Knowing how to create a compelling value proposition is challenging.
Often, people quickly come up with a slogan or tagline rather than creating a simple, understandable value proposition that immediately gets traction with a potential customer.
One quick way to gain inspiration for your value proposition is to understand what some of the brands and businesses do.
In this article, I’ve compiled a list of value proposition examples and why they are so powerful.
If you are still trying to figure out how and why a value proposition is so important, I suggest you read the article on How To Use The Value Proposition Canvas.
Great value propositions immediately connect with a customer because they address a problem that a customer is looking for.
Table of Contents
What Makes a Good Value Proposition?
A unique and strong value proposition communicates your brand in a way that:
- Speaks to your audience.
- Clear, concise and easy to understand.
- Communicate your brand promise.
- Provides evidence of value.
Value proposition: tell me why I should buy from you
Kotler, in his book on marketing, defines a value proposition as an answer to a key question that your potential customer has: why should I buy from you?
In choosing a value proposition, Kotler argues that buyers consider value for money, or what they get for what they pay.
You offer value by understanding how you improve your customers’ lives and solve their problems while trying to do a job.
Broad Value Categories
- Performance – improve a task, process or an overall result e.g. sales.
- Risk reduction – reduce the level of uncertainty in making a decision or an investment e.g. money-back guarantee.
- Accessibility – provide access to otherwise expensive assets or experiences.
- Customization – provide a product or service that is tailored to an individual’s needs.
- Convenience – make it easier to do – quicker to get done.
- Connectivity – make it easy to connect buyers to sellers e.g. Musical talent to fans (Spotify).
- Save money – compare the market and hence find the best price e.g. hotel comparison sites.
- Social status – make me look good feel good – enhance how people see me.
- Design – make something unique and aesthetically appealing.
- Experiences – moments (either individual or shared) that enrich or enhance a person’s life.
What makes your Business Valuable?
If people don’t understand the value you offer and why they should buy your product or service over another value offer, then you will simply find it hard to compete.
You’re probably waste valuable dollars on advertising.
People pay attention to your value proposition first and then take action if they believe and understand it.
A value proposition is a believable set of reasons that persuade people to take notice and take action.
When you craft a powerful value proposition it becomes a central part of your marketing communications and woven into how you design and deliver your brand.
If you don’t have a strong value proposition, people will not take action, and inevitably, they will use your competitors.
A strong value proposition makes your business distinct from the competition, In turn, that gives your business an advantage in the market and you will:
- Attract and convert more customers.
- Increase customer loyalty.
- Command higher prices.
- Outperform your competition.
Why Invest in Crafting Your Value Proposition?
I’ve walked into loads of businesses and asked the simple questions “why should a customer buy from you?”.
Most CEOs, marketing officers and teams usually reply with a long list of reasons centred around the features and benefits of their products or services or simply rant about how great they are as a company.
Few hit the mark and tell me their value proposition, and even fewer make it easy to understand.
That means they haven’t invested in fundamentally understanding their customers, and that is risky ground.
While you may have traction because of a brand or product, that doesn’t guarantee the future of the business.
Common Mistakes To Make When Creating Your Value Proposition
Lack of Proof
Most corporates, business owners and entrepreneurs love their products. They passionately believe it’s the best in the market. Simply why you think it is great is not the same as understanding why customers think it is good or useful.
Not Being Clear
Clearly explain the value in terms that doesn’t make people have to think about it.
Not Testing
Your first attempt at framing your value proposition is unlikely to be the best. There is only one way to improve, and that is to test it. AB testing is an unbelievably fast and effective way to see how and what customers think quickly.
One rule: Do not just do one AB test; repeat across several versions until you’re sure you have the right fit.
what is a unique value proposition?
A unique value proposition clearly communicates your value to customers and how you are different from your competitors in the market.
So, what goes into a good value proposition, and where should you begin?
