Value proposition template

Adapted from Geoffrey A. Moore's “Crossing the Chasm”:

For
(target customer, e.g., medic, engineer, etc.)
who
(what target customer needs, problem to be solved)

the
(product/service name, brand)

is a
(product or service category)

that
(key benefits, selling points, problem solution)

Unlike
(primary competitors, alternatives)

(product/service name, brand)

(primary benefits, compared to alternatives)

When creating a value proposition, you need to think about several key sources of value:

 Novelty: product meets new needs (e.g. cryptocurrency investment funds);

 Performance: improvement of performance characteristics (e.g. new generation processor);
 Adaptation – the product is adapted to specific users or their segments (e.g. phones for seniors);
 Task performance – the product helps the user to perform a task (e.g. electric juicer);
 Design – a design that meets the needs of users (e.g. Apple products);
 Brand/prestige – provides value through its reputation and associated status (e.g. Rolex, Bentley);
 Price – similar value at a significantly lower price (e.g. mobile phones of an unknown brand);
 Cost reduction – value is created through cost savings (e.g. home delivery of food or clothes instead of pick-
up);
 Risk reduction – the probability of losing your resources is reduced (e.g. investments with loss protection);
 Convenience - the product is more useful and convenient to use (e.g. an app with more convenient control).