Value proposition

How it is used

Common in startups, B2B marketing, websites and investor pitches. You define, test, sharpen or communicate a value proposition. It often appears at the very top of a company's home page.

Example sentences

1. Our value proposition for small shops is simple: accept card payments from day one with no monthly fee.

2. The landing page doesn't make the value proposition clear enough.

Common collocations

• clear value proposition
• customer value proposition
• strengthen the value proposition
• value proposition canvas

Related terms

• unique selling propositionThe one clear benefit or feature that makes a product different from and better than its competitors, in a way that customers care about.
• positioningDeciding what clear place a brand or product should hold in customers' minds compared with its competitors, and shaping its message around that idea.
• pain pointA specific problem or frustration that customers have, which a product or service can solve or at least reduce.
• B2BShort for business-to-business: selling products or services to other companies rather than to individual consumers.

This word in other fields

The same English word can have a different meaning in another field:

• value proposition · Product Management
• value proposition · Sales & Retail
• value proposition · Entrepreneurship & Startups

More terms: Marketing Strategy

• marketing strategy
• SWOT analysis
• competitive advantage
• differentiation
• go-to-market strategy
• cannibalization