Use words that customer use
The best value propositions uses the same language as customers. The same style and tone of language will hook potential customers.
clarity before creativity
Above all, you must ensure your value proposition is clear. Sounds obvious, right? Your value proposition needs to serve many purposes, so achieving crystalline clarity can be quite difficult.
Your value proposition should be relatively short, two to three short sentences maximum.
Value Proposition Ad Libs
Ad-libs are a great way to shape alternative directions for your value proposition quickly. They force you to pinpoint how exactly you will create value.
Geoff Moore’s Value Positioning Statement
For [target customer] who [statement of the need or opportunity], our [product/service name] is [product category] that [statement of benefit].
Steve Blank’s XYZ
We help [X] to [Y] by [Z].
Customer-Problem Solution
Customer: [who your target audience is] Problem: [what problem you’re for the customer] Solution: [what is your solution to the problem]
What Else Do You Need?
A Value Proposition is your hub, the centre point of your marketing, but you need to include supporting elements.
- Social proof – evidence of customers and testimonials.
- Supporting benefits – e.g. other ways that your products or services help customers.
Plus, small value points that can help tip the scale – here are a few examples:
- Free shipping.
- Fast shipping/Next-day shipping.
- Free bonus with purchase.
- Free setup/installation.
- No setup fee.
- No long-term contract, cancel any time.
- License for multiple computers (vs. 1).
- (Better than) money-back guarantee.
- A discounted price (for a product).
- Customizable.
What is a value proposition example?
I often get asked to pick out one value proposition. that really provides a best-in-class example. Here are two, one for b2b and the other for b2c.
What is a Good B2B Value Proposition Example
Shopify – “Build an online business no matter what business you’re in” is the tagline and their value proposition is that they are the best all-in-one solution for you to sell products online.
30 Value Proposition Examples To Inspire You
The first of the value proposition examples is Dollar Shave Club.
1. Dollar Shave Club
Dollar Shave Club is squarely aimed at the male market and its products are all about grooming.
Business model: Subscription business model for razors.
The Dollar Shave Club value proposition is built around convenience, ease of use and price.
Value proposition: The Dollar Shave Club helps people by offering quality blades and other products delivered to your door at lower costs than big brands in retail shops.
On their site, they also have supporting benefits:
- Free delivery.
- 30-day money-back guarantee.
- Cancel anytime.
2. Patagonia
Products: Men’s and women’s clothing
Patagonia is a clothing brand that focuses on sustainable production and reuse of clothing.
Value Proposition: Patagonia makes products in a more environmentally responsible way. In addition, they actively help customers to repair clothing rather than simply discard or replace.
Their website is full of stories from their members and community that reinforce their value proposition and their brand identity.
3. Pinterest
Business Model, Product/Service: A platform for bookmarking, sharing and collecting visual media.
Strapline: The world is a catalogue of ideas
Pinterest is a platform that allows you to curate (pin) images from multiple sources to boards. Other Pinners can then view and pin images from your boards to theirs. As a result, Pinners collect and share millions of photos and other images daily.
Value proposition: Pinterest centres on the discovery of ideas and inspiration. The platform is particularly good for sharing fashion, cooking, home design and other themes.
4. The Honest Company
Business Model, Product/Service: An e-commerce store that sources and sells non-toxic, eco-friendly, effective, and beautiful family products.
Value proposition: Parents are increasingly concerned with chemicals that might affect the health of their children as well as have an impact on the environment.
The Honest Company‘s value proposition is an easy place to find, order and get delivery of eco-friendly products.
5. Canva
Create beautiful designs with your team. Use Canva’s drag-and-drop feature and layouts to design, share and print business cards, logos, presentations and more.
Canva
Business Model, Product/Service: Canva is an online graphics tool for editing, creating and distributing images.
Strapline: “Design anything, Publish anywhere“.
comValue Proposition: The Canva value proposition is all about simplicity. More complex tools like Adobe Photoshop can be overwhelming for people who want to edit photos and be able to produce their marketing graphics. Their target audience is people who want to produce graphics without the cost of hiring a graphic designer or having to spend months learning Adobe.
6. Peloton
Business Model, Product/Service: Peloton, best known for its connected bike allows users to stream cycling classes on-demand.
Peloton has seen huge growth recently, driven by the rising trend towards fitness and a healthier lifestyle. Fast internet speeds and the cheap availability of sensors have provided the technology to enable new business models.
Value proposition: Peloton offers convenience by allowing you to create a fitness regime around your own timetable rather than the gym’s schedule. You can also select live-streaming studio cycling classes based on your fitness level.
7. Casper
Business Model, Products/Services: Casper manufactures and sells mattresses directly to consumers.
One perfect mattress at a friendly price point. …
Value proposition: Casper offers lower prices by cutting out distribution through retailers and simultaneously a high-quality product that fits a range of budgets.
8. Soylent
Business Model, Product/Services: Direct to consumer eCommerce.
Strapline: Soylent product contains a complete blend of everything the body needs to thrive.
Value proposition: Soylent offers a convenient and healthy way to get everything your body needs in one drink. It includes protein, carbohydrates, lipids, and micronutrients.
Competitors: YFood, Saturo, Mana, Plenny Drink and Feed. offer cheaper alternatives already.
9. JustFab
Business model, Products/Services: JustFab is an eCommerce store that sells shoes and other fashion range.
Value proposition: JustFab offers a personalized shopping experience at an affordable price.
Like many disruptors, they have cut out part of the value chain, otherwise known as disintermediation.
10. Fanatics
Products/Services: Fanatics provides e-commerce, merchandising, marketing and fulfilment services for professional sports leagues and teams, collegiate athletic programs and conferences, and other major sports properties.
Value proposition: Customers can buy their favourite officially licensed items from Fanatics.
Fanatics has a large network of suppliers and sports partners, allowing it to produce and sell the latest sports apparel to fans globally.
11. Salesforce
Products/Services: Salesforce is an online CRM and sales development platform. The platform is aimed at small business owners as well as enterprises.
Value proposition: The Salesforce value proposition is on ease of use and the ability for business owners to improve their sales, reach more customers and improve service.
Over the years, Salesforce has acquired many companies that have improved its range of services. Small businesses benefit from the integration of several services that would otherwise have to be purchased separately.
12. Hook& Albert
Products/Services: Hook and Albert offer a range of travel bags and accessories.
Value proposition: These elegantly designed travel cases keep clothes neat when travelling for business or pleasure.
Luxury brands are some of the fastest-growing businesses in the world and cater to business and affluent people.
13. Vimeo
Products/Services: Vimeo offers a platform for individuals or businesses to securely host videos. Videos can be set to private viewing only and are often used in membership sites.
Value proposition: Vimeo offers a more secure way to host videos and set different permission levels, unlike YouTube.
14. Jord
Products/Services: Jord is an e-commerce store that offers customers a range of wooden watches and accessories.
Value proposition: Jord offers beautiful watches and accessories crafted from natural materials.
Their target market is fashionable and ethically-minded individuals who want not to buy leather or plastic goods.
15. Dogvacy
Products/Services: Dogvacy is a platform that connects dog sitters with people who need dog-sitting services.
Value proposition: This is a platform business model that provides flexible options for dog owners to hire dog-sitting services.
As a platform, it has two sides: pet owners and dog sitters. The value proposition for dog sitters is equally important it offers a simple way to find dog sitters – “get paid to take care of dogs”.
16. Thumbtack
Products/Services: There are many digital business models that harness the power of platforms. Thumbtack is one such platform that connects people who are looking for handy jobs with reliable trade people.
Value proposition: Thumbtack finds tradespeople for free and gets estimates from professionals who are ready to do the job.
17. Fundly
Products/Services: Fundly is an online fundraising platform that
Value proposition: Connect with potential funders to achieve your goal.
