Top Templates: Value Propositions

A value proposition is a carefully crafted, clear, and simple statement that reflects the essence of the value a business will provide to a target market.

The value proposition has three main parts:

Who is the target customer?
Why should the customer buy our offering?
What are we selling?

The skeleton statement below provides a good template for building a clear and compelling value proposition.

Remember: The more specific and targeted you can be, the better.

“For ______________ who _______________,
we provide ________________________________
that ________________________________. Unlike other IT services firms, who ________________________, our company ______________________________
that _______________________________.”

*For*	the target customer
*Who*	specific needs, requirements, demands, buying criteria
*We provide*	solution name/description
*That*	gives specific business benefits/value to clients
*Unlike*	the competition
*Who*	provide solution, features, functions, benefits
*Our company*	more/better approach, solution, functions, benefits
*That*	offers a better customer experience

Remember: Don’t use adjectives, use stories. Back up your claims with real life testimonials, success stories, and references.

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.