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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.

value proposition canva

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.

Slack value proposition

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:

NPS formula

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.

product features

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.

Value proposition slide

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


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

value proposition slide

  • 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.

value proposition slide

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

Basha Coleman

Published: April 13, 2023

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.

how to write a great value proposition

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.

→ Download Now: 15 Free Value Proposition Templates

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?

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.

presentation value preposition

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 elements of a value proposition

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.

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?"

HubSpot value proposition templates

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.

Value Proposition Canvas Visual

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:

value proposition canvas example

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:

value proposition example: hubspot

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.

value proposition examples: FedEx

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.

value proposition examples: LG Signature

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.

value proposition examples: Subaru

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.

value proposition example: samsung galaxy fold4

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."

value proposition example: imperfect foods

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."

value proposition example: hulu

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

value proposition canvas example: hubspot

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

value proposition canvas example: fedex

  • 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

value proposition canvas example: subaruvalue proposition canvas example: lg

  • 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

value proposition canvas example: samsung

  • 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

value proposition canvas for imperfect foods

  • 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

value proposition canvas for hulu

  • 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?

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.

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.

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.

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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presentation value preposition

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.

presentation value preposition

Start selling online now with Shopify

presentation value preposition

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 value proposition

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 value proposition

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

charity: water unique selling prposition

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

value proposition examples

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

presentation value preposition

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

presentation value preposition

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

presentation value preposition

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

mailchimp value prop

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.

presentation value preposition

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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How to create a value proposition

Lawrence Chapman

Lawrence Chapman

Developing a strong value proposition is an essential component of successfully bringing a product to market .

The best value props are brief statements that outline what makes your product unique and necessary – and why your target audience should choose it. In this sense, it really can make the difference between a prospective customer giving you their business or choosing to go with your competitor.

Such is the importance of crafting powerful value propositions, we've created this complete guide that walks you through everything you need to know about value props. We'll begin by defining value propositions, before unpacking how to articulate your key differentiators via compelling statements that will resonate with your target audience.

By the end, you'll have an actionable framework and template for developing a value proposition that chimes with the wants and needs of your prospective customers – and, most importantly, drives conversions.

Whether you're looking to improve an existing value prop or create one from scratch for a new product or service, this guide will provide practical tips and examples to help you showcase the true value of your product.

Let's get started!

What is a value proposition?

A value proposition communicates how your product or service will benefit your customer. Your value prop should outline why your product is essential for your target segment , how it will solve their pain points, and why your product is more desirable than others on the market.

Time is of the essence when communicating your value to a prospective customer; research has suggested you have between 5 to 30 seconds to hold the attention of a visitor to your landing page before they take their custom elsewhere.

How to communicate your value proposition to prospects

Why is a value proposition important?

Your value proposition is important as it allows your customers to understand the value of your products. It also helps customers to see your product's benefits and helps persuade them that your product is the best option to solve their problems.

How does a value prop fit in your comms?

Value propositions can often be confused with other types of marketing communications. Let's examine the differences between value props, positioning statements, marketing messaging, taglines, mission statements, and brand promises.  

Value proposition vs positioning statements, messaging and taglines.

Value proposition vs product positioning

First off, your value proposition is your promise to the customer. It's the promise of the value you're about to deliver. Positioning , on the other hand, is more about the position you want to occupy in the mind of the customer. A shortcut to that is the category:

  • What category are you in?
  • Are you a cybersecurity firm?
  • Are you an HR SaaS company?
  • Are you an infrastructure player?
  • Are you a storage company?

Sometimes positioning is similar to a category in the mind of the customer. That's not a value prop, that's positioning.

Value proposition vs messaging

Messaging is all about communicating directly to specific target personas. In this sense, it's far more specific and targeted than a value proposition that might be more general. Where a value prop seeks to convey an overarching promise, marketing messaging is far more targeted and geared towards connecting with specific customer segments.  

Value proposition vs tagline

Value propositions are often confused with taglines, but they're entirely different. A tagline is a short, catchy phrase that acts as a sales selling point. The value prop, by contrast, is the underlying promise of the value that will be delivered by the product.

Value proposition vs mission statement

A mission statement explains a brand’s purpose for existing whereas a value proposition shares the value of your product.

Value proposition vs brand promise

The brand promise focuses on the long-term meaning of the brand, while the value proposition focuses on products and features.

Which business functions use value propositions?

Value propositions are not intended to be used as-is by salespeople, or put up on websites to be used as slogans or taglines. Instead, it's important to think of value props as foundational statements that different business functions can use and build from.


Copywriters will take the value proposition and turn that into copy for your website.

Branding team

A branding team will start with the value prop when doing advertising, digital and media buys, or ad copy. Among other things, they're going to need personas , your branding, strategy, etc. But the value prop is used by those professionals.

Digital marketers

To create compelling and efficient digital marketing campaigns, you need to who you're targeting, and why that target audience should choose your product over those of your competitors. This information will all be contained within a powerful value proposition.

Graphic designers

Designers are going to want to create a visual representation of your value prop. Creative, different design logos, images, graphics, all those elements should reinforce your value proposition and they should be consistent. They are going to be consumers of your value prop.

Sales enablement

The sales enablement team will need to use the value prop for sales training materials, battlecards , and playbooks.

How to format a value proposition

There isn’t a universally accepted way of creating value propositions; what works for one company could be unsuitable for another.

However, while a value proposition can be presented in any number of ways, a basic formula applied by many companies includes:

  • A sub-headline
  • Key benefits of the product or service
  • An accompanying image

When you’re creating your value proposition, it’s essential to write an eye-catching headline; on average, 8 out of 10 people will only read the headline , with just 2 out of 10 opting to read the rest. However, if your headline is enticing, this will prompt your readers to check out the rest of the content - you need to nail your messaging.

Headlines should be short, concise, and snappy, to grab the attention of your readers. This will entice them to read the sub-heading, in which you can explain the benefits of your product further. When the time does come to provide more information, hone in on the key features most relevant to your buyer personas - use this opportunity to pique their interest and identify with your key messaging.

Finally, include a carefully selected image to tie all the aforementioned components together and reinforce what you bring to the table. Don’t be influenced by aesthetics. Any image included should bring value and solidify your value proposition. For example, a picture of people using, and enjoying, your product.

3 key elements of a killer value proposition

The Aventi Group shares insights into elements of a great value prop.

"There are three things that are key if you're going to create a killer value prop, almost like a litmus test."

There are three things that are key if you're going to create a killer value prop, almost like a litmus test: why? Why now? Why us?

