Another crucial element that contributes to the company’s success is its ability to identify, express, and communicate its value proposition to consumers. The company’s unique value proposition primarily functions as a marketing tool. A value proposition worksheet proves helpful in communicating with customers, and it’s best to utilize it for marketing plans. Read through the article to learn more about these documents, including their definition, components, and structure.

30+ SAMPLE Value Proposition Worksheet

What Is a Value Proposition Worksheet?

A value proposition is a statement that describes a promise of value to its consumers from offering its services and products. It also sets itself apart from other competitors by defining the advantages and benefits of choosing its merchandise. A value proposition is part of a company’s marketing strategy and mission statement. As a marketing strategy, it is a summarization of the advantages of purchasing products or availing services. The significance of a value proposition extends to adding more value or a potential solution to customers availing the company’s offers. As such, a value proposition worksheet allows the company to identify and highlight a company’s strengths, customer expectations, defined objectives, and necessary keywords to emphasize the company’s statement.

According to an article published in Forbes in July 2015 entitled ‘Successful Businesses Have A Strong Value Proposition. What’s Yours?’, an exceptional example of an effective value proposition comes from Career Steps, wherein their statement brought about a job placement opportunity rate of 90 percent for their graduates. Their strategy was to offer education in high-growth industries, including medical coding, billing, and transcription.

The Types of Value Propositions

A value proposition is the company’s way of saying our products are better and will benefit you as customers after you make your purchase. However, value propositions can give various reasons for your customers to avail a company’s product or service, each one with advantages and disadvantages. Below are fundamental value propositions organizations utilize for their businesses.

“Our prices are the lowest.”: Utilizing this value proposition requires a company to lower the costs of products or services to sell them at lower prices. For an organization to implement this method, the company must lessen operational costs of distribution and manufacturing methods. The advantage of selecting the lowest price value proposition is the efficiency of relaying the message to consumers by saying the company provides the lowest prices for a product or service. On the other hand, endless price wars with other competitors become a disadvantage. It is especially true for the cost fluctuation of goods or sells products at low prices to pick up on marketing shares.“Our product is uniquely better.”: When it comes to implementing this type of value proposition, the company determines through market analysis, research, and group interviews, the product or service features that consumers value to consider whether they are superior to other competitions. From there, organizations build their commodities to cater to a target market. For example, releasing a product that contains an ingredient or material that makes individuals feel special or successful than others. An advantage of patronizing the uniquely better value proposition is avoiding existing price wars with competitors because you offer consumers unique merchandise. Meanwhile, a disadvantage it brings is that competitors will try their best to copy or replicate imitations of products to sell for less.“We make things easier for you.”: One of the common value propositions visible in the market place as it brings a hassle-free option for customers when they purchase a product or service that is traditionally complicated to use. In this sense, consumers will be more inclined to buy products that save time and energy. The advantage of using the make things easier value proposition is that the customer market will be less likely to weigh the pros and cons of purchasing products. The disadvantage of selecting this type of value proposition is that the company becomes a replaceable commodity rather than priority merchandise or service.“We take ownership of customer results.”: It is the ultimate goal for all companies to achieve this value proposition. In using it, organizations must perform necessary strategic functions within the customer’s business. Through it, the company assists the clients to improve performance better than the company itself. The advantage of using the customer result value proposition is once the business gets into the daily operations of a client’s business, replacing your services becomes expensive. The disadvantage, however, is that your organization employs highly-trained and competent experts to understand and support the customer’s company, preferably individuals within the same industry.

Components of a Value Proposition Worksheet

Value propositions are an integral part of a company’s identity and existence. Preparing the value proposition helps every individual in the company to understand the business purpose and produce consistent and quality marketing materials. Below are the elements visible on a value proposition worksheet to help the company develop a value proposition statement.

