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How to Create an Effective Value Proposition

• 28 Jul 2020

Starting a business comes with many unknowns, but the value of your brand shouldn't be one of them.

Before launching a venture, all entrepreneurs should determine what market need their product or service fulfills, and what separates their offering from other available options. Without this differentiation and definition of opportunity, a new business isn't likely to succeed.

To communicate the need your product fills and its differentiating factors, you need to create an effective value proposition.

Before diving into how to craft yours, here's a look at what a value proposition is and why it's important for your business.

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What Is a Value Proposition?

A value proposition is a statement that conveys what a brand does and how it differs from competitors. It's typically developed as part of a broader marketing strategy and no more than a few sentences long. The initial proposition can be bolstered with statistics and facts that prove the brand's stated value.

Having a value proposition is important because it clearly and concisely communicates what customers can gain from selecting your brand over that of your competitors. This statement can be used in several ways, including:

• On your company's website to help convert potential leads into customers
• When pitching your company to investors
• As an answer to the question, "So, what exactly does your company do?"

As an entrepreneur, it's your job to be your organization's number one advocate and garner the support of others. A short, clear value proposition can stick in the minds of investors, potential customers, friends, and relatives, ensuring your brand's value isn't lost in translation.

To begin crafting your brand's value proposition, start with an understanding of the jobs to be done theory.

Related: 6 Questions to Ask Before Starting a Business

Understanding Your Customers' Jobs to Be Done

The jobs to be done theory was developed by Harvard Business School Professor Clayton Christensen. It asserts that customers "hire" products and services to get "jobs" done, rather than purchasing them based on their attributes and buying behaviors.

"A 'job to be done' is a problem or opportunity that somebody is trying to solve," Christensen says in the online course Disruptive Strategy . "We call it a 'job' because it needs to be done, and we hire people or products to get jobs done."

One example of a successful brand that's used this framework is Warby Parker , founded in 2010 by Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider.

The eyeglass company got its start when one of the founders lost his glasses on a backpacking trip. Unable to swing the steep price of a new pair, he spent the next semester " squinting and complaining " to three of his friends, who realized they had been in similar situations.

"We were amazed at how hard it was to find a pair of great frames that didn't leave our wallets bare," Warby Parker states on its website . "Every idea starts with a problem. Ours was simple: Glasses are too expensive."

This statement describes the job to be done discovered by Warby Parker's founders. They realized people had a need to purchase affordable eyewear and, after some research, found there weren't many options in the market.

"Understanding that the same company owned LensCrafters and Pearle Vision, Ray-Ban and Oakley, and the licenses for Chanel and Prada prescription frames and sunglasses—all of a sudden, it made sense to me why glasses were so expensive," Gilboa explains in an interview with Forbes .

The team decided to take things one step further by adding a social justice component to their business model. For every pair of eyeglasses purchased, Warby Parker donates a pair to someone in need.

"There's nothing complicated about it," the company states on its website . "Good eyewear, good outcome."

This satisfies another job to be done: providing customers with a convenient means of helping others. This dual-pronged jobs to be done framework proved to be a success, as the team hit its first-year sales goal in just three weeks .

Warby Parker continues to build its value around jobs to be done and can expect its customers' needs to "purchase affordable eyewear" and "help others in a convenient way" to endure.

"Because a job to be done remains stable over time, it provides a North Star in innovation," Christensen says.

When crafting your brand's value proposition, think about the job to be done it addresses. How does its value center on a persisting need you can fill in a unique way? It's this positioning that can allow your brand to provide the same value for customers as the market advances.

Related: Jobs to Be Done: 4 Real-World Examples

Creating a Value Proposition

You can use the jobs to be done framework as a starting point to craft your brand's value proposition.

Ask yourself:

• 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 those competitors?

For example, Warby Parker's founders could answer these questions as follows:

• Warby Parker offers affordable designer eyewear, including contacts.
• Customers hire Warby Parker to provide high-quality eyewear at affordable prices and give back to the community in a convenient way.
• All other eyewear brands compete with Warby Parker.
• Warby Parker's commitment to giving back to the community and its affordable prices set it apart from competitors.

Next, summarize your points in a clear, concise value proposition. Continuing the example above, Warby Parker's value proposition, as published on its home page , is:

“Buying eyewear should leave you happy and good-looking, with money in your pocket. Glasses, sunglasses, and contacts—we’ve got your eyes covered.”

This value proposition is reinforced throughout the company's website, along with its stated commitment to social justice :

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

To ensure your value proposition is effective, consider running it by a few people who are unfamiliar with your business. If confusion arises, edit your statement to address those points.

Once you have a value proposition you're proud of, make it known. Publish it on your website, incorporate it into your marketing materials, and memorize it for sharing during networking events, pitch opportunities, and dinner conversations.

Related: 3 Disruptive Strategy Skills For Entrepreneurs and Business Leaders

Setting Yourself Up for Success

By positioning your brand as a solution to a job to be done, you can set your company up for success. Creating a value proposition is a reflective exercise that prompts you to take stock of the need your brand fills, who your competitors are, and how you provide a different experience from other products and services.

Condensing these reflections into a succinct value proposition can enable you to convert leads into customers, effectively pitch to investors, and communicate the value of your brand at scale.

Do you want to craft winning, innovative strategies? Explore Disruptive Strategy , one of our online entrepreneurship and innovation courses . If you aren't sure which course is the right fit, download our free course flowchart to determine which best aligns with your goals.

About the Author

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

Published: August 06, 2024

Your company’s competitive advantage lives or dies by its value proposition. If you can’t clearly distinguish your product or service from your competitors — and then deliver on your brand promise — why should customers choose you ?

The stakes are high, but writing a great value proposition shouldn’t strike fear into your heart. (And if it does — deep breath. We’ll get through this together.)

In this article, we’ll define what a value proposition is, and just as importantly, what it isn't . We’ll also break down examples from seven well-known brands.

I’ve also talked to a handful of marketing experts to bring you tactics and tips for creating value props that will help you lift sales, boost conversion rates , connect and engage with customers, and solve world peace. (Just kidding on that last one. But a good value proposition does address a lot of marketing problems.)

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

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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, 4 methods to build great value propositions, value proposition templates, value proposition canvas examples, value proposition examples, what makes a good value proposition.

• Value Proposition FAQs

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.

A value proposition, sometimes called a brand proposition or core proposition, might be the difference between losing a sale and closing it. In other words: A great value prop is an essential conversion factor.

For that reason, it‘s important to create one that accurately represents your products and services, distinguishes you from competitors, and makes it clear why you’re the best choice.

Let us help you make this process easier: Download our templates below and follow along with the rest of the post.

Your value proposition is yours — it distinguishes your business from your competitors, and it clearly communicates that to customers.

Without it, buyers won't have a reason to purchase what you sell. They may even choose a competitor simply because its marketing campaigns and sales processes have a clearer value proposition.

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

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?

Before you write the statement itself, it's important to create a value proposition canvas.

Value Proposition Canvas

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

31 Companies With Really Catchy Slogans & Brand Taglines

22 Famous Brand Slogans (And the Little-Known Stories Behind Them) [Infographic]

What Makes a Slogan Successful? [Infographic]

10 SaaS Value Propositions You Wish You Had

Quiz: Can You Guess the Brands Behind These 16 Slogans?

Before & After: 11 Brands That Gave Their Slogans a Makeover

10 Cliché Marketing Taglines We Should All Stop Using

10 Marketing Jingles That Make Your Ears Bleed

15 free value proposition templates to help you brainstorm, write, and promote your value prop.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

How to write a value proposition for a business plan

Table of Contents

What is a value proposition?

Aspects that make up your value proposition, how to write a value proposition for a business plan (and everywhere else), value proposition canvas, customer profile, the steve blank formula, tips to create a value proposition that converts, take your business to new heights with countingup.

A value proposition is an articulate description of why customers should choose your business over others. In other words, your value proposition is the foundation of your competitive advantage. So it’s important to highlight it in your business plan to show potential investors and other stakeholders that you’re worth their time and money.

This guide will show you how to write a value proposition for a business plan. We’ll cover the following topics:

• Why you need to include a value proposition
• Tips to write a value proposition that converts

In a business plan, your value proposition comes after your executive summary and company description, meaning readers already have a general understanding of your business. If you’re unfamiliar with the term, a value proposition describes the value you promise to deliver to your ideal customer or client. 

Basically, you use your proposition to explain why someone would invest in your business and solution over anyone else. You already know why your business is special, but the key is to make it clear to anyone who reads your business plan. 

Your value proposition is only a simple statement rather than a long message, such as Grammarly ’s “Great writing, simplified” or HelloFresh ’s “Take the stress out of mealtime ”. Both these companies tell you how they help you in just a few words. 

But don’t let the simplicity keep you from coming up with a good value statement in the first place. The important thing is that your statement answers the following questions:

• What problem or pain point does your business solve?
• What are the benefits people get from your solution?
• Why should someone invest in you rather than your competitors? 
• What’s your advantage over other companies?

When developing your value proposition for your business plan, make sure you consider and include the following elements:

• Vision – this describes the ‘why’ of your business, meaning why you do what you do. Your vision shares your aspirations and how they help guide your efforts.
• Mission – this is where you explain what you do and how you do it. Describe the strategies you use to achieve your vision. 
• Values – here, you describe your values as a business and what characteristics clients thank you for (or will thank you for). 
• Unique selling point – your unique selling point (or USP) is the distinct advantage you have over your competitors that makes you stand out in the market. It can be your price, quality, design, selection, or even words. Or perhaps you offer a highly efficient service because you have a system like Countingup that speeds up many of your internal processes?
• Ideal client – you need to know who your ideal customer/client is to clearly communicate why they need your solution specifically. Try creating an ideal customer profile where you add all the relevant information you have about your ideal client. The more specific your profile, the easier it will be to explain your solution’s value to that group of people.

There are a few ways you can create a value proposition for your business. Here are some methods you can use.

This visual tool helps you position your solution around your customers’ needs. You can use the value proposition canvas to build your first statement or to enhance the one you already have. The canvas has two components: the customer profile and the value map. Let’s look at the parts that make up each component.

• Gains – the benefits your customer expects and needs that will increase the likelihood of attracting them to a value proposition.
• Pains – the negative experiences, emotions and risks customers want to escape.
• Customer jobs – the tasks customers try to perform, needs they try to satisfy, or problems they try to solve.
• Gain creators – how your solution helps create customer gains and satisfy their needs and expectations. 
• Pain relievers – how your solutions help eliminate customer pains.
• Products and services – the products and services you provide that create customer gains and relieves their pains. 

Explore each section from your customers’ perspective, imagining how each benefit increases pleasure or decreases pain for the person using your solution. 

For example, every self-employed person has financial management tasks they need to complete. By using Countingup , they can manage their finances from one simple app and minimise their time spent on these tasks. They’ll feel less stressed and more inspired to move their businesses forward. 

If you think the value proposition canvas is too complicated, you can try the simple formula by entrepreneur Steve Blank . He noticed many startup founders focus on features instead of benefits when attempting to create their value proposition. Instead of summarising how their company offers value to customers, leaders get stuck trying to choose which features to highlight. 

The Steve Blank formula gives you a way to transform your ideas into a simple sentence. Simply write down your ideas like this:

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

Let’s look at each component a little closer:

• We help X = Who is your ideal client, and what problem or pain point do they suffer with? 
• Do Y = Where does your ideal customer want to achieve by using a solution like yours?
• by doing Z = What value does your business deliver to the customer, and what makes you unique from your competitors?

When using this formula to come up with your value proposition, remember to go with your gut. Sometimes the first thing that comes to mind is the best. 

For example:

Countingup helps self-employed entrepreneurs manage their businesses efficiently by streamlining key financial processes. 

To wrap up, here are a few quick tips to help you create a value proposition that will inspire investors to keep reading your business plan and convert leads to customers. 

• Keep it short and concise – your statement needs to instantly tell people why they should buy from you. 
• Be precise – your value proposition should offer targeted solutions to specific needs.
• Focus on the customer – your goal is to prove how you solve customers’ problems, not your own. 
• Value takes many shapes – there are a bunch of ways you can deliver value to your customers, including money, convenience, time, and superior quality or service.

Countingup is the business current account and accounting software in one app. It automates time-consuming bookkeeping admin for thousands of self-employed people across the UK. 

Save yourself hours of accounting admin so you can focus on growing your business. 

Start your three-month free trial today. 

Apply now .

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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

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

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:

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.

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.

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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.

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’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 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

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

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

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

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

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

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.

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.

Want to Learn More?

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Marketing tips

12 value proposition templates, plus real-world examples to help you craft your own

My nephew has recently hit the delightful developmental stage where his response to anything you say is "Why?" It's like being on a game show where every answer you give is met with another question, and the grand prize is needing to lie down.

"Why is this rock round?" he recently asked, eyes wide with genuine curiosity.

"Because...erosion?" I ventured. (There's a reason why I'm a marketer and not a geologist.)

"Why erosion?"

