If you’re looking for value proposition examples, you may want some inspiration to help you create the best value proposition for your own product or service.
We reached out to industry experts and influencers to get their picks on the best value propositions and what makes them effective. We’ve pulled their answers together and created an easy-to-digest guide with examples from leading, recognisable brands in a variety of industries. We also include quick tips for creating your own winning value proposition.
In this article, we’ll cover:
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Jeeves’ value proposition is straightforward: An all-in-one expense management platform built for global businesses.
Jeeves is more than a corporate card, and more than an expense management solution. Companies can use the credit card to spend and earn cashback, and then use the expense management solution to track expenses. But most importantly, they can do this across 25+ countries that Jeeves services. Jeeves also takes financial support to another level by providing companies with working capital loans through Jeeves Capital.
One of the most effective value propositions I’ve come across is used by the online education platform, Coursera. Their value proposition is clear and concise and it addresses the needs of the target audience effectively.
Their value proposition is: “Learn from the world’s best universities.”
This slogan is simple and straightforward, and it tells potential customers exactly what they are going to receive from using the platform. It also addresses the needs of the target audience effectively.
Many people are looking for ways to expand their knowledge and improve their skills, and Coursera offers them a convenient and affordable way to do so. By highlighting the benefits of their service and addressing the needs of their target audience, Coursera has created a highly effective value proposition.
Matthew Ramirez, CEO, Rephrasely
Nike bases its value proposition on the practice of sport as a generator of confidence and success, will and effort, going against what is established, and bringing inspiration and innovation to every athlete in the world.
They do this by offering their customers products of superior technical quality, made from the best materials, and using the latest technologies.
In this way, they create an effective emotional bond with their consumers, transmitting to them that Nike helps them to improve, fulfil themselves, be recognized, and succeed.
Ilija Sekulov, Marketing & SEO, Mailbutler
Unbounce's value proposition is offering ease of use. It gives you A/B testing without involving your IT team.
It's perfect for small businesses (or even big ones). You can test your website, create a mobile-friendly page, and more without having to learn any special training.
It’s easy to use. Everything you need to improve your website can be customised on the Unbounce app. And I think that's Unbounce's value proposition.
Daniel Close, CEO & Founder, We Buy Houses in Kentucky
One of the best examples of a value proposition that I've come across is Starbucks' "espresso for everyone."
This slogan conveys to customers that no matter who they are or where they are in life, they can enjoy genuine espresso. The message behind this value proposition is simple but powerful: offering quality coffee to everyone makes sense and isn't exclusive to the wealthy few.
Starbucks knows this, which is why its espresso offerings are widely available at an affordable price point without compromising on taste or quality.
This type of emotional engagement goes beyond simply selling products; it establishes mutual respect and builds long-term relationships that result in more sales.
Johannes Larsson, Founder & CEO, JohannesLarsson.com
The best value proposition I’ve ever come across was from Slack, a messaging app that makes team communication easy. Their webpage has the following value proposition; “A Messaging App For Teams Who Put Robots On Mars.”
This statement is short and tells the visitor why they should use Slack. If it’s a good messaging app for large teams of NASA scientists and engineers, then it’s certainly a good option for everyone.
Moral of the story: When writing a value proposition, understand your customer’s main pain point, and show how your product or service can solve this pain point.
Scott Lieberman, Owner, Touchdown Money
One of the best value propositions is from Digit:, which states "save money without thinking about it."
It clearly states that the value of its product is that you will save money without really trying. It defines its distinction as being completely automated, so the user never has to do anything extra. You won't feel the pain of moving money into savings, because Digit optimizes your account to pull little bits here and there to stash away.
Digit saves your money for you by holding it in an FDIC-insured bank account you can withdraw from when you have a rainy day.
Baruch Labunski, CEO, Rank Secure
One of my favourite value propositions is the one that Grammarly uses: “Great Writing, Simplified.”
This sentence is simple and concise. I think it's a great example of a value proposition because it tells me exactly what problem they're trying to solve: that writing can be difficult and time-consuming, but Grammarly is offering something to make it easier, without trying to be vague or tricky with their messaging.
I also like this value proposition because it's very easy to understand, memorable, and doesn't require further explanation. They could have written something like, “We’re here to help you write better,” but by saying, “great writing, simplified,” they've already made their value clear.
Tiffany Homan, COO, Texas Divorce Laws
Domino's Pizza's value proposition is the best one I've ever seen. They deliver hot fresh pizza to you within 30 minutes or else it’s free. Hence, their value proposition is the guaranteed short delivery time customers receive.
The guaranteed short delivery time of Domino's Pizza is a value proposition that has helped the brand build a strong relationship with its customers. This is because customers always know that they will get fresh pizza delivered to them within 30 minutes of ordering. As a result, Domino's Pizza has become one of the most successful pizza delivery brands in the world.
So, if you're in business, the lesson here is that you should always take your time to figure out the value you can offer your customers. Once you've done that, make sure you incorporate it into your value proposition so that you can build a strong relationship with your customers.
Luciano Colos, Founder & CEO, PitchGrade
In my opinion, one of the best examples of a value proposition is the one that Apple uses for its iPhone. The iPhone has many features that appeal to users, such as a high-quality camera, a sleek design, and access to a wide range of apps.
However, what sets the iPhone apart is its user experience. Apple offers a well-designed interface that is easy to use and provides a consistent experience across all devices. This makes the iPhone an attractive option for users who are looking for a smartphone that is both fun and functional.
Apple offers excellent customer support, which gives users confidence that they can get help if they encounter any problems with their devices. These factors make the iPhone an appealing option for many users and explain why it remains one of the most popular smartphones in the market.
Jamie Irwin, Director, Straight Up Search
One of the best examples of a value proposition I've come across is Amazon's Prime membership program. Prime provides members with free two-day shipping, access to streaming TV shows and movies, and discounts on certain products.
This value proposition works because it offers a wide range of services that appeal to a wide variety of consumers. Its convenience and affordability mean that customers are likely to take advantage of it and keep using it for as long as possible.
Plus, Amazon's Prime membership is relatively cheap compared to other similar services, making it an appealing option for those with limited budgets. This company’s value proposition has been extremely effective in helping Amazon grow its business and become one of the world's largest companies.
Matt Teifke, Founder, CEO, & HR Head, Teifke Real Estate
A value proposition summarises the features, benefits, or services of a product, as well as what makes the product different compared to competitors. When composed into a statement, your value proposition essentially tells a potential customer the number one reason why they should pick your product or use your service over the competition.
You’ll usually find a business value proposition statement on a company’s website (often on the homepage or about page), social media accounts, and in its digital marketing material.
Creating a successful value proposition is key to a successful marketing strategy that converts your target audience into customers.
You can also use it as an internal marketing message. A strong value proposition that conveys your company’s benefit in a nutshell can also motivate your employees and help your sales team position your business better to increase conversions.
Three parts usually compose a value proposition:
Let’s look at each one.
Also known as the main value proposition statement, the headline describes the benefit the customer gets from the product. It also summarises features and benefits, so the person who reads it can quickly understand what the business does and what makes it unique amongst its competitors.
Some value proposition statements will also have a subheading. This might go into a bit more detail about what the company does and essentially expands upon the headline.
A lot of value propositions have a visual representation of their value proposition. They’re designed to enhance the value proposition statement and will use images or video to explain the value proposition.
Now that you’ve read 11 unique business value proposition examples, here are four tips to create a compelling value proposition for your service or product.
The whole idea behind a value proposition is differentiation. You’ll want to make it clear to the audience what your company does and how it stands apart from others. Identify your unique selling point (USP) first, then clarify who your product is for, without trying to target everyone.
The more specific your value proposition is, the more likely your ideal customer will identify with your company and reach out.
It might be tempting to focus on what summarises your business quickly and easily. But a better approach might be to focus your value prop on what you do better than others: your competitive advantage.
You want your value prop to include something unique about you, and not what is very common in the market.
For example, our value prop at Jeeves’ is that we build a complete financial stack for global businesses. Many other fintech companies do credit cards, expense management and even revenue-based financing. But no one does it for global businesses: that’s where Jeeves stands out.
If you’re a new entrepreneur or startup founder, beware of wanting to explain exactly how your product or service works in your value prop. Instead, focus on the main benefits of your product or service (not the features). Your potential customers want to know what’s in it for them before diving deeper into the details of how you work.
Let’s take Grammarly as an example. If they created a value proposition from their feature, they could have written something like, “AI-powered grammar checker that improves your writing in an instant.”
Instead, “Great Writing. Simplified” is a simple value proposition showing you the benefit customers can get from their automated grammar-checker product.
It’s ok to pivot and adjust your value prop as your company grows in order to find “product market fit” in the early days. If you don’t feel your value prop resonates with people, brainstorm new ones, then test them. Try different landing pages, speak to customers and do A/B testing on your website to see what resonates.
Think of your target customer’s main problem, then list all the benefits your product offers to solve your customer’s problem. Describe why these benefits are valuable.
Finally, pinpoint your competitive advantage in the market and how it differentiates you. Combining your competitive advantage, your customer’s main problem and your solution will help you craft a winning value proposition statement.
A great value proposition clearly distinguishes your company from others. It’ll also be for a specific customer segment – so not for everyone. Bonus points if it gets the reader excited.
Five common categories of value propositions are:
Now you can better understand how to communicate the value of your products or services with the best value proposition examples.
Take these example value propositions and our tips to create your own strong value proposition – one that will wow your target audience, promise to solve your customers’ problems and entice them to buy.
One day, your own value proposition may be the example that inspires new business owners to create unique value props for their brands.
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