What is a Value Proposition?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

The value proposition is a crucial concept in Saas product management that defines the unique value and benefits a product offers to its target customers. It is a clear statement that communicates why a customer should choose a particular product over its competitors.

Importance of Value Proposition

A well-crafted value proposition is essential for the success of a Saas product. It helps differentiate the product from the competition, attract and retain customers, and drive conversions. By clearly communicating the unique value and benefits, a value proposition addresses the needs and pain points of the target market, compelling them to choose the product.

How to Use Value Proposition

To create an effective value proposition, it is important to understand the target audience and their specific needs. Start by identifying the problem your product solves and the key benefits it offers. Then, articulate these benefits in a clear and concise manner. Here are some steps to guide you:

  1. Define the target audience: Identify the specific group of customers who will benefit the most from your product.
  2. Identify the problem: Understand the pain points and challenges your target audience faces.
  3. Highlight the benefits: Clearly communicate the unique value and benefits your product provides to solve their problems.
  4. Be concise: Keep the value proposition short and simple, focusing on the most important aspects.
  5. Test and iterate: Continuously test and refine your value proposition based on customer feedback and market insights.

Examples of Value Proposition

Here are a few examples of well-crafted value propositions:

  1. Slack: "Be more productive at work with Slack. Bring your team together and collaborate in real-time, reducing email overload and improving communication efficiency."
  2. Canva: "Design anything with Canva. Create stunning graphics, presentations, and social media posts even with no design experience, and save time with ready-made templates."
  3. Zoom: "Connect anywhere with Zoom. Host video conferences, webinars, and online meetings seamlessly, enabling remote collaboration and saving time on travel."

Useful Tips for Creating a Compelling Value Proposition

Consider these tips to make your value proposition more compelling and effective:

  • Focus on the customer: Tailor your value proposition to address the specific needs and desires of your target audience.
  • Highlight unique features: Emphasize the unique features or capabilities that set your product apart from competitors.
  • Quantify benefits: Whenever possible, use numbers or statistics to quantify the benefits your product offers.
  • Keep it simple: Use clear and concise language that is easily understood by your target audience.
  • Test and iterate: Continuously test and refine your value proposition based on customer feedback and market insights to ensure its effectiveness.


A value proposition is a statement that describes the unique benefits and value a product or service offers to its customers.
A value proposition helps customers understand why they should choose a particular product or service over its competitors. It highlights the unique value and benefits that differentiate it from others.
To create a compelling value proposition, you need to understand your target audience, identify their pain points, and determine how your product or service solves those pain points better than others. Focus on communicating the distinct benefits and outcomes your customers can expect.
Yes, a value proposition can change over time as market conditions, customer needs, and competitive landscape evolve. It is important to continuously evaluate and update your value proposition to stay relevant and competitive.
The key components of a value proposition include the target audience, the product or service offering, the unique benefits and value it provides, and the differentiation from competitors.
A value proposition can be tested by gathering feedback from customers and conducting market research. You can also run A/B tests or pilot programs to measure the response and effectiveness of different value propositions.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Importance of Value Proposition
  2. How to Use Value Proposition
  3. Examples of Value Proposition
  4. Useful Tips for Creating a Compelling Value Proposition
  5. Related Terms

Join 2.341 product teams building better with user feedback

Grow products by listening and building the right features

Start free

The faster, easier way to capture user feedback at scale

Join over 2.341 product managers and see how easy it is to build products people love.

starstarstarstarstar 4.9 / 5 on Capterra and G2