Value Proposition Templates
Included in this offer are two sets of templates to help your business create an exceptional value proposition.
First, we’re included five brainstorm and pre-work templates for you and your team to use when honing in on the core values that your business can offer its customers. All of these templates can (and should) be edited, adjusted, and filled out to best represent where your business is at the moment and where it aspires to be in the future.
Once your brainstorming is complete, you can jump to the ten value proposition templates themselves and get to work on writing your actual statement.
For every template in this kit, we’ve included an example of how it may look when completed. Remember, you should adjust any template to fit the needs of your business in order to create the best value proposition for your organization.
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Value Proposition Pre-Work Templates
These optional pre-work templates will help you create the foundation for a more accurate and authentic value proposition.
Value Proposition Canvas Templates
A value proposition canvas is a concept designed by Peter J. Thomson. It is described as “a fairly simple tool that quickly gets you to the ‘minimum viable clarity’ required to start building and testing a product or service.”
This template prompts you to think about what benefits, features, and experiences your product or service offers to customers, as well as the needs, wants, and fears they experience pertaining to your product. You’ll also be prompted to identify the substitutions for your product or service, in addition to your product name and ideal customer.
What is a Value Proposition Canvas?
Needs
Wants
Template
Experiences
Benefits
Features
Company
Product:
Ideal Customer:
Fears
Substitutes
Needs
Wants
Example
Benefits
Features
Company: CustomBike
Product: Custom-Built Bicycles for Die-Hard Cyclists
Ideal Customer: Professional and Recreational Cyclists
Fears
Substitutes
Affordable
Customizable
Accessible
Quality Hardware
Online Building
Free Shipping
Experiences
Customers using CustomBike are able to design their own bicycles online or at one of our many stores. This process provides a unique experience for cyclists who know they are using a unique, quality bicycle built just for them on races and rides.
Traditional Bikes, Modifications to Standard Bikes
Brand Messaging Hierarchy Template
Your brand messaging hierarchy identifies the brand values that surface up to your value proposition.
In the template attached in the slide below, you’ll identify three of the most important brand values you wish to communicate through your value prop statement. After that, outline three proof points for how your company lives these values out through its actions. You can see an example of what this hierarchy might look like in the slide below the template slide.
For a list of company values you can prioritize in your brand messaging hierarchy, read this guide. You can also review this blog post for more instructions on filling out the template in the slides below.
What is Brand Messaging Hierarchy?
Supporting Point #1
Brand Pillar Name
Template
Pillar 1
Supporting Point #1
Supporting Point #2
Supporting Point #3
Supporting Point #1
Brand Pillar Name
Pillar 2
Supporting Point #1
Supporting Point #2
Supporting Point #3
Supporting Point #1
Brand Pillar Name
Pillar 3
Supporting Point #1
Supporting Point #2
Supporting Point #3
Supporting Point #1
Creativity
Example
Pillar 1
All of our designs are limited-time only and take years to develop.
Supporting Point #1
Authenticity
Pillar 2
Supporting Point #1
Durability
Pillar 3
We invest in young, ambitious designers who think outside the box.
We’ve won the Most Creative Retailer award for eight years running.
Products are labeled so wearers know exactly what clothes are made of.
Designs can only be purchased at one of our stores or on our online shop.
Our clothes are produced in American factories with high-quality materials.
Our clothes are built to last in any environment or climate.
80% of our clientele consider themselves “blue collar workers.”
We offer a free replacement policy if clothes ever wear or tare.
Mission Statement Templates
What is a Mission Statement?
Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it provides, who it makes it for, and why it’s doing it.
When preparing your value prop statement, understanding your mission helps you identify which current company values are the most important to communicate through your value proposition.
Bonus Resource: For more than 100 mission statement examples and templates to inspire you in this section, read our free guide here.
Template
Pre-Work Questions
Why do you do what you do?
Answer:
Place answer here.
How do you do what you do?
What do you do for your customers?
Mission: Add mission statement here.
Answer:
Place answer here.
Answer:
Place answer here.
Example
Pre-Work Questions
Why do you do what you do?
At 123 Media, we create entertaining media and events such as concerts and festivals.
How do you do what you do?
What do you do for your customers?
Mission:
We work with live music lovers to offer events of unmatched entertainment for a unique experience for all – specifically for the Houston market.
We recruit brand ambassadors our customers to establish a fanbase and promote the events of a lifetime.
123 Media Inc. is a leading live music entertainment provider that hosts major concerts and festivals. We work with live music lovers everywhere by recruiting brand ambassadors that share our passion for music.