And so began a philosophical ping-pong match that left me questioning the very fabric of reality and my nephew with a newfound appreciation for the Grand Canyon. This endless loop of curiosity is how businesses should approach using a value proposition template. Like a four-year-old's relentless questioning, businesses should keep asking "Why?" to uncover the real reasons people buy their products.

In this post, I'll break down the ins and outs of value propositions and show you real-world examples of companies that are nailing it. You'll walk away with a clear understanding of value props and how to craft the perfect one for your unique business.

Value proposition definition

A value proposition is a simple message that describes the benefit your product or service offers customers. It's a promise of value that helps convince people why they should choose you over your competitors. In short, your value prop is your secret sauce—it's what makes your product special and attractive to customers.

Similar to my nephew's interrogations, it's important to understand the "why" behind your product. If nothing in your value proposition tells you why a customer should choose you, then you haven't scratched the surface enough into the value you offer.

A compelling value proposition will tell you:

Who the target audience is

Their biggest need or challenge

The benefit or value offered to them

What makes the offering different or better than competitors

You're probably familiar with a few other marketing terms that are commonly conflated with value propositions, so let's go over some of those differences.

Value proposition vs. positioning statement

Unlike a value proposition, which is customer-focused, a positioning statement outlines your brand's position in the market and how your product is different from alternatives.

A positioning statement is an internal tool used to guide your marketing and business decisions. It's broader in scope than a value proposition and is often written in this format:

For [target audience] who [target audience need], our [product or service name] is a [product or service category] that [statement of differentiating benefit]. Unlike [competitors], our [product or service name] [statement of primary differentiation].

Value proposition vs. mission statement

A mission statement outlines your company's purpose and vision. It captures your fundamental reason for being and guides strategic decision-making. It should drive your value prop, not the other way around.

Value proposition vs. USP

A unique selling proposition (USP) is what distinguishes you from competitors. It highlights what's unique about your product or service to give you a competitive edge. Though related, it's not exactly the same as a value proposition. It's like what the nice lady at Sephora explained to me about eyebrows—they're sisters, not twins.

USP examples include:

Trader Joe's sells high-quality, grid-worthy groceries at affordable prices.

Peloton offers studio-quality spin classes from home.

UGG boots allow you to walk comfortably without socks (a crime).

A USP is about a unique feature, while a value proposition is about the overall value to customers. The USP sets your product apart in the market, and the value proposition shows the benefits of using it. It's the difference between "Here's why we're awesome" and "Here's why you'll love that we're awesome."

12 value proposition templates

I've compiled some value proposition templates, inspired by widely-used formulas, to help you get started. Included are common use cases for each example, but these frameworks are adaptable enough for any industry.

1. Classic benefit-oriented

Though simplistic, this value proposition statement template works for a reason. It gives your target customers an easy-to-digest reason why they need your product or service in their lives. Just remember, undersell and overdeliver for the best results. Savvy customers can smell empty promises from a mile away.

"For [target customer] who [need/want], our [product/service] is a [product category] that [statement of benefit]."

Use cases: Consumer electronics, automotive, household appliances, and other industries that benefit from clearly articulating the specific advantages of their products

2. Addressing a pain point

Coming up with a product that solves a problem is the hard part. Creating a value proposition for it should be like shooting fish in a barrel. Except shooting at a barrel full of captive fish seems overcomplicated and messy. Let's just say creating your value prop should be easier than picking up a fish flopping on the ground after you dumped it out of a barrel.

Addressing a pain point in your value prop helps potential customers quickly understand how your product can improve their lives. Be specific about who benefits and what problem is solved. If you can articulate your audience's aggravation and demonstrate how to assuage it, you'll have customers lining up to hand over their cash. 

"We help [target audience] [solve a specific pain point] by [product feature or benefit]."

Use cases: Health care, IT services, home improvement, and other industries that often deal with specific issues or challenges that their products or services are designed to address

3. Outcome-based

An outcome-based value proposition framework focuses on the end result your customers desire. It's all about helping them achieve their sought-after objectives through your one-of-a-kind method.

To craft an effective outcome-based value proposition:

Identify your target audience's biggest challenge.

Determine the end result they want to achieve.

Figure out how your product or service enables them to achieve that outcome.

Combine these elements into a concise statement following this formula:

"We help [target audience] achieve [desired outcome] through our [unique approach]."

Use cases: Education, professional training, fitness, and other industries that focus on helping the target audience achieve specific results

4. Emotional appeal

With an emotional appeal value proposition, you're selling an experience and a feeling, not a specific feature or benefit. This type of value proposition template aims to motivate customers in a deeply personal way. But use sparingly, as constant emotional manipulation can seem, well, manipulative.

"Experience [emotive benefit] with our [product/service], designed for [target audience]."

Use cases: Beauty and wellness, travel and hospitality, entertainment, and other industries that thrive on creating emotional connections and experiences

5. Convenience-driven

"We make [task or goal] easier and more efficient for [target audience] through [specific feature or benefit]."

Use cases: Fast-moving consumer goods, eCommerce, on-demand services, and other industries that thrive on providing quick and easy solutions to daily needs

6. Exclusivity appeal

We all want what we can't have, right? This value prop template plays on the psychological principles of scarcity and social status. Exclusivity triggers a sense of belonging to an elite group, which can be a powerful motivator. It also creates a perception of higher value, making the product or service more desirable.

"Join a select group of [target audience] who enjoy [exclusive feature or benefit] with our [product/service]."

Use cases: Luxury goods, high-end fashion, premium services, and other industries with consumers seeking unique, high-status products

7. Expert endorsement

In a world where everyone's an armchair expert, this value proposition brings in the big guns to build trust and confidence in a product or service.

When an expert or industry leader recommends your product, it acts as a stamp of approval for your target customers. It's social proof that your solution is the real deal, giving you a competitive edge that's hard to beat. 

"[Expert or authority in field] recommends our [product/service] for [specific benefit or solution]."

Use cases: Health care, fitness, finance, technology, and other industries where expert validation can significantly influence purchasing decisions

8. Testimonial-based

A testimonial-based value proposition showcases the experiences of existing users to build credibility and humanize your brand. It's peer pressure put to good use.

"See why [number] [target audience] trust our [product/service] for [specific problem or goal]."

Use cases: Travel and hospitality, home services, personal care, and other industries that impact personal or professional life considerably

9. Aspirational message

This proposition framework aims to inspire and motivate your target audience by aligning your product or service with their self-improvement goals. It's like a motivational poster but with fewer dangling kittens.

An aspirational message value prop works by tapping into the audience's desire to be a better version of themselves, or at least look like it on Instagram.

"Elevate your [aspect of life or business] to the next level with our [product/service]."

Use cases: Lifestyle, personal development, luxury brands, and other industries that appeal to customers' desires for self-improvement and status

10. Cost-efficiency emphasis

Focused on practicality, this value proposition appeals to your audience's rational side by highlighting the economic benefits of a product or service. It appeals to budget-conscious consumers and those looking to maximize value.

A cost-efficiency framework emphasizes how much time, money, or resources a customer can save by using your product or service. This strategy is widely used in competitive markets where price and value are significant deciding factors.

The key is to quantify potential savings to grab attention. A strong cost-efficiency value proposition convinces target customers that your offering is a smart investment by using a tangible value.

"Save [time/money/resources] and achieve [solution/goal] with our [product/service]."

Use cases: Retail, consumer electronics, utility services, and other industries where consumers are particularly price-sensitive

11. Innovation highlight

As someone who suffers from shiny object syndrome (I've been glued to some version of an iPhone since they dropped in 2007), I'm a total sucker for the innovation highlight value proposition.

This strategy is all about showcasing those cool, innovative features that make life easier, better, or just way more fun (like no longer having to use T9 to text). It appeals to the consumer's curiosity and desire to be part of something new and revolutionary. It can create excitement and anticipation, which are strong motivators for those early adopters and tech enthusiasts who camp outside stores for the latest gadget.

"We feature [technology/innovation] that [solution or benefit] for [target audience]."

Use cases: Technology, automotive, renewable energy, pharmaceuticals, and other industries where innovation and cutting-edge developments are key differentiators

12. Risk reduction

By focusing on reducing potential risks, this value proposition appeals to the type of people who only buy non-habit-forming multivitamins and other risk-averse consumers. This approach reassures the audience by highlighting safety, reliability, and security features, thereby reducing the perceived risk associated with the purchase or use of the product or service.

"With our [product/service], reduce the risk of [specific problem or issue] in [specific scenario]."

Use cases: Finance, health care, insurance, cybersecurity, legal services, and other industries where the cost of error is high

10 examples of value propositions

This list peels back the curtain on the value propositions of well-known companies. It's worth mentioning, however, that businesses usually keep their value proposition close to their chest. 

Some of these examples are pieced together from what's publicly available and might not be the word-for-word gospel straight from the company's playbook. But it's a solid snapshot of the value these companies offer to their target customers.

Slack: "Slack is a new way to communicate with your team. It's faster, better organized, and more secure than email."

Domino's Pizza: "Fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."

Zoom: "Connect with anyone, anywhere, on any device with Zoom's reliable video conferencing platform."

Dropbox: "Safely store and share your files from multiple devices with Dropbox, the secure cloud storage solution."

Zappos: "The world's largest shoe store delivered to your door with free shipping and returns."

Tinder: "With 55 billion matches to date, Tinder is the world's most popular dating app, making it the place to meet new people."

Airtable: "Airtable is a low-code platform to build next-gen apps. Move beyond rigid tools, operationalize your critical data, and reimagine workflows with AI."

M&M's: "The milk chocolate melts in your mouth, not in your hand."

Disney theme parks: "Creating magical experiences for guests of all ages through immersive storytelling and high-quality execution."

Zapier: "Workflow automation for everyone. Zapier automates your work across 6,000+ app integrations, so you can focus on what matters."

These companies have crafted value propositions that pack a punch in their own way, but they all effectively summarize why their offering is valuable. They provide a clear reason for target audiences to choose them over the competition, paving the way for brand loyalty and success.

Value proposition canvas

Customer jobs: What's your customer trying to get done? Are they trying to impress their boss, save time, or just not cry after a haircut? This covers everything from practical stuff to emotional needs.

Pains: What makes them want to pull their hair out while trying to perform these jobs? Is it slow internet, bad coffee, or existential dread?

Gains: What outcomes and benefits does the customer want to achieve? Are they looking for convenience, bragging rights, or just a good night's sleep?

Value map: This section is where you match what you offer to what your customer needs by relieving pain or creating gains:

Products and services: What are you offering? These are the products and services that help your customers complete jobs.

Pain relievers: How does your product make the lambs stop screaming? This is where you list how your offerings alleviate customer pains.

Gain creators: How do your products improve the customer's life? Maybe you're making them faster, smarter, or better-looking.

By using a value proposition canvas, you can map out the fit between what you offer and what customers want. Spending the time to align these elements will help set your business up for success. You'll have a product that solves real problems in a way that's truly valuable. 

How to write a value proposition

Crafting an irresistible value proposition is key to standing out from the competition and attracting your ideal customers. If you can't articulate what makes you special, you might as well start rehearsing your pitch for when you have to beg friends and family for their pity purchases.

Using the value proposition canvas above and following the four steps below, you'll be able to hammer out your value prop in no time.

Step 1: Identify your target customers

To write a stellar value proposition, you first need to figure out who you actually want to buy from you. Get specific about the types of people or businesses that would benefit most from your product or service. Don't be afraid to exclude people. If you try to please everyone, you'll end up pleasing no one.

Ask yourself questions like:

Who needs what you're selling?

What keeps them up at night?

How can you make their lives easier or better?

What do they value?

How do you stack up against the competition?

The better you understand your target customers, the easier it will be to create a value prop that speaks directly to them.

Step 2: Define your benefits

A value proposition tells your customers why they should buy from you. To craft an effective one, you need to define your benefits.

Think of your value prop like the old "sell me this pen" challenge. Instead of droning on about features like ink viscosity or ergonomic grip (yawn), you'd emphasize the pen's benefits, like how owning it will make your customer feel like the kind of person who always knows where the nearest post office is. It's about shifting the spotlight from the pen's specs to the adventures it can scribble into existence.

That said, in order to know your benefits, you have to know your features. List out all your product or service's features. Then, write out one or more benefits next to each feature. From there, you should be able to find and prioritize the most relevant benefits to your target customer.

Step 3: Differentiate yourself

Once you've defined your benefits, you need to give customers a reason to choose you over the other guys. It's not necessarily about being better—it's about being different in a way your target audience values.

What makes you unique in your industry or market? Vague claims like "high-quality products at reasonable prices" won't cut it. No one is hoping to buy low-quality garbage for an exorbitant price. That's like going to a restaurant where they brag about their food not poisoning you.

Need help coming up with a key differentiator? Start by going over the features and benefits you documented in the previous step. Note the ones that are unique to your company.

Additionally, one of these common competitive advantages may apply:

Longer-lasting products

Exceptional customer service

Convenience

Special ingredient or attribute

Best-selling product

Highest-rated

Environmentally friendly

Hassle-free

Customizable product

Same-day service

Step 4: Communicate your value

The final step is to put it all together in a simple statement that taps into your customers' wants and highlights your competitive advantage.

