One of the biggest challenges founders face when starting a business is explaining what it does simply and clearly, so anyone can understand what the company does.
That’s why, in this article, we’ll introduce a framework to help you create a clear, effective value proposition, one-liner, and elevator pitch for your startup.
What Is a Value Proposition?
A value proposition is a phrase that describes the value your users and customers get from you—in other words, why they use your product.
Building your value proposition will help you create your one-liner and startup description. This phrase will also help you with your website and social media.
Value Proposition Framework
Example Using the Value Proposition Framework
What You Do vs. How You Do It vs. Features
Always remember to start with “what you do,” since how you do it can change over time. Maybe today you do it through a WhatsApp group, tomorrow through a marketplace, and later through SaaS, but what you do will always remain the same.
Finally, be sure to distinguish what you do and how you do it from the features of your solution. Often, these features aren’t part of the solution itself; they simply help make the process more scalable or efficient.
Red Flags
- Avoid phrases like:
- We are a company committed to…..
- We transform people’s lives….
- We create technology that awakens the senses…
- We are the strategic partner of…
- Saying directly how you do it instead of what you do
- Not using the right connectors to link ideas and tell stories.
Final Tips
- Keep it simple; you don’t have to say everything upfront.
- Listen to other pitches and adopt the approaches you find interesting.
- Have a one-liner and an elevator pitch.
- Your one-liner and elevator pitch can have different versions depending on your audience’s area of expertise.