In short, a value proposition is the promise of the value that will be delivered by a product. It is a short summery as to why a customer would choose your product and the main benefit it provides. Often, people will focus too much on the actual product and the features it will have. However, the customer wants and needs are just as important to familiarise yourself with.
To get started, I used Peter Thomas’ value proposition canvas. When you define all of these aspects of the company and customer, it can make it easier to write a value proposition.
Product
Benefits: How does it make your customers life easier?
Features: How does your product work?
Experience: How does your customer feel when they use the product?
Customer
Wants: The emotional drivers of getting the product
Needs: Rational reasons for getting the product (includes unconscious needs)
Fears: Risks they may feel using your product over others
Wants
Needs
Fears
