Crafting Your Value Proposition
A value proposition is the promise of value you'll deliver. It's the answer to "Why should I choose you?" Clear value propositions make marketing, sales, and product decisions easier.
What is a Value Proposition?
A value proposition primarily communicates:
The Value Proposition Formula
We help [CUSTOMER] who wants [JOB TO BE DONE]
by [HOW YOU'RE DIFFERENT]
unlike [ALTERNATIVES].
Example: Uber's Value Proposition
We help city dwellers who want to get somewhere quickly by connecting them with nearby drivers through an app, unlike traditional taxis that require calling or hailing.
Value Proposition Components
A strong value proposition needs to define your target , their to be done, your , and the you're replacing.
The Value Proposition Canvas
The canvas connects two sides: what your customer needs and what you offer.
Customer Side
Jobs: What are they trying to accomplish?
Pains: What frustrates them or gets in their way?
Gains: What outcomes do they want?
Your Solution Side
Products/Services: What are you offering?
Pain Relievers: How do you eliminate their frustrations?
Gain Creators: How do you deliver the outcomes they want?
Match the Canvas Terms
Match each term to its definition:
Value Prop Test
Choose the best option:
🌟 Strong Value Proposition!
This follows the formula: specific customer (first-gen students), clear job (land internships), differentiation (alumni mentors), and alternative (career centers). It's specific and compelling.
👍 Better, But Generic
"Find internships faster" is vague and could apply to any career tool. "AI-powered" is a feature, not a benefit. Who is this for specifically?
💡 Too Vague
"A career app for students" could be anything. No differentiation, no specific job, no clear customer. This wouldn't stand out at all.
Fill Your Value Proposition Canvas
FrameworkComplete both sides of the canvas for your solution:
Example Canvas
CUSTOMER: First-gen college students seeking internships
Jobs: 1) Land a summer internship 2) Build professional network 3) Figure out career path
Pains: 1) Don't know the "hidden rules" of recruiting 2) No family connections 3) Career center is too generic
Gains: 1) Internship offer before junior year 2) Feel confident, not behind 3) Make family proud
SOLUTION: Alumni mentorship platform
Pain Relievers: 1) Mentors share insider knowledge 2) Build connections through our network 3) Personalized 1-on-1 guidance
Gain Creators: 1) Step-by-step recruiting timeline 2) Confidence through practice 3) Success stories to share with family
Write Your Value Proposition
CreationUsing the formula, craft 3 versions and pick the best:
Example Value Props
V1: We help first-gen students who want to land their first internship by matching them with alumni mentors in their target industry, unlike career fairs where companies only recruit from target schools.
V2: We help first-gen college sophomores who want to break into competitive industries by providing step-by-step recruiting playbooks and mentor connections, unlike generic career advice that assumes you already know the basics.
V3: We help first-gen students from non-target schools who want Fortune 500 internships by building referral connections with first-gen alumni at those companies, unlike cold applications that never get seen.
Best: V3 - Most specific customer (non-target schools), clearest differentiation (referral connections), strongest alternative framing (cold apps never get seen).
🎯 Key Takeaways
- Value propositions answer "why should I choose you?"
- Use the formula: customer + job + differentiation + alternative
- The Value Proposition Canvas connects customer needs to your solution
- Be specific—vague value props don't stand out
- Test multiple versions and iterate