VPC – Value propositions

✅ Why this step turns your idea into a promise users actually care about

If you can’t say why it matters, no one else will believe it does.

The Value Proposition block of the VPC (and BMC) brings everything together: the jobs, pains, and gains of your customer—matched with your product, features, and benefits. This is where you shape your core offer, refine your pitch, and ensure everything you build delivers value that matters. It’s not just what you do—it’s the reason your product deserves attention.

📘 What you’ll define

  • What key problem your product solves (or benefit it delivers)
  • How your product is better, easier, faster, cheaper, or more trusted
  • What sets you apart from alternatives
  • How it makes users’ lives better—functionally or emotionally
  • Why it matters now (timing, urgency, market shifts)

🛠️ Tools and methods

✅ Value Proposition Checklist

Identify the top 1–3 jobs, pains, or gains you are addressing
Describe how your product directly relieves those pains or creates those gains
Articulate this in user language—not internal terminology
Test your value statement with users or prospects
Ensure your MVP and key features deliver on the core promise
Keep it short, clear, and focused on outcome—not features

Example Value Proposition Formula

For [target user]

who [has this job or pain],

our product [does this]

so they can [achieve this gain or avoid this pain].

Example:

For field engineers who need to monitor off-site equipment, our sensor system provides instant, mobile alerts—so they can catch failures before they happen and avoid downtime.

Example Value Proposition Table

SegmentCore Value DeliveredWhy It Works
Field engineersReal-time alerts + simple setupSaves time + prevents failure
Site managersProof-of-compliance dashboardProvides clarity + assurance
Procurement teamModular design = lower lifetime costReduces risk and total spend

⚠️ Mistakes to avoid

  • Listing features, not benefits
  • Using internal or buzzword-heavy language
  • Trying to say too much—keep it focused
  • Making generic claims without clear differentiation

💡 From successful pitches

“We spent months refining our tech story—then realised users only cared that it made them look competent in front of clients. That became the pitch.”

– Cofounder, Workflow Automation Platform

💡 A strong value proposition speaks directly to what your customer wants most—and what only you deliver.

🔗 Helpful links & resources

  • Value Proposition Worksheet
  • Download: VPC + BMC Integration Grid
  • Article: How to Craft a Value Proposition That Sticks
  • Follow-on: MVP

✍️ Quick self-check

Have we clearly stated what our product does—and why it matters?
Is the statement based on real user pains or gains?
Does it use language your audience would use?
Can someone outside your team understand it in 15 seconds?

🎨 Visual concept (optional)

Illustration: A single sticky note labeled “Core Value Proposition” with arrows linking it to “Customer Job”, “Pain Reliever”, and “Gain Creator”. Each connection shows icons like a broken tool, a happy user, and a success chart.

Visual shows how a strong value proposition is built from insight—and focused on outcomes that users care about.
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