of customers. 

Common mistakes in a value proposition slide & how to avoid them

Too often, founders with a really great, sticky value proposition simply don’t use the right levers to convincingly deliver it to investors. Here are the common mistakes we encounter and how to avoid them.

Making groundless statements 

Empty statements don’t get funds. To prove to investors your unique business value is there, use data that supports it.

The data you choose to include will largely depend on your stage and the amount of traction you have. Mostly, it’ll be the same qualitative and/or quantitative data we mentioned in the third section about how to measure your value proposition:

• Using numbers: 10X faster delivery, 2X more affordable, etc.
• Proof of concept signals: user engagement, conversion rates, revenue
• Smart competitive positioning, with your product vision, benchmarked against your competitors
• Tangible positive outcomes your customers claim to experience from using your product or service, e.g., X% decrease in spending
• Positive reviews and high scores on the app store, G2, etc.
• Leading retention indicators unique to your solution

Using the same messaging with investors you use to attract customers

You know how important it is to keep your audience’s needs in mind when crafting your messaging, right? Well, pitching to investors is no different. Your narrative should be investor-attractive before anything else, so understanding their needs and goals and catering to them in your pitch is paramount. 

This problem is not exclusive to the value proposition slide. Many pitch decks we receive aren’t tied to investors’ needs whatsoever, with founders failing to put themselves in the VCs’ shoes. This tone-deafness massively weakens their overall argument. 

So be sure to keep investors’ key need—to get maximum returns— at the top of your mind when crafting your deck.  

List product features instead of benefits 

“Feature bragging” is by far the most favorite yet useless thing we see founders do in their pitch decks. Unless you describe features on your technology slide, simply listing features on your value proposition or competition slides won’t get you anywhere. In fact, it will only annoy investors.

What you should elaborate on is how these features will benefit your customers and secure you a solid competitive moat. Focus on that.

Now let’s see how all the information above comes together in some juicy real-life value proposition slide examples Waveup created for our clients.

Best value proposition slides examples that raised VC

Here are some winning value proposition slide examples from startups in different industries. 

This example is from Zaplify’s pitch deck.

Why it works:

• Every claim is supported with numbers, showing the quantified impact of the solution
• A clear value statement based on the market gap
• Illustrative, clear, and persuasive value proposition design that drives attention to the key points. The smart use of the famous Hubspot logo shows a relationship with a massive SalesTech giant and evokes trust

Healthcare 

The following value proposition slide is from a pitch deck for an online therapy startup.

• A strong header that points out the leading competitor’s weakness and serves as a quintessence of all the key value points below
• Simple language that lays out the value of the offering in layman’s terms

This is a value proposition slide for a Web-3 startup that shows how to demonstrate value when targeting several customer groups.

• Powerful headline addressing the core value point
• Clearly outlined benefits for each customer group
• Simple, evocative language

Wrap-up thoughts

Crafting a powerful business value proposition can be a hell of a challenge; selling it to investors is even more so. You must be clear about your ideal customer persona, your levers over the competition, the unique benefits your customers are / will be getting from your offering, and have relevant data to back it up. 

But if you can do that while keeping investors’ needs in mind, “speaking their language,” and using persuasive reasoning, your value proposition slide is bound to succeed:

• Test your value proposition to be sure it hits the spot with customers
• List the benefits instead of the features 
• Demonstrate positive traction signals or use research data that solidify your unique value proposition to investors
• Leverage pitch deck design cheats to make the slide compelling

And if you feel overwhelmed by preparing a pitch deck that will sell your company to investors, just drop us a line , and Waveup experts will do the heavy lifting for you.

Content Writer

Hi there! I’m Anya, a Content Writer at Waveup. I’ve been working with startups in various industries for over 4 years, soaking up the knowledge and learning from their business strategies. Now, I collaborate with the best minds here at Waveup to pick up their expertise and share it with the readers.

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10 Best Value Proposition Examples (and How to Create a Good One)

Consumerism in 2022 and beyond is serious business.

Shoppers are inundated with options, which means competition among businesses can get pretty fierce.

According to research, you only have 15 seconds to wow a new website visitor before they potentially lose interest and leave.

That’s why your value proposition is so important – if you can’t prove your worth fast, you’ll unfortunately be left in the dust.

But what is a value proposition , and how do you go about ensuring that you’re nailing yours?

That’s just what we’ll do in this article.

I’ll define the term and walk you through 10 awesome brand value proposition examples. Then, I’ll give you some pointers on how to create a value proposition for your own business.

Let’s do this.

Start selling online now with Shopify

What Is Value Proposition?

In a nutshell, your value proposition is a succinct explanation or illustration of why a customer should do business with you.

Your value proposition should cover three elements:

• The promise of what you’ll deliver to your customers
• The benefits that your customers will reap
• Why they should choose you over your competition

There’s no “correct” approach to creating a value proposition.

But there’s a big rule to follow: your business value proposition should be among the first things website visitors see when they interact with your business.

This means that you should aim to put this information above the scroll on the homepage of your website, which is the area that visitors see first when the page loads, before they scroll down the rest of the page.

And those messages should be reinforced throughout many – if not all – of the touchpoints in your customer’s journey with your brand.

If you have one, your value proposition should also include your unique selling proposition , or the thing that sets you apart from all of your competitors.

To give you a better idea of the many ways to express a strong value proposition, let’s look at some awesome examples.

10 Best Value Proposition Examples

Shopify’s customer value proposition essentially says that it can do everything you need it to, all on a single platform.

This speaks to some of the fundamental needs and concerns of someone who’s starting a new business : it can all get real overwhelming, real fast.

But Shopify soothes that anxiety and comforts visitors in knowing that they have a helping hand.

The company’s website says that the platform supports customers “from first sale to full scale,” and features everything you could need to start, sell, market, and manage your business.

To back it all up, those four items have their own page in the website’s main navigation, allowing users to directly explore how Shopify can help with each of those facets of starting, running, and growing a business.

2. Luxy Hair

Luxy Hair does a solid job of “selling” its clip-in hair extensions below the scroll on their homepage.

The product value proposition starts with an “As seen and featured in” section that lists out all the big names that have promoted the brand, like Teen Vogue, The Huffington Post, BuzzFeed, and Glamour.

This technique is called social proof , and it’s a slam-dunk approach for generating trust fast.

The site goes on to give five strong points that explain the product, its benefits, and how it solves the common pain points that many people face when looking for the right hair extensions.

It also shows great “before and after” photos for a visual display of real results.

3. charity: water

The non-profit organization charity: water is dedicated to providing communities around the world with clean drinking water.

The company’s leaders state that they believe they can end the water crisis during our lifetime. Above the scroll of the website, you see a headline that says that 100% of your donations will go to the cause.

This is an example of using their company value proposition to cut straight to the heart of controversy in the non-profit sector. A lot of organizations use donations to cover their operational costs, which can upset some donors when they discover that only a portion of their donation went to the cause.

4.  Crossrope

Crossrope is a unique jump rope with a very clear product value proposition. They flat-out say that they’ve perfected the jump rope with “meticulous engineering” and “hours of testing.”

It’s clear that the makers behind the Crossrope have put a lot of work into it, and they clearly explain the elements of their design that make these workout tools unique and high-quality.

Right below the fold on the homepage, you’ll see four points that support why it’s the perfect jump rope: they’re weighted, durable, interchangeable, and they have high-performance handles.

The company also has clever names for the two types of Crossrope: the “Get Lean” set and “Get Strong” set. These differentiate the two types while clearly stating the benefit for the customer.

5. Evernote

Everyone is busy. Evernote’s homepage showcases right off the bat how it can help save you time and boost your efficiency on a daily basis.

It immediately speaks to the key desires of their customers, which include things like effortless organization, taking notes anywhere, sharing them with anyone, and finding all of their information faster.

Anyone with their notes scattered around various physical notebooks, emails, and Word docs can attest that this is an inconvenient problem, which makes Evernote’s promises all the more appealing.

Plus, the call to action (CTA) button brings you straight to a free signup, which is extremely useful for proving value in the face of competitors.

6. ClassPass

Above the scroll on the company’s homepage, ClassPass swiftly gives you the key benefits of their business model:

• There’s no need to commit to a single gym or type of workout
• You can choose any gym or workout directly through the ClassPass app

This tool fulfills a specific niche in the health and fitness industry, which is that some people find it inconvenient to limit their fitness options to a single location or type of gym or studio.

Sometimes you just wanna take a Krav Maga class on Monday and a Bikram yoga class on Wednesday. And no one’s judging you for that.

As you scroll down the homepage, you find more juicy benefits and unique selling points like the ability to save on drop-in rates and the ability to stream classes from home for free.

7. hardgraft

Hardgraft has a beautiful website that showcases everything that it promises it’s about: “luxury lifestyle accessories with down to Earth aesthetics.”

The headline also notes that the company is “driven by instinct,” which suggests that the products are a natural extension of the lifestyle they cater to.

It instills confidence in the reader by saying something like, “Relax, we’re experts. We’ve got this.”

This is a good example of a brand value proposition that’s short, but extra sweet – too many words here would probaby lessen the luxurious image they’re after.

8. Crazy Egg

Crazy Egg is a website optimization platform that offers heatmaps and A/B testing .

Above the scroll on the homepage, the website says that you can instantly make your website better.

I don’t know about you, but that strikes me as a pretty enticing offer.

Of course, you’ll need to be sure that you’re putting your money where your mouth is when you make a bold claim like this – which is what Crazy Egg goes on to do.

The next line says that over 300,000 customers use the platform, and how they make their websites better (improving what’s working, fixing what isn’t, and testing new ideas).

This follows right into the ability to get a 30-day free trial to see for yourself.

9. Manitobah Mukluks

Manitobah Mukluks has a more purpose-driven story and brand value proposition than many other ecommerce stores .

On the homepage of the website, you’ll learn that the company is Indigenous-owned, with products that are handmade by Indigenous artists who receive 100% of the proceeds.

The company states its vision above the scroll, which is to build a vibrant brand that impacts Indigenous communities.

Throughout the website, the team at Manitobah Mukluks does a great job of weaving the stories of their ancestors throughout the brand’s products.

It’s building a more intimate relationship with visitors, and appealing to those who want to feel more connected and contributing to the brands they choose to do business with.

10. Mailchimp

If you’ve never heard about Mailchimp, it’s a popular all-in-one marketing platform that had a humble start as an email marketing platform.

After it exploded, it expanded into a full-service marketing company.

Above the scroll of the homepage, Mailchimp shows its key customer value proposition of helping businesses scale and grow.

As you scroll down the homepage, you see four key benefits that the platform offers for growing businesses, with the option to click each one for more information.

The company goes a great job of addressing the needs of a growing company while clearly showing how it can help fulfill those needs.

Now that you’ve seen some juicy value proposition examples, let’s go over a few tips for writing a value proposition for your own brand.

Tips on How to Write a Value Proposition

Clarify the purpose and vision of your company.

If you want to create an effective value proposition, you need to identify who you are and why you’ve set up a company in the first place. The easiest way to do this is by documenting your:                                                                                            

• Mission statement, which explains why your business exists
• Vision, which includes the current and future objectives of your business
• Core values, which are the key principles that guide and direct your company and its culture

This simple measure will help you define your value proposition with better clarity, which is crucial to creating a more powerful identity for your business.

Research your audience

Your value proposition isn’t written to appeal to you. It’s written to appeal to the audience you want to do business with. It is, therefore, crucial to understand who your buyers are and what motivates them. This can be done with the help of interviews.  

