What is a Value Proposition? Examples

Why do your customers buy from you? What motivates people to choose your products over the hundreds of alternatives? What makes your company, and your products, better than the rest? 

In order to develop a Value Proposition, you have to start from the broadest to the most specific, so before writing a Value Proposition, you must identify – from top to bottom - your company core values, what makes your company special, your Mission and your target audience. 

From top to bottom, following Nike’s example 

The Mission focuses on the company itself and is about what the company hopes to achieve: "To be the company that brings inspiration and innovation to every athlete in the world." The mission reflects the company’s core values. 

 

Regarding the Slogan, it would be a short catchy statement that brands use in marketing campaigns to sell certain products: “Just do it” in Nike’s example. 

How to write a unique Value proposition 

Creating a compelling and unique value proposition (UVP) is an essential step for any business aiming to stand out in a crowded market. Your UVP succinctly explains why your target customer should choose your product or service over the competition. It encapsulates the essence of your business and the unique benefits you deliver. To craft an effective UVP, follow these key steps: 

1. Understand and define your Customer 

Let’s imagine what your Customer is like... How do you imagine them? How about their everyday life? What do they want to accomplish? What are their problems or their needs? Step into your customers’ shoes and speak to your audience. 

2. Short and Clear 

A Value Proposition should be a short statement with the specific solution you provide to your customers. You can also add figures or visuals. 

3. Emphasize your Benefits (but for real) 

But your real benefits… One of the most common mistakes is being too vague in descriptions of pains and gains, such as: “the Best (product) in the world”.  

4. Use a template 

Well, a very interesting tool to facilitate your work is to write it down on a paper, using templates to help you brainstorm. 

Parts of the value proposition 

One of the most common used is the Value Proposition Canvas, with two parts: the Value (Proposition) Map and the Customer (Segment) Profile. 

• Value Map: describes the features of a specific value proposition in your business model in a more structured and detailed way, such as:  

  • Products and services you offer, 

  • How these products and services alleviate specific customer pains, and,  

  • How these products and services become gain creators. 

• Customer Profile: describes a specific customer segment in your business model in a more structured and detailed way, such as: 

  • Customers’ Jobs (and lives): functional, social, personal/emotional, etc. 

  • Customer pains, and,

  • Customer gains. 

As you can observe, both the Value Map and the Customer Profile are very focused on pains and gains, and how they match with each other in order to create the Value Proposition as a whole. Let’s see Apple’s example for iOS 17: 

“iOS 17 brings new features to enhance the things you do every day. Express yourself like never before when you call or message someone. Share content in convenient new ways. And do even more with new experiences for your iPhone.” 

It’s very common to find the Value Proposition on the Home page of many companies. Check  Stripe website and see it for yourself 😉 

Some templates that may help you: https://www.strategyzer.com/library/the-value-proposition-canvas 

Bibliography to go deeper in the matter: “Value Proposition Design” – Alex Ostenwalder. 

If you are interested in delving deeper into value proposition, we encourage you to learn more about our Master en Dirección de Marketing y Gestión Comercial [GESCO]