Speak their language: Because your value prop is the foundation for all your marketing, you'll want to communicate in a way that resonates with your audience. This might involve using specific words, tone, or style that appeals to them. Echo those words and phrases in your messaging.

Keep it snappy: Aim for two to three sentences, max.

Communicate your benefit: I know I sound like a broken record, but this part is just that important. Focus on the outcomes and advantages for customers, not just what you do or offer.

Be bold yet believable: This isn't the time for modesty, but don't overpromise with exaggerated benefits. Stick to plausible perks to avoid disappointed customers calling your bluff.

Crafting your value proposition may be one of the most important things you do for your business. It's about connecting with your target audience, understanding their desires, and maybe convincing them that they need your hand-knitted toilet seat covers more than they need to pay rent this month.

Deliver on your value proposition with automation

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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Value Proposition

A promise of value by a company that summarizes how the benefit of the company’s product or service will be delivered, experienced, and acquired

What is a Value Proposition?

A value proposition is a promise of value stated by a company that summarizes how the benefit of the company’s product or service will be delivered, experienced, and acquired. Essentially, a value proposition specifies what makes the company’s product or service attractive, why a customer should purchase it, and how the value of the product or service is differentiated from similar offerings.

Generally, the value proposition is addressed to the company’s target customers or target market segment . The proposition takes the form of a short, clear, and concise statement of the tangible and intangible benefits that will be delivered to customers. The perfect proposition must quickly transmit the values to potential customers without the need for further explanation. Each proposition must be unique, as it is a method to communicate the differentiation points of a company to the target customers .

The value proposition must not be confused with slogans and catchphrases , as the latter two may not clearly convey the benefits of a company and its products.

Importance of a Value Proposition

The development of a value proposition is a vital part of a company’s business strategy . Since the proposition provides a company with a method to influence the decision-making of customers, it is frequently displayed on the company’s marketing materials, such as a website.

The value proposition is a powerful tool to drive sales and build a customer base. Additionally, a perfect and compelling value proposition can advance the effectiveness of the company’s marketing strategies . Generally, it is regarded as the most effective and wide-reaching marketing activity.

How to Create a Value Proposition

As we’ve already determined, the perfectly tailored value proposition can become a huge success factor for a company. However, the creation of a powerful proposition is a challenging yet rewarding task for every business. Below, we have listed some tips that will help you to create an effective one:

1. Know your customers

Before creating your value proposition, you must analyze the market and potential customers. Identify your target customers and target market segment to understand their desired benefits.

2. Understand your costs and benefits

Identify and assess the benefits delivered by your company and its products or services, along with the costs incurred to provide them. It is important to do this because the value to your customers is essentially the difference between the benefits and costs of your product or service.

3. Don’t forget about your competitors

After the analysis of target customers and your own company, evaluate the competitive landscape in the market. Determine the strengths and weaknesses of your major competitors and identify ways you can differentiate your business from them.

4. Be clear and concise

Don’t forget that an effective value proposition is clear and concise. Your target customers must quickly grasp the message you want to convey. It should not exceed two or three sentences.

5. Design is king!

Make your proposition visible and appealing on all marketing materials (e.g., website). Remember that if you have created a powerful value proposition, but no one can see it, the effect of the proposition will be zero!

More Resources

Thank you for reading CFI’s guide to Value Proposition. To keep learning and advancing your career, the following CFI resources will be helpful:

• 5 P’s of Marketing
• Brand Equity
• Push Marketing Strategy
• Market Orientation
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How to Deliver a Value Proposition That Drives Business Growth

“So, what do you do for a living?” This might be a question you ask as an icebreaker to get to know others.

However, if you’re on the receiving end of this question, your answer could possibly initiate the beginning of a new referral for potential clients or centers of influence.

Always be prepared to respond with a clear and concise value proposition. Give a response that goes beyond a basic job title, explaining why you do what you do and how it offers value to your audience.

What Is a Value Proposition?

A value proposition is a clear, concise statement summarizing who you serve, what you do for them, and why they need you. A value proposition makes a promise to your market segment and offers easy-to-understand reasons customers should choose to work with your firm.

A financial advisor value proposition must be relevant to the clients that you want to attract and serve; credible and simple for clients, prospects, and the media to understand and trust; and unique to you and your financial advisory practice.

Why Do You Need a Clear Value Proposition?

A well-defined, easy-to-find value proposition can drive growth, especially for small businesses that might not have the name recognition of larger brands. This simple statement should clearly communicate the benefits you offer, helping clients determine if your firm is right for them.

For financial advisors, having a unique value proposition helps you differentiate your financial planning, wealth management, or estate planning services for your target market.

Grab the Attention of the Right People

Prospective clients spend mere seconds on your website deciding whether to leave or explore further. A compelling value proposition, front and center, encourages visitors to linger on your site longer than the average 54 seconds that is spent on most financial services websites.

Your value proposition should impact every part of your outreach efforts, even if indirectly. Value-centered messaging can encourage visitors to click through your social media post, ad, or email link to learn more about your business. You can use your value proposition to start a conversation surrounding industry expectations, changing client needs, and more.

An effective value proposition appeals to your targeted potential clients and tells them why they need you.

Enhance Community Marketing Efforts

Independent financial advisors miss a tremendous opportunity to be relevant and connect to their target audience when they offer a weak value proposition—or no value proposition at all. When your value proposition clearly defines the community you serve, you reinforce your community-based marketing efforts .

Establish Enduring Principles for Operating Your Business

Your value proposition is your business’s North Star and part of your business plan, guiding decision-making and planning initiatives. A well-defined declaration helps you chart a straight course forward.

Your firm’s value proposition should become the underpinning of both the client and employee experience.

These principles should be the “why” behind every decision you make—from what technology you put in place to what services and product offerings you provide.

Give Your Team Reasons to Be Proud

A value proposition informs employee conduct and helps establish your firm’s culture. If your employees truly buy in to your value proposition, they will provide a more unified, branded front.

A solid value proposition is a great motivator and, on challenging days, a reminder of why you do what you do. Make your team proud to work with your company, and they are likely to become more than just employees—they’ll become advocates for your firm.

How Do You Write a Value Proposition?

If you haven’t formulated your value proposition or need to update the one you have, now is the right time to get started. Here are the best practices for creating a strong value proposition to help you get moving in the right direction.

1. Understand Your Client

It’s imperative you understand what resonates with your ideal client. Don’t assume you know the answer and skip this part. Uncover what truly matters to your target audience by speaking with existing clients that best represent the types of investors you want to attract.

Find out why they chose to work with you instead of other advisors. What do they like best about your relationship? Where do they think you could improve?

Often times advisors expect clients to reference their savvy financial advice, timely investment advice, tailored solutions that optimize cash flow, expertise on niche financial situations, or financial life strategies. The reality is often much more personal. 

Your clients will appreciate that you value their opinion, and you’ll come away with important insights to help you understand the demographic of your ideal client base. Use the insights gained from these discussions to inform your marketing efforts going forward.

2. Understand Your Unique Offering

What makes you different than other financial advisors? Do you have a special story, a shared interest, or provide services like no other in your community? To answer these questions, you’ll need to understand yourself and what you bring to the table. 

You don’t have to limit yourself to looking within; you can draw from your research in the previous step. What drew clients to you, made it easy to work with you, or made them stay with you? In their eyes, what made you unique? Your value proposition is an opportunity to tell your story and create a stronger connection with your audience.

3. Focus on Your Clients’ Needs and How They Benefit

Finally, as you put it all together, focus on what the customer gets out of your service—not on the service itself. What will prospective clients care about? How do you help clients? 

Connect emotionally, but be practical. Clients want to feel good about working with you and are looking for high-quality service. Demonstrate your values and be clear about how they will benefit from choosing your firm.

Where should you use your value proposition?

Use your value proposition wherever you can! The value proposition is the cornerstone of financial advisor marketing . Use language from it in all your marketing materials and in your “About Us” boilerplate. Use a simplified version as part of your professional bio for spaces like LinkedIn, as well as times when you do things like host a webinar or guest start on a podcast. 

In many cases, you won’t use your value proposition in its entirety. Select a few core concepts and include them in your communication efforts. The more often people see you referencing these words and ideas, the more they will associate them with your brand. Websites, social media ads, brochures, and presentations should all stem from your value proposition.

Value Proposition Template

You want your value proposition to stand out and be totally unique. To be effective, there are four things your value proposition should communicate to your audience.

• Resonate: Clarify your ideal client and how your firm is uniquely positioned to help with their financial needs.
• Differentiate: Define how you will deliver uniquely positioned services and benefits designed to help solve their challenges.
• Demonstrate: Highlight why clients should work with you rather than someone else.
• Substantiate: Illustrate the outcomes clients can expect and touch on the benefits that matter most to them.

Here is a simplified value proposition template you can start with:

"I help __insert target client persona (ex. women business owners) . __

with __insert your top offerings (ex. with investment management and retirement planning for themselves and their small business) __ ,

so they can __insert why they need you (ex. focus on their business, stress less, achieve their financial goals, etc.) _ .

Get the Value Proposition Worksheet

This Value Proposition Worksheet can help you create a more robust value proposition. You’ll find financial advisor value proposition examples that illustrate how key components come together to provide differentiation and offer clients peace of mind.

As you consider your value proposition, keep in mind what kind of new clients you want to work with. Don’t waste valuable time and resources trying to engage an audience that doesn’t contain potential clients for you. You want to focus on and impact your ideal client . 

Learn More About Marketing Tools to Build Your Business

So, what will you say next time someone asks you what you do for a living? We hope you’ll say more than “I’m an investment advisor.” or “...financial planner” .

Your value proposition is a promise you’re making to your audience and a key element of your overall marketing plan. But there are many other important marketing components that help you build your brand, generate business, differentiate yourself in a crowded marketplace, enhance authenticity, and increase impact.

Learn more about key marketing tactics in our new guide, Marketing Matters in Every Business Environment . 

To hear more about how our industry-leading platform can benefit your business, reach out to one of our consultants today.

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

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.

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 .

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.

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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What is management by objectives (MBO)?

What is a value proposition? Definition + examples

Business & tech.

Why do people buy your product? It should be obvious, right? If you sell groceries, people buy them because they’re planning their next meals. If you sell books, people buy them because they want something to read. If you sell B2B software, customers buy to improve their business processes.

In reality, it’s not that simple. People who are hungry could go to the grocery store, or they could order take-out. People looking for a new book could go to your bookstore, or they could go to a library. Companies looking to improve processes could buy software, or hire a specialist.

Your company, product, customer, and price point all contribute to your value proposition. Your value prop details the exact usefulness that your product provides. It is also your differentiator.

Value proposition definition

Value proposition is a promise of value stated by a company that summarizes how the benefit of the company’s product or service will be delivered, experienced, and acquired. (Corporate Finance Institute)

A value proposition is what you do, and how you do it.

Why is a value proposition important?

A value proposition is crucial for your company’s success. Here’s why.

A value proposition centers your company

Value propositions define exactly what your company should be doing. Oftentimes growing companies can be tempted to pivot or adjust their vision. A value proposition serves as an investment to keep the company focused on the task at hand.

A value proposition explains your company to your customers

At the end of the day, a customer doesn’t care about your marketing spend. They don’t care about how many social media posts you publish, or how many blog posts are on your site. They care about what your product does, and if it serves their needs and meets their expectations. The value proposition is the bridge to your customer having brand awareness .

A unique value proposition sets you apart from your competitors

Your product, value and price point are different from those of your competition. But does your audience know that? Your value proposition allows you to outline what makes your offering unique, and how it disrupts the market .

How to create a value proposition statement

Value proposition statements are best done when developing your business plan. Yet, many CMOs may want to go through value proposition exercises later on, as they refine and improve marketing programs. You can adjust your value prop as your company grows and changes. Use these steps for new and revised value proposition statements.

Identify the features of your product

Start simple: list the products that you offer and their useful features. If you are a software as a service (SaaS) company you may have many features that allow users to do many different tasks. If you are a restaurant, your products may offer breakfast, lunch and dinner. You can include outstanding customer service or special events as your offerings.

Features can be large or small, many or few, original or unoriginal. By listing each feature, you get an idea of exactly what you are offering to your customers.

Identify the benefit of each feature

Features and benefits are often lumped together, but they are distinct. Each feature should provide a benefit. For example, Uber’s app for requesting a carshare is a feature. The driver picking you up and taking you where you need to go is a benefit.

Map each of your features to their customer benefit. By doing this exercise, you’ll start to see which features provide the biggest benefits.

Define your target customer

You’ve likely completed many exercises aimed at understanding your target customers. By clarifying their identity, you’ll better understand their journey to your product.

Dive deep into your customers wants & needs

Sure, your customer might want to buy a new software solution because they need a new software solution. But—what do they really need? Say, you sell financial management software. If your target customer is a finance manager, they might need your solution. Yet, what they really need is to free up some time during their end-of-month close. This will give them the time they need to still have 1-on-1s with team members. They might be searching for a financial solution, but what they are really looking for is time.

Clarify your price point

It takes time and research, but you must understand if your product has a price below, at, or above market rate. This allows you to understand if your product is a value product, a typical product, or a premium product. Your unique value proposition allows customers to understand if they are getting their money’s worth.

Put it all together

Steve Blank (Lean Startup) suggests the following simple phrasing for your value proposition. “We help X do Y by doing Z.”

Mapped to the above framework, this may look more like:

“We help our [TARGET CUSTOMERS] do [CUSTOMER NEEDS] by doing [OUR FEATURES AND BENEFITS].”

If you offer a low-cost or premium product, include your pricing in your value proposition statement well.

Examples of effective value propositions

These seven digital technology companies each offer a unique product, but also face stiff competition. Each of these value props outlines their target customer, their needs, and how they meet them—setting them apart from their competitors.

Calm is a mobile app based in San Francisco.

Value proposition example

Calm helps people who have trouble relaxing sleep, rest, and meditate by providing an app that offers these experiences.

Curology is a custom skin care solution based in San Francisco.

Curology helps people in need of skin care by providing custom skin care products. They also include their competitive pricing and delivery mechanism.

Duolingo is a language-learning app based in Pittsburg.

Duolingo teaches second-language enthusiasts how to speak a new language by providing an app that gamifies language education.

Impossible Foods

Impossible is a meat-alternative company based in Redwood City, CA.

Impossible Foods provides an option for health-and-environmentally-conscious consumers to eat sustainably, by offering a meat product alternative.

Slack is collaboration software based in San Francisco.

Slack provides busy professionals a way to avoid using email, by offering a more comprehensive and easy-to-use collaboration and communication tool.

Zendesk is a customer support SaaS based in San Francisco.

Zendesk provides customer service professionals a way to manage their operations with a comprehensive software solution.

Setting your value proposition is an exercise that helps everyone. It aligns your internal focuses and it better communicates your company to customers.

TAYLOR COTTER

Taylor Cotter is a content marketer and social media strategist who has worked with leading B2B software companies to increase their reach and exceed their customer acquisition goals. Taylor is passionate about marketing that sits at the intersection of creativity and functionality. You can learn more about her at taylorcotter.com or connect with her on LinkedIn .

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How to Create a Unique Value Proposition + Examples

Lisa Furgison

10 min. read

Updated May 10, 2024

If you’re starting your own business you’re probably already thinking about what sets you apart from competitors in your space. Coming up with your unique value proposition (UVP) or unique selling proposition (USP) creates a strong foundation for all your marketing messages and strategies for engaging new customers.

This article is a handy guide that will define what a UVP is, and help you write your own.

• What is a unique value proposition (UVP)?

Your unique value proposition (UVP) is the promised value customers can expect from your business. It explains what separates your business from your competitors, how your solution solves your customers’ problems, the specific benefits, and why your target customers should choose you.

In a nutshell, your UVP covers: 

• How your product or service works
• What makes it valuable
• Why it’s better than the rest

Your UVP should be front and center on your website, and it should be completely free of jargon—it’s like a very short elevator pitch that someone who has never heard of your company before would understand immediately.

• What is the purpose of a value proposition?

Your value proposition is designed to introduce your company’s brand to potential customers. It defines what you stand for, what you do, how you operate, and why you should be chosen over the competition. 

Every competitor in your field is vying for attention. From marketing plans to advertisements, consumers hear a lot of noise. To cut through this clutter and turn your target audience into loyal customers, you need a value proposition that mere mortals can understand easily—and remember. You want your customers to hear your name and think, “oh, that’s the company that does (your unique solution).”

• How do you write a unique value proposition?

Finding a value proposition takes some time and legwork. A real UVP is more than a clever tagline. For it to be meaningful, you have to know your customer and your business. Plus, you have to understand how your product or service fits into our consumer-driven world.

So while your UVP is probably always in the back of your mind, don’t write it based on what you think is true about your solution and your customers. Do some research and testing so that you are sure.

And for that matter, keep testing. Once you’ve come up with your UVP and put it all over your marketing materials and website’s landing pages, it might be tempting to set it and forget it. Keep testing it over time—the more your business grows, the more you’ll know about your customer’s pain points and how your solution helps them. Here are the five steps needed to develop a value proposition.

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1. Define your target market

First, you need to figure out who your customers are. Who will buy (or is buying) your product or service? A lot of first-time business owners want everyone to be a customer; this is a rookie mistake. Marketing to everyone is the opposite of marketing to your target market. If you try to appeal to everyone, your business and product will get lost in the noise. An example of this kind of mistake is a shoe company trying to market to everyone with feet! You’ll waste a lot of time and money that way.

Instead, hone in on exactly who your audience is. Do some market research—both based on your existing customers (if you have them) and other populations you think might be good potential customers. You want to know and understand their pain points—the problems they have that you might be able to solve.

But you’re also interested in their demographic information, income statistics, and family makeup. How old is your target audience ? Are they male or female? What kind of income does your target audience have? Get specific. What does your target audience do on the weekend? What kind of music do they listen to?

You might think these last questions are a bit far-fetched, but you want to create a buyer or user persona of your target audience. A buyer or user persona is a fictional representation of your ideal customer—but it’s a very useful tool to help you hone your messaging and who you consider to be a part of your target market.

You can’t create a unique value proposition alone in your basement, either. You have to test it. Run it by a small group of customers, or people you think are in your target market to ensure it resonates with customers you’re trying to reach.

2. Explain why customers should buy from you instead of a competitor

To separate yourself from your competitors, you have to know who they are and what they stand for. Research your competitors inside and out , from their mission statement to the types of employees they have. You can only set yourself apart if you know what’s already been done.

Putting together a competitive matrix can be a helpful way to visualize how you stack up against them. Don’t make the mistake of assuming you don’t have any competition. Every business has competition , even if you’re in a brand new industry. When you’re writing your UVP, see if you can articulate why your customers should buy from you instead of your competitors in ten words or less. If you can’t, keep revising.

3. Define the pain point your product or service solves

Write down how your business or product solves a problem or alleviates a pain point for customers. Can your product do something that other products can’t? Does it save time? Is it more affordable than other products? What about your product or service makes it a must-have for customers—why can’t they live without it?

Take that list and cross off any need pain point that your competitors can claim to address too. Your competitive matrix might be helpful here.

This exercise is meant to help you find areas where your business is different than others. Simply having the best product or the best customer service in the market isn’t enough differentiation.

Remember, every business thinks they have the best product. Take some time to figure out how your product meets the needs of your target audience in a way that others can’t.

4. Connect to your company mission and what you stand for

What does your business stand for? It’s a big question, one that takes some time to figure out. Once you have a solid and clear answer, see if your mission overlaps or coincides with the list of things that sets your business apart. Now you’re starting to hone in on your value proposition.

Once you’ve done your digging, write down a few different possible value propositions that fit your business. Again, this isn’t going to be something you whip up in 20 minutes. Write a few down, stew on them for a bit, and refine them. Ask yourself if someone could read your UVP and think it’s talking about another company. If the answer is yes, you have a selling or value proposition, but it’s not unique yet.

Rework it until you have one succinct sentence that makes you stand out from your competitors. What do you want your customers to remember about you when they hear your brand or product name?

5. Craft a single message

Once you’ve defined what you will cover in your value proposition, you need to land on a single core message. Not every pain point or benefit needs to be listed here. You’ve done the research to ensure you are landing on the right message for your audience, the last thing you want to do is overcomplicate communications

Focus on communicating one key value that connects to your customer’s pain point. The goal is to hook their interest so that they want to explore what else you have to offer. If they take that first step, then look for opportunities to elaborate on the additional value you provide.

Additionally, just because you’ve honed in on a core value proposition, doesn’t mean that it can’t change. You may need to make adjustments for sub-sections of your audience, change out keywords for different platforms, and even fully restructure your UVP if it doesn’t resonate. 

The key here is to not just write up your UVP and walk away. Look for opportunities to test it directly with your target audience either through interviews, surveys, or even through live testing. 

• 4 examples of great value propositions

One of the best ways to learn is by example, so let’s take a look at a few businesses that have created unmistakably unique selling propositions.

The Mast Brothers Chocolate

This duo of bearded, lanky brothers creates chocolate bars by hand . Their dedication to their craft alone is unique, but the brothers have infused their love of old-time traditions into their business.

When they need to purchase more cocoa beans, they charter a wooden sailboat to stay true to their pioneer-like roots. Now that’s a unique position you can market.

Dollar Shave Club

This online business sells and ships razors and blades to its audience for a buck. They poke fun at the fancy, vibrating 10-blade razors that are on the market today and encourage men to go back to basics.

But, don’t think that means they’re selling an inferior product. Their slogan is: “Our blades are f***ing great,” a tagline that points to (but isn’t the same as) their selling proposition. Remember, if other companies can also say their product is “great,” you have a catchy tagline, not something that sets you apart from the competition.  

Ellusionist

Here’s a business that created a value proposition by catering to a very specific audience. Ellusionist is an online store that sells playing cards to magicians.

Some of the decks are marked, others have a vintage appearance, but the variations are meant to build showmanship for its unique target audience.

Palo Alto Software

Shortly after publishing this article, one of our readers asked if we could share our own USP. Bplans is a resource offered by Palo Alto Software, so here’s what Noah Parsons, our chief operating officer, has to say about our UVP:

For Palo Alto Software, our goal is to provide entrepreneurs with the tools, knowledge, and know-how to help them grow faster and better than their competition.

We’re not just in it to make a buck—we actually want to help people succeed in business as much as possible. Our commitment to entrepreneurs is shown in our thousands of pages of free content that helps demystify the complexities of starting and running a business.

We also provide simple yet powerful tools for entrepreneurs so they can focus more on doing what they love and less on trying to build and understand complex reports and spreadsheets.

• Create a compelling value proposition

The process to land on what differentiates your business and resonates with your audience is well worth the effort. Not only will it help you define a compelling value proposition, but it will make it far easier to streamline your focus as a business owner. Everything from developing audience personas to crafting and testing copy, it encourages you to work through the needs of your customer.

If you’re struggling to work through these steps the best thing you can do is revisit your business plan . It should have everything you need including the problem you’re solving, how your business operates, who your ideal customers are, and what your business stands for. 

*Editor’s note: This article was originally published in 2018. It has been updated for 2021.

Lisa Furgison is a multimedia journalist with a passion for writing. She holds a graduate degree in mass communications and spent eight years as a television reporter before moving into the freelance world, where she focuses mainly on content creation and social media strategies. Furgison has crisscrossed the U.S. as a reporter, but now calls Key West, Florida home. When she's not conducting interviews or typing away on her laptop, she loves to travel.

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• Strategy Explained
• Business Strategy
• Creating a Successful Strategy
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• The Role of Leaders
• Related Topics

Unique Value Proposition

• Distinctive Value Chain
• Making Strategic Trade-offs
• Fit Across the Value Chain
• Continuity of Strategic Direction

A value proposition defines the kind of value a company will create for its customers. Finding a unique value proposition usually involves a new way of segmenting the market. Often, a novel value proposition expands the market . For example, until the iPad came along, customers didn’t realize they wanted tablets—but Apple effectively created a new demand.

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.

Defining the Value Proposition: Three Essential Questions

• Which customers are you going to serve? Within an industry, there are usually distinct groups of customers, or customer segments. A value proposition can be aimed specifically at serving one or more of these segments. For some value propositions, choosing the customer comes first. That choice then leads directly to the other two legs of the triangle: needs and relative price.

In many cases, choosing the need the company will serve is the primary decision that leads to the other two legs of the triangle. Here, strategy is built on a unique ability to meet a particular need or a subset of needs. Often that ability arises from the specific features of a product or service.

Typically, value propositions based on needs appeal to a mix of customers who might defy traditional segmentation. Instead of belonging to a clear demographic category, the company’s customers will be defined by the common need or set of needs they share at a given time.

For some value propositions, relative price is a primary leg of the triangle. Some value propositions target customers who are overserved (and hence overpriced) by other offerings in the industry. A company can win these customers by eliminating unnecessary costs and meeting “just enough” of their needs. Where customers are overserved, the lower relative price is often the dominant leg of the triangle.

Conversely, some value propositions target customers who are underserved (and hence underpriced) by other offerings in the industry. These customers want an enhanced product or service and are willing to pay a premium for it. The unmet need is typically the dominant leg of the triangle, while the higher relative price supports the extra costs the company has to incur to meet it.

Operational Effectiveness vs. Strategy

Your company must have different answers from your competitors. Otherwise, you are competing on operational excellence. Does the customer understand the difference? Do employees understand the difference? You must be able to define and explain the uniqueness of your value proposition.

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How to Write a Business Plan "Concept and Value Proposition" Section

A key component of your business plan is your business concept and value proposition, which is the clear articulation of why customers should choose your solution over that of your competitors.

This section of the plan for developing your business concept and positioning your value proposition follows the executive summary and company history , so readers should already have a general idea of what your company does, who it's for, and what your long-term goals are for the business.

The business concept comprises your vision of the company, explaining the value your product or service will bring to the customer, why you are especially qualified to offer it, as well describing your offering's uniqueness and growth potential  within your industry.

This section enables you, as well as interested parties and potential investors, to research and analyze the concept for feasibility, both from a market and financial perspective. Keep in mind that everything in your business plan must relate back to the value and benefits your product or service provides to your target customers.

The Feasibility Test

Think of a feasibility test as a reality check for your business idea. The goal of conducting a feasibility test is to prove to yourself and your team or investors the probability of your product or service being successful within your industry.

A feasibility test should be as low-cost as possible and should revolve around creating a Minimum Viable Product (MVP) or simple proof of concept, which communicates the most simple, basic value propositions of your future product or service.

According to Entrepreneurship For Dummies, by Kathleen Allen, a feasibility test weighs the validity of your business concept by examining four main points:

• The product your firm will offer.
• The customer you will target.
• Your value proposition.
• How you will get the product to its intended users.

By this stage in your business plan, you should have a firm grasp on what product or service you intend to offer, as well as who you believe will be your primary customer. The final item requires weighing various distribution channels, but, again, should be answerable with a little legwork.

The Value Proposition

Your value proposition is what makes customers choose you instead of the competition. It's part marketing, part operations, and part strategy; your value proposition is the foundation of your competitive advantage.

On a subconscious level, customers will compare the value proposition of your company against those of your competitors when deciding where to take their business. With that in mind, here are a few things to remember when writing your value proposition:

• Keep it short and uncluttered. Your value proposition explains why customers should buy from you. If you can't sum it up in 10 words or less, chances are you won't be able to execute it, either.
• Be precise. Your customers have specific needs; your value proposition should offer targeted solutions
• It is about your customer, not you. Your value proposition should discuss only what matters to your customers and the value you can bring to them.
• Value comes in numerous forms. Money, time, convenience and superior service are a few of the ways you can help deliver value to your customers.

Distribution Strategy

After you've validated your business idea with a small group of paying customers, the last part of the business concept is to determine how you will deliver your product to your customers at scale. Taking a manual approach to reaching your first customers is necessary, but won't work as you grow your business. Are you going to sell directly to consumers? Through strategic partnerships? Retail distributors?

Consider these several factors when planning the distribution strategy for your business:

• Will you set up a brick-and-mortar shop or office, sell online, or both?
• What unique obstacles exist for your company in these two different channels?
• If your company sells a product, will you have the space to keep enough inventory on hand, or will customers have to agree to waiting periods?
• Can you strike exclusive deals with any particular distributor or retailer? Do your competitors have any such deals that hinder your operation?

Vision is important if your business is going to grow. The more focus your business concept has in terms of clear solutions for a like-minded niche group of people, the greater the likelihood that you'll attract the best investors and customers.

Home Blog Marketing 10 Inspiring Value Proposition Examples for Business Success

10 Inspiring Value Proposition Examples for Business Success

Discover 10 inspiring value proposition examples for business success, and learn how to create your own unique, compelling message that drives growth.

Value proposition examples can serve as a powerful tool for business owners, eCommerce professionals, marketers, entrepreneurs, and founders looking to improve their marketing campaigns. A well-crafted value proposition makes your product or service stand out in the market by highlighting its unique benefits and key differences from competitors.

In this blog post, we’ll explore how to create a value proposition that resonates with your target customers by identifying problems worth solving and analyzing customer segments for targeted messaging, as well as crafting compelling headlines. We’ll discuss the importance of identifying problems worth solving and how to analyze customer segments for targeted messaging. Furthermore, you’ll learn how to craft compelling headlines that balance clarity with creativity.

Additionally, we’ve compiled 10 outstanding value proposition examples from successful companies across various industries to inspire your own efforts. Lastly, we will explore methods for testing and refining your value propositions while adapting them to changing buying behaviors and market conditions. Through utilization of these ideas, you can construct a solid base for achieving success and expansion in the current challenging market.

Understanding the Value Proposition

A value proposition statement is a crucial aspect of any business, as it tells potential customers why they should work with your company. It focuses on solving a problem worth addressing and can be derived from testimonials and feedback from previous clients. This section looks into the necessity of having a distinct value proposition and how to detect issues worth resolving.

Importance of Having a Clear Value Proposition

An effective value proposition sets you apart from competitors by highlighting your unique offerings in an easily understandable manner. It allows customers to quickly grasp what makes your product or service different and better than others in the market. A strong value proposition not only attracts new leads but also helps retain existing ones by reinforcing their decision to choose you over other options.

To create an impactful value proposition, consider these three key elements:

• Brevity: Keep it short and simple; aim for one sentence that sums up your core offering.
• Clarity: Use plain language that speaks directly to customer needs without jargon or buzzwords.
• Differentiation: Clearly articulate how your solution stands out from competing alternatives in terms of features, benefits, or pricing.

Identifying Problems Worth Solving

To craft an appealing value proposition, you must first ascertain the issues that are most pressing for your target audience through research and analysis. This requires research into customer pain points through methods such as surveys, interviews, focus groups or analyzing online reviews on platforms like TrustPilot.

You may also gather insights by observing industry trends or studying competitor offerings – both direct and indirect – to identify gaps in the market that your product or service can fill. Once you have a clear understanding of the problems worth solving, tailor your value proposition to address these issues effectively.

For example, Opera, a web browser company, identified speed and security as major concerns for internet users. Their value proposition focuses on providing a fast, secure & easy-to-use browser that addresses these pain points directly.

It is essential to understand the value proposition before creating your unique canvas. With this in mind, let’s explore how to create a successful value proposition canvas for targeted messaging and mapping out customer pains and gains.

Creating Your Unique Value Proposition Canvas

The value proposition canvas is a powerful tool that helps businesses visualize their customer’s needs, pain points, and desired outcomes. By understanding these aspects, you can create or improve your unique selling point to attract more leads. In this section, we will discuss how to analyze customer segments for targeted messaging and map out customer pains and gains.

Analyzing Customer Segments for Targeted Messaging

To accurately create a value proposition, it is essential to identify the target audience by creating customer segments based on common characteristics. Start by creating customer segments, which are groups of people with similar characteristics such as demographics, interests, or behaviors. This allows you to tailor your message specifically for each segment.

• Demographics: Consider factors like age, gender, income level, education level and location when identifying your target customers.
• Interests: What hobbies or activities do they enjoy? Are there any common themes among them?
• Behaviors: How do they interact with products or services in your industry? Do they have specific preferences or habits?

Mapping Out Customer Pains and Gains

Creating an attractive offer necessitates considering the struggles (or “pains”) that potential customers experience as well as accentuating the advantages (or “gains”) they will acquire from utilizing your product/service. To identify these elements effectively,

• List down all possible pain points associated with the problem(s) you aim to solve – consider both functional (e.g., cost) and emotional (e.g., frustration) factors.
• Next, brainstorm the gains that your product/service can provide – think about how it will make customers’ lives better or easier.
• Finally, prioritize the most significant pains and gains based on their relevance to your target audience. This will help you focus on what truly matters to them when crafting your value proposition message.

By analyzing customer segments and mapping out their pain points and desired outcomes, you can create a unique value proposition canvas that serves as a foundation for developing an effective marketing strategy. Remember to keep refining this process as you gather more data about your customers and market trends over time.

Creating a unique value proposition canvas can be an effective way to gain insight into your target customers and craft messaging that resonates with them. Crafting an effective headline for your value proposition is the next step in optimizing customer engagement and creating lasting relationships.

Crafting an Effective Headline for Your Value Proposition

An attention-grabbing headline is essential in communicating your unique offering effectively. It should convey the core benefit of your product or service while being concise and easy to understand. In this section, we will explore tips for writing powerful headlines and striking a balance between clarity and creativity.

Tips for Writing Powerful Headlines

• Focus on the main benefit: Clearly state the primary advantage that customers can expect from using your product or service. For example, Opera’s value proposition headline reads: “Fast, secure & easy-to-use browser”. This highlights their browser’s speed, security, and user-friendliness.
• Keep it short: Aim for a maximum of six to eight words in your headline. A shorter headline is easier to comprehend quickly and leaves a lasting impression on potential customers.
• Avoid jargon: Use simple language that speaks directly to your target audience without confusing them with industry-specific terms they may not understand.
• Incorporate emotional triggers: Appeal to emotions by using power words such as “free,” “exclusive,” or “limited-time offer.” These trigger curiosity and urgency among readers, making them more likely to engage with your content further.

Balancing Clarity with Creativity

To create an effective value proposition headline, you must strike a balance between clarity (ensuring that readers understand what you are offering) and creativity (captivating their interest). Apple does this exceptionally well through its aspirational messaging like “ iPhone – The Experience Is the Product “. This headline conveys a sense of exclusivity and innovation while remaining clear about the product being offered.

When crafting your value proposition headline, always prioritize clarity over creativity. A creative but unclear message will not resonate with potential customers, whereas a clear message—even if less imaginative—will effectively communicate your offering’s benefits. Experiment with different headlines to find one that strikes the perfect balance between these two elements.

Crafting an effective headline for your value proposition is key to making a lasting impression on potential customers. Examining a few successful value propositions can be illustrative in demonstrating the importance of creating an effective headline for your value proposition.

10 Examples of Great Value Propositions

Learning from successful companies’ value propositions will help you develop one that resonates with your target audience. Here are ten examples of great value propositions:

• Dollar Shave Club – Affordable razors delivered monthly: Dollar Shave Club disrupted the shaving industry by offering a subscription service for high-quality, low-cost razors. Their straightforward and humorous approach to marketing helped them stand out in a crowded market. Check out their famous launch video .
• HubSpot – All-in-one inbound marketing software: HubSpot’s comprehensive suite of tools simplifies digital marketing efforts for businesses of all sizes. They focus on providing an integrated solution that helps marketers attract, engage, and delight customers. Learn more about their marketing platform .
• Skype – Free calls anywhere around the world: Skype revolutionized communication by offering free voice and video calls over the internet, making it easy for people to stay connected regardless of location or device type. Explore their various features on the official  Skype website  .
• Airbnb – Unique accommodations at affordable prices: Airbnb transformed travel by connecting hosts who have spare rooms or entire homes with travelers seeking unique lodging experiences at competitive rates compared to traditional hotels.You can find everything from treehouses to castles on their extensive listing database—check out some amazing properties on their Top Picks page.
• Vimeo – High-quality video hosting without ads: Vimeo offers a platform for creators to host, share, and sell their videos in high definition without the distraction of advertisements. They also provide tools for collaboration and analytics. Discover more about their services on the  Vimeo Features page .
• Pinterest – Visual discovery engine for ideas: Pinterest allows users to discover, save, and organize visual content from around the web based on their interests. It’s an excellent source of inspiration for everything from home decor to fashion trends.Create your own boards or explore popular categories by visiting the Popular Pins section on Pinterest.
• Mailchimp – Email marketing made simple: Mailchimp is an all-in-one email marketing platform that helps businesses create targeted campaigns, automate workflows, and analyze performance data with ease. Learn how they can help you grow your business through effective email marketing strategies at their  Email Marketing hub  .
• Evernote – Organize everything in one place: Evernote provides a digital workspace where users can capture notes, images, documents and audio recordings across multiple devices—making it easy to stay organized both personally and professionally.To see how Evernote can simplify your life visit their official  Features page  . li>
• Slack- Collaborate seamlessly across teams: Slack is a communication and collaboration tool that brings team members together in one centralized platform. It integrates with various third-party apps, streamlines workflows, and fosters transparency within organizations.Discover how your team can benefit from using Slack by visiting their  Features page  . li>

These examples showcase how companies have crafted compelling value propositions that resonate with their audience while addressing specific pain points or needs. Use these examples as inspiration when developing your own unique value proposition.

These 10 examples of great value propositions demonstrate the power and potential for businesses to create compelling offerings that resonate with their customers. Examining ways to trial and perfect your value proposition so as to suit customer requirements is the focus now.

This section provides 10 examples of great value propositions from successful companies such as Dollar Shave Club, HubSpot, and Airbnb. These companies have effectively addressed specific pain points or needs of their target audience with straightforward and compelling messaging that resonates with customers. Readers can use these examples as inspiration when developing their own unique value proposition.

Testing and Refining Your Value Proposition

Once you have crafted your value proposition, it is crucial to test its effectiveness and make improvements based on feedback from customers. This will ensure that your message remains relevant and compelling. In this section, we’ll discuss some methods for testing value propositions and how to adapt them according to customer needs and market changes.

Methods for Testing Value Propositions

To gauge the impact of your value proposition on potential clients, consider employing various testing techniques such as:

• A/B Testing: Create two different versions of your value proposition statement or headline, then display each version randomly to a portion of your target audience. Analyze which version performs better in terms of engagement or conversion rates. You can use tools like Optimizely or VWO .
• User Surveys: Collect feedback directly from users by asking them about their perception of the product’s benefits after reading the value proposition statement. Tools like SurveyMonkey , Typeform , or Google Forms are helpful in creating surveys.
• Landing Page Analysis: Track user behavior on landing pages featuring different variations of the value proposition using analytics tools like Google Analytics or Hotjar. Look for patterns indicating whether certain statements resonate more with visitors than others.