"What is the problem we're trying to solve? It's got to solve a specific job that a person is trying to achieve. On the customer side:

  • What problem are we trying to solve?
  • Is it really worth solving that problem?
  • Is it nice to have?
  • Is it a critical pain point?
  • How high of a priority is it?"

"We also want the value prop to speak to why now? That's the case for change or the case for action.

"Though a lot of times customers are fine, don't be afraid to disrupt the status quo and make a move. A value proposition should be compelling, actionable, and urgent - if change is needed to make this happen, then so be it.

"It needs to convey some level of urgency, and maybe a little bit about the consequences of inaction. What if you don't move forward, what's at stake here?"

"The third thing is why us? We need to get the differentiator in the value prop because it's not enough to say why and why now you also want to distinguish why your company, and why your solution.

"You're going to need to make some claims that should be defensible, backed up by proof points, concrete and measurable. That helps to reinforce why we are the best option."

How to write a value proposition: example

The Aventi Group highlights some examples of value propositions.

"I'm going to give you two flavors, a short version, and then a long version. And I'm going to give you three specific client examples. These might be templates for you to think about."

Value proposition: facility management SaaS example

"The first example I'm going to use is a SaaS company. They're in the facility management software space, full disclosure, they're a client of ours called 4insite.

"They sell software to large organizations that have a lot of facility workers. Think of custodial staff, think of electricians, plumbers, landscapers, all those contract folks who come into buildings or facilities to maintain the facility."

The short version

"This is the short version of the value prop.

presentation value preposition

"4insite helps organizations connect, analyze, manage, and empower their frontline staff.

"That's very concrete, it may not sound exciting to you but I will tell you the persona we're speaking to is dealing with these issues here. Let's go through this one by one."

"Manual processes. The current pain is facility executives, VPs, directors are fed up with a lot of manual processes, very disconnected tools, managing all these workers and it could be literally hundreds of workers on site.

"With a pandemic going on there are extra concerns about safety and compliance. Unions are concerned about the health and wellbeing of the workers, so the why is very compelling, you can't have that kind of situation."

"So you need ideally a SaaS solution that is built specifically for facility management."

"Because you're losing customers, there are customers that are unhappy with the quality issues, the bathrooms aren't totally clean or the facilities are not being maintained or not safe and the facility companies are choosing other competitors.

"This gives you a little feeling about what the value prop looks like."

The long-form version

"I know this is a little bit of an eye chart so I'll just spend a moment to go through this.

The long term version.

"This is a tool that product marketing folks have used for decades. It's been around a long time, a Stanford professor. I think his name is Lynn Phillips. It originally coined the long-form value prop.

"When I was a HP executive, we were trained on this long-form tool. This is just the tool for product marketing folks, you don't necessarily need to share this out with everybody.

"In this example, I'm sharing with you 4insite, we start off with who are the target companies you're going after? Large organizations that have a large frontline staff, at least 50 of those. This is similar to the ideal customer profile.

"Who are they? These are companies that have some pain in quality, safety, compliance, union issues. This is the positioning, the category, 4insite is a facility management solution, a SaaS offering.

"That's the mental bucket we want customers to think, "Oh, you're a SaaS offering or software company, you're not a services company, you're a software company". That's the positioning. Now, this is what we're delivering, this is what 4insite does, it’s reporting, dashboard, mobile communications, all this stuff here.

"The differentiator here is versus manual tools, which are a pain in the neck, they lead to all kinds of quality problems, compliance problems, safety problems.

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"And there's an option which sometimes customers have internally developed software so that's a competitor. That's the do-nothing scenario. That's the status quo scenario.

"The reason to go with 4insite is it optimizes that facility workflow so you can get higher quality, you can have higher quality, higher safety, higher compliance, these are the things that they care about - the outcomes.

"Notice, we don't talk about feature function, we're talking about outcomes, we're driving higher quality.

"That's one example of a long-form. Again, it's a bit pedantic, it takes a lot of work to go through this."

Value proposition: security software example

"This is a security software company, I'm going to do the same thing."

"Here's the short version of the value prop statement.

presentation value preposition

"A little context, Absolute is a security software company, if you have a Windows laptop, maybe it's a Dell, maybe it's an HP or Lenovo, it's very likely you have this software running on your laptop, it's at the BIOS level, it's down almost at the metal.

"Now, this software is super important because it manages and secures data, devices, and applications that are unbreakable. The keyword here is unbreakable.

"Endpoint means the device, that could be your laptop as an example. Sometimes your laptop is off the internet, and you're not online. Even in that scenario, this laptop is unbreakable. Let's go through our three whys."

"The first ‘why’ is customers are looking to protect their data. They don't want to be hacked, they don't want information to get out. They don't want their devices to get hacked.

"Ransomware is a big deal now, you've all heard about the SolarWind's hack and many hacks going on that are damaging. So companies/organizations are afraid of being hacked. That's a big reason."

"Why Absolute? The keyword is unbreakable. It really is unhackable because it's down at that almost metal level. It's at the BIOS level, which hackers can't get access to."

"I mean, can you afford to be hacked and wind up on the front page? You don't want to be the next story in the Wall Street Journal or online media. This is a real fear that a lot of chief information security officers have.

"They don't want the board coming to them saying why didn't you do something about this? So this is a super compelling solution and this is a compact value prop statement.

"How do we get to this?"

"Here's the long-form version, I'll walk you through that.

At Absolute, they're targeting the IT organization, the IT Asset Management Director, all security operations professionals. Those are the ones whose neck's on the line. They're the ones who will get fired if there's a breach or they're the ones who will get promoted if their environment is really secure and very locked down.

"At Absolute, they're targeting the IT organization, the IT Asset Management Director, all security operations professionals. Those are the ones whose neck's on the line. They're the ones who will get fired if there's a breach or they're the ones who will get promoted if their environment is really secure and very locked down.

"What kind of organization? Absolute is not targeting small businesses and customers they're really targeting the largest organizations with 1000s of users.

"Who specifically? It's the IT organizations that are struggling with compliance, how do you protect all those endpoints? An endpoint again, is a laptop, typically a laptop, iPod, your phone, any device where you're doing work.

"How do you guarantee 100% of those devices are secure and compliant? Well, Absolute, and this is the category remember, they're a firmware embedded application, they're software but they're firmware embedded, unlike enterprise software security, for example, or unlike a SaaS cloud pure plane solution, this is embedded application. That's the category, that's the positioning.

"What Absolute involves is it finds those endpoints that are noncompliant, puts them back into compliance, and repairs them. That's the job the customer is trying to do.

"The IT person is trying to make sure all these devices are getting back in compliance because a lot of times they fall out of compliance, they don't have the latest patches, they don't have the latest antivirus, they don't have the latest OS updates.

"That's the job the IT person is trying to do and unlike traditional security patches, a lot of times they fall out of working, when you go offline, those security patches are not enforced. They're not working. They're not effective, or they're costly.

"So what is key here is it's persistent meaning even if you're online, offline, you reboot your machine, no matter what that Absolute embedded application is running, it's unbreakable.

"That's a really powerful value proposition statement, this idea of unbreakability. That's the core of the message here, the core of the value proposition is it's unbreakable, and that ensures a resilient environment. So as customers are changing their desktops, things are happening, no matter what that device is locked down.

"That's the long-form value prop we used. And again, this is used only by the product marketing team, this long-form in order to help the copywriters, the designers, the sales enablement team also come up with the copy blocks that are necessary."

Value proposition: enterprise services example

"Here's the third one."

"This is a large corporation, Unisys, and this is one of their services offerings. It's called Workplace Solutions. It's not software, it's services. It's actually a set of capabilities.

This is a large corporation, Unisys, and this is one of their services offerings. It's called Workplace Solutions. It's not software, it's services. It's actually a set of capabilities.

"The idea here is to engage, empower, and transform the digital workforce. Now everyone nowadays is digital, we're all pretty digital warriors. Some companies are more digital and more reliant on productivity. Let's talk about the why."

"Lots of companies are investing heavily in remote access, digital, digital everything, digital workflows. It's key to stay ahead of your competition."

"So you need a company that is experienced, it’s objective. We are a service partner to help deploy this full digital workplace."

"Well, your competition is already moving to digital, they’ve already transformed their enterprise. So let us help you catch up and overcome and exceed your competition."

"This is what the product marketing team and we here at Aventi crafted.

The long version of the Unisys value proposition.

"We start off with the target customer, the ideal customer profile, we are looking for large organizations that are super dependent on so-called knowledge workers. These are people who are primarily delivering information and analysis and you're hiring them for very much their brains.

"Where is that important? In banks, insurance companies, manufacturing companies, high tech, life sciences, pharmaceuticals, all those companies are relying on scientists, engineering, financial analysts, so super important to make them productive.

"Those companies we are targeting only the ones that are committed to digital transformation, they may even have a Chief Digital Transformation Officer. So we can look for clues that this target ICP - ideal customer profile, is going after digital transformation.

"What is Unisys digital workplace? It's a services offering, starting off from advisory to implementation into managed services. This has a special meaning for customers who really need help, they're understaffed, they don't have the right expertise, they're short on IT and they just really need help.

"That's where services come in. Unisys has a proven capability, the whole digital lifecycle. Unlike traditional IT outsources that may be offshore. I won't name names, but you can guess a lot of the traditional IT outsourcing companies. What Unisys specializes in is industry experience, they have deep experience with financial services, banking, manufacturing.

"They're also neutral, meaning they're not trying to push one software solution or set of software, they're really doing what's right for the customer. They're persona-based so there are different buyers within these enterprises. And they offer some pretty deep security.

"These are some of the differentiators, all of these, by the way, have proof points behind them.

"Lastly, who cares? So this is all great, but what impact is it going to have? This goes to the heart of the value prop, the value prop is about business value. We're going to drive higher productivity, and that's going to also improve their capital expenditure and operating expenses.

"You do want to catch the 'so'; 'so' is the business benefit - but why does this matter?

"Those are three long-form examples of customer value propositions."

More value proposition examples

What is Apple's value proposition?

Apple's value proposition

What is Unbounce's value proposition?

Unbounce's value proposition

What is Slack's value proposition?

Slack's value proposition

A strong value proposition is essential for any company, and can be achieved by completing four steps:

Research your audience

If you don’t understand what’s motivating your audience, how can you produce a value proposition that’ll resonate with them and convince them to buy your product?

Researching the market will allow you to identify what kind of language is appropriate to include to ensure that you’re able to pinpoint the USP of your product effectively.

If you have an existing customer base, conduct customer and market research sessions. This will provide you with essential information on how your product is already helping them in their daily lives.

Always ask questions that’ll help you establish:

  • The type of language you should be using - craft your messages with prospective customers in mind, and speak their language. For example, if your target segment is 16-24-year-olds, colloquial language would be justifiable. On the other hand, if you’re creating messaging for middle-aged professionals, this wouldn’t be appropriate.
  • Their problems and pain points - You need to present yourself as the definitive solution to the problem. If a prospect doesn’t consider you to be the best option on the market, they’ll take their custom elsewhere.

In some instances, feedback from your customers may indicate what you initially considered to be your main selling point isn’t held in the same esteem among your customers, in which case, you need to reposition your product and reevaluate your initial messaging.

Create buyer personas

Buyer personas are crucial, as they help you understand your customers from a human perspective - what motivates them to purchase a product? What features do they value most? These questions offer the information you need to create a value proposition that resonates and leads to them purchasing your product.

How to create buyer personas

Your personas need to be built with real information from real people - using your gut instinct won’t do. And remember, creating personas is all about understanding audiences you already know want to buy from you; not people you wish would buy from you.

Buyer personas can be created in four steps:

Step 1: conduct thorough research

Start by sifting through your records to see what kind of information you’ve already got on your customers. It’s unlikely you’ll stumble across everything you need to build a robust persona, but at the very least it’ll give you a jump start.

Some other outlets to gather information include:

  • Adding relevant fields into any forms on your website;
  • Communicate with sales teams - they’re talking to these people day in, day out after all;
  • Introducing useful questions to your customer onboarding process; and/or
  • Interviewing existing customers face-to-face or over-the-phone - this option will usually provide you with the richest information.

Tip: if you’re struggling to get people to say ‘yes’ to an interview start by making it clear it’s not sales-driven, give them flexibility around days and times, and think about adding an incentive.

If you’re picking up insights from several different sources remember to create some sort of forum for it all to be collated - it doesn’t need to be complicated, something as simple as an Excel spreadsheet with clearly defined headings would do.

There isn’t a set number of people you need to speak to. The more the better, but, as a rule, for a persona to be considered credible you should aim for between 5 - 10 matching patterns.

Step 2: understand your aims

The two core areas you should be aiming to understand are:

  • What problems people are trying to solve, and
  • What they want to achieve.

This kind of intel is golddust for your marketing efforts because it enables you to relate to their motivations and tailor-make your proposition to their wants and needs.

As well as A and B above though, get around a table at the outset and think about anything specific to your business that would come in handy - the last thing you want is to realize you missed something key later down the line.

Step 3: ask the right questions

There are endless questions you could ask, but here are a few ideas to help you hit various touchpoints and create a holistic picture:

create buyer personas | ask the right questions

Step 4: collate your learnings

By this point, you should have insights coming out of your ears. To turn them into something actionable and meaningful, start by grouping common characteristics - it’s important not to rush this stage or make any hasty generalizations.

Go through everything with a fine-tooth comb and only solidify an assumption if you’ve got enough evidence to go off.

To help you get from A to B, here’s an overview of the types of areas you’ll want your personas to cover:

  • Job title and decision-making authority
  • Gender, age, and geographic location
  • Communication preferences
  • What they’re struggling with
  • Their overarching aims
  • How your product or service helps
  • How you should position your marketing messaging.

One of your buyer personas might look like this:

create buyer personas | ask the right questions

When you’ve identified your target audience, you need to develop your product messaging and product positioning . Your positioning statement will be used to communicate your value and highlight the benefits of your product, above those of your competitors.

Be sure to answer key questions, such as:

  • What can you offer your customers?
  • What value do you bring to the table?
  • How will you solve the customer’s pain points?

Complete competitive intelligence

Never assume you’re the market leader. You need to conduct thorough competitive intelligence to establish what other businesses are doing, and if they’re offering something different, you need to develop your product to surpass the competition.

If a customer has a choice between two competing products doing the same thing, you’re relying on the toss of a coin. However, if you’re offering a differentiating feature, this can easily set you apart and see company revenue and customer retention increase, with customer churn falling.

Product marketers shared their competitive intelligence tips :

“Don’t be afraid to get help from other parts of your organization. Being able to get help from a Sales Engineer or a Developer while you’re reading technical documentation can save a ton of time and help you better understand different personas .”

Mindy Regnell, Marketing Insights Manager at BigCommerce

“Job postings reveal a lot about your competitor's product/growth strategy. They’ll often disclose which areas they're trying to invest in on a technology perspective or which customer segments they're trying to grow the business in the most.”

Julian Clarke, Senior Product Marketing Manager, Team Lead at Lattice

“Spend time getting to know the competitor from all angles: explore their website and gated assets as if you were a prospect, but also understand from their existing customers if the true product experience matches the initial marketing.”

Megan Magee, Product Marketing Manager at ServiceNow

“Start with your value proposition not mentioned by you, but by your customer. From there, understand why you don’t live up to that value proposition and where you can improve. Know your segment, know your buyer and persona.”

Hien Phan, Director of Product Marketing at Formation

“Social media is a goldmine of information.”

Avi Goldstein, Manager of Vendor Relations and Product Marketing at Hertz Furniture

“Keep an eye on your peers, but don't lose sight of why your company is unique. That's the story you want to focus on getting in front of your customers. We've found that when we check all of the right boxes, our customers spend less time comparing us to others and more time asking us what else can we do together?”

Jessica Munoz, Senior VP of Product Marketing at LiveIntent, Inc.

“Hearing what customers say has been the most fruitful competitor intel - using tools like Gong and G2 help to gather that info.”

Andrew McCotter-Bicknell, Product Marketing Manager at ZoomInfo

“Read the cons on all the reviews - even the 4-star review has something they don't like. I analyze this for trends so we can rebuke any objections to a sales pitch.”

Maureen West, Director of Product Marketing at 6sense

“Communicate with your customers who have switched from a competitor. They're the source and can articulate pain points which are more valuable than market-facing positioning from the competitor.”

Miles Price, Senior Product Marketing Manager at Sailthru

presentation value preposition

Identify the main benefit of your product

Having identified your buyer persona and competitors, you need to establish the main benefit of your product.

In some cases, there may be multiple reasons you think a customer should use your product or service.

For example, Uber acknowledges the frustrations associated with ordering a ‘traditional’ cab, before highlighting why users should use their app instead. They have three features that could be deemed USPs: a car comes directly to you, your driver knows exactly where to go, payment is cashless. However, the collective USP is that commuters can order a cab at the touch of a button - that’s what users are interested in most.

Uber value proposition

Statistics make the world of difference. Go above and beyond and provide specific stats to demonstrate how purchasing your product will enhance their lives and/or business.

Let’s stick with Uber to explain our point. If they said “Uber reduced commuting time in 2020” this doesn’t carry as much weight as “in 2020, Uber helped over 93 million users per month reduce their journey time by an average of 15 minutes”. The difference is there for all to see; statistics help you to express concrete value.

These four steps are key to creating a value proposition that ties together your customer needs, what the market offers, and what you’re offering.

presentation value preposition

How to test a value proposition

When you’ve created your value proposition, it’s important to test it to establish whether it resonates with your audience. Complete a test run by following these five simple steps:

  • Define who you are targeting and what benefits you are bringing them
  • Build a simple landing page
  • Set up a cold email / LinkedIn outreach campaign
  • Launch outreach to them
  • Evaluate if the offer resonates or fails

A cold campaign serves as the true acid test for your value proposition; if you’re able to convert prospects you’ve never approached before, the chances are you’ve created a value proposition ticking all the right boxes.

Judge your value prop with an 8-point test

The Aventi group also shares some ways to test the impact of your value proposition.

"Now, one way to test your value proposition is we have a little eight-point test here. Eight questions to ask yourself after you've created the long-form version of the value prop or the short term, does it speak to a specific customer segment?"

1) Is it speaking to a specific customer segment or it it too generic to be useful?

"Don't be generic, like all large enterprises, we need to be specific, what industry, what size organization? What are some of the pain points? We don't want to be generic, we want to be specific."

2) Is it customer focused?

"Is it customer-specific? Is it all about you, the vendor or is it all about the customer and their pain point?"

3) Will it resonate with the target customer? How do we know?

"Does it resonate? This is where testing is important, we need to know that this value prop actually is resonating. How do you know?

"Because customers have told you, you vetted this with at least 10 quality qualitative interviews and maybe hundreds of quantitative surveys."

4) Does it differentiate from competitors including the "status quo?"

"Differentiation - make sure you clearly state including the status quo, including the do-nothing scenario where the customer thinks it's a pain but it's not enough to go do a purchase and then deployment, we don't want to go through the headache.

"Differentiation is important, sometimes your number one competitor is “do nothing”. It's people just saying I'm good enough."

5) Is it believable?

"Is it credible?"

6) Is it emotional - can a customer connect with it?

"Is it emotional? By the way, a lot of times I see value props that are really engineering, very heady, very intellectual, that's great. But what drives the buying process, the buying journey, the buyers’ journey is often the emotional driver.

"Sometimes in the security world, I deal with a lot of security, software companies, cybersecurity, and fear is a big driver. You don't want to be talking about fear but you want to understand that the chief information security officer, the IT folks, they're afraid of getting hacked.

"And that emotion is important to understand and acknowledge in your process. Sometimes emotion, maybe excitement, and maybe power or confidence. Tap into the emotion in your value prop."

7) It is using customer language, not jargon?

"Sometimes we tend to speak jargon, I deal with a lot of B2B technology companies and they use a tonne of acronyms. Try to stay away from that, use words that customers use. Be careful about that."

8) It is clear, compelling, and credible?

"Lastly, is it compelling? Is it credible? Is it clear? Your message testing will really confirm that."

Looking for further inspiration? We spoke with Nisha Goklaney, Marketing Director at Sage , who gave her perspective on how to create a killer value proposition for your customer.

Get expert advice on key topics such as:

  • How to create a value proposition framework
  • Examples of value propositions that work
  • Essential steps to consider when getting started with value propositions

presentation value preposition

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Our Go-to-Market Certified: Masters course will give you all the information and knowledge you need to up your GTM game.

Delivered by Yoni Solomon, VP of Product Marketing at Gympass and former Director of Product Marketing at G2, this course provides you with everything you need to design, launch, and measure an impactful Go-to-Market strategy.

This course will enable you to confidently:

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So, what are you waiting for?

Written by:

Lawrence is our Copywriter here at PMA who loves crafting content to keep readers informed, entertained, and enthralled. He's always open to feedback and would be thrilled to hear from you!

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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.

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)

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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)

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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.

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.

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.



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)

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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)

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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)


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Value Proposition Powerpoint Presentation Slides

Ensure that there is a fit between the product and market by utilizing Value Proposition Powerpoint Presentation Slides. Communicate your value propositions effectively using business model canvas PowerPoint templates. Describe the rationale of how an organization creates, delivers and captures value. By using our professionally designed value proposition canvas PPT slideshow you can gain a customer's attention and approval that helps a company to increase sales. This visual attention-grabbing customer value proposition PPT slideshow helps you to convince your customers how your services are better than the others. Present the main components of the value creation network including key partners, key activities, key resources with the aid of the value cycle PPT templates. Utilize this business plan PowerPoint complete deck to understand the buyer’s needs and create branding strategies accordingly. Yield the best profits and maintain a consistent customer relationship by downloading our content ready business model PPT Presentation.

Value Proposition Powerpoint Presentation Slides

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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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How to write great value propositions for sales presentations

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

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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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How to Write a Value Proposition (+ 6 Modern Examples)

Elizabeth Wellington

Leaders often work tirelessly to improve their company’s product or service, thinking that it’s the most valuable role they can play. But for your business to “click” with your target audience, you need to stay just as close to your customers as you do to your offerings.

The details of customers’ needs and wants should be just as familiar to you as the features of your product or the details of the service that you provide. A value proposition serves as the bridge between these two aspects of your work. It’s a mantra that unites the two halves of the whole business.

We’ve demystified the nuts and bolts of how to write a value proposition, complete with examples, so you can ensure that all your hard work manifests in value for your customers every day.

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What is a value proposition?

A value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit that customers receive by giving you their business. Every value proposition should speak to a customer’s challenge and make the case for your company as the problem-solver.

A great value proposition may highlight what makes you different from competitors, but it should always focus on how customers define your value . Likewise, conversations around brand strategy and taglines should stem from a value proposition, but they aren’t one and the same.

You may be wondering: Why bother learning how to write a value proposition? It’s like investing in the foundation of a house. You may not see the foundation, but everything you do see — and the long-term safety and security of your home — rest on it having a strong place to start from.

How to write a value proposition: 3 options

If you’re intentional about creating a value proposition, it can help clarify the way forward for your entire company. However, including too many voices early on can water down your intent in an effort to make everyone happy, and, ironically, the results won’t work for anyone.

Rather than get everyone involved, start with a small group of people (no more than three) who can set aside the time to hone a few compelling options.

Here’s how to write a value proposition three different ways, from complex mapping to a simple formula. Start with one or try all three in a workshop to refine your ideas with greater precision.

1. Map out a value proposition canvas

Peter Thomson’s value proposition canvas explores the different components of a company that contribute to a strong value proposition. Thomson believes that a process like this can help team members get to “minimum viable clarity,” which can be whittled down into a one-sentence value proposition.

Thomson calls a value proposition “a crunch point between business strategy and brand strategy,” and he created a model that syncs the two strategies. There are seven areas to explore, each of which takes up a section in the map:

peter thomson's value proposition canvas

When you explore each section of the canvas, do so from the perspective of the customer. While writing out the benefits of your product, imagine how it increases pleasure or decreases pain for the person using it. Approach the features and the experience that way, too: How do the features make the customer’s life better? How does the product experience make a customer feel?

Next, you’ll dive into the customer’s wants (emotional drivers), needs (rational motivators), and fears (undesired outcomes). Remember that even when consumers are making purchases or investments on behalf of a company, they can still be guided by emotions .

In particular, try to understand whether a product or service affects a buyer’s perceived likelihood of failure, their anxiety, or their reputation at work. You can use Bain & Company’s 30 “ Elements of Value ” and its B2B counterparts as a roadmap for articulating the ways your company gives the customer value within this context.

2. Ask Harvard Business School’s essential questions

Harvard Business School’s Institute for Strategy & Competitiveness simplified how to write a value proposition with just three prompts. Just as Thomson does, Harvard argues that a value proposition serves as the connection between a company and its customers:

“While the value chain focuses internally on operations, the value proposition is the element of strategy that looks outward at customers, at the demand side of the business. Strategy is fundamentally integrative, bringing the demand and supply sides together.”

To create an integrated, cohesive value proposition, start by brainstorming as a group around these three questions:

Which customers are you going to serve?

Which needs are you going to meet?

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

Depending on your product and service, it may make sense for you to start with the first or second question in the list. Together, all three create a triangle that can lead you closer to a succinct value proposition.

harvard business school essential value proposition questions

As you move through the exercise, consider which one is the primary “leg” of the triangle. For example, is the greatest value that you offer in cost savings? Or is it that you’re offering a better product or experience at a premium?

