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.
Salesforce
“Empower your sales team with a CRM platform that streamlines processes, increases productivity, and drives revenue growth through actionable insights and analytics.”
HubSpot
“Transform your marketing with an all-in-one platform that generates leads, nurtures prospects, and delivers measurable ROI through integrated automation and analytics.”
Slack
“Enhance collaboration with a modern messaging platform that centralises communication, increases productivity, and supports seamless teamwork across departments and remote teams.”
"provide fashionable, innovative, and high-performance shoes for customers in every sport to meet their changing demands.”
Nike’s slogan, “Just Do It,” is inspirational and motivating, fitting for its target audience of athletes. Nike communicates this value proposition by sponsoring professional athletes and athletic events, giving its products social credibility and proof.
Coca-Cola
"Provide refreshment and enjoyment to people of all ages and demographics worldwide."
Coke’s slogan is, “Open happiness.” Coke has consistently aligned its brand with emotion over time, and this slogan has a broad appeal. Drinking a Coke is associated with happy gatherings, movies, ball games, family dinners, and even road trips. You aren’t buying a beverage, you are buying happiness.
Southwest Airlines
“Low-cost airfares, free-fee baggage (up to two pieces of luggage at no additional cost), a broad network of destinations, qualified customer service, beneficial rewards program, and additional services at small costs.”
The airline disrupted the traditional market model in the 1970s and early 80s with its low prices, shorter flights, and the decision to fly only Boeing 737s and forgo assigned seats. Southwest appeals to budget-conscious travelers who don’t mind sacrificing a few perks to save money.
There are many different approaches to developing this, but the most refined is from Steve Blank, a former Google employee who runs the Lean Startup Circle. He noticed that many startup founders emphasize features instead of benefits when they try to transform more detailed insights into a succinct value proposition. Blank saw the need for a simple formula to transform a brainstorm into a simple sentence.
The prompts gather and analyse market data, maps competitive landscape, and uncovers key pains and desires for your Ideal Customer Profile to generate a Value Proposition.
Run the Customer Profiling query first then copy and paste the Value Prop query.
Value Proposition query
You are a Product manager / positioning strategist. deliver a value proposition statement: "We help (target customer) do (customer needs/opportunity) by doing (key benefits)."
Provide 3 variations, each with an explanation and justification - these should be 1) Bold 2) Safe, and 3) Category-Creating.
Once you do this, it might be worth checking the Market sizing using this query.
"How would the choice of value proposition affect market sizing?"