How to Develop Your Value Proposition
Your value proposition is a concise, easily understandable description of the primary reason
why your customer should buy a product or service from you. It brings together the analysis
you have done of your customer, your market and your competitors. It is the promise you are
making to the customer.
A few key things your value proposition should do:

Describe specific benefits to a specific customer

Tell why that customer should buy from you and not a competitor

Be readable by real humans. Include industry-specific terms only if your product is
designed for a customer who will understand them.
Building a value proposition
For …
Describe the customers
Who want or need …
Describe the compelling feature of your product
Our organization/program/product/service is a …
Category or type of product/service
That provides …
Describe key benefits
Unlike …
Competition
We offer…
Key differentiation from competition
The Value Proposition can also be summarized in a very simple phrase: “We help X do/have
Y by providing Z.”