You can interview your existing or prospective customers about:

• What companies they like
• What they look for in an industry-specific product or service
• What type of language resonates with them

This research will help guide the language and voice you’ll use to communicate with your audience .

Conduct a competitive analysis

Your interviews with existing or prospective customers may reveal other companies they’ve worked with before discovering your business. Analyze those businesses and figure out whether they’re in competition with your firm.

If the analysis reveals any potential competition, consider using your value proposition to communicate how and why you’re different from other similar businesses.

Examples of differentiators include higher quality, better service, and cheaper or faster shipping.

Jot down the benefits of using your solution

Consider what challenges or pain points your customers have and how you are addressing those problems. Think about both the practical and psychological benefits your solution provides.

For example, if you’re a property management firm, you aren’t just buying and selling real estate on behalf of your customers. Hopefully, you also offer specific advice that makes them feel their money is safe and well-invested.

Reiterating exactly how you can make people’s lives better and more fulfilling will help you guide your value proposition clearly. 

Whether you’re on track to becoming a million-dollar company or you’re the proud owner of a startup, taking these measures will help you put together a compelling value proposition every time around.    

A Strong Value Proposition for a Strong Business

In the wide world of business – especially ecommerce – you only have a sliver of time to prove that you’re worth a customer’s attention, let alone worth their hard-earned money.

When it’s clearly defined and clearly communicated, a customer value proposition can be the make-or-break between winning a customer over and falling into obscurity.

What makes you so great? Why are you the better choice over all the others? Customers need to know these answers ASAP, and a strong value proposition is one of the best ways to do so.

Whether you’re just starting a new business or looking to improve and strengthen your existing business, take some time to think critically about the value that you provide your customers and how you deliver that value.

Do you have any favorite value proposition examples that we didn’t discuss? Let us know in the comments below.

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Value Proposition

• Written By Britt Skrabanek
• Updated: November 8, 2023

What is a value proposition? A value proposition is a declarative statement that explains why a customer should purchase your product or service. It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market.

Value is a word that has nearly lost its meaning. This five-letter word has been overused and abused by brands across every messaging statement, across every website page, across every sales email. The way we do business has changed, and our messaging must change as well.

Brands that truly offer value to their customers — and communicate that value in a meaningful way — are the ones that will weather economic storms. Brands that demonstrate how they are uniquely positioned to meet buyer needs are the ones that will be noticed while their competitors are overlooked.

So, now is the time to do something about your unique value proposition. That starts by understanding its definition, the necessary elements, and how other experts and brands are executing them in a meaningful way.

What is a Value Proposition?

A value proposition (VP) is a declarative statement that explains why a customer should purchase your product or service. The statement summarizes how you will deliver your brand promise and how your offering will deliver value to customers. It clearly explains what differentiates you or makes your offering “unique” and why you are the best choice on the market.

When developing your value proposition statement:

• Don’t be vague or indirect, as your customer does not have time to dissect value positioning statements all day.
• Don’t spout off duplicitous messaging that does the opposite of conveying how you will deliver your promise by instead making promises your brand can’t keep.
• Do remember your competition is never far away when your customer needs a quick and convenient alternative.

Get to the point and appeal to your customer’s most pressing needs. Show why your offering is stronger than the competition so they can make an easy purchasing decision. Be honest and forthright to instill trust in your brand so your customer stays your customer long after the transaction. Serve, don’t sell.

The muse of your value proposition is your ideal customer (aka target audience). This is why, when developing your messaging, “customer value proposition” is an important synonymous term to keep in mind. Why should your customer buy from you — not one of your competitors? Your value prop should answer that question concisely in the voice of your customer .

Of all of the messaging statements out there, value propositions have perhaps the most variations with synonymous terms.

Value proposition  synonyms include:

• Unique selling proposition (USP)
• Unique value proposition (UVP)
• Value proposition (VP)
• Value proposition statement
• Customer value proposition
• Brand value proposition
• Brand proposition
• Proposition of value
• Business value proposition
• Sales value proposition
• Product value proposition
• Value positioning
• Value statement

What a Value Proposition is Not

It’s common for content creators to use various messaging statements interchangeably because, frankly, there is a whole mess of statements to keep up with. Additionally, content is subjective. Content marketers have various styles, approaches, and definitions of various brand statements.

Being that the goal of a value prop is to create content that customers effortlessly connect with, you don’t want to cause confusion. The most common messaging mix-ups are brand statements and mission statements. Let’s clarify some things by detailing these messaging statements.

Value proposition vs. brand positioning statement

This is where the biggest mix-up occurs. If you squint your eyes just so, the words “proposition” and “position” look the same, even though they have completely different meanings. If someone uses “brand proposition” as a synonymous term for value proposition, then all hell breaks loose.

A brand positioning statement  is a persuasive one-line statement that captures the reason the business exists and the legacy the brand wants to be remembered for. This internal-facing statement aligns your team around your brand’s purpose.

A value proposition focuses on your brand’s promise to deliver rather than your brand’s purpose of existence. A positioning statement is created from the value proposition to bring in the deeper “why” or essence of your brand.

Value proposition vs. mission statement

Confusion happens between mission statements and value propositions simply because the mission is a more prominent figure. A brand is much more likely to have an optimized mission statement… that they try to repurpose into other statements with different purposes.

A mission statement might appear on the About page of your website for all to see, but it is very much about the internal perception of the brand. Your mission defines what you do, and it is the core of your business. A unique value proposition is about external perceptions, and it clearly states why a customer should buy your product or service.

A value proposition can most certainly draw inspiration from your mission statement. In mere moments, we’ll explain and show how it can be an extension of your mission statement — and still maintain its structural integrity.

4 Elements of a Value Proposition that Instills Trust

At this point in the game, you have leveraged content to drive awareness of your brand and nurture existing and future customers. Then a wee pandemic comes along, and you don’t know where you stand anymore as a brand. Suddenly, trust and value play a more prominent role for all of us.

When making a big purchase,  trust plays a major role for 92 percent of Americans, 89 percent of U.K. residents, and 95 percent of Canadians. Trust is perhaps another word we content marketers have exhausted as much as value. However, for customers to trust brands in today’s changing business environment, they must immediately recognize the value you offer.

It’s a good time to revisit your value proposition. Make sure you are  staying relevant in uncertain times  and presenting a solution that is responsive to your customer’s current needs.

The basic elements of a value proposition include the following:

• Offering : The product or service that solves problems/adds value. (WHAT)
• Audience : The ideal customer, or target audience, who will benefit from your offering. (WHO)
• Value : The recognizable benefits that matter most to the customer. (WHY)
• Differentiator : The reason the customer should trust you over someone else. (HOW)

Your unique value proposition needs to have meaning; otherwise, your customer will not connect with your brand or your offering. Without that connection, your customers will not have any foundation to build trust upon. Instead, they will turn toward someone else they feel they can trust, such as Competitors X, Y, or Z.

So… how do you write an effective value prop? Five experts in the branding and content marketing space shared their perspectives on what it takes to master the unique value proposition statement. Learn from tried-and-tested themes and templates they have developed — and see examples that bring more context to these strategies.

Value Proposition Examples: Extension of the Core Mission

A value proposition – done right – is an extension of your core mission, which shouldn’t change. For more than 20 years, our mission at Kinesis has been ‘Transformation.”

We help our clients transform their organizations, our employees to transform their careers, and our community to be a place of positive change. This one-word mission idea is the driving force in everything we do… think of it as our ‘why.’

Most folks don’t get this right, or they lean on clichés and platitudes, like ‘Integrity’ or ‘Excellence.’ However, once you get the mission right, then you can craft a meaningful value proposition that connects to your internal and external audiences — that’s your value proposition.

And, even better, when you know what your mission is, you can adapt and change your value proposition and business model to meet any new challenge. That’s especially important as we enter a time of certain uncertainty.

— Shawn Busse , CEO/Founder, Kinesis

TOMS Shoes value proposition

When you’re buying apparel, it can feel pretty meaningless, right? Yet, TOMS Shoes turned purchasing shoes into a way to make progress. Using its One for One business model, for every pair of TOMS shoes purchased by a customer, the company provided a pair of shoes to a child in need.

Just last year, TOMS moved away from its one-for-one model to instead give a third of its net profits  to the company’s giving fund. During COVID, the donations have been redirected to support organizations on the frontlines.

The name TOMS is short for Tomorrow’s Shoes.  Improving lives and communities  are the heart and soul of the TOMS mission statement. This company doesn’t just use their value proposition as an extension of their mission, they also extend their philanthropic nature into all aspects of the business. And, their customers get to be a part of that.

Improve the lives  of millions of people around the world while creating a for-profit sustainable business model, based on a fashionable product for aware consumers.

• Offering : Shoes
• Audience : Conscious consumers
• Value : Giving back with every purchase
• Differentiator : Improving lives and communities

Value Proposition Examples: Short, Punchy, and Powerful

In my agency life and as a freelance writer, I’ve had to write a value prop for a client or two along the way. Whether for a website rewrite or a complete rebranding, it always comes down to one thing: Saying the most powerful thing possible in the fewest amount of words.” In that vein, my No. 1 goal is to first identify what makes this client’s product or service most unique when held up against their competitors. Oftentimes, that means researching the competition to make sure I’m positioning this business in a way where they’ll stand out successfully — not just sound like the rest. Once that element (or elements) is identified, keeping it short and sweet is always my next goal. Because if you can’t express what makes your client different in a short, punchy, and powerful way, then you’re missing the most important chance to connect with customers right from the start. — Gregg Rosenzweig, Writer/Creative Director, GR ink

Glo value proposition

Working out from home has suddenly become the new normal. Glo (formerly known as YogaGlo) launched in 2007, long before subscription-based online fitness classes were a thing.

Convenience and expertise are big perks for busy wellness enthusiasts. Glo subscribers take unlimited classes virtually for the cost of a single studio class. This has always been Glo’s differentiator in the wellness space, as their model makes yoga widely accessible. Throughout COVID, they have provided  a selection of free classes as well .

Glo has an  entire manifesto  that incorporates its mission and vision statements…

…yet Glo keeps its value proposition short, punchy, and powerful while demonstrating how its unique business model helps it stand out in the wellness market.

Thousands of classes at our customers’ fingertips . World-class teachers. A subscription that costs less than one class a month. Anytime, anywhere…

• Offering : Online yoga, meditation, and Pilates classes
• Audience : Wellness-conscious consumers
• Value : Unlimited access to reasonable on-demand classes with expert instructors
• Differentiator : Practicing wherever and whenever.

Value Proposition Examples: Delivering With Distinction

The purpose of a unique value proposition (UVP) is to clearly articulate a brand pillar that is defined during the brand development process. In my first draft, I always start the sentence with ‘only’ and the brand name as a reminder the statement must be a claim of distinction in the market. After the first round of reviews with the client, I often edit that out because it’s implied. The rest of the sentence defines ‘what’ the brand delivers, ‘how’ that is unique in the market, and ‘why’ that matters to the customer. A final statement might look like this: ‘The XYZ experience is crafted to delight our customers and their clients, creating lasting and profitable relationships.’ Finally, I always list current proof points that make the statement true today, along with future-looking ideas that will make the delivery of that promise even stronger down the road. A value proposition should always have room for growth as it drives decision-making in the company to consistently deliver a brand promise to the customer. — Grant Kimball , Certified Brand Strategist, Brand Incite

Alaska Airlines value proposition

Humor me for this next value proposition discussion, as we harken back to pre-COVID times when we all used to travel by plane. Flying is a royal pain in the ass, and we just want to safely get from Point A to Point B. It’s not common to hear people say they love an airline. But, I’ve said “I love Alaska” many, many times.