Also, think about whether your company is expanding the market by meeting a need that hasn’t been realized. Harvard’s experts use a great example — the iPad. Apple created a new demand that hadn’t existed before the technology hit the market.

3. Try the Steve Blank formula to distill your insights

Steve Blank , a former Google employee who runs the Lean Startup Circle , noticed that many startup founders emphasize features instead of benefits when they try to transform more detailed insights into a succinct value proposition. Instead of summarizing how a company offers value to customers, leaders often get stuck in the weeds.

Blank saw the need for a simple formula to transform a brainstorm into a simple sentence. We love distilling more detailed insights with his method:

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

Use Blank's intuitive template to come up with your own value proposition. Remember that the first thing that comes to mind may be the best. Your gut instinct could be spot on here, and that’s what makes this simple solution so valuable.

Here’s my value proposition for my copywriting business, for example:

I help marketing teams to resonate with their target audiences by communicating with clarity and compassion.

Your local coffee shop may have a value proposition that’s similar to this one:

We help our local customers to feel good and do good by fueling them up with artisanal coffee in a community-focused space.

Although you may have brainstormed as a group with the other two methods, this time, ask team members to complete this exercise individually. Comparing and contrasting answers afterward can yield helpful insights about each person’s priorities.

Most importantly, as you draft your value proposition, use the language your customers use. At Help Scout, we say things like “emails slipping through the cracks,” because that’s what our customers say about the problem we help solve. If you don’t write your value proposition the way your customers would write it, there will be a big gap between what you say and what they hear. When you use their voice, you cut through the noise.

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6 value proposition examples

Beyond grasping how to write a value proposition, it helps to see how a strong statement influences and infuses a company’s strategy. Because value proposition examples aren’t necessarily the same thing as brand copywriting , we don’t have access to the exact words a company uses internally.

However, if a company does a great job situating their value proposition within the market, you can tell because their message resonates far and wide. Here are six modern value proposition examples that will help you to understand how value propositions can help you break into a market or create a new one.

Slack is a collaboration tool for teams with a simple, easy-to-use platform and instant message capability. The platform is equally beloved by enterprise teams and scrappy startups for its ability to keep work flowing, no matter the everyday barriers or the complexity of a project.

Everything that the company does hinges on their value proposition: Slack saves time by tearing down communication and systems silos. Their product aspires to take the pain out of working together online — and maybe even make it fun. That’s something no other product has tried or claimed to do.

Because they’ve built such a powerful value proposition, Slack is perceived as an enjoyable alternative to the dreaded email inbox and other tools. Their approach works. Slack is the fastest-growing SaaS startup ever, and it’s used by 77% of Fortune 500 companies.

Despite this legendary growth, Slack famously said it was a business with a pared-down sales team, which is only possible because of the foundation they set with a formidable value proposition.

2. Bloom & Wild

Bloom & Wild is an online flower delivery company that simplifies the process of ordering and receiving luxury flowers. Aron Gelbard, founder and CEO, explained their value proposition in their 2017 funding announcement: “We’re enabling [our customers) to order flowers and gifts from the palm of their hand with better product, designs and payments.”

Bloom & Wild makes it possible for customers to deliver flowers in under a minute using their smartphone or computer; going from thought to action is almost instantaneous. As Gelbard says, “Our mission is to make sending and receiving flowers a joy, using technology to turn emotions into an action in the simplest and most beautiful way possible.”

The flowers are just as simple to receive. They’re packed in flat boxes so they can be delivered through letterboxes (or mailboxes) so there’s no need for someone to be on hand to receive them, and they’re sent as closed flower buds for a longer bloom.

While many companies deliver flowers, Bloom & Wild differentiates itself by offering a smooth customer experience for everyone, as well as competitive pricing, with significantly cheaper blooms than average.

Bloom & Wild communicates its value proposition so clearly that its customers perform much of the hard task of marketing for them through word-of-mouth referrals.

When Airbnb began to disrupt the hospitality industry, it needed to market to two separate groups: guests who wanted a place to stay and hosts who wanted to rent out their spaces. Their two-in-one value proposition: Travelers benefit from a truly local experience and hosts benefit from extra income.

In their own words, “Airbnb exists to create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable.”

Their rooms often have more character than hotels, and they’re usually located in neighborhoods people live in. Guests learn from local knowledge shared by hosts and feel at home wherever they go. These different sources of value wrap together into Airbnb’s tagline: Belong Anywhere.

As a business goes through different stages of growth, its value proposition is likely to change, too. Originally marketed as much cheaper than staying in a hotel, Airbnb has now become an experience-driven, mainstream staple with a premium wing called “Airbnb Plus,” with its own value proposition.

4. Fjällräven

The classic Swedish outdoor clothing and equipment company Fjällräven was founded by Åke Nordin in 1960. He designed functional (and warm) products for professional researchers taking expeditions into northern Scandinavia.

Now, the 60-year-old brand is experiencing a resurgence amongst younger generations across Europe and North America. Their core proposition is that they sell high-quality, sustainably made products that balance form and function. Yes, customers look great wearing their backpacks and they can still hike up a mountain in the middle of winter.

Their commitment to sustainable business practices appeals to the same conscious consumers who value the outdoors, which fortifies their value proposition. Fjällräven manufactures many of its own products using its own G-1000 material, as well as its own Greenland Wax, contributing to its value proposition of offering quality and durability.

Because they “craft products for a lifetime of memories,” customers are more than willing to pay their premium prices.

5. Juniper Print Shop

When Jenny Komenda launched her first blog, Little Green Notebook, in 2007, she was a young designer sharing her DIY projects with the world. An entrepreneur at heart, Komenda evolved her skillset and online following into another award-winning blog, Juniper Home, and its beloved counterpart, Juniper Print Shop .

Komenda built a cohesive brand that championed affordable design and spoke to a key value proposition that motivated her customers: helping non-designers create a beautiful home without breaking the bank.

Her content answers this question in thousands of different ways, and the new arm of her business offers a simple fix for finding affordable art — one of the most difficult challenges along the way. She launched a print shop featuring the work of women artists and photographers with simple digital downloads and physical prints that are cost-effective and easy to install.

Juniper’s value proposition comes to life in the details of the print shop — from links to affordable IKEA frames — and Jenny’s one-of-a-kind suggestions (buy a vintage frame, invest in a custom mat).

6. Found My Animal

Found My Animal is a company for rescue dogs and their owners. In 2006, Bethany Obrecht and Anna Conway met by coincidence — they both had rescue dogs named Walter, and they quickly became friends.

