A Simple Value Proposition Framework

If you’re an entrepreneur, part of a startup or failer (person experienced in failing) you know by now that there’s no magical formula for succeeding in startup.

However there are several learnings that might help startups avoid failing, big time! Here’s a simple framework you should be able to repeat in an instant, if you’re looking to move in the right direction and get investment.


For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name)(statement of primary differentiation).


For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.


Steve Blank’s “We help X do Y doing Z”.

We help World Wide Web users who enjoy books (X), access over 1.1 million books (Y), by providing a combination of extraordinary convenience, low prices and comprehensive selection (Z).
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