A clear statement of the benefit a customer gets from you, for whom, and why it matters to them. It answers 'why should I buy this?' in the customer's terms.
Example
Meera's value proposition: 'Office and festive wear for working women in Pune, fitted to you in 48 hours, so you look put-together without a weekend of shopping.'
How you'll hear it
“The ad shows the product but never says the value proposition.”
Don't confuse it with
- USP: the USP is the one thing only you offer; the value proposition is the full benefit, which may include things competitors also offer.
- Tagline: a short memorable line; it may or may not state the value proposition.
Related terms
Sources
- The Value Proposition Canvas, Strategyzer
- Value proposition, Investopedia