Their shared interest in crafts (and a fisherman relative) led the two dog moms to design and create leashes from nautical rope that withstand hundreds of pounds of pull. Each leash has a brass tag with the word “FOUND” written on it in simple font.

The company has since expanded their product lines to include other dog accessories and supplies like dog beds, totes, and toys.

Found My Animal’s value proposition is simple: Support a company that donates a portion of its profits to animal rescue groups by outfitting your own rescue in quality products. The company has given money (and leashes) to over 64 nonprofit organizations that help abandoned or neglected pets, so customers know their purchases are making a difference.

This value proposition is baked into every aspect of Found My Animal, especially their marketing. Their team features rescue dogs in need of homes front and center on their website and their social media accounts. Plus, their social media tag #foundmyanimal brings awareness to animal adoption.

They even launched The Rescue Orange Project: A buy-one-donate-one leash program. For dog owners who are as devoted to rescuing other pups as they are to their own, buying from this company is a no-brainer.

The best value propositions evolve with your customers

Now that you can answer the question “What is a value proposition?” a few different ways, you’re ready to get to work. Even if you already have a value proposition in place, consider carving out the time to revisit it.

As customers and markets change over time, your company should evolve as well. Rather than make assumptions about your community based on their past needs and buying behaviors, create feedback loops so you’re always in the know.

By listening to customers in real time, you set your company up to evolve its value proposition and meet the needs of your community as it grows.

Like what you see? Share with a friend.

Elizabeth wellington.

Liz writes about business, creativity and making meaningful work. Say hello on Twitter or through her website.

Join 251,101 readers who are obsessed with delivering great customer service.

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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.

presentation value preposition

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.

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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.


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Article • 6 min read

Creating a Value Proposition

Communicating the benefits of your proposition simply and clearly.

By the Mind Tools Content Team

presentation value preposition

Imagine a world where everyone is in sales.

Well, in actual fact, everyone is to some extent! Whether you're trying to sell your holiday ideas to your spouse, or you're pitching a new project to your boss, it's all selling, and, whatever your offer (product, idea, project or job), it's important to have a really strong value proposition.

What Is a Value Proposition?

A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea. It "boils down" all the complexity of your sales pitch into something that your client can easily grasp and remember.

It's not enough just to describe the features or capabilities of your offer, your statement needs to be very specific. Your value proposition must focus closely on what your customers really want and value. Do they want to solve problems; to improve an existing solution; to have a better life; build a better business; do more, better, faster...?

A value proposition is a useful technique that has a much wider application than just marketing your products, too. Whatever you are "selling" and to whoever you're selling it, a value proposition is useful, if not essential. Whether your customers are external clients, employees, co-workers, or even your family, the idea is to help them see the specific value that your offer brings to them. And by doing so, you will grab their attention in such a way that they know: "Yes, that's right for me."

Creating a Great Value Proposition

When your customer asks: "Why should I buy this specific product or idea?" your value proposition must answer this, in a compelling way. The trick to creating a good value proposition is to know your product or idea well, know how it compares with those of your competitors and, very importantly, to know your audience's wants and needs.

Your value proposition can be created step-by-step, by answering a series of questions. Once you answer these, you have the ingredients to create a value proposition that fully answers your customer's question: "Why should I buy this specific product or idea?"

Step One: Know Your Customer

Start by putting yourself in the customer's shoes. Do this by asking yourself the following:

  • Who are they? What do they do and need?
  • What problems do they need to solve?
  • What improvements are they looking for?
  • What do they value?

Tip: If you don't know, ask!

It's easy to try to second guess what your customers want. And very easy to get it wrong. So do some market research. This could be a simple matter of asking customers directly, or of organizing a focus group or survey.

Market research is not just for external customers, it works for other "markets," too. Depending on your product or idea, your market could be employees, colleagues or even your spouse.

Step Two: Know Your Product, Service or Idea

From your customer viewpoint, answer the following questions:

  • How does the product, service or idea solve a particular problem or offer improvement?
  • What value and hard results does it offer the customer?

Tip: Include numbers and percentages

To grab your customer's attention even faster incorporate hard facts, such as percentages and numbers, in your value proposition. How much will your customer gain, save or improve? How much more efficient will they become? How much safer, smarter, faster, brighter will the solution be?

Step Three: Know Your Competitors

Keep on thinking from the perspective of your customer, and ask:

  • How does your product or idea create more value than competing ones?

This can be quite difficult. See our articles on USP Analysis , Core Competence Analysis and SWOT Analysis for useful tools for doing this.

Step Four: Distill the Customer-Oriented Proposition

The final step is to pull all of the information you have gathered so far together and answer, in two or three sentence: "Why should I buy this specific product or idea?"

Try writing from the customer viewpoint by completing the following, (and don't forget to include the numbers and percentages that matter!). Formulate your value proposition by starting each sentence with the following:

  • "I want to buy this product or idea because it will..."
  • "The things I value most about the offer are..."
  • "It is better than competing products or ideas because..."

Step Five: Pull It All Together

Now, turn your customer's answer from Step Four into a value proposition statement.

Example of a Value Proposition

Here's a simple example of a value proposition. Let's say that you sell lawn mowers, and your customer is someone with a large backyard.

Your customer is a businessman with quite a large house, who likes the "meditative feeling" of cutting his own lawn, but gets bored by the job when it takes too long.

He's looking for a good quality of cut, and for the job to be done quickly and enjoyably.

Step Two: Know Your Product or Idea

The product is a ride-on mower with a 25 horsepower (powerful) engine and 45 inch (wide) cutting blades.

The mower goes faster and cuts wider than competitors' products.

"Our mower cuts your grass in 50 percent of the time of "big brand" mowers in its class. And it leaves your lawn looking beautiful, too!"

If you haven't already looked at our USP Analysis article, do so now – it will show you how, with a little research, you can identify how your product or service is unique. It's also worth understanding the various strategic positioning options that will underpin your value statement. Our article on Porter's Generic Strategies explains these.

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

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

Team Asana contributor image

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.

[inline illustration] 4 value proposition questions (infographic)

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 .

[inline illustration] value proposition canvas (infographic)

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.

[inline illustration] value proposition: SEO companies (example)

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.

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Value Proposition Canvas Infographics

Free google slides theme and powerpoint template.

Our collection of infographics grows a little bit today with the addition of this new template about the value proposition canvas, a model in which you market a product that solves the needs of certain customers, "alleviates their pain" and offers added value to them. It's very popular in business, so now it's your time to customize these designs so that you can show your own input or ideas and apply them to a real case.