The platform offers a potential source of funding for non-profits and individuals. Many other types of crowdfunding platforms are available for startups and companies seeking growth investments. Among the value proposition examples, you can begin to see a common theme of connecting people using platforms.
18. Gengo
“Our intuitive platform allows companies of any size to order cost-efficient translations from professional translators.”
Products/Services: Custom translation services
Value proposition: Gengo males it easy to get translations done at a reasonable price.
19. Lyft
Products/Services: Lyft provides an app for people to get shared rides shared rides, bikes, scooters, fancy cars, public transit. There are lots to do in your city, and we’ve got the rides to help you enjoy it all.
Value proposition: A one-stop shop for getting around the cities of the world.
Lyft, like Uber, provides quick and convenient access to rider information. Smartphone technology enables drivers to find rides and make money.
20. Intuit
Products/Services: Accounting software.
Value proposition: Smart and simple to use accounting software for small businesses.
One of the big headaches of running a business is maintaining all the accounts. Prior to software like Quickbooks, this was a process of using Excel sheets and employing an accountant. Nowadays, though, software like Quickbooks integrates with other tools to make keeping tabs on expenses and sales easy.
20. Square
Products/Services: Flexible and mobile card processing services.
Value proposition: Easy payment processing for small businesses no matter where you sell.
This solution is one of my favourites because it enables small vendors to process card payments. The solution neatly fits with mobiles or tablets e.g. iPad to create a smart till.
21. Harry’s
Products/Services: Men’s razors and other grooming products.
Value proposition: Quality razors at a fair price.
Harry’s razors provide affordable quality razors without the high price tag of more elaborate razors in the market.
22. GoPro
“From cameras and drones to apps and accessories, everything you need to help capture life as you live it, share the experience and pass on the stoke.”
GoPro
Products/Services: GoPro is a portable camera for travel, sports and adventure enthusiasts.
Value proposition: GoPro frees people to celebrate the moment and inspires others to do the same.
23. Skillshare
Skillshare is a learning platform with online classes taught by the world’s best practitioners. Personalized, on-demand learning in design, photography, video, freelancing, and more.
Skillshare
Products/Services: Online classes and courses on creative skills.
Value proposition: Join Millions of Creators Learning with Skillshare
24. Deliveroo
Products/Services: An app/website that allows you to order from a selection of local restaurants quickly and have it conveniently delivered to your door.
Value proposition: Order high-quality takeaway online from top restaurants, fast delivery straight to your home or office.
25. Uber
Products/Services: Uber is an app that provides easy access to drivers.
Value proposition: Easy convenient way to order a ride. The app also processes payments.
Find out more about how Uber makes money and the Uber business model.
26. Netflix
Watch Netflix movies & TV shows online or stream right to your smart TV, game console, PC, Mac, mobile, tablet and more.
Netflix
Products/Services: Online and on-demand video streaming service.
Value proposition: Watch movies, documentaries or TV shows anytime on any device.
27. Amazon
Products/Services: The worlds largest eCommerce store.
Value proposition: The ultimate online store – buy anything, anytime.
The Amazon business model has evolved since its early days selling books.
28. Evernote
Products/Services: A note-taking app that syncs across all devices.
Value proposition: Your notes organized easily and effortlessly.
29. Stripe
Products/Services: Stripe is an easy-to-use payment processing platform that integrates with many eCommerce stores.
Value proposition: Stripe builds the most powerful and flexible tools for internet commerce.
The target market for Stripe is eCommerce businesses – mostly small businesses to larger enterprise-level stores. The focus is on simplicity and the many integrations.
30. Walmart
Products/Services: Walmart offers a one-stop shop for anything a customer wants.
Value proposition: Buy the things you need at the best prices.
Target market: Lower- and middle-class bargain shoppers.
Value Proposition Examples – Now Develop Yours
The value proposition examples should inspire you to improve your thinking about the value you offer your customers. Some businesses offer great value but have yet to express it in their marketing and brand communications.
Use the value proposition canvas to create and refine how you offer value and stand out.