This is what makes Alaska so distinct — and what makes them stand out from other airline carriers. Passengers legitimately love this airline. People who fly on Alaska can actually agree with their tagline: “Fly Smart. Land Happy.” They are delivering on their brand promise to their customers.

Alaska Airlines focuses on being a  socially responsible company that is all about quality and care . In the midst of the COVID pandemic, Alaska’s home page demonstrates their commitment to relationships in being “on the journey together.” They put their customers at ease with the second section of the page, which has a slideshow with safety and wellness features.

Low fares, great service, and a range of cabin options are the foundation of our offering. The Alaska experience centers around  building long-term relationships  with our guests.

• Offering : Plane tickets
• Audience : Passengers, primarily those flying between West Coast destinations
• Value : Low fares, great service, range of cabin options
• Differentiator : Long-term relationships

Value Proposition Examples: Voice the Value

When a content marketing client asks me to write a value proposition statement for their website — perhaps on a landing page or a product page — I immediately review their branding documents. What tone should I take? Conversational and friendly, or business professional and straightforward? Then I look to the company’s mission statement and product descriptions to discover their core values and the benefits of what they sell so I can highlight those in their value proposition statement. I strive for being relatable and concise to keep viewers on the page, intrigued and informed. —  Angela Tague, Content Marketing Writer and Founder, Web Writing Advice

Zoom value proposition

Raise your hand if you’ve been on a Zoom call this month. How about this week? Everything from birthday celebrations to live educational classes — along with a substantial uptick in virtual meetings and events — is now happening on Zoom.

“With any other solution, I spent a great deal of time trying to start the conference, let alone maintain it. Zoom has made the experience of  collaborating with people as simple as clicking on a link  and zipping right into the conversation.”

Zoom is on a mission  to make video communications frictionless . The aforementioned testimonial by Dr. Joseph Morgan, Texas A&M University validates their platform’s ease of use.

As communication has shifted from in-person to digital environments, Zoom has become a huge value-add for people who want to stay connected and have some semblance of face-time during COVID. The “frictionless” value is clear, as people who have never used Zoom before are rapidly well-versed in the platform.

Zoom helps businesses and organizations bring their teams together in a frictionless environment to get more done.

• Offering : Video communication platform
• Audience : Enterprise teams in finance, education, healthcare, and government
• Value : Connect and accomplish more
• Differentiator : Frictionless or “easy to use”

Value Proposition Template: Content Mission Statement

Lastly, I will leave all of you content marketers in good hands… with Andy Crestodina. Your content mission statement is a type of value proposition — one that is very often forgotten by busy content creators. Andy shares his thoughts and a useful value prop template…

How do you write an effective value proposition? This makes me think of a specific type of value proposition: the content mission statement. The value prop for your content (also known as the content marketing mission statement) is an important foundation for content strategy. If you haven’t made yours yet, you can use this handy template… Our company is where [audience X] finds [content Y] for [benefit Z]. It’s important partly because it keeps the marketer focused, but also because it can be repurposed into a killer call to action. Your email signup box is basically a simplified version of this. It uses the [content Y] and sometimes the [benefit Z]. The highest converting ‘email subscribe’ CTAs are just versions of the content value proposition. — Andy Crestodina , Co-Founder/Chief Marketing Officer, Orbit Media

Creating Your Value Proposition

Albert Einstein’s words continue to be relevant a hundred years after his time: “Strive not to be a success, but rather to be of value.”

By striving for success, you fall into the brand camp that exhaustively weaves the word “value” into every possible opportunity — so that the word eventually loses its meaning. By focusing on being of value, you show value without needing to talk about it. Rather than having a value proposition that has no meaning, you have a meaningful statement instead.

Creating a value proposition statement is yet another creative chance to use the “show, don’t tell” approach to writing. String together words that create an immersive experience for your intended audience. When you allow your audience to be in the room, you establish credibility and connectivity… and invite them to stay and do business with you.

Need help creating your value proposition? Look no further. ClearVoice has your back. Easily speak with a content specialist today regarding your needs, wants, and content goals.

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How to Create an Effective Value Proposition

• 28 Jul 2020

Starting a business comes with many unknowns, but the value of your brand shouldn't be one of them.

Before launching a venture, all entrepreneurs should determine what market need their product or service fulfills, and what separates their offering from other available options. Without this differentiation and definition of opportunity, a new business isn't likely to succeed.

To communicate the need your product fills and its differentiating factors, you need to create an effective value proposition.

Before diving into how to craft yours, here's a look at what a value proposition is and why it's important for your business.

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What Is a Value Proposition?

A value proposition is a statement that conveys what a brand does and how it differs from competitors. It's typically developed as part of a broader marketing strategy and no more than a few sentences long. The initial proposition can be bolstered with statistics and facts that prove the brand's stated value.

Having a value proposition is important because it clearly and concisely communicates what customers can gain from selecting your brand over that of your competitors. This statement can be used in several ways, including:

• On your company's website to help convert potential leads into customers
• When pitching your company to investors
• As an answer to the question, "So, what exactly does your company do?"

As an entrepreneur, it's your job to be your organization's number one advocate and garner the support of others. A short, clear value proposition can stick in the minds of investors, potential customers, friends, and relatives, ensuring your brand's value isn't lost in translation.

To begin crafting your brand's value proposition, start with an understanding of the jobs to be done theory.

Related: 6 Questions to Ask Before Starting a Business

Understanding Your Customers' Jobs to Be Done

The jobs to be done theory was developed by Harvard Business School Professor Clayton Christensen. It asserts that customers "hire" products and services to get "jobs" done, rather than purchasing them based on their attributes and buying behaviors.

"A 'job to be done' is a problem or opportunity that somebody is trying to solve," Christensen says in the online course Disruptive Strategy . "We call it a 'job' because it needs to be done, and we hire people or products to get jobs done."

One example of a successful brand that's used this framework is Warby Parker , founded in 2010 by Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider.

The eyeglass company got its start when one of the founders lost his glasses on a backpacking trip. Unable to swing the steep price of a new pair, he spent the next semester " squinting and complaining " to three of his friends, who realized they had been in similar situations.

"We were amazed at how hard it was to find a pair of great frames that didn't leave our wallets bare," Warby Parker states on its website . "Every idea starts with a problem. Ours was simple: Glasses are too expensive."

This statement describes the job to be done discovered by Warby Parker's founders. They realized people had a need to purchase affordable eyewear and, after some research, found there weren't many options in the market.

"Understanding that the same company owned LensCrafters and Pearle Vision, Ray-Ban and Oakley, and the licenses for Chanel and Prada prescription frames and sunglasses—all of a sudden, it made sense to me why glasses were so expensive," Gilboa explains in an interview with Forbes .

The team decided to take things one step further by adding a social justice component to their business model. For every pair of eyeglasses purchased, Warby Parker donates a pair to someone in need.

"There's nothing complicated about it," the company states on its website . "Good eyewear, good outcome."

This satisfies another job to be done: providing customers with a convenient means of helping others. This dual-pronged jobs to be done framework proved to be a success, as the team hit its first-year sales goal in just three weeks .

Warby Parker continues to build its value around jobs to be done and can expect its customers' needs to "purchase affordable eyewear" and "help others in a convenient way" to endure.

"Because a job to be done remains stable over time, it provides a North Star in innovation," Christensen says.

When crafting your brand's value proposition, think about the job to be done it addresses. How does its value center on a persisting need you can fill in a unique way? It's this positioning that can allow your brand to provide the same value for customers as the market advances.

Related: Jobs to Be Done: 4 Real-World Examples

Creating a Value Proposition

You can use the jobs to be done framework as a starting point to craft your brand's value proposition.

Ask yourself:

• What is my brand offering?
• What job does the customer hire my brand to do?
• What companies and products compete with my brand to do this job for the customer?
• What sets my brand apart from those competitors?

For example, Warby Parker's founders could answer these questions as follows:

• Warby Parker offers affordable designer eyewear, including contacts.
• Customers hire Warby Parker to provide high-quality eyewear at affordable prices and give back to the community in a convenient way.
• All other eyewear brands compete with Warby Parker.
• Warby Parker's commitment to giving back to the community and its affordable prices set it apart from competitors.

Next, summarize your points in a clear, concise value proposition. Continuing the example above, Warby Parker's value proposition, as published on its home page , is:

“Buying eyewear should leave you happy and good-looking, with money in your pocket. Glasses, sunglasses, and contacts—we’ve got your eyes covered.”

This value proposition is reinforced throughout the company's website, along with its stated commitment to social justice :

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

To ensure your value proposition is effective, consider running it by a few people who are unfamiliar with your business. If confusion arises, edit your statement to address those points.

Once you have a value proposition you're proud of, make it known. Publish it on your website, incorporate it into your marketing materials, and memorize it for sharing during networking events, pitch opportunities, and dinner conversations.

Related: 3 Disruptive Strategy Skills For Entrepreneurs and Business Leaders

Setting Yourself Up for Success

By positioning your brand as a solution to a job to be done, you can set your company up for success. Creating a value proposition is a reflective exercise that prompts you to take stock of the need your brand fills, who your competitors are, and how you provide a different experience from other products and services.

Condensing these reflections into a succinct value proposition can enable you to convert leads into customers, effectively pitch to investors, and communicate the value of your brand at scale.

Do you want to craft winning, innovative strategies? Explore Disruptive Strategy , one of our online entrepreneurship and innovation courses . If you aren't sure which course is the right fit, download our free course flowchart to determine which best aligns with your goals.

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Value Proposition

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Have a great product, but struggle with customers? A strong value proposition elevates the core benefits of your product or service and persuades customers why even an average product is irreplaceable. Download the Value Proposition presentation template to communicate and deliver the right promises to your end-users. The template includes slides on the Value Proposition Builder framework, Customer Value Canvas and Value Proposition Canvas, Customer Value map, Value Comparison Table, Components of Strong Value Differentiation, Value Proposition vs Customer Segment, Value Proposition Message Flow, Value Proposition Spectrum, Three Elements of Value Proposition, plus many more.

25 questions and answers

How can a value proposition help in attracting new customers?

A value proposition can help in attracting new customers by clearly communicating the unique benefits and advantages of your product or service. It helps to differentiate your offering from competitors and makes it more appealing to potential customers. It can also help to align your marketing efforts with customer needs and expectations, thereby increasing the effectiveness of your marketing and sales strategies.

How can a value proposition help in retaining existing customers?

A value proposition can help in retaining existing customers by clearly communicating the unique benefits and advantages of your product or service. It helps customers understand why your product or service is superior and why they should continue using it. A strong value proposition can also create a strong emotional connection with customers, making them feel valued and appreciated, which can increase customer loyalty and retention.

What are the best practices for creating a value proposition?

The best practices for creating a value proposition include understanding your customer's needs and wants, clearly defining the benefits of your product or service, and communicating these benefits in a way that is easy to understand and compelling. It's also important to differentiate your value proposition from your competitors and to continuously refine and update it based on customer feedback and market changes.

Slide highlights

A strong value proposition should meet three qualities: valuable to customers, differentiated from alternatives, and substantiated as credible. (Slide 8)

Canvas the customer value that your product or feature provides to maximize product potential. (Slide 7)

Compare your product or feature's value against rival products, rate them from low to high, and discover where you out-compete them to highlight as your differentiator. (Slide 15)

How does a value proposition influence customer decision-making?

A value proposition influences customer decision-making by highlighting the unique benefits and features of a product or service. It helps customers understand why they should choose a particular product over its competitors. It can also influence their perception of the product's value, which can affect their willingness to pay for it.

What are some strategies for updating a value proposition over time?

Some strategies for updating a value proposition over time include: regularly reassessing the value your product or service provides to customers, keeping an eye on the competition to understand how your offering is differentiated, and ensuring that your value proposition remains credible and substantiated. It's also important to stay in tune with market trends and customer needs, as these can change over time and may require adjustments to your value proposition.

How can a value proposition be adapted for different market segments?

A value proposition can be adapted for different market segments by understanding the unique needs and preferences of each segment. This involves researching and understanding the customer's needs, preferences, and pain points in each segment. Then, tailor your product or service's features, benefits, and pricing to meet those specific needs. This could involve highlighting different aspects of your product or service for different segments, or even developing new features or services to better serve a particular segment. Remember, the key is to provide value that is unique and different from what your competitors offer.

Value propositions provide a crafty and artful message to persuade the customer why they need any product. Without a key value proposition, even the best marketing can't convince customers that a premium product is worth their time. Even worse, without the communication of your product or service's true offer, the end-user may not even understand what the product actually does.

What are some ways to improve a weak value proposition?

To improve a weak value proposition, you can start by clearly defining the unique benefits of your product or service. Make sure to communicate these benefits in a way that is easily understood by your target audience. You can also focus on how your product or service solves a problem or meets a need for your customers. Additionally, try to differentiate your product or service from competitors by highlighting what makes it unique or superior. Lastly, always ensure that your value proposition is aligned with your brand and its values.

How does a value proposition contribute to a product's market performance?

A value proposition significantly contributes to a product's market performance by providing a persuasive message to the customer about why they need the product. It helps in convincing customers that a premium product is worth their time. Without a clear value proposition, even the best marketing strategies may fail to convince customers. Moreover, it helps in communicating the true offer of your product or service, helping the end-user understand what the product actually does.

How can a value proposition help in customer retention?

A value proposition can help in customer retention by clearly communicating the unique benefits and features of a product or service. It persuades the customer why they need the product and how it is different from the competitors. This understanding can lead to customer satisfaction, loyalty, and ultimately retention.

Value propositions aren't a product description, information about your company, or a catchy slogan. A value prop communicates 1) your competitive advantage and what makes it unique, 2) a solution to a real customer pain-point problem, and 3) the specifics of that solution that outlines the real, tangible benefits the customer will receive.

How does a value proposition align with a company's mission and vision?

A value proposition aligns with a company's mission and vision by being a clear statement that reflects the company's goals and values. It communicates the unique competitive advantage of the company, offers a solution to a customer's problem, and outlines the benefits the customer will receive. This aligns with the company's mission (what it aims to do) and vision (what it aspires to be) by ensuring that the company's actions and offerings are in line with its overall objectives and values.

What are some ways to improve an existing value proposition?

Improving an existing value proposition can be done in several ways. First, ensure that it clearly communicates your competitive advantage and what makes it unique. Second, it should provide a solution to a real customer pain-point problem. Third, it should outline the specifics of that solution, detailing the real, tangible benefits the customer will receive. Additionally, you can also consider getting feedback from customers, refining your message based on market trends, and continuously testing and iterating your value proposition.

How can a value proposition be used to attract new customers?

A value proposition can be used to attract new customers by clearly communicating the unique competitive advantage of a product or service. It addresses a specific customer pain-point and provides a solution, outlining the tangible benefits the customer will receive. This can make the product or service more appealing to potential customers, thereby attracting them.

With a strong value prop, your next innovation can communicate and deliver concrete usefulness to customers and succeed where so many others fail. For a value proposition example from a real company, you can check out the explainer video above where we explain how Slack communicates its value proposition.

Application

Introduction.

We begin with an overview of what a Value Proposition is and what it's not. A clear understanding of the value proposition definition will help you to craft the right message. The first element to consider is exclusivity: is your product, feature, or brand unique compared to what the market offers? It should also be pain-focused to solve customers' problems or improve their lives. Last but not least, the benefits should be specific. A simple "Our product is great" does not cut it.

Take a digital product that helps commuters find the most efficient route to avoid traffic. "We are a navigation app that shares digital maps and routes" isn't a value proposition. "We cut your average commute in half so you can focus on what really matters" is. (Slide 2)

This Spectrum diagram shows how value proposition works in context. The central value proposition is the core and answers why your ideal prospect should buy from you rather than your competition? For the navigation app, it's because it has the best algorithm that saves commuters 50% off their commute time.

The prospect level defines three ideal prospects and what most appeals to them about your offer. Execs can position their key value against their top competition. The product level is meant to answer a deeper question: why the prospect should buy this product over another option from the company's product line.

The process level investigates what makes these ads, marketing tactics, or first impressions more attractive than others. What is the key message or tactic that attracts consumers to download your app instead of a competitor? (Slide 3)

Create the effective value prop

So how do you actually create a value prop? First, identify your target, then the problem they are struggling with, followed by the scope that your product addresses, the solution it offers, and the benefit(s) users ultimately receive. In our example, the target is commuters. Their problem is sitting in traffic for hours at a time on workdays, or worse, being late for work because of traffic. The scope is navigational ease. The solution is an app that offers real-time data on the least-congested routes that take users to their intended destination. The benefit is hours saved each week and no more tardiness. (Slide 6)

A winning value prop should be the intersection of three components: the product or service offered, what the customer needs, and other offerings in the marketplace. When it comes to the marketplace component, it's important to establish market validation. This doesn't mean your idea is only validated because other companies offer similar services. But you do need to prove there's existing demand in the market. So even if other navigation apps don't exist, you would still need to identify there are enough commuters to meet market demand. (Slide 7)

3 elements of a value proposition

The table visualization below is a more formulaic approach to determine whether your value prop is up to par. Customer perception of how valuable, differentiated, and substantiated a product is can be ranked from low to high. With these results, determine where these three elements can be improved to convince more customers to buy.

If the core value prop is considered low value, easy to substitute, or not able to be substantiated, then your customers will be skeptical and not want to risk their money on your product. If it has a strong value but is easy to substitute, you could get customers interested but find they want to bargain your price down because they can do without you. And if it's difficult to substitute and able to substantiate but has low value, then customers will decide they just don't need it at all. If all three are done well, however, it creates a recipe for lead conversion success that translates into brand loyalty and premium pricing power. (Slide 9)

Customer value map

A customer value map charts a product's price against customer satisfaction and perception of quality to determine the customer value proposition. In this visualization, the fair value line remains steady across perceptions of quality and price. If customers perceive a product as low cost relative to quality, it will be considered excellent value, whereas a product with a high price but lower customer satisfaction is considered poor value.

Let's say the navigation app provides high quality and satisfaction to customers. While there might be a temptation to charge a fair value price, consider an even lower price so the product lands in the excellent value range. In this scenario, the excellent value range could lead to higher user adoption. The closer a product or service is to the excellent value range, the stronger the value proposition is, and the more likely to achieve brand loyalty among customers and maximize growth through word of mouth. (Slide 10)

Value proposition canvas

A value proposition canvas is an industry-standard visualization to communicate your unique value proposition. On the left, list product information. What is your product or service? What does the customer gain? What element relieves customer pains? On the right, fill out the same pains, gains, and tasks (or "Jobs") from the customer's perspective.

For our example, the customer pain would be hour-long commutes that waste time and affect health, and the gain would be hours of time saved, a more elevated mood, and more energy to be productive. The job the customer needs to accomplish is to get to work on time every morning and return home safely after work.

At the bottom of this canvas, add more details to provide additional context for key stakeholders. On the customer side, list any substitute products that could be used as alternatives. These are crucial to know, as your value proposition should address what differentiates your offer from these alternatives to stand out to the customer. (Slide 13)

• Business strategy |
• How to write an inspiring value proposi ...

How to write an inspiring value proposition (with template and examples)

A value proposition (VP) explains how customers can benefit from purchasing your product. In this declarative statement, you’ll convince your target audience why they should buy your product instead of your competitors’. Read on to learn how to write an inspiring and effective VP.

Every time someone buys your product or service, they’re making a choice. They’re choosing you over your competitors because they’ve decided your product is more valuable. But when two companies offer similar items with similar features, how do customers reach that decision?

That’s where a value proposition comes in. An effective value proposition convinces your target audience why you’re better than the competition. This statement is a way for you to differentiate yourself from others in your market and explain what customers will gain by purchasing from you. In this article, we walk you through how to craft your value proposition to set yourself apart.

What is a value proposition?

A value proposition (VP) convinces customers to buy your product or service by highlighting your product’s value and unique features. A value proposition goes by various other names, including:

Value statement 

Value positioning

Brand proposition

​​Unique selling proposition (USP)

Unique value proposition (UVP)

Regardless of the term you use, the meaning is the same. Your goal should be to develop a succinct statement—often paired with a visual element—that declares how your services are notable and unique. 

A company can also have multiple value propositions for different campaigns or to show different areas of value. 

The four main types of value propositions include:

Price value: You’re highlighting why your product or service is the most cost efficient option.

Unique product value: You’re highlighting the unique features of your product or service.

Customer ease or convenience: You're highlighting how your product makes your customers’ lives easier.

Customer results: You’re highlighting how your product or service gets customers results.

Value proposition vs. mission statement

You may show your mission statement to others outside of the company, but it’s meant to be your internal “why” statement. The value proposition should be your “why” statement for customers, explaining why they should buy your product.

4 questions of a value proposition

There are a variety of strategies to write your value prop, but all of them harken back to four key questions. If you can answer these questions about your company and the product or service you offer, then you have all the tools you need to write an effective value proposition.

What do you offer? Explain what your product or service is.

Who is your audience? Identify your target audience .

What value do you deliver? Outline the need you’re meeting or the opportunity you’re providing your audience.

What makes you different? Explain the features and benefits that set your product or service apart.

Other tips to consider when crafting your value propositions include:

Be direct with your audience. Clarity is key.

Use your value prop to explain clear results the customer can expect when purchasing your product.

Avoid sales jargon and buzzwords.

Keep it brief.

How to create a value proposition

The tools below will help you dive deeper into the customer experience and get to know your product or service better. Not only will this help you when crafting your value proposition, but it’ll help you in various aspects of your go-to-market strategy .

1. Map your value proposition canvas

The value proposition canvas is a tool where you map out your customer profile and product side by side in order to visualize how they connect. Your potential customers will have needs, expectations, and pain points. Your product should seek to meet these areas.

Jobs to do: Customers use products and services because they have physical, social, and emotional tasks to complete. 

Gains or expectations: When searching for a product or service, a customer will have expectations for the product, including things like price point, ease of use, and design quality.

Pain points: Customers won’t buy products if it has certain pain points, including things like high price point, bad customer service, if they are too complex, or of subpar quality. 

Products or services: Your product or service should help the customer accomplish a specific task.

Gain creators: Your product should seek to create gains for the customer, such as providing the highest quality product for the lowest price.

Pain relievers: Your product should seek to relieve pains, be easy to use, and reliable.

The value proposition canvas is the best way to see how you’re meeting your customer’s needs with your product. This tool is also useful during product creation because you can map out the customer journey first, then use that information to align your product or service to their needs and expectations. 

2. Go deeper with your questions

After you’ve mapped out your value proposition canvas, you’ll have a solid idea of how your product features meet the needs of your customer. But because you can never do too much analysis, here are more questions from Harvard Business School that you can use as you brainstorm possible statements with your team:

Which customers are you going to serve?

Which needs are you going to meet?

What relative price will provide acceptable value and profitability for the customer? 

The unique question here is analyzing the price point of your product. HBS explains that price can be an important factor for your value proposition, depending on your target audience and what needs you’re trying to meet. While companies like Apple place more emphasis on product quality and service, other companies like Walmart rely on low prices to bring in business. 

3. Use a value proposition template

Many business leaders have created formulas to make value propositioning easier. Once you know your customer and your product value, you can input your information into these formulas and the result will be a succinct and powerful statement to your audience. 

Here are a few options from Steve Blank , founder of the Lean startup movement; Geoff Moore , consultant and organizational theorist; and Guy Kawasaki , author and Apple alumni.

Steve Blank’s formula: We help [target customers]do [customer need] by offering [product features and benefits].

Cooper & Vlaskovits’ formula: [customer] with [customer problem]. Our [product] offers [customer solution].

Geoff Moore’s formula: For [your target customer] who [need or opportunity] our [product or service] in [product category] that [product benefit].

An SEO company may use the slogan, “We help others find you.” But when using the above formulas, their value proposition could read something like this: 

Example 1: “We help businesses get seen on the SERPs by offering a user-friendly content optimization tool. 

Example 2: “Get seen with a content companion that makes SEO simple.”

Example 3: “For businesses who struggle to understand Google algorithms, our user-friendly content optimization tool makes SEO simple so you can rank in the SERPs.”

Use the free value proposition template below for each of these formulas.

Value proposition examples

Here are some examples of companies and their value propositions. Many companies use a version of their value proposition in their tagline, but if you go to their website’s homepage, you’ll learn even more about the value they offer. 

Another strategic place for companies to display their value proposition is in the sub-headline on their main landing page. After a short and punchy headline, a sub-headline can be a great place to elaborate on what problem you hope to solve for your customers. Look below. 

1. Asana: “Work works better with Asana.”

Here at Asana , our slogan is, “Work works better with Asana.” The goal of our work management software is to make it easier for companies to perform their work processes. 

One version of our value proposition is, “Asana helps cross-functional teams overcome their organizational growing pains and ensures that goals, processes, and collaboration can continue to scale.” One thing to note is that you don’t have to stick to a single value proposition as long as you stay consistent with your messaging. 

2. Pinterest: “Welcome to visual discovery.”

If you check out Pinterest’s About page, you’ll find a value prop that says, “Welcome to visual discovery.” Their sub-headline expands on the message by tying in the idea-based function of their discovery platform. It says, “When it comes to a great idea, you know it when you see it.”

On the Pinterest homepage, they use visual elements to give you a teaser of how the platform looks once you sign up. It prompts you to scroll down as images appear, tempting you to dive in. 

3. Spotify: “Listening is everything.”

Spotify keeps their message simple with three large words displayed across their homepage: ”Listening is everything.” In the sub-headline, they elaborate on what their platform provides by saying, “Millions of songs and podcasts. No credit card needed.” 

You can find different versions of their value proposition on other parts of their website. For example, on their Contact page, it says, “Soundtrack your life with Spotify. Subscribe or listen for free.”

Put plans into action with Asana

You must set yourself apart if you want to build a strong customer base. When creating your value proposition, remember to point out the needs of your audience, show what you have to offer, and explain how you’re different.

Use work management software , like Asana, to plan, organize, and execute your value proposition. Incorporate your VP into a larger digital marketing strategy so your brand will have room to grow.

Related resources

How to use benchmarking to set your standards for success

9 steps to craft a successful go-to-market (GTM) strategy

How to write a vision statement: Steps and examples

6 strategies to make group decisions quickly

How to write great value propositions for sales presentations

• Written by: Joby Blume
• Categories: Sales presentations , Sales messaging

To make a winning sales presentation you need a winning value proposition. A good value proposition will communicate the key reasons why your customers should engage with you and demonstrate why you have the right solution for a particular client’s problem. Not only does it help you distil the benefits into a few highly-concentrated doses for your presenters to communicate, but it makes those benefits much easier to remember for your audience.

The value proposition should be the hero of your presentation. It can be a great tool to differentiate yourself from your competitors, but before we get into writing our value proposition, we need to work out what kind of presentation we’re giving – what question we’re answering: why us? why change? or why change with us?

Take a look at the video below to learn how to get the basics right and set the right foundation for you to write your value proposition.

Once you have your foundation set, and you know what kind of presentation you’re giving, you can write your value proposition. There are essentially two ways to write a value proposition for a sales presentation. The first is the top-down value proposition process, and the second is the bottom-up value proposition process.

Top-down value proposition process

When to use it: Use the top-down process if working in a very large group, or where consensus is hard to build.

The top-down value proposition process for sales presentations is as follows, watch an explanation in the video below, or read the summary text:

• Brainstorm a list of possible answers to the question you need to answer for your prospect –  “why us?” or “why change with us?” or “why change?” Don’t make the list too long as it makes the process harder to manage; you can always add things in later if you think of something worth including.
• Check that you aren’t missing any ideas for the brainstorm by thinking about your competitors’ weaknesses . Turn these items into positives for your list.
• Group items if they overlap significantly. Remove, or sub-divide, any items that ‘swallow’ all others up because they have been drawn too widely (e.g. ‘results’ or ‘quality’).
• For each item remaining on the list, give a mark out of ten for how much you think prospects care (or could be persuaded to care) about that item. Give 10 marks for items that are hugely important, and less than 5 for items that aren’t that significant for prospects.
• Then, for each item, give a mark out of ten for the relative competitive strength of your solution or type of solution. Compare yourself against your typical competitors, or the common alternative approaches. Award 10 if you are the only one able to do anything in the area; 5 if you are the same as your peers; under 5 if you have a weakness.
• Then, multiply the two marks together to get a score out of 100 for each possible value proposition item. The highest 3-5 are great candidates to be included in your value proposition.
• Then, filter the list. Take out any items that are simply ‘ table stakes ’ items – things that suppliers need to have, but that aren’t used as discriminators once it’s clear that they have them (e.g. financial strength).
• Remove items that aren’t provable (e.g. ‘great people’)
• Remove items that are self-defeating (e.g. ‘nice’ – sometimes, if you have to say it, people won’t believe it.)
• Then, check what’s left. Take the top 3-5 items , and that’s your value proposition.

Bottom-up value proposition process

When to use it: Use the bottom-up value process with smaller groups, or where a more iterative approach is required.

The bottom-up value proposition process is as follows:

• Write each argument for choosing your solution or type of solution onto a Post-It note. Here, we’re looking for features that others don’t have, statistics, reviews, awards – the sort of items that might warrant a slide in a sales presentation.
• Add items that are the converse of competitor’s weaknesses .
• Group the Post-It notes together thematically . Play around until you find groups that seem to work logically. These clusters of arguments form the basis for your value proposition. Not every Post-It note has to fit in a cluster; material can be placed into the introduction, or next steps, or excluded altogether.
• Name each cluster – the name becomes part of  your value proposition, so make sure that they are persuasive.
• Then take out anything that is just ‘ table stakes ’, or not provable , or self-defeating .

Using a value proposition in a sales presentation

Once you have your value proposition, you need to sort the information into the right order. Sometimes, there’s a logical flow to the story – maybe one section contains material that explains how the solution works, so ought to be placed first. Some value proposition statements – things such as ‘future proof’ or ‘low risk’ often naturally fit at the end of the story, and should go last. It’s worth remembering that the first and last items in any list are remembered better than the others – so place strongest arguments there.

Use these items to structure your sales presentation into sections and present your material using the value proposition in order to make sure that your content is directly relevant to prospects and couched in terms of the benefits they will receive.

Each value proposition point will act as a section for your presentation, and all of the slides within that section should be proof points that justify your claim. Then in terms of a wider structure, after your introduction, your presentation should run as follows:

• Show the value proposition
• Prove how you can deliver each part in turn
• Close by recapping the value proposition and asking for commitment

For more insight into what should go into your sales presentation overall, check out this article on an effective sales meeting agenda . And if you want some handy tips on writing your introduction, have a read of this article on what to keep and what to leave out .

And if that isn’t enough, we’ve got loads more on our blog for you to read about sales presentations. Take a look at our ultimate guide for more juicy sales presentation insights .

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• Comments: 8

Sales presentations are the cornerstone of many companies’ sales efforts, yet so often they aren’t given the time and attention they deserve. Thrown together at the last-minute, often your sales reps stand up in front of a sales presentation that's nothing more than a glorified page of notes. Read this article for everything you need to make the ultimate sales presentation.

14 sales presentation ideas

• Sales presentations / Sales messaging
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Sales presentations are important, but 1000s of people each day ignore the principles of sales presentation design and sales messaging and deliver material that is tired, ugly, and ineffective. These sales presentation ideas will help you to easily improve your sales presentation; stand out, engage your audience, and sell more.

9 sales pitch lessons from exhibitions and tradeshows

We exhibited at a large trade exhibition a couple of weeks ago, and I went along to see what other vendors are up to. A lot of exhibitions are a desolate wasteland for exhibitors with nothing but tumbleweed and other vendors to stop the boredom. This show was actually pretty busy though, and by walking around l think I managed to notice things companies were doing (right and wrong). Some of these observations are surprisingly apt for sales presentations too...

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First of all the deck looks great, once again you guys have done an outstanding job. Second, I’d like to comment on the quality of the training provided by your colleagues - quite simply it was exceptional. I have spoken to the whole team and that view is unanimous. Please pass this on. James Bagan MyLife Digital

The Value Proposition Canvas

Value Proposition Canvas is a tool for marketing experts, product owners, and value creators. This method from the bestselling innovation book Value Proposition Design is applied in leading organizations and start-ups worldwide.

Why use the Value Proposition Canvas?

Precisely define your customer profiles.

Identify your customer's major Jobs-to-be-done, the pains they face when trying to accomplish their Jobs-to-be-done and the gains they perceive by getting their jobs done.

Visualize the value you create

Define the most important components of your offering, how you relieve pain and create gains for your customers.

Achieve product-market fit

Adjust your Value Proposition based on the insights you gained from customer evidence and achieve Product-Market fit.

The Value Proposition Canvas explained

A 2 minute overview of the Value Proposition Canvas, a tool for marketing experts, product owners, and value creators. This method from the bestselling innovation book Value Proposition Design is applied in leading organizations and start-ups worldwide.

About the speakers

Download your free copy of this whitepaper now, explore other examples, get strategyzer updates straight in your inbox.

Mastering Value Propositions

An online course that includes 8+ hours of high-quality videos and exercises to learn how to design value propositions that your customers want.

Home Blog Business Value Proposition Canvas: A Guide to Satisfying Customer Needs

Value Proposition Canvas: A Guide to Satisfying Customer Needs

What do you think drives people to purchase a product? Is it an explosive marketing campaign? Perhaps promotional discounts? But here’s the truth. Although these strategies undoubtedly raise awareness about your product, they alone aren’t long-term solutions for building customer loyalty.

Once the novelty of the marketing campaign or the allure of discounts wears off, customers might revert to their previous purchasing patterns or switch to competitors offering similar promotions.

Thus, the real essence of sustained success hinges on developing a product that perfectly aligns with customer requirements. For this to happen, businesses should look deeply into their customer segment and understand its needs. Enter Value Proposition Canvas – a tool to guide businesses toward customer-centricity.

What Is a Value Proposition Canvas?

The Value Proposition Canvas is an instrument that facilitates comprehending customer needs and aligning them with the product or service offered. It is part of the larger Business Model Canvas developed by Alexander Osterwalder and Yves Pigneur . It comprises nine building blocks, providing a visual framework for developing, describing, and analyzing a business’s overall structure.

“Which of our customer’s problems are we helping to solve?” This is the guiding question for organizations building a Value Proposition Canvas. It compels businesses to dive into the world of their customers, understanding their pain points and looking for relevant solutions.

Components of the Value Proposition Canvas

Here’s what the Value Proposition Canvas looks like.

You’ll notice that it centers on the first two building blocks of the Business Model Canvas: the customer segment/profile on the right side and the company’s value proposition on the left side. This deliberate structure stems from the deep interdependence between these components, emphasizing the pivotal role of the customer in shaping the value proposition.

Let’s take a detailed look at each component.

The Customer Profile

The customer profile delves deeper into understanding the characteristics and needs of the target customers. It includes information about the tasks they are trying to accomplish (jobs), their pain points, and desired outcomes (gains).

Understanding the specific jobs customers are trying to accomplish is fundamental to developing a customer-centric Value Proposition. As Theodore Levitt said:

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

In other words, customers are not merely interested in buying a specific tool or item; they are more interested in the outcome or result the tool can help them achieve.

However, it’s important to consider that customers may have several motivations for purchasing a product or hiring a service. According to the Jobs-to-be-done Theory , customer requirements go beyond simply accomplishing a functional task. A job often has a social or emotional element and why an individual may choose to hire a product over an alternative.

Any car may get you from point A to point B, but you need a Porsche to fit into a high-end social circle.

The second element of the customer profile compels product designers to investigate the problems, challenges, or frustrations customers encounter in their journey. These could be obstacles, inefficiencies, or negative emotions that hinder customers from fulfilling the “jobs” they are trying to accomplish.

For instance, you might discover that excessive expenses burden your potential customers with their current providers or are receiving inadequate support. By gaining such valuable insights, you can strategically tailor your products to address these pain points and provide effective solutions.

Conducting customer surveys can be an excellent method to gather direct feedback from your target audience and know their challenges. You may also rely on your sales team to understand customer pain points. As they interact directly with prospects and customers regularly, they know firsthand about potential buyers’ obstacles and concerns.

3. Customer Gains

Customer Gains encompass all the positive outcomes and benefits customers hope to experience when engaging with a product, service, or brand. These benefits can be of various types, including functional, emotional, social, or financial advantages. 

For instance, a smartphone’s functional gains could include a high-quality camera, fast processing speed, or long battery life. On the other hand, certain brands have the power to enhance customers’ social status or reputation, offering additional social benefits beyond the functional aspects of the product.

The Value Map

On the left side of the Value Proposition Canvas, we find the Value Map describing the products and services provided by an organization. Just like the corresponding right side of the model, this section consists of three crucial components: Products and Services, Pain Relievers, and Gain Creators, all of which directly correspond to the elements on the opposite side.

1. Products and Services

Products and Services are the fundamental components that form the core of a business’s value proposition. They represent the tangible or intangible offerings the business provides to meet its customers’ specific “jobs” or needs.

Whether they are physical products, digital solutions, or services, businesses should find a way to carefully craft their offerings to cater to the unique requirements and preferences of the prospects.

2. Pain Relievers

The goal is to help the target customers fulfill their needs and alleviate the pain points they encounter while fulfilling them. It’s crucial to understand that even if the end goal of a customer is fulfilled, a painful or frustrating experience with the service could easily prompt them to switch to a competitor.

Within the Value Map, the Pain Relievers section addresses the challenges, problems, or frustrations that customers experience. It outlines how the organization’s products and services make the customer’s journey more seamless and satisfying.

For instance, a common pain point customers often face with food delivery is the uncertainty of delivery time. The food delivery service can tackle this problem by implementing real-time order tracking, reducing the anxiety and frustration of customers. A straightforward resolution could be adopting a policy similar to the one implemented by EveryPlate , which assures customers of a delivery window of 30 minutes, reducing the anxiety and frustration of customers.

If it’s a financial pain, you may need to rethink your cost structure to provide affordable options to your target segment.

3. Gain Creators

This section of the canvas highlights how a business’s offerings fulfill the desired benefits of its customers, ultimately providing them with added value and delight. It includes the expected benefits and those that pleasantly surprise them.

Businesses should continuously seek ways to exceed customer expectations and offer unique and unexpected benefits that pleasantly surprise and delight their customers. This could involve introducing new features, personalized experiences, loyalty rewards, or even social impact initiatives that resonate with customers’ values.

Implementing the Value Proposition Canvas (Slack Case Study)

Let’s consider how you can work with the value proposition canvas in practice using Slack as an example.

The evolution of Slack’s success story is an interesting one. Before becoming the widely used and valued collaboration platform, Slack originated within a struggling gaming company called Tiny Speck.

Initially, Slack was intended to be an internal communication tool to help Tiny Speck’s development team collaborate more effectively. However, the game did not achieve the desired success, and Tiny Speck faced challenges.

On the other hand, the creators saw potential in Slack and started developing it to go to the market as a standalone tool.

Slack’s journey from its humble beginnings within a struggling company to becoming a multi-billion-dollar cloud-based collaboration platform is a remarkable tale of transformation and successful value proposition creation.

1. Plotting Customer Profile

The motivation of the target segment of Slack for hiring a similar service leans heavily towards functionality. Businesses seek a communication tool that enables them to communicate efficiently and effectively with their project teams.

These needs stem from the limitations and challenges of existing solutions, such as conventional email services. While these platforms offer the capacity to exchange project-related updates, they’re too arduous to keep track of. Ultimately, these limitations create a barrier to overall productivity and collaboration.

The pains experienced by the target customers underscore the urgency for a more streamlined and organized communication platform.

2. Plotting Value Map

In response, the product designers tailored Slack’s features to ensure a fit between the customer requirements and their product—the company’s core offering centers around providing a real-time messaging and communication tool, the Slack platform.

To relieve customers’ pain points, Slack strategically incorporates features like channels, automated notifications, and document sharing. Channels, for example, offer a solution to disjointed conversations by allowing teams to create specific spaces for focused discussions.

Slack doesn’t stop just addressing customer pain points; it also provides features to make customers happy.

Its target segment expects that using a messaging platform will increase productivity and efficiency in team collaboration. The company tries to meet this expectation by incorporating built-in tools like polls and surveys to speed up ad hoc collaborative decision-making.

3. Iterating and Continuous Improvement

You can’t expect the same formula to work every time. Customer preference shifts, and new pain points arise over time. It’s paramount to keep up with these changes to ensure your product offerings align with what your customers want and need.

Slack is a living testament to this principle.

After its public release in 2014, Slack shows no sign of slowing down in user growth, but a couple of things are missing. Users find it painful to keep a different video conferencing app or telephony service for remote team huddles.

So, in 2016, Slack introduced a built-in voice call feature and a video conferencing feature with the ability to share screens for presentations.

The result? Slack reached 5 million active users before the year ended.

Benefits of Using a Value Proposition Canvas

As you can see in the case of Slack, coming up with a Value Proposition Canvas can guide a business’s strategic decisions and pivot toward a more successful direction by addressing real problems for users. During the process of mapping it out, it allows you to:

1. Identify Product Improvement Opportunities

This business tool lays down what customers are looking for (as represented in the customer profile) and what you currently offer (as represented in the value map). With this visual comparison, you can spot the requirements you can meet and are missing. This could include specific pain points you cannot adequately address or potential value-added benefits that could set the product apart.

Ultimately, this insight will prompt you to develop a product improvement plan for better product-market fit.

2. Create Satisfied Customers

Customer satisfaction naturally follows when you can tailor your offerings to your target segment. Satisfied customers are more likely to become loyal brand advocates, leading to increased retention rates and positive word-of-mouth referrals.

3. Enhance Communication

The Value Proposition Canvas is a multifaceted tool that significantly enhances communication on various fronts, both within an organization and in interactions with external stakeholders.

The organization keeps everyone on the same page regarding the customers they are catering to and the value that the product or service aims to deliver.

Externally, the Value Proposition Canvas can help you articulate a clear and compelling value proposition to potential customers. It can guide your marketing efforts by highlighting how your offerings directly address customer challenges and deliver tangible benefits.

Common Issues When Working With a Value Proposition Canvas

1. incomplete customer understanding.

Failing to gather accurate customer insights is dangerous. It may lead to a value proposition and, by extension, products or services missing the mark and falling short of meeting customer expectations.

Do not make assumptions about your customer’s needs or preferences; conduct thorough market research instead. Mobilize your sales team as part of this process. Ask your customers directly. These are the best ways to get to know customers deeply.

2. Including too Many Customer Segments

While it’s important to consider different customer segments, attempting to cater to a wide range of segments simultaneously can dilute your value proposition’s effectiveness. Each group has unique needs and problems they are trying to solve. So, if you pool them all together in a single value proposition canvas, you might devise a shallow approach that doesn’t effectively address the core problems of any segment.

3. Failure to Prioritize Needs

Failing to prioritize pain points and gains is a mistake you should avoid when taking actions based on a Value Proposition Canvas. It may highlight various pain points and gains, but not all are equally important to customers.

Instead of making your product meet all of the customer’s needs, focus your resources on improving the features that matter to them the most. Rate their needs, pains, and desired gains. Again, this can be achieved through a thorough market research activity.

4. Overlooking Competitor Analysis

As you engage with your value proposition canvas, it’s safe to assume that your competitors are also actively seeking opportunities to snatch a portion of your segment. Consequently, it becomes essential to thoroughly examine and assess what your competitors bring to the table. Conducting a comprehensive competitor analysis is advisable and imperative in shaping your value proposition and ensuring it stands out.

Use visual tools to illustrate the differentiation between your offerings and your competitors. A simple product comparison slide can spotlight specific features or aspects that differentiate your product.

You should know that the true driver of a long-lasting partnership is aligning a product with customer needs. The Value Proposition Canvas, uniting customer profiles and value maps, is a compass for crafting meaningful solutions. That said, this business tool is not foolproof. It demands accurate insights, focused segmentation, prioritization, and competitor awareness.

Now start filling out your Value Proposition Canvas using the PowerPoint templates and tips in this article!

1. 3D Value Proposition Design

A 3D representation of the value proposition canvas is what your strategy presentation needs to make a powerful impact. Going in a circular motion, this diagram covers all the stages required in the value proposition framework to fulfill the customer’s jobs and give a response to its pain points. All texts in placeholder areas can be modified to suit the needs of your presentation.

Use This Template

2. Sticky Note Value Proposition Canvas in Business Model Canvas

As we’ve seen, the Value Proposition Canvas is one element of the Business Model Canvas template . Use this sticky note presentation system to discuss the elements that should be covered in your value proposition canvas example. It is ideal for internal team meetings debating how to prepare a value proposition canvas presentation as it allows us to see the bigger picture or other factors that may influence it.