Features of these infographics

  • 100% editable and easy to modify
  • 31 different infographics to boost your presentations
  • Include icons and Flaticon’s extension for further customization
  • Designed to be used in Google Slides, Microsoft PowerPoint and Keynote
  • 16:9 widescreen format suitable for all types of screens
  • Include information about how to edit and customize your infographics

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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?

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

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

presentation value preposition

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…

presentation value preposition

…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.

presentation value preposition

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

presentation value preposition

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”

presentation value preposition

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.

More popular posts:

  • Creating Content to Support Your Vision, Mission and Goals
  • How to Write a Brand Positioning Statement (With Examples)

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How to write a great value proposition for sales presentations

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

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

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

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

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

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.


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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3 Ways to Highlight Your Value Proposition in a Presentation or Demo



You probably don’t consider what  you sell to be a commodity, but the truth is, if your prospect can’t clearly distinguish why he should pay more for your product or service than the competitor’s, you may as well be selling water or pork bellies.

Most sales people recognize the need to have a tailored and specific value proposition in a presentation or demo given today’s competitive environment, however they often falter when it comes to delivering that value proposition, missing key opportunities to highlight and reinforce it. Many times the value proposition isn’t even mentioned until the closing, which is way too late ( read this article and find out why ).

Value deserves special attention in several sections of your presentation.

Following are 3 ways to highlight your value proposition in a presentation or demo:

Your opening:.

Your value proposition should make an early appearance in your presentation. It’s more important than who you are or how long your company’s been in business. It is why you were invited to the party in the first place. Within the first sixty to ninety seconds, let your prospect know what value you’re going to add to his organization by introducing a high-level view of your value proposition. This is especially critical with busy C-level executives. Avoid giving a long list of benefits and supporting details, instead provide your prospect with a preview of what value you’re going to deliver. In other words, pique their interest and give them a compelling reason to stay tuned.

For example:

“Today we’re going to show you how through our group buying power we can help you lower labor costs by as much as 15% and improve your ability to attract and retain high-quality employees with enhanced benefits. We recently worked with a client who shared many of the challenges you’re currently facing. At the end of the presentation I’ll show you where they are today after implementing our solution and what that means for you.”

Your Agenda :

The vast majority of sales presentations I see use an agenda that is basically a list of product or service features or processes dressed up as topics.

For example: “Today we’re going to talk about our analytics evaluator, our one-touch report-writer, our metrics converter, and our optimization tool.”

As a potential customer, I don’t really care what you call your features or how they work.  What I do care about is how they are going to help solve my problems or achieve my goals. So why not organize your agenda around a list of topics that is meaningful to your customer, in other words, value? You can approach them from either the problems or challenges you’re going to solve, or the results you’re going to help them achieve. Developing a value-centered set of topics for your agenda will highlight your value proposition as you refer back to it throughout your presentation.

“ Today we’re going to cover reducing manual processes and streamlining the hiring process for greater efficiency, and improving global visibility to retain talent in your organization.”

Your Closing:

By the time you get to your closing you will have shown the prospect just how you are going to deliver value to his organization. Now that you have proven it, it isn’t just theory. In your closing connect all the dots and restate your value proposition as a statement of fact for your audience, quantifying (if possible) what outcome they can expect to see from your solution. Read here on how to pull together a powerful close.

TIP:   During discovery conversations with your prospect they likely expressed their goals in terms of some type of key performance indicator (KPI), such as revenue, year-over-year growth, cost-per-unit, and so forth. Be sure to use those same terms that your prospect uses.

“Based on what we’ve shown you, we’re confident we can provide your company with a reduction in labor costs of 10-15% within the first two years, which would result in an estimated savings of $825,000.”

Don’t end up competing on price because you’ve failed to highlight your value proposition in a presentation or demo.  Weave it into these three areas and let your competitors do the discounting.

PS. Need help with your  value proposition? Check out Jill Konrath’s article on how to create a powerful value proposition – and get the Free Toolkit to help you do it!

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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

presentation value preposition

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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    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.

  10. Value Proposition PowerPoint Presentation Slides

    Product Details. Download our well-curated Value Proposition PPT template to showcase the competitive advantage your company holds. Using our concise, attractive, and creative graphics, you can beautifully convey to your customers the benefits they will get after purchasing your products or services. Have a quick glance at the PowerPoint slides ...

  11. How to Write a Value Proposition (+ 6 Modern Examples)

    A value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit that customers receive by giving you their business. Every value proposition should speak to a customer's challenge and make the case for your company as the problem-solver.

  12. Value Proposition Canvas

    The Value Proposition Canvas. Download. 1. min read. topics. 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.

  13. Creating a Value Proposition

    A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea. It "boils down" all the complexity of your sales pitch into something that your client can easily grasp and remember. It's not enough just to describe the features or capabilities of your offer ...

  14. Write an Inspiring Value Proposition w/ Free Template [2023] • Asana

    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.

  15. Value Proposition Canvas Infographics

    Our collection of infographics grows a little bit today with the addition of this new template about the value proposition canvas, a model in which you market a product that solves the needs of certain customers, "alleviates their pain" and offers added value to them.

  16. What Is a Value Proposition? Examples, Template, and More

    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.

  17. How to write a great value proposition for sales presentations

    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.

  18. Value Propositions: What They Are & How To Create Them (with ...

    What makes customers buy your products? In this video, we'll learn what drives people to choose your product, along with some value proposition examples.-- F...

  19. 3 Ways to Highlight your Value Proposition in a Presentation

    Within the first sixty to ninety seconds, let your prospect know what value you're going to add to his organization by introducing a high-level view of your value proposition. This is especially critical with busy C-level executives. Avoid giving a long list of benefits and supporting details, instead provide your prospect with a preview of ...

  20. Value Proposition

    Value Proposition A 10 Step Discovery Process. 11. 10 Step Process 1. Start with core competencies 2. Study your customers 3. Turn core competencies into values 4. Study the competition 5. Look at trends in your industry 6. Articulate or define the company vision 7. Identify one core value 8.

  21. 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...

  22. Value Proposition Canvas

    A value proposition canvas can help ensure that your product or service is positioned around your customer's needs. Use this visual value proposition template and customize it in minutes.You can repurpose this for various industries, from finance to healthcare. Available File Type

  23. 7 of the Best Value Proposition Examples We've Ever Seen

    Dan Shewan Last Updated: October 30, 2023 | Copywriting Home — Blog — 7 of the Best Value Proposition Examples We've Ever Seen Your business's value proposition is arguably the most important element of your overall marketing messaging.