As business owners, we tend to do or perform as best as we could with the tools given. When you start the entrepreneurial world, nobody gives you the keys to the end goal or the way to keep the “eyes on the prize”. In our Small Business Strategy series we will be talking about “Propostion”

What a Business Value Proposition is and why it is important

Value Proposition

Your value proposition is the promise you give to customers that you will deliver something of value to them.

It’s a statement that explains:

(1) the benefit you offer;

(2) who will benefit; and

(3) why you are the best choice to deliver that benefit.

What Is a Value Proposition in Business Development?

As you develop your business, your value proposition defines both the purpose of your business and your relationship with your customers. It should be clear and concise.

To create an effective value proposition, you need to know and understand your target demographic. Ask yourself:

  • Who are your customers?
  • What do they care about?
  • What problem do they have that you can solve?
  • Why are you the best business to solve that problem?
  • What benefit will customers gain from working with you?

Once you understand your customers’ needs and values, you’ll be able to create a value proposition that appeals to them.

How to determine your marketing value proposition?

  • Establish the benefits of your product or service
  • Communicate the value of these benefits
  • Pinpoint a problem a consumer could be facing
  • Relate the problem to the value provided by your product or service

Revisit the Vision Statement

Your business vision statement is the starting point for any business development planning, as it’s the core of your inspiration and motivation.

Evaluate Your Business

This second step of your development plan involves examining the current position of your business. First, the easy part.

  • What are your business’s three best strengths right now?
  • And what are your business’s three areas of weakness?

Use the SWOT diagram to have all these detailed and worked on.

(1) the benefit you offer

Define your customer by getting to know everything you possibly can about him or her. Think carefully about your product or service.

Exactly who would want to purchase it?

prospective customers about:

  • What companies they like
  • What they look for in an industry-specific product or service
  • What type of language resonates with them

(2) who will benefit

Consider what challenges or pain points your customers have and how you are addressing those problems. Think about both the practical and psychological benefits your solution provides.

For example, if you’re a property management firm, you aren’t just buying and selling real estate on behalf of your customers. Hopefully, you also offer specific advice that makes them feel their money is safe and well-invested.Brand messages should be reinforced throughout many – if not all – of the touchpoints in your customer’s journey with your brand.

(3) why you are the best choice to deliver that benefit

Consider what challenges or pain points your customers have and how you are addressing those problems. Think about both the practical and psychological benefits your solution provides.

If you have one, your value proposition should also include your unique selling proposition, or the thing that sets you apart from all of your competitors.

Value Propostion Examples


Shopify’s customer value proposition essentially says that it can do everything you need it to, all on a single platform. This speaks to some of the fundamental needs and concerns of someone who’s starting a new business: it can all get real overwhelming, real fast.

The company’s website says that the platform supports customers “from first sale to full scale,” and features everything you could need to start, sell, market, and manage your business.

To back it all up, those four items have their own page in the website’s main navigation, allowing users to directly explore how Shopify can help with each of those facets of starting, running, and growing a business.


Crossrope is a unique jump rope with a very clear product value proposition. They flat-out say that they’ve perfected the jump rope with “meticulous engineering” and “hours of testing.”

It’s clear that the makers behind the Crossrope have put a lot of work into it, and they clearly explain the elements of their design that make these workout tools unique and high-quality.

The company also has clever names for the two types of Crossrope: the “Get Lean” set and “Get Strong” set. These differentiate the two types while clearly stating the benefit for the customer.

Manitobah Mukluks

Manitobah Mukluks has a more purpose-driven story and brand value proposition than many other ecommerce stores.

On the homepage of the website, you’ll learn that the company is Indigenous-owned, with products that are handmade by Indigenous artists who receive 100% of the proceeds. Throughout the website, the team at Manitobah Mukluks does a great job of weaving the stories of their ancestors throughout the brand’s products.