Adapting to Customer Needs and Market Changes

Your business environment may change over time, which means your value proposition should evolve accordingly. Keep an eye on the following factors to ensure that your message remains relevant:

• Customer Feedback: Regularly review customer feedback and testimonials to identify any recurring pain points or needs that may not be addressed by your current value proposition.
• Competitor Analysis: Monitor competitors’ offerings and marketing messages to stay informed about new trends in the industry. If a competitor is addressing a need more effectively than you are, consider refining your value proposition to better compete.
• Market Research: Stay updated with market research reports and industry news for insights into emerging trends or shifts in consumer behavior. This information can help you adapt your messaging as needed.

Incorporating testing methods and staying attuned to changes in customer needs will enable you to maintain a compelling value proposition that resonates with potential clients. Remember, it’s essential always to iterate and improve upon this critical aspect of your business strategy.

By testing and refining your value proposition, you can ensure that it accurately reflects customer needs and market changes. To effectively communicate this message to customers, consider implementing the value proposition across multiple channels.

Creating an effective value proposition is essential for any business, but it must be regularly tested and refined to ensure its continued relevance. Methods such as A/B testing, user surveys, and landing page analysis can help gauge its effectiveness. Additionally, staying attuned to customer needs and market changes through regular feedback review, competitor analysis, and market research will ensure that your message remains relevant.

Implementing Your Value Proposition Across Channels

A strong value proposition should be consistently communicated across all marketing channels, including websites, social media platforms, email campaigns, and more. Consistency in messaging helps build trust with potential clients. In this section, we will discuss how to integrate your value proposition into various marketing channels effectively.

Integrating the Value Proposition into Website Design

For your website, it’s important to make sure that potential customers can quickly identify the value you provide by featuring your value proposition prominently on the homepage or landing pages. Here are some tips for incorporating your message into website design:

• Use clear and concise language: Ensure that visitors can quickly understand what you offer by using simple words and phrases that communicate the benefits of working with you.
• Create a compelling headline: As mentioned earlier in this article (Heading 3), an effective headline is essential for grabbing attention. Place it at the top of your page so visitors see it immediately upon arrival.
• Add supporting visuals: Images or videos can help illustrate how your product or service solves customer pain points. Consider using graphics like infographics or explainer videos to support your claims visually.
• Incorporate testimonials and case studies: Social proof from satisfied customers adds credibility to your offering – consider adding quotes or linking to detailed case studies showcasing successful client outcomes as a result of partnering with you.-li>.

Incorporating the Message in Social Media Content

Social media provides an excellent opportunity to reach new audiences while reinforcing existing relationships through consistent messaging about what sets you apart from competitors. To ensure success when sharing content related to Factorial Digital’s SEO services on social media, follow these guidelines:

• Share valuable content: Post articles, infographics, and videos that demonstrate your expertise in SEO, CRO, and SEM. This will help establish you as a thought leader in the industry.
• Highlight customer success stories: Share testimonials or case studies showcasing how clients have benefited from working with Factorial Digital to improve their online presence and drive growth.-li>.
• Create engaging visuals: Use eye-catching images or graphics to accompany your posts – this can help increase engagement rates by making your content more shareable.
• Tailor messaging for each platform: Adapt the tone of voice and language used in social media posts according to each platform’s audience (e.g., LinkedIn might require a more professional tone than Twitter).-li>.

In addition to website design and social media content integration, don’t forget about other marketing channels like email campaigns or even offline materials such as brochures. By consistently communicating your value proposition across all touchpoints with potential customers, you’ll build trust while reinforcing why they should choose Factorial Digital for their growth marketing needs.

Frequently Asked Questions Value Proposition Examples

What are examples of value proposition.

Examples of strong value propositions include Dollar Shave Club’s affordable razors delivered monthly, HubSpot’s all-in-one inbound marketing software, Skype’s free calls worldwide, Airbnb’s unique accommodations at reasonable prices, and Spotify’s personalized music discovery. These companies effectively communicate the benefits they offer to their target audience.

What is a value proposition article?

A value proposition article is a piece of content that explains the importance and components of a company’s unique selling point. It typically includes information on crafting an effective message for your target audience, showcasing real-life examples from successful businesses, and tips for testing and refining your own value proposition.

What is Starbucks’ value proposition?

Starbucks’ value proposition revolves around offering premium quality coffee beverages in a comfortable atmosphere with exceptional customer service. They focus on creating an inviting “third place” between home and work where customers can relax or socialize while enjoying handcrafted drinks made from high-quality ingredients.

What is Apple’s value proposition?

Apple’s primary value-proposition focuses on providing innovative technology products with seamless user experience through intuitive design and powerful performance. Their commitment to excellence in hardware design combined with robust ecosystems allows them to create devices that cater to both personal enjoyment as well as professional productivity needs.

As you have seen, crafting an effective value proposition is essential for any business looking to stand out in the market. By understanding your unique offering and creating a compelling headline that resonates with customers, you can create a winning value proposition. Additionally, by testing and refining it across different channels, you will be able to maximize its impact on potential buyers. With these tips in mind along with some inspiring examples of great value propositions from successful businesses, we hope that this article has provided useful insights into how to craft your own powerful value proposition.

Unlock your business’s potential with our comprehensive suite of SEO, CRO and SEM services. Let us help you maximize the value proposition for your digital marketing strategy today!

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Value Proposition

A value proposition defines the benefits your company’s products and services offer to the customer. This short statement, based on your Business Concept Statement, should express the essence of your business in a way that compels the customer to buy.

It’s important to expend the necessary time and effort to craft a compelling value proposition since it will form the basis for all your sales, marketing, and product development efforts. The value proposition is also part of your Business Plan.

A value proposition is a valuable tool to guide your marketing efforts. Here are some benefits that you will receive by having a clear, compelling value proposition:

• Create a strong differentiation between you and your competitors.
• Increase not only the quantity but also the quality of prospective leads.
• Gain market share in your targeted segments.
• Improve your operation efficiency.
• Increase your revenue.
• Ensure that everyone in your company communicates the same message.

Follow these guidelines to create a value proposition that will compel customers to buy your product or service:

• Use your Business Concept Statement as a starting point for expressing your value proposition.
• Address the needs of your target market. What problems do your target customers need to solve? What’s not working for them? Where do they want to go?
• Emphasize benefits, not features. Don’t explain what the technology does; explain what the buyer will get out of using the technology. Some examples of benefits are greater revenue opportunity, a competitive advantage, reduced costs and expenses, greater convenience, greater Return on Investment (ROI), and better results.
• Use tangible examples. Be as precise and specific as possible. Include numbers, percentages, and time frames.
• Be clear and concise. Condense your message into two sentences.
• Differentiate yourself from the competition. What do you have that no one else has? And-most importantly-how is this an advantage to your customers?

Research and test your value proposition. Ensure that your message strikes the right note with the right people.

© 2007 Ewing Marion Kauffman Foundation. All rights reserved.

More From Forbes

Why the wealth management value proposition is best-in-class.

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Todd Sixt is the CEO of Strait & Sound . He is a successful and seasoned leader of financial service teams.

A value proposition, simply put, is the reason or set of reasons that someone chooses you as their financial advisor. After more than 20 years of coaching advisors, I find that many struggle to understand why clients choose them versus another advisor. In some instances, advisors will have served clients for years without really understanding why clients stick with them year after year.

Usually, this doesn’t matter on a day-to-day basis because clients are busy and don’t want the hassle of choosing a new advisor. That can be a daunting task, and it’s usually quite stressful for clients. However, once disruptive change impacts a client, they are often far more willing to look at everything that affects their long-term goals—including their financial advisor.

I’ve come to believe that disruptive change is the ultimate moment when your value proposition either holds or fails. If your value proposition holds, you’ll not only retain clients, you might actually pick up new clients. But if your value proposition fails, you might see painful losses in your client base.

This is one reason I believe the wealth management value proposition is the best in this industry. In my experience, wealth managers weather big disruptions better than almost any other type of provider in the financial services industry. In fact, big disruptions in a client’s life can actually strengthen loyalties to a wealth manager and stimulate referrals.

What Sort Of Disruptions?

I’ve seen two types of disruptions impact clients: macro and micro. Macro-disruptions include events like global catastrophes like Covid-19, market downturns like the great recession of 2008-2009 and industry-specific disruptions such as we’ve seen in the technology and automobile sectors. These types of macro changes often have a negative impact on the markets and make clients nervous.

Micro-disruptions are often related to specific families. These might include death, the onset of disease, divorce, forced retirement, loss of a job or major unplanned expenses. Both macro- and micro-disruptions are unsettling and can cause clients to reconsider their current path and approach.

Three Value Propositions

After having thought about this for many years, I’ve come to believe that most advisors choose one of three value propositions that are common in the financial services industry. To keep things simple, I’ll call them the financial planner, broker and wealth manager value propositions.

The financial planner’s value proposition is about a long-term plan that, if followed, will likely produce the financial outcomes a client wants to see. A client receives a plan and is advised to follow it. The planner will usually check in on a client at defined intervals to see how things are going and what changes, if any, need to be made to the plan.

The broker value proposition is about better-than-market-average rates of return. Those who ascribe to this model often claim to have superior analytical abilities, outstanding technology platforms and a history of designing investment strategies that outperform the markets. They often will point to their history of returns, in good times and bad, as proof of their superior investment approach.

Then there is the wealth management value proposition . In my view, this includes four core tenets: client intimacy, long-term partnership, a comprehensive approach and, finally, the ability to close the gap between what a client wants their wealth to do and what it is actually predisposed to do.

The Wealth Management Value Proposition Explained

Client intimacy.

I wrote an article about how wealth managers come to deeply understand clients through a focused discovery process. This is the foundation of the value proposition. It fosters trust and mutual commitment to long-term goals.

Long-Term Partnership

Wealth managers commit to the long haul. Some wealth managers I’ve known work with clients until they pass away. Sometimes, wealth managers will even work with multiple generations within the same family, even after the first-generation wealth creators have passed.

A Comprehensive Approach

My article on wealth management training programs describes the five core areas wealth managers focus on to serve their clients. This goes well beyond investment returns.

It’s the fourth part of this value proposition that requires a bit more unpacking—closing the gap between what a client wants their wealth to do and what it’s predisposed to do. To illustrate my point, I’d like to foreground two common scenarios where gaps develop between a client’s wishes and their actual situation.

Estate Plan

Many clients have a will and one or more trusts as part of their estate documents. I cannot tell you how many times I’ve heard of estate documents that were drafted years ago that no longer reflect a client’s actual situation. In some instances, people named in the documents may no longer be living while others who should be in the documents aren’t even named. Sometimes assets that were liquidated years ago are still listed in trusts and assets acquired since the drafting of the estate documents are not even listed.

Life Insurance

Here is a common scenario. A man had children, who are now grown, with a former wife. The man started a new family and now has small children. But his life insurance beneficiary statement still lists the former wife and the now-grown children. This means he might accidentally disinherit his new family if he passes away.

These are just two scenarios out of dozens where gaps form between what a client wants their wealth to do and what it actually will do if corrective action isn’t taken. A wealth manager will often perform a deep-dive analysis of a client’s wishes and situation about every five years. This helps ensure that their dreams and their wealth remain aligned.

If you’re wondering how wealth managers describe investment returns, in my experience they often build long-term plans based on market average rates of return. They don’t need to promise better-than-average returns because their clients prefer intimacy and high-touch services that increase the odds that their dreams will come true. This is why disruption doesn’t break the client-advisor bond.

The information provided here is not investment, tax or financial advice. You should consult with a licensed professional for advice concerning your specific situation.

Forbes Finance Council is an invitation-only organization for executives in successful accounting, financial planning and wealth management firms. Do I qualify?

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Companies House business plan 2024 to 2025

• Companies House

Published 12 August 2024

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Chair and chief executive’s foreword

As we begin the fifth and final year of delivering our 2020 to 2025 strategy, we are hugely excited to embark on the first stages of implementing the landmark Economic Crime and Corporate Transparency Act 2023. It is without doubt one of the most significant moments for Companies House in our long history.

We have known for some time that UK companies have been misused by criminals to commit fraud, money laundering, and other forms of economic crime, and our thoughts have always been with those affected. With the legislation in place that has given the registrars new and enhanced powers, we will now be able to take unprecedented steps to crack down on fraudulent activities, help victims of identity fraud more quickly, and clean up the register by removing information we know to be incorrect or misleading.

These new and enhanced powers enable us to prevent further abuse of the register and to play an even greater role in the cross government approach in identifying, disrupting and preventing economic crime.

This will underpin our efforts to drive up the accuracy of the information held on the registers – improving the quality and reliability of our data which, in turn, will increase the value of the registers for businesses across the UK and beyond.

We will be focusing our attention this year on the highest priority areas of legislative reform and will be further ramping up our work in implementing the significant changes to our processes and systems. Our teams will be bringing in new ways of working and we will be testing, learning and evolving our skills and practices at pace to deliver on our new role.

Our ambition is clear – to act as quickly as possible in implementing the legislation and start to make a real difference. However, we have also been clear that we will continue to take a phased and prioritised approach to introducing these changes. Some changes will need a significant amount of secondary legislation, and some will require comprehensive change to our systems and processes – all of which will take time to achieve.

We also must ensure that while we’re implementing such a significant programme of change, we need to maintain our existing services for our customers, and continue to use our resources efficiently and effectively.

We are proud to be driving confidence in the economy by creating a transparent and accountable business environment. And that the use of our data informs business and consumer decisions, supports growth and helps disrupt economic crime. We remain confident that we can, and will continue to, balance the ease of doing business in the UK and effective regulation.

We are pleased to present Companies House’s corporate business plan for April 2024 to March 2025.

John Clarke - Chair of Companies House.

Louise Smyth - Chief Executive and Registrar of Companies for England and Wales.

About Companies House

Companies House is an executive agency of the UK Government, sponsored by the Department for Business and Trade (DBT). We hold the UK’s register of companies and the Register of Overseas Entities.

Through the accuracy and transparency of the information we make freely available about companies on the registers, we support and promote confidence and growth in the UK economy.

Over 1,400 people work for Companies House. We have offices in Cardiff, Edinburgh and Belfast. 

Louise Smyth is the Chief Executive of Companies House, the Registrar of Companies for England and Wales and the Regulator for Community Interest Companies. The Registrar of Companies for Scotland is Lisa Davis and Lynn Cooper is the Registrar of Companies for Northern Ireland.

Our main board consists of the chair, chief executive, executive directors and non-executive board members. The main board oversees all aspects of our organisation including performance, finances and strategic direction. The main board reports to the Department for Business and Trade on our governance, strategy, priorities and progress. 

Companies House is the home of company information. We:

• incorporate, maintain and dissolve companies
• publish company information to promote transparency and growth in the UK
• work in a cross government approach to disrupt and tackle economic crime

More than 5 million limited companies are registered in the UK, with over 500,000 new companies incorporated each year. We enable these businesses to fulfil their statutory obligations throughout a company’s ‘lifetime’ – from incorporation to dissolution.

We aim to make it as smooth as possible for legitimate businesses to set up and run a company. In exchange for granting limited liability, we publish valuable information about companies. This provides corporate transparency and deters those who would use the registers for fraudulent purposes.   

We publish company information which is easily accessible and available free of charge. There were over 14 billion searches of our information last year by a wide range of people including businesses, researchers, government and many public bodies, as well as the general public.

Companies House also holds and maintains the Register of Overseas Entities. Owners of land or property in the UK who are based overseas must register their beneficial owners or managing officers with Companies House.

We set up the Register of Overseas Entities in August 2022. Over 30,000 overseas entities are now registered, providing transparency about who owns land or property in the UK. This makes it more difficult for those thinking of using UK property to hide illicit wealth. The information on this register has been searched just under 1 million times so far.

We play a key role in the cross government approach to identifying and disrupting economic crime. This means we:

• carry out intelligence and analysis on the data we hold
• proactively share information with trusted external partners to aid investigations
• where appropriate, provide crucial evidence to tackle economic crime and other criminal activity

Companies House also has a good reputation globally. We collaborate and share best practice with many other business registries around the world. We continue to play an active role in the Corporate Registers Forum (CRF) and European Business Registry Association (EBRA), two of the leading international associations of business registries.

Our purpose, vision and strategy

In 2020 we set out an ambitious 5 year corporate strategy with a clear purpose and vision for Companies House.

Our purpose

Our purpose is to drive confidence in the UK economy.

Our vision is to be the most innovative, open and trusted register in the world – with brilliant services delivered by brilliant people.

Our strategy

Our strategy contains 6 strategic goals that reflect our vision for Companies House. Each goal has a set of strategic outcome statements that describe what we aim to achieve by the end of March 2025.

Strategic goal 1: Registers and data that inspire trust and confidence

The strategic outcomes for this goal are that:

• we are clear with our customers about their statutory duties
• using our new powers has improved the quality of the data on our registers
• trust in the value of the data on our registers has increased

Strategic goal 2: Maximising the value of our registers to the UK economy

The strategic outcome for this goal is that the value of our registers to the UK economy has increased.

Strategic goal 3: Combatting economic crime through active use of analysis and intelligence

The strategic outcomes for this goal are that we:

• have an intelligence hub and are proactively identifying and investigating suspicious activity and misuse of our registers
• pursue those who misuse our registers
• authorise corporate service providers and proactively investigate and report those who facilitate the misuse of the registers

Strategic goal 4: Brilliant services that give a great user experience

• external user satisfaction with our digital services is high
• we will commence digital communications with companies, as first choice
• our digital services are easy to use and accessible, enabling users to file and get information right first time, and minimising avoidable contact and complaints

Strategic goal 5: Our culture enables our brilliant people to flourish

• our people embrace and facilitate our organisational changes and focus on building an inclusive positive culture to ensure a great user experience and service delivery for our customers
• our leaders and managers are equipped with the skills to build the culture and commitment we need to deliver our strategic goals and outcomes
• our diversity and inclusion activity is data driven, evidence led, and delivery focused
• our roles are aligned to civil service professions resulting in clearly defined career paths and development opportunities
• hybrid ways of working to support our strategy and transformation have been embedded​​​​​​​
• our strategic workforce plans ensure we have the right people in place at the right time, with the right skills to support our future strategic outcomes and objectives

Strategic goal 6: Delivering value through efficient use of resources

• a financial funding and fees model is established to deliver our services and strategy
• our investments deliver realised benefits and public value
• our functional standards are managed and maintained
• we have met our efficiency target
• internal controls and budgetary discipline are in place and are effective in enabling us to operate services within our budget allocation

Implementing new legislation to improve corporate transparency and tackle economic crime

The Economic Crime and Corporate Transparency Act (ECCT Act 2023) received Royal Assent in October 2023. The act introduces the biggest changes to Companies House since corporate registrations were established in 1844. We’ll have the power to play a far more significant role in tackling economic crime, supporting economic growth, and making sure the UK is one of the best places in the world to start and grow a business. 

The ECCT Act 2023 builds on the Economic Crime (Transparency and Enforcement) Act 2022, which introduced the Register of Overseas Entities. Together, they are a major step forward in strengthening Companies House’s role as outlined in the economic crime plans 1 and 2, to work across government on tackling economic crime and improving corporate transparency. 

The ECCT Act 2023 sets out 4 new objectives for the registrars to promote:

• ensure any person who is required to deliver a document to the register does so (and that the requirements for proper delivery are complied with)
• ensure information on the register is accurate and that the register contains everything it ought to contain
• ensure records kept by the registrar do not create a false or misleading impression to members of the public
• prevent companies and others from carrying out unlawful activities or facilitating the carrying out by others of unlawful activities

Delivering to these new objectives underpins our implementation of the ECCT Act 2023.

We have already begun to inform companies, and those submitting information on their behalf, of the changes to UK company law and their legal obligations. Throughout this year, as changes are rolled out, we will be continuing our information campaigns to ensure that the requirements for proper delivery are complied with. Alongside this we are making our systems and services easy to use and digital first, ensuring that our customers can do the right thing independently and easily.

We have already begun using our enhanced powers which came into effect on 4 March 2024. We are now able to query, remove and reject inaccurate information.  

Operating within our new compliance framework, we will make optimal use of our resources by adopting a targeted and proportionate approach.

We will also have a clear enforcement strategy in place and will be able to prosecute a number of new criminal offences. We will prosecute some of these offences directly. We’ll also work to investigate and prosecute in partnership with the Insolvency Service (INSS). These new criminal offences will result in a range of sanctions including imprisonment for the most severe of offences.

We will also have new sanctions specific to authorised corporate service providers (ACSPs). Under certain circumstances, the registrars will be able to suspend and de-authorise an ACSP from filing on the public register.

Through continued gathering and analysing of our own intelligence, and more proactive sharing across trusted partners across government and law enforcement agencies, we will now play a much more significant role in the fight against economic crime.

Our intelligence focus will align to our strategic intelligence assessment and support implementation of the registrars’ objectives. We will work closely with partners to tackle threats that apply to all of us, called ‘cross cutting threats’, ensuring that we prioritise those that cause significant harm to the public. Our intelligence function will also support our enforcement colleagues in dealing with non compliant companies. 

Having these new powers, combined with our intelligence and enforcement regime will help us:

• maintain the accuracy of the information on the register
• protect the public
• disrupt criminal activity

What we plan to deliver from April 2024 to March 2025

Strategic goal 1: our registers and data inspire trust and confidence.

Increasing the integrity and accuracy of information on the registers is central to our corporate vision and a fundamental part of the UK’s corporate transparency framework.

How we’ll progress towards strategic goal 1

We’ll prioritise cleaning up the existing information on the registers by identifying and removing information that we know to be inaccurate.

We’ll require companies to provide us with a registered email address and an appropriate registered office address. We’ll also issue a requirement for companies to confirm that they are forming the company for a lawful purpose when they incorporate and confirm that continued lawful purpose annually.

We’ll proactively use our new powers to ensure companies on the register have a legitimate address, in particular taking action against identity and address theft. We will stop the use of Royal Mail PO Boxes and equivalent services as an appropriate registered office address by the end of March 2025. We’ll take action against companies that do not have an appropriate office address or are using an address that has been hijacked, in line with the new legislation.

We’ll use our new and enhanced powers to query and reject information submitted to us, where it’s clear information is false, misleading or suspicious. In some cases, we will also annotate information on the register, at an individual and corporate level.

We’ll expedite the process of striking off companies so that we can act more quickly than we previously could, where we have evidence of fraudulent information. This is particularly important where personal information has been used without consent, and we will conduct appropriate investigations where this has happened.

We’ll introduce a registration process for third party agents to become authorised corporate service providers (ACSPs). This will be an early first stage of authorisation to become recognised to transact with us on behalf of a company and an important pre-cursor to completing an identity verification check. Setting up third party agents as ACSPs is a key measure to ensure only those who are authorised will be permitted to complete transactions with Companies House on behalf of registered companies.

We’ll get ready for the introduction of identity verification which will become mandatory for anyone setting up, running, owning or controlling a company in the UK, and those who file on behalf of companies. This year we will be developing the significant changes to our systems and service integrations required to release this major initiative. By the end of March 2025, we will have introduced the technical capability to verify an individual’s identity. This will begin a transition process for a phased roll out from Spring 2025 and beyond.

We’ll begin development of process changes to impose limits on the use of corporate directors, subject to certain exemptions, as set out under the Small Business Enterprise and Employment Act 2015.

We’ll develop processes that enable the suppression of personal information from the register, including suppression of the company’s registered office address, if it is a person’s residential address. We will also enable changes that will allow people who are personally at risk, rather than at risk due to the activities of the company, to apply for protection of their information.

We’ll scale up data governance processes within our new and existing services and data quality metrics, with measures in place for our most critical data points.

Informing companies and those affected by the new legislation is an important duty and the first of the registrars’ objectives. We’ll continue our external communications campaign to ensure that our customers, their agents and key stakeholders are fully aware of when and how they will be impacted by the changes and are confident about what they need do and by when.

Strategic goal 2: We maximise the value of our registers to the UK economy

The information we publish is used to support millions of business decisions, with its transparency contributing to the UK being regarded as a world leading place to do business. Research commissioned and published in 2019 estimated the value of the register to the UK economy to be worth over £1 to 3 billion per year.

We are confident that our work to improve the quality and availability of company information over the past 4 years of our strategy period, combined with the commitments we’re making this year, will:

• encourage greater confidence in the registers
• result in even greater use of the information on the registers
• contribute to maximising the value of our registers to the UK economy

As outlined throughout this business plan, the focus across the organisation this year will be on delivering the new legislation and enhanced powers and ensuring the promotion of the registrars’ new objectives.

All of the activities outlined under strategic goal 1 to clean up the register will improve the quality of the information we use and share, and as a result, will continue to increase confidence, trust and use of it.

In this way, we anticipate that the value of the information will continue to grow as we implement the reforms under the ECCT Act 2023. We plan to replicate the previous study we undertook to measure the value at a later date, when these changes have had time to embed.

We have also recently commissioned new research to understand the value of the information and intelligence we share with law enforcement partners and anti-money laundering regulated businesses. We will be working through and acting upon the findings and recommendations of this research throughout this financial year.

Strategic goal 3: We combat economic crime through active use of analysis and intelligence

With the ECCT Act 2023 in place, we can now:

• gather, analyse and proactively share more intelligence than ever before
• request data from other partners
• pursue collaborative working opportunities across government and with law enforcement organisations to disrupt and take action against criminal activity

We will develop a strategic intelligence assessment, alongside partners, to identify and assess strategic threats posed to the UK through misuse of corporate structures. We will also continually develop our understanding of how third party agents can be used to hide the identities of those seeking to abuse Companies House processes and the ways in which the true control of limited companies is obscured.  

Our strategic intelligence assessment will be followed by a control strategy and series of action plans to detail how we, working in collaboration with our partners, will focus our activities to take action related to each of those threats.

