The document outlines the importance of developing a clear unique value proposition (UVP) that articulates the benefits offered to customers, distinguishing between benefits and features. It emphasizes the need for concrete, quantified proof of value, urging businesses to understand and communicate emotional, financial, and practical advantages to their target market. The UVP format provided encourages companies to succinctly describe their offerings in a structured way to enhance customer appeal.

1. Unique Value
Proposition
By now, you’ve identified your customer
personas and competitors.
The next step is to go one level deeper
and say explicitly what the actual value
you is create for your customer. Like,
why should I (the customer) care? What
do you do for me?! That’s the 'Value
Proposition’.

2. Value Proposition Statement
Why should the customer care?
Example
BoltWatch is an IoT and analytics company.
Through their proprietary energy management
platform they reduce peak electricity costs by
20-30% for SMBs.
Format
“XYZ is a_______[describe] company. By its
_______[feature(s)], it provides ______ [unique
benefit(s)] to ______[target customer]”

3. WHAT ARE YOU REALLY SELLING?
Benefits
Benefits are about the customer and are often
about their needs, desires, dreams. They are
what motivates a (re)purchase. Benefits are
emotional.
Features
Features are about the product or service and
are often tangible attributes. They justify a
products existence. Features are rational.

4. FEATURES
What is unique?
What is evidence that customers
want these features?
Don’t assume people know or
understand your product/service
Cost
Purchase price, quantity discounts, operating costs, repair
costs, cost of installation, trade in allowance, etc.
Performance
Durability, quality of materials, defect levels, tolerances,
construction, dependability, efficiency, safety, etc.
Service
Guarantee, return/replacement policy, upgrades,
maintenance, training, installation, repair service, spare
parts, customer support, tech support, training, product
design, lead time, quality certification, etc.

5. BENEFITS
Describe major benefits - be
specific
What is the evidence that
benefits are understood by the
market?
Will target market pay for this
benefit? Can you support this
with evidence?
Continue to ask the question: “so
what?” until arrive at true benefit
Social
Status, image, popularity with friends or family
members, reputation of brand, personal relationships,
style, fashionable, etc.
Emotional
Ambition, power, independence, achievement,
ambition, pride of ownership, comfort, love, friendship,
security, style, self Improvement, etc.
Financial
Revenue, costs, savings, productivity, pricing,
profitability, market share, save time, productivity, etc.

6. Selling DTC
Selling B2B
Lower risk
Saving time
Making money
Convenience
Quality
Customizable
Health
Aesthetics
Status
Social inclusion
Self Actualization

7. Value Proposition Canvas

9. Weak Value
Props vs
Quantified Ones
Weak
Our product saves you
precious dollars
You will get countless
benefits
Our technical
superiority will save you
money
We are the best when it
comes to saving money
Quantified
This new policy saves
you $10,000 per year
and provides you with
more coverage
Our clients have
increased their business
by 20-25 percent using
our business solutions
services
Your savings on waste
management will be
nearly one percent or
$1300.00 per year
You will be saving
$10.00 per year per
computer in terms of
energy savings

10. 1) 2) 3)
Value Proposition Activity
Your favorite what for who: “X is a_______[describe] company. By its _______[feature(s)], it
provides ______ [unique benefit(s)] to ______[target customer]”
Three value propositions for your first market: