# Creating a Kick-Ass Value Proposition

Creating a business value proposition is one of the most important steps in developing a successful product and scaling the marketing and sales functions by decentralizing the knowledge of these aspects from the head of the founder to a foundational bible that allows a team to grow this function independently.

Your value proposition is the cornerstone of your product development, as it outlines what sets your product apart from the competition and why customers should choose your product over others in the market. In this article, we'll explore the key elements of a business value proposition and provide examples of what should be included in each section.

# **What is a Business Value Proposition?**

A business value proposition is a statement that clearly communicates the unique value that your product or service provides to your ideal customer. It should answer the following questions:

- What problem does your product or service solve?

- How does your product or service solve this problem in a way that's better than the competition?

💡 *ProTip: you have to know your competitor as well as your know your own business*

- Why should customers choose your product or service over others in the market?

A strong value proposition should be clear, concise, and easy to understand. It should also be tailored to your target customers and highlight the benefits that matter most to them. It should be written in a tone that is consistent with the tone of your organization.

## Sections of a Business Value Proposition

While there is no one-size-fits-all template for a business value proposition, there are a few key sections that should be included in most cases. These sections include:

### **Headline**

Your headline should be a clear and concise statement that communicates the core benefit of your product or service. It should be attention-grabbing and highlight what sets your product apart from the competition. For example, a headline for a meal delivery service might be "Healthy, Delicious Meals Delivered Right to Your Door."

> *Raise’s version of this is “Taking African Startups from Launch to Liquidity.”*

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### **Sub-headline**

Your sub-headline should provide additional information about your product or service and expand on the benefits highlighted in your headline and potentially include a USP (unique selling point). It should be more specific and provide context for your target customers. For example, a subheadline for a meal delivery service might be "No More Meal Planning or Cooking – We Do the Work for You."

### **The Solutions**

Your value proposition should be a brief statement that summarizes the key benefits of your product or service in relation to the problem you are solving. It should be concise and easy to understand, and it should clearly communicate what sets your product apart from the competition. For example, a value proposition for a meal delivery service might be "Get Healthy, Convenient Meals Delivered to Your Door – No Cooking Required."

### **Features and Benefits**

In this section, you should outline the features and benefits of your product or service. Features are the specific aspects of your product or service, while benefits are the positive outcomes that customers will experience as a result of using your product or service. For example, a feature of a meal delivery service might be "Customizable Meals," while a benefit might be "Save Time and Eat Healthy Without the Hassle of Meal Planning or Cooking."

💡 *ProTip: Don’t promise anything you cannot deliver on. This causes brand damage.*

### **Ideal Customer Profile**

In this section, you should describe your target customer and explain why your product or service is a good fit for them. You should include information about their demographics, interests, and pain points, and explain how your product or service addresses these needs.

For example, a target customer for a meal delivery service might be **"Busy Professionals Who Want to Eat Healthily But Don't Have Time to Cook."**

💡 *ProTip: See our **VP Bible Template** to build your ideal customer profile. To get a copy of the template, [click here](https://share.hsforms.com/1pMNKBjZUTJyRUpwNDBZh0g3v6uy).*

### **Social Proof**

Social proof is a powerful way to build trust with potential customers. In this section, you should include testimonials, reviews, or other forms of social proof that demonstrate the value of your product or service. For example, you might include quotes from satisfied customers or statistics about the success rate of your product or service.

### Call to Action

1. **Clarity:** A good CTA should be clear and unambiguous about what action you want the user to take. Use simple and concise language to describe the action.

2. **Urgency:** Create a sense of urgency that motivates the user to take the desired action. Use language that conveys the importance of taking action now, such as "limited time offer" or "act now."

3. **Benefits:** Highlight the benefits of taking the desired action. Explain how the user will benefit from taking the action and what they will gain.

4. **Visibility:** Make sure the CTA is prominently displayed and easy to find on your website or marketing materials. Use design techniques such as contrasting colours or bold text to make the CTA stand out.

5. **Action-oriented language:** Use action-oriented language that encourages the user to take action. For example, use verbs such as "download," "register," or "subscribe" to make it clear what action you want the user to take.

💡 Get a copy of Raise’ Value Proposition template today. [Click here](https://share.hsforms.com/1pMNKBjZUTJyRUpwNDBZh0g3v6uy) to get a copy!