We have been onboarded to cross government intelligence sharing systems already.This, together with other data sets, will be used to take forward a multi agency disruption approach through proactive sharing of intelligence and analysis.

In addition, we have been receiving and scrutinising money laundering reports from entities required to carry out due diligence checks under the Money Laundering Regulations, called ‘obliged entities’ .

We already share data through European Union’s anti-money laundering regulations. We will continue building on this essential collaborative working this year and will pursue further partnerships that build on our cross working approach.

In addition, the economic crime plan 2 sets out an additional range of actions for us and our partners in this area. We will be taking these forward throughout the coming year.

To build our capability across all of our work in this new regulatory space we will be continually learning, testing and refining our approach, building in more checks to adapt to emerging integrity issues, and ensuring we continually make effective and consistent decisions that are proportionate to the problem.

How we’ll progress towards strategic goal 3

We’ll establish further relationships and memorandums of understanding (MOUs) with a range of law enforcement and intelligence agencies to share data and intelligence to enable a multi-agency disruption approach to tackling economic crime.

We’ll work with the Insolvency Service (INSS) to identify and take action in prosecution cases, with up to 250 cases referred to INSS each year.

We’ll increase data insights for intelligence and enforcement teams, required for identifying and analysing trends, taking action against non-compliance and pursuing enforcement action to tackle economic crime.

We’ll develop a strategic intelligence assessment, followed by a control strategy and series of action plans to take action, together with partners, against identified threats.

We’ll have an enforcement framework in place and take action in accordance with this for companies that are non-compliant We’ll ensure a process of continual learning, testing and refining our approach to compliance and enforcement.

We’ll build the systems, processes and capability to deliver a robust, joined up scrutiny process for onboarding ACSPs. We will undertake ongoing compliance, monitoring and enforcement where necessary, linking with anti-money laundering supervisors and the wider economic crime eco-system.

We’ll begin development of services that will enable the wide-ranging limited partnerships reforms which will bring legal requirements for limited partnerships in line with the requirements for limited companies. This will include the need for identify verification, increased transparency of data and invoking new powers to remove dormant partnerships.

Now that we have over 30,000 entities registered on the Register of Overseas Entities, our focus will switch to scrutinising the information on the register and understanding it’s impact. We will work with overseas company registers and UK Land Registry to identify those that have failed to comply with their obligations. We will actively follow up on information supplied and not updated, and use our querying powers to maintain and improve the accuracy of the information supplied, targeting individuals who attempt to avoid transparency.

We’ll work proactively, alongside our law enforcement colleagues, to disrupt the use of UK property to hide illicit wealth.

Strategic goal 4: Our brilliant services give a great user experience

Our corporate strategy set out our ambitions to become a digital first organisation where our digital services are designed to be easy to use and intuitive, so that our customers can do the right thing, first time.

We have achieved high levels of digital adoption of services already and are continuing to encourage customers to choose digital first. This is quicker for our customers, more efficient for us and saves costs for us all, while reducing our impact on the environment through reduced paper and post. 

We achieved consistently high digital service availability throughout 2023 to 2024 while managing a complex technology estate as well as innovating and responding rapidly to user needs. For example:

• 91% of over 14 million transactions per year are submitted and processed digitally
• 4.3 million advanced searches of the registers are made using advanced web functionality
• 99% of confirmation statements and incorporations are submitted digitally each year

This year we will maintain our existing infrastructure and aim to ensure that our digital services remain available for customers 99.5% of the time. 

Throughout this year we will be focusing on continuing the development and roll out of new services as we start to implement the changes brought about by the ECCT Act 2023. We will also be optimising our existing infrastructure to ensure we have reliable, secure and cost effective services that provide value for money.

How we’ll progress towards strategic goal 4

We’ll optimise our current IT services and infrastructure to ensure reliable, secure and cost-effective services that realise efficiencies and provide high performing, sustainable and accessible digital services for our customers and colleagues.

We’ll review and assess the future direction for an end to end service led model, consolidating our infrastructure, making it more flexible and adaptable to changing needs and leveraging new technologies including artificial intelligence (AI).

We are pleased with our audit report from the Welsh Language Commissioner in 2023 but are also committed to improving the bilingual services we offer from 2024.We’ll continue to build our Welsh language capability into our new digital services as they come on stream to comply with legal obligations. In addition we will take forward research with our service users, and prioritise our Welsh Language Scheme action plan.

We’ll continue to work with our customers and software vendors to help them prepare for future mandatory digital filing of financial accounts.

Strategic goal 5: Our culture enables our brilliant people to flourish and drives high performance

Our business plan could not be delivered without the commitment and dedication of our brilliant people. We continue to embrace and promote a positive and inclusive culture that supports everyone working at Companies House. We encourage everyone to bring their whole selves to work, celebrate diversity and provide opportunities for people at all levels to develop their skills. 

We are proud to have been recognised for the work we do to support our people through a Platinum Award by Investors in People (IIP). We’ve now received this award for the second time in a row, an accolade that only 5% of organisations across the world share.

This financial year brings huge opportunity and change to Companies House as we continue to transition to a more regulatory role, which is changing what we do and how we do it. Our fantastic people sit at the very heart of our transformation.

Over the year ahead our focus will be on ensuring we have the skills and capabilities we need to deliver on our new role. That will begin with phased recruitment, onboarding and training to new roles across the business.

As well as increasing our resource, we will ensure that we retain our excellent culture and build resilience at all levels by ensuring all our people feel involved, valued, engaged and heard. We will aim for our organisational behaviours and strong culture to be weaved through the fabric of our new role in society.

In 2023, our Edinburgh team moved to a new location within a Government Property Agency (GPA) hub. In 2024, our Northern Ireland office will change location. We will also be preparing for a potential move from our existing Cardiff office.

How we’ll progress towards strategic goal 5

We’ll continuously seek to innovate and improve our already strong employment brand and recruitment techniques. We will strengthen our outreach and employer brand campaigns to attract future talent and critical skills, particularly in digital and data. We will continue to build relationships with educational establishments and taking an innovative approach to attracting and developing our people by keeping abreast of the latest trends in industry.

We’ll continue to develop our workforce with a focus on building talent pipelines and career paths with the ongoing assessment and building of capability frameworks through Government Professions.

We’ll strive to build a true data culture at every level within the organisation through a commitment to delivering foundational data training to 90% of our people, new learning pathways for those roles responsible for data, and by growing our community of practice.

We’ll work collaboratively to drive high performance through increased levels of employee engagement and shared information. We’ll encourage an environment that embraces and facilitates change, celebrates success and is honest about our challenges. We’ll create opportunities for people’s voices to be heard and acted upon and championing our adaptable, bold and curious behaviours.

We’ll carry out the preparatory work for our confirmed and potential office moves. We’ll particularly focus on employee engagement and relations, maintaining our open and resilient culture, planning for effective use of space and place to enable new ways of working and high performance that is fit for the future.

Strategic goal 6: We deliver value through efficient use of resources

Companies House is committed to good governance and value for money.

Operating efficiently and effectively as part of central government is a core objective to achieve this strategic goal and underpins our work across Companies House. Working with others across government and more widely provides opportunities to be more efficient and effective within the resources available to us.

Throughout the coming year we focus on identifying and leveraging efficiencies through development and delivery of new and improved processes and systems that are needed to deliver our priorities.

We will continue to make evidence based decisions across all areas, including:

• how and when we prioritise our work
• identifying and implementing new ways of working that enable the most efficient use of our people
• looking for opportunities to invest to save where required
• outsourcing contracts where we can demonstrate it provides the best value for money

As technology continues to advance rapidly, we continue to explore opportunities and develop plans to achieve a digital infrastructure that is fit for the future. The government’s 2021 National AI Strategy highlighted the importance of using AI within the public sector and for the public good.

Following this, in March 2023 the Science and Technology Framework identified AI as one of the critical technologies for the UK to achieve its ambitions to be a science and technology superpower by 2030.

Throughout the coming year, we will continue to build our digital capabilities by seeking new and innovative ways to use technology to work smarter, increase automation, and gain efficiencies. This will include using machine learning and taking an incremental test and learn approach to the adoption of AI.

We will also continue to work across government to identify where shared services and joint working will support us to be able to deliver on our commitments and realise efficiencies.

How we’ll progress towards strategic goal 6

We’ll adopt the Government Efficiency Framework to support the delivery of efficiencies, by defining and categorising efficiency savings in line with government best practice.  

We’ll complete the move from our current office in Belfast to new premises and prepare for moving from our current Cardiff office, focusing on the efficient use of space and resource.

We’ll implement the Procurement Act 2023 which will involve updating our processes, guidance and documentation, and onboarding to the new central government portal for procurement, anticipated by autumn 2024.

We’ll achieve the Government Minimum Security Standards and reflect the expectations of the Government Security Group and National Technical Authorities in our policies and operations.

We’ll prepare a detailed AI adoption plan focused on improving productivity and delivery, and realising efficiencies.

Public targets

Our public targets for this year reflect the most significant commitments in our business plan for 2024 to 2025. These targets are agreed with the Minister of State, and published in both Houses of Parliament under their name.

Throughout the year we track and report progress against the delivery of these targets to our executive and main boards, and the Department for Business and Trade.

2024 public targets

1.Use our new powers to ensure companies on the register have a legitimate address - in particular, by taking action against identity and address theft:

• have been removed from the register;
• be pending removal; or,
• have been updated to an appropriate registered office address in accordance with the law
• eradicate the use of Royal Mail PO Boxes and equivalent services as a registered office address by companies on the register

2. Introduce the technical capability to verify an individual’s identity by March 2025: this will help ensure Companies House is prepared for the anticipated transition process whereby all new and existing company directors and persons of significant control will be required to verify their identity either directly through Companies House or through authorised third parties.

3. Develop a strategic intelligence assessment to identify the priority areas for action in the fight against economic crime, and act upon it.

4. Digital services are available for a minimum of 99.5% of the time.

5. All incoming calls into our contact centre are answered within an average of 4 minutes.

6. 80% of customers are satisfied with Companies House.

7. Manage expenditure within budgetary limits and utilise central government funding.

Monitoring and reporting

Companies House regularly monitors and reports progress against the commitments in this business plan throughout the year. In addition, Parliament and the public can review how Companies House is performing in our annual report and accounts .

More information can be found in Companies House official statistics and other public data sets.

Reports on the implementation and operation of parts 1 to 3 of the ECCT Act 2023 will be laid in Parliament in line with the statutory requirements.

Funding the plan

Companies House is funded through the Department for Business and Trade and through fees which are charged for services, as set out in legislation.

Fees are set on a cost recovery basis. This means that our fees must cover the cost of the services we deliver. We do not make a profit on our fees.  

In May 2024 we will increase our fees to cover the cost of the services we deliver and take future expenditure into account as we deliver the new powers and the wider package of reforms in the ECCT Act 2023. We will continue to review our fees every year to make sure they are set at the right level. 

Our transformation programme activity has benefited from financial support from the Department for Business and Trade following approval of our full business case in 2023 through to 31 March 2025.

Following a successful bid, we have secured additional funding via the Economic Crime (anti-money laundering) Levy (ECL) for a 3-year period, ending in March 2026. This funding will support our contribution to vision set out in the economic crime plan 2.

This table shows the Companies House budget delegations for 2024 to 2025.

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Chuck E. Cheese offers subscription plan for families seeking value

In a value play to appeal to inflation-weary families, Chuck E. Cheese is betting parents would love to subscribe to unlimited visits to the eatertainment chain year-round to earn discounts.

After seeing success with a Summer Fun Pass that attracted more than 350,000 members, Chuck E. Cheese said Monday a similar subscription program will be offered all year for a monthly fee, starting at $7.99.

The extended Fun Pass has three membership tiers, offering 40 to 250 games per visit, plus discounts ranging from 20% to 50% on food and drinks and other “surprise bonus benefits.” The passes can be used at any of the participating 470 Chuck E. Cheese locations nationally.

“We wanted to create a program that makes Chuck E. Cheese more affordable for families,” said Mark Kupferman, Chuck E. Cheese’s executive vice president, in a statement. “Amid rising costs, our goal was to offer great value, and develop an easy and fun solution for everyone.”

Kupferman said the chain has been testing the program in several markets for nearly a year and seeing “great demand.”

Families can either subscribe to the monthly plan, ranging from $7.99 to $29.99, depending on the tier selected. The monthly fee is automatically charged to their credit cards, which can be cancelled any time after the first 12 months.

A Two-Month Fun Pass is a second option, designed for families looking for ways to entertain their kids over a holiday or summer break. It offers unlimited visits for two months for a one-time charge, ranging from $49.99 to $139.99, depending on the tier, but automatically expires after two months.  

Both options offer the same benefits at the tiers selected.

Subscription programs have been attempted by a number of restaurant chains, including Panera Bread , Sweetgreen , Pret a Manger, P.F. Chang’s and Taco Bell.

Kupferman said it’s the “biggest, best deal Chuck E. Cheese has ever offered.

“We understand families are struggling to find affordable entertainment options outside the home right now,” he said.

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