Company strengths: A section of the value proposition worksheet identifies the organizations strengths. The worksheet provides an area to jot down what the company is known for and what they do well. Highlighting the company’s strength helps compose the value proposition statement while focusing on its mission and objectives. Consumer expectations: Customer expectations are a set of ideas regarding a product, service, or material, or brand that a customer needs and wants. Consumers desire these expectations to be present for them to feel satisfaction with customer service and tendered purchases. The value proposition worksheet provides a section where a representative identifies customer expectations of a target market. Company objectives: A business must provide and construct a specific set of objectives as an essential part of a business plan. These company objectives fuel the drive of the organization to continually strive for success and a benchmark during problems and struggles. In the worksheet, listing down five objectives help set up the value proposition statement.Keywords and phrases: The keywords and phrases section are valuable additions to the value proposition statement. In writing them, it is best to think of critical characteristics, features, services, and other relevant ideas that differentiate and makes the company unique from other competitors in the market.

How To Write a Value Proposition From the Value Proposition Worksheet

A value proposition has three main components, namely the heading, sub-heading, and visual elements. Each of these components comes from derived answers in the value proposition worksheet. Using the information from filing in the worksheet, here are essential steps you take to create the value proposition for the company.

Step 1: Conduct Market Research and Analysis To Determine the Value Proposition of Competitors

The value proposition is the unique factor that sets the company apart from its industry competitors. It is necessary to research the value proposition of your closest competitors. Using the value proposition worksheet and the information in it helps determine how the company meets the needs of the buyer market. It can be tempting to focus on areas competitors flourish and improve on them. However, it is best to tailor your product or service proposition to fit your consumer market.

Step 2: Explain the Value of Products and Services

Outline the features and benefits of the company’s products and services, highlight what they offer to your customers. The next step is a tactic that companies must utilize to maximize their value proposition. By meeting the product or service benefits to the offers and relating them to specific values of customers, it is easier to align what the business provides to customer needs.

Step 3: Identify Customer Benefits When Purchasing Products or Services

The next step to creating the value proposition of the company focuses on including details of how the product or service benefits your customers. It helps to provide visual aids like photos, graphs, diagrams,  and pictures to support the claims. Using videos and live demonstrations are most effective to illustrate the value proposition shows customers what to expect from the incurred services or product by the business.

Step 4: Develop a Unique Value Proposition

As the company focuses on marketing efforts to cater to a particular target audience, you will discover that your consumers possess various needs based on their consumer behavior. Buyer personas classify a larger scale of the customer market into smaller groups with similar desires, tastes, goals, demands, and purchasing behavior. For each group, you need to compose a unique value proposition. A product or service you offer can solve a certain consumer and satisfies their wants better than others. That is why it is vital to tailor a value proposition for each buyer persona.

Step 5: Test the Value Propositions to Your Sample Audience

Finally, experiment on the value propositions you have through various marketing channels. These coined tactics are internally produced and developed by the marketing team to validate their effectiveness to a particular audience. The value propositions are then put on the company’s website, social media sites, videos, photos, events, and other means of communication. It is vital to test the propositions on existing and non-customers, taking in their feedback to implement the necessary revisions to finalize the value proposition.


How do you write a value proposition?

In writing a value proposition for your company, it is critical to remember that you are making a promise to your consumers and providing them with the best product or service to address their needs. To start writing a value proposition, you must:

  • Identify the consumer market’s main problem
  • Outline and highlight all the benefits your product or service provides
  • Define how these benefits make the company’s products or services valuable
  • Connect the intended value to the consumer market’s problem
  • Differentiate the company as unique from other competitors

What is a personal value proposition?

A personal value proposition is a statement or letter that describes an individual’s ability, experience, and expertise that makes a person different and unique from other candidates that makes them a valuable addition to the company. It helps outline a person’s strengths to express how they will be the best for the team. Personal value propositions, much like a business value proposition, must be brief and catch the reader’s attention while differentiating the person from competitors.

What makes a good employee value proposition?

An employee value proposition is a statement describing the variety of characteristics and benefits of working in a company. It is a promise between the organization and an employee in exchange for their productivity, contribution, and performance. An efficient employee value proposition must be consistent with the objectives of the company and demonstrate its uniqueness.

A value proposition is a way to influence a target audience into availing of products or services. Creating a compelling value proposition for your company provides a distinct difference between competitors, attracts the right opportunities, improves customer understanding and engagement, and provides a clear message to the target market. Start creating your company’s value proposition by filling out a value proposition worksheet to improve your message. Download and use the various value proposition worksheet samples and set a unique yet promising statement for your consumers.