3. Animated Value Prop Canvas in 3D Business Model Canvas

If you seek to add some extra impact to your value proposition canvas explained, you can use this animated 3D template that covers the value proposition canvas in relation to the business model canvas. By applying this template in your strategy presentation, stakeholders can appreciate how your value proposition interacts with the consumer relationships and core communication channels and which resources will significantly influence your strategy.

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How to write a great value proposition for sales presentations

Karthick N September 15, 2020February 10, 2024 No comments

Great Value Proposition – Key to a winning sales presentation

Value propositions play a key role to make a winning sales presentation. A great value proposition communicates the key reasons for increased customer engagement and demonstrates the solutions offered to solve a problem. A great value proposition helps the presenter to present the key message as a single statement that reflects the value addition.

7-step sales process

The 7-step sales process is a framework used by sales professionals to guide them through the process of selling a product or service. The steps typically include:

• Prospecting
• Making contact
• Qualifying leads
• Making a presentation
• Handling objections
• Closing the sale
• Following up

By following this process, salespeople can increase their chances of success and build stronger relationships with their customers.

Sales presentation play a crucial part in business growth

A presentation ppt, also referred to as a slide deck, is a powerful tool for delivering information and ideas in a visually engaging manner. Neatly formatted slide deck can captivate the audience and make the presentation more impactful. PowerPoint examples available online from successful presentations provide valuable PowerPoint ideas to come up with impressive presentations. By analyzing various presentation samples, one can get ideas on key slides to be included in a sales presentation.

A sales presentation is a crucial part of the sales process, where sales professionals showcase the unique value proposition of their product or service to potential clients. Through effective communication and persuasion, the goal is to convince the audience of the benefits and advantages of the offering, ultimately leading to a successful sale.

Before discussing in detail about constructing a great value proposition, it is essential to understand the importance of Presentations and especially sales presentations. Let us see a few pointers on the significance of PowerPoint presentation in delivering business ideas, being widely used across the industries.

PowerPoint Slides

PowerPoint slides have become an integral part of modern business presentations. A well-designed PowerPoint presentation slides drastically improve the reach of the content ideas. It needs time and effort to craft PowerPoint design slides that best represents to your brand identity and business value. Design slides should be carefully crafted to complement the information being conveyed and enhance the overall message. Presentation slides in a sales deck should convey the overall message maintaining the horizontal flow of slides covering the entire topic of study.

4 types of sales presentation

The four types of sales presentations are:

• The product demonstration
• The consultative approach
• The problem-solution approach
• The value proposition approach

Each approach has its own strengths and weaknesses, and the best approach to use will depend on the specific situation and the needs of the customer.

The Key Elements of a Successful Sales Presentation

A successful sales presentation should include an attention-grabbing opening, a clear explanation of the product or service being offered, a demonstration of how the product or service solves the customer’s problem or meets their needs, social proof (such as testimonials or case studies), a call to action, and a follow-up plan. It’s also important to tailor the presentation to the specific needs and interests of the audience.

Creating a winning sales presentation slide deck

To create a winning sales presentation slide deck, start with a captivating cover image or opening slide. Then, include data and key points to support your pitch. Testimonials and case studies from satisfied customers can also be powerful tools. It’s important to provide competitive context and customized content that speaks directly to your audience’s needs. Finally, give a glimpse into next steps and keep the slides simple and light on text to avoid overwhelming your audience.

Use storytelling in your sales presentation

To use storytelling in your sales presentation, start by identifying the key message or point you want to convey. Then, craft a story that illustrates that message in a relatable and engaging way. Use vivid language and sensory details to bring the story to life, and make sure it has a clear beginning, middle, and end. Finally, tie the story back to your product or service, showing how it can help solve the customer’s problem or meet their needs.

5 Amazing Tips for Creating a Winning Sales Presentation Slide Deck

Some tips for creating a winning sales presentation slide deck include:

• Knowing your audience
• Keeping it simple and concise
• Using visuals to enhance your message
• Telling a story
• Practicing your delivery

It’s also important to focus on the benefits of your product or service, rather than just its features.

It is equally important to understand and implement the best practices of slide design that goes well to visually enhance your content ideas.

Slide Design

Slide design is an essential element in creating an effective and impactful presentation. It is the visual representation of the content being presented, and it plays a crucial role in engaging the audience and delivering the message effectively. PowerPoint slide design has become the go-to tool for creating sales presentations. PPT slide design can bring life to your presentation and make it more memorable for your audience. It needs time and efforts to come up with an impressive presentation slide design that instantly sticks to the audience mind.

PPT presentation design involves careful consideration of the target audience and the presentation’s purpose, resulting in a visually appealing and informative presentation. When creating a presentation design, it is important to consider the overall presentation design, including the layout, color scheme, font choices, and use of images and graphics. PowerPoint presentation design allows for seamless integration of multimedia elements and a professional look. Latest trends involving AI (Artificial Intelligence) also boosts the creative line of tools that enhance the designs.

Use PowerPoint Presentation for your sales success

A PowerPoint presentation is a visual aid used to present information, ideas, or data to an audience. It is a valuable tool in business, education, and other professional settings. Using slides, text, images, and multimedia, a presenter can effectively communicate their message and engage their audience. Nice PowerPoint presentations are characterized by well-organized content, creative visuals, and a professional tone.

PowerPoint examples of presentation has become a standard in modern presentations due to its user-friendly interface and various features such as animations, transitions, and customizable templates. An excellent PowerPoint presentation not only meets but exceeds the expectations of the audience, leaving a lasting impression and achieving its desired objective.

A successful presentation is defined by its ability to effectively convey a message and leave a lasting impact on its audience. A best ppt presentation stands out for its clear and concise content, visually appealing design, and smooth delivery. A great ppt presentation incorporates a perfect blend of relevant information, impactful visuals, and engaging delivery.

There are various presentation types, including informative, persuasive, and instructional, each with its unique purpose and structure. A sales presentation represents a crucial stage within the sales process, during which adept sales professionals meticulously showcase the distinct value proposition of a product or service, skillfully leveraging it to persuade prospective clients.

Persuasion serves as the cornerstone of successful sales endeavors. Distinguished salespersons do not merely respond to customers’ inquiries and rely on chance for a favorable outcome; instead, they diligently steer and support customers in reaching autonomous decisions. Such deliberate guidance embodies the essence of persuasion.

How to Create a Sales Presentation That Speaks to Your Audience

To tailor your sales presentation to your audience, you should first research and understand their needs, interests, and pain points. Then, you can customize your slide deck with relevant examples, data, and visuals that speak directly to their concerns. It’s also important to use language and tone that resonates with your audience and to focus on the benefits and solutions your product or service can provide for them.

A well-crafted example presentation utilizes various techniques to keep the audience engaged, such as interactive slides and engaging visuals. To make presentation that stands out, one must understand the target audience and tailor the content accordingly. A well-designed product presentation can leave a lasting impression on potential clients and can significantly impact sales. With the right tools and techniques, anyone can create powerful PowerPoint presentation.

Build a Value Proposition in Sales

In sales, a value proposition is a concise statement that highlights the unique benefits and advantages of a product or service. It aims to persuade potential customers that the offering is superior to other options in the market and can effectively address their needs or problems. A strong value proposition can differentiate a brand from its competitors and increase its chances of attracting and retaining customers.

What a value proposition is? 

A value proposition is a clear statement about the outcomes that an individual or an organization can realize from using your product, service, or solution. It is a business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one product or service will add more value or better solve a problem than other similar offerings.

Value proposition process

In sales, a value proposition is a statement that outlines the unique benefits of a product or service and how it meets the needs of the customer. It should clearly communicate the added value of the product and differentiate it from competitors in the market. A successful value proposition is concise and speaks directly to the customer’s key motivators for making a purchase.

5 Value Proposition Categories

• Productivity
• Profitability
• Convenience

Steps in Top-down value proposition process

• Identify the target market
• Analyze the competition
• Define the value proposition
• Develop the messaging
• Test and refine
• Launch and monitor
• Continuously improve

Steps in Bottom-up value proposition process

• Choose your solution and write each argument
• Incorporate products or services that counterbalance the shortcomings of rival companies
• Play around until you find groups that seem to work logically
• Name of each cluster becomes part of your value proposition
• Take out the arguments that are not provable, or self-defeating

For many businesses, “What is a value proposition?” can be a million-dollar question because it has the potential to propel your business into the million-dollar league. It brings the key benefit into a single statement, that is easier to remember for the audience.

Value Proposition Positioning Statement 

Your value proposition must be the first thing visitors see on your homepage, but it should also be visible at all major entry points to the site.

Great Value Proposition For Sales Presentation – Business Charts Visualization

Value: The monetary worth of something – How much someone will pay for something.

Value Proposition: A compelling, tangible statement of how a company or individual will benefit from buying something specific or buying from you in general.

The ideal value proposition is concise and appeals to the customer’s strongest decision-making drivers. Companies pay a high price when customers lose sight of the company’s value proposition.

Qualities of a compelling value proposition

A value proposition needs to resonate instantly with a prospect, connecting the benefits of your solution to your prospect’s unique goals.

The following are the key qualities to look for in a value proposition:

Relevancy: Explain how your product solves customers’ problems or improves their situation.

Quantified value: Deliver specific benefits.

Differentiation: Tell the ideal customer why they should buy from you and not from the competition.

Specificity: Your value proposition should include a specific claim to get your prospect to listen and notice your offering.

Uniqueness: Your value proposition needs to point out why you are superior to your competition in areas that are important to your prospect.

Believability: A strong value statement provides proof. You need evidence in support of your claim, which can come in several forms.

Testimonials: Independent third parties, customer stories, or business case results can all help substantiate your claims.

Proof of concept: The ability to test-drive your product or service in the prospect’s own environment can be the best way to prove value for skeptical prospects.

Tangible results: External or internal research showing actual data or ranking around the area of value can give a positive best impression.

What to avoid as a value proposition statement?

Slogan: A general statement of a couple of lines expressing your target market and how you help them.

Description: It is not just a description of your unique services, passion for excellence or cutting-edge technology.

Loads of sentences: Describing the legacy of your company or the products and services you offer.

How to write a value proposition?

Great Value Proposition For Sales Presentation – Conceptualization

There are essentially two ways to write a value proposition for a sales presentation. The first is the top-down value proposition process, and the second is the bottom-up value proposition process.

Top-down value proposition process

Use the top-down value process for arriving at the value proposition statement for a large group.

• Brainstorm a list of possible answers to the question you need to answer for your prospect – why us? or why change with us? or why change?
• Brainstorm by thinking about your competitors’ weaknesses. Turn these items into positives for your list.
• Group items if they overlap significantly.
• Remove, or sub-divide, any items that ‘swallow’ all others up because they cover a wider range of ideas. e.g., impact or delivery.
• For each item remaining on the list, go for a rating system with 10 being most significant to customer needs and 1 being least significant to customer needs.
• Complete the ranking for the entire set of answers.
• Take the top 3-5 items, and that forms the core for writing your ‘value proposition statement’.

Bottom-up value proposition process

Use the bottom-up value process for arriving at the value proposition statement for a smaller group.

• Write each argument for choosing your solution or type of solution onto a Post-It note.
• Here, we are looking for features that others do not have, statistics, reviews, awards – the sort of items that might warrant a slide in a sales presentation.
• Add items that are the converse of the competitor’s weaknesses.
• Group the Post-It notes together thematically.
• Play around until you find groups that seem to work logically.
• These clusters of arguments form the basis for your value proposition.
• Not every Post-It note has to fit in a cluster – they can be placed into the introduction, or next steps, or excluded altogether.
• Remove those ideas that are not provable or self-defeating.
• Name each cluster – the name becomes part of your value proposition, so make sure that they are persuasive.
• Now, this forms the core for writing your ‘value proposition statement’.

Using a value proposition in a sales presentation

Once you finalized the value proposition, you need to sort the information into the right order. Present your material using the value proposition in an orderly manner that makes your content directly relevant to the expectation of prospects. Substantiate your claim in terms of the benefits to be offered to prospects.

Great Value Proposition For Sales Presentation – Sales Proof

Structure your sales presentation into sections. Each value proposition point will act as a section for your presentation, and all the slides within that section should be proof points that justify your claim.

The flow of your sales presentation

Opening – Show the value proposition

A high-level view of your value proposition should appear early in your presentation. Within the first 60 to 90 seconds, kindle the interest of your audience and give them a compelling reason to stay tuned.

Agenda – Prove how you can deliver each part in turn

Each value proposition point will act as a section for your presentation, and all the slides within that section should be proof points that justify your claim.

Closing – Recapping the value proposition and asking for a commitment

Restate your value proposition as a statement of fact for your audience, quantifying what outcome they can expect to see from your solution.

Key areas to tailor your value proposition

The prospect’s goal or objective: If your prospect has several goals, rank them according to their importance for your prospect and your ability to impact them.

Great Value Proposition For Sales Presentation – Value Positioning

An action verb: This is what effect you have on the prospect’s goal: Increase, reduce, drive, eliminate.

Outcome: For your value proposition include the outcome of the area(s) that can have the most impact helping the client reach his objective(s). e.g., Employee retention, Sales revenue.

Figures or statistics: Show Key Performance Indicator (KPI) such as revenue, year-over-year growth, cost-per-unit, and so forth. Be sure to speak in the same terms that your prospectuses.

Competitive advantage: State your key competitive differentiator, answering the question “Why should I buy from you?” for the prospect to understand your offering.

Value Proposition Canvas – Validation Tool

Great Value Proposition For Sales Presentation – Value Proposition Canvas

It was initially developed by Dr. Alexander Osterwalder as a framework to ensure that there is a fit between the product and market. It gives a detailed look at the relationship between customer segments and value propositions. It helps to ensure that a product or service is positioned around what the customer values and needs. It can be used when there is a need to refine an existing product or service offering or where a new offering is being developed from scratch.

Test your value proposition

There are 2 main ways to test your value proposition:

• A/B testing

The best way to test your value proposition is to craft two candidates (or more, if you have huge traffic) and split test them. Ideally, you would measure sales conversions, for the most accurate results. If that’s not possible, lead counts or even click-throughs will do.

• Pay-per-click advertising

A fast and cheap way to go about it is to use Google Ads or Facebook Ads.

Split test ads with different value propositions that target the same customer. The ad with a higher click-through rate is obviously a better attention grabber and interest generator, although it does not necessarily mean higher sales conversions. Send the traffic to a corresponding landing page and test conversions, too.

Conclusion  

You need a value proposition and you need to communicate it clearly on all the main entry pages – homepage, product pages, category pages, etc. If you do not state why users should buy from you, you will lose most of them. To craft a great value proposition, focus on clarity above all else.

Top PowerPoint Presentations are a crucial tool in the business world, allowing professionals to effectively communicate complex ideas and information to their audience. The best looking PowerPoint presentations combine visually appealing designs with concise and impactful content.

When creating a business presentation, it is important to keep in mind the goals and objectives of the company, as well as the needs of the audience. This will ensure that the slides for the presentation are relevant, engaging, and informative. The design PowerPoint presentation involves incorporating visually appealing graphics, relevant content, and a cohesive structure to engage and captivate your audience.

It is equally important to design your slides professionally that grabs the audience’s attention during the presentation meeting. Great presentations are supported by well-designed slides. Pay attention to visual hierarchy, slide layout, typography , color scheme, and subtle details that go a long way in designing a visually pleasing presentation.

If you are looking to use ready-made presentation designs to shorten the process, reach us and our team of designers take up your assignment to create customized layout designs for you.

• How do you write a value proposition presentation?

To write a strong value proposition presentation, start by identifying your target audience and their needs. Then, clearly articulate the unique benefits and solutions your product or service offers. Use data and examples to support your claims, and make sure your presentation is visually appealing and easy to understand. Finally, practice delivering your presentation with confidence and enthusiasm.

2. What is a value proposition example in sales?

One example of a value proposition in sales is “Our product saves you time and money by streamlining your workflow and automating repetitive tasks.” Another example is “Our service provides personalized solutions tailored to your specific needs, ensuring maximum satisfaction and results.”

3. What is your unique value proposition?

Your unique value proposition (UVP) is what sets your business apart from the competition and makes it attractive to your target audience. To create a UVP, you need to identify what makes your product or service unique, what benefits it offers to customers, and how it solves their problems or meets their needs in a way that competitors cannot.

4. What is the best value proposition?

The best value proposition is one that clearly communicates the unique benefits and value that a product or service offers to its target audience. It should be concise, memorable, and differentiate the offering from competitors in a way that resonates with customers’ needs and desires. Ultimately, the best value proposition is one that drives sales and customer loyalty.

5. What are the 3 elements of value proposition?

The three elements of a strong value proposition are:

• The benefits that your product or service provides
• How it is unique or different from competitors
• Why customers should choose your product or service over others.

6. What is a sales presentation?

A sales presentation is a pitch or proposal given to potential customers or clients to persuade them to buy a product or service. It typically includes information about the product or service, its benefits, and how it can solve the customer’s problem or meet their needs. A good sales presentation should be well-organized, engaging, and tailored to the specific audience.

7. How do you write a sales presentation?

To write a successful sales presentation, start by identifying your target audience and their needs. Then, craft a clear and concise message that highlights the benefits of your product or service. Use visuals and storytelling techniques to engage your audience, and be sure to include a strong call to action at the end. Practice your presentation and be prepared to answer any questions or objections that may arise.

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What Is a Value Proposition?

Understanding value propositions, special considerations, frequently asked questions.

• Value Proposition FAQs
• Business Essentials

Value Proposition: How to Write It With Examples

A value proposition in marketing is a concise statement of the benefits that a company is delivering to customers who buy its products or services. It serves as a declaration of intent, both inside the company and in the marketplace.

The term value proposition is believed to have first appeared in a McKinsey & Co. industry research paper in 1988, which defined it as "a clear, simple statement of the benefits, both tangible and intangible, that the company will provide, along with the approximate price it will charge each customer segment for those benefits."

Key Takeaways

• A company's value proposition tells a customer the number one reason why a product or service is best suited for that particular customer.
• A value proposition should be communicated to customers directly, either via the company's website or other marketing or advertising materials.
• Value propositions can follow different formats, as long as they are "on brand," unique, and specific to the company in question.
• A successful value proposition should be persuasive and help turn a prospect into a paying customer.

Investopedia / NoNo Flores

A value proposition stands as a promise by a company to a customer or market segment . The proposition is an easy-to-understand reason why a customer should buy a product or service from that particular business. A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it's better than similar products on the market. The ideal value proposition is to-the-point and appeals to a customer's strongest decision-making drivers.

Companies use this statement to target customers who will benefit most from using the company's products, and this helps maintain a company's economic moat . An economic moat is a competitive advantage. The moat analogy—coined by super-investor  Warren Buffett of Berkshire Hathaway—states that the wider the moat, the bigger and more resilient the firm is to competition.

A great value proposition demonstrates what a brand has to offer a customer that no other competitor has and how a service or product fulfills a need that no other company is able to fill.

Components of a Value Proposition

A company's value proposition communicates the number one reason why a product or service is best suited for a customer segment. Therefore, it should always be displayed prominently on a company's website and in other consumer touch points. It also must be intuitive, so that a customer can read or hear the value proposition and understand the delivered value without needing further explanation.

Value propositions that stand out tend to make use of a particular structure. A successful value proposition typically has a strong, clear headline that communicates the delivered benefit to the consumer. The headline should be a single memorable sentence, phrase, or even a tagline. It frequently incorporates catchy slogans that become part of successful advertising campaigns .

Often a subheadline will be provided underneath the main headline, expanding on the explanation of the delivered value and giving a specific example of why the product or service is superior to others the consumer has in mind. The subheading can be a short paragraph and is typically between two and three sentences long. The subheading is a way to highlight the key features or benefits of the products and often benefits from the inclusion of bullet points or another means of highlighting standout details.

This kind of structure allows consumers to scan the value proposition quickly and pick up on product features. Added visuals increase the ease of communication between business and consumer. In order to craft a strong value proposition, companies will often conduct market research to determine which messages resonate the best with their customers.

Value propositions can follow different formats as long as they are unique to the company and to the consumers the company services. All effective value propositions are easy to understand and demonstrate specific results for a customer using a product or service. They differentiate a product or service from any competition, avoid overused marketing buzzwords , and communicate value within a short amount of time.

For a value proposition to effectively turn a prospect into a paying customer, it should clearly identify who the customers are, what their main problems are, and how the company's product or service is the ideal solution to help them solve their problem.

What Is the Purpose of a Value Proposition?

A value proposition is meant to convince stakeholders, investors, or customers that a company or its products or services are worthwhile. If the value proposition is weak or unconvincing it may be difficult to attract investment and consumer demand.

What Is an Employee Value Proposition?

An employee value proposition (EVP) applies to the job market. Here, a company that is hiring will try to frame itself as a good place to work, offering not only monetary compensation but also a range of benefits, perks, and a productive environment. In return, the job candidate will need to convince the hiring company that they have the appropriate skills, experience, demeanor, and ambition to succeed.

What Happens if a Value Proposition Fails?

If a company cannot convince others that it has value or that its products or services or valuable, it will lose profitability and access to capital and may ultimately go out of business.

Lanning, Michael J., and Edward G. Michaels. "A business is a value delivery system."  McKinsey staff paper  No. 41. July, 1988.

CNBC Warren Buffett Archive. " Morning Session - 1995 Meeting ."

Alexander Osterwalder et al. " Value proposition design: How to create products and services customers want. Vol. 2." John Wiley & Sons, 2015.

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Slide 1 : This slide introduces Value Proposition. State your company name and begin. Slide 2 : This slide showcases Business Model Canvas with Example such as key partners, key activities, key resources, key suppliers etc. Slide 3 : This slide describes The Business Model Canvas key partners, key activities, key resources, key suppliers, value proposition, customer relationship, channels, cost structure, revenue streams etc. Slide 4 : This slide depicts Business Model Canvas such as- Channels, key activities, customer relationships, value propositions, customer segments, resources, revenue streams etc. Slide 5 : This slide describes Business Model Canvas Template such as- Value Propositions, Key Activities, Develop Website Marketing & Sales, Key Resources/Assets, Key Partners etc. Slide 6 : This slide showcases Business Model Canvas depicting local communities, governance, social value, social culture, end-user, employees, scale of outreach etc. Slide 7 : This is Value Proposition Icons Slide. Slide 8 : This slide is titled as Additional Slides for moving forward. Slide 9 : This slide displays Graphs and Charts. Slide 10 : This is Quotes slide. Slide 11 : This is Thank You slide with address, Email address and contact number.

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