Vision Statement Templates
A vision statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services.
A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.
Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.
Bonus Resource: For a list of vision statement examples, check out this blog post.
What is a Vision Statement?
Template
Pre-Work Questions
What do you hope to accomplish by doing what you do?
How you will be doing what you do when you achieve your vision?
What will you be doing for your customers?
Answer:
Place answer here.
Answer:
Place answer here.
Answer:
Place answer here.
Vision: Add vision statement here.
Example
Pre-Work Questions
What do you hope to accomplish by doing what you do?
How you will be doing what you do when you achieve your vision?
What will you be doing for your customers?
Amelia’s Cafe aims to be the premiere and preferred coffee destination throughout the United States.
We will source the world’s absolute best coffee beans and tea leaves for guests to enjoy in their custom beverage at reasonable and exciting prices.
Amelia’s Cafe will offer unbelievable taste, value, and convenience for its guests across the nation.
Vision:
Amelia’s Cafe aspires to be the nation’s most buzzed-about coffee destination by sourcing the world’s best ingredients and brewing them into affordable and delicious beverages.
Competitive Analysis Templates
What is a Competitive Analysis?
A competitive analysis is a way to visually display how your company compares to others with regard to key features of the business, product, or service. The analysis will help you clearly see where you stack up against competitors where it matters the most in your industry.
In the next slide, you’ll see an example template for a feature comparison competitive analysis. For your version, just change the “Feature 1” and “Feature 2” titles to the two features that matter the most to your company and brand – for example, “value,” “quality,” “customization,” “accessibility,” etc. Then, replace the lettered logos with logos of your company and your competitors and place them appropriately in the grid.
In the attached example, note how company A is in the top right corner of the grid. That placement means it excels in feature 1 and feature 2. However, company C is in the bottom left corner, meaning it is weak in both of these areas
Bonus Resource: For ten additional competitive analysis templates, make a copy of this spreadsheet.
Feature
#2
Feature #1
D
C
B
A
Value Proposition Templates
Use these templates to help craft a unique value proposition for your business.
Value Proposition Template #1
v
See it in Action:
Headline:
The best way for (ideal customer) to (task you make easier).
Subheadline:
Your company) makes (task) simple and effective with (competitive advantage #1), (competitive advantage #2), and (competitive advantage #3).
The best way for baristas to create latte art.
FrotherMax makes creating beautiful latte art simple and effective with easy-to-use frothers, signature latte art technology, and – of course – an unbeatable price.
Value Proposition Template #2
v
See it in Action:
Headline:
Changing the way (target market) does (task).
Subheadline:
By offering (competitive advantage) that no one else can, (your company) makes it possible to (task) so that (benefit attained).
Changing the way surfers stay safe.
By offering a waterproof sonar signal that no one else can, SafelySurf makes it possible to alert friends and family to your whereabouts so that they can sleep soundly – and you can surf more safely.
Value Proposition Template #3
v
See it in Action:
Headline:
The only way to (task).
Subheadline:
(Your company)’s (product/service name) makes it possible to finally (task) without having to worry about (customer fear).
The only way to walk on black ice.
Reliaboot’s ice-proof soles make it possible to finally walk on any winter road without having to worry about slips or falls from hidden ice.
Value Proposition Template #4
v
See it in Action:
Headline:
The most affordable way to (task).
Subheadline:
(Your company)’s (affordability promise) means you’ll be able to (task) at a lower cost and better value than you can find anywhere else – guaranteed.
The most affordable way to fly.
Yellow Jet’s meet-or-beat ticket price policy means you’ll be able to travel the world at a lower cost and better value than you can find anywhere else – guaranteed.
Value Proposition Template #5
v
See it in Action:
Headline:
No (item)? No problem.
Subheadline:
Even if you don’t have (item), you can still get a (item) with (your company). No need to worry about (fear #1) or (fear #2) – just enjoy the (benefit).
No credit? No problem.
Even if you don’t have credit, you can still get a loan with Brooks & Matthews. No need to worry about high interest rates or quick rejections – just enjoy putting your loan to use faster.
Value Proposition Template #6
v
See it in Action:
Headline:
The (superlative) (product) you’ll ever find.
Subheadline:
(Your company) painstakingly (action you take) to ensure you have the (superlative) (product) that no one will be able to top. We promise.
The finest art you’ll ever find.
Maxwell’s Art Dealership painstakingly sources art of all kind to ensure you have access to the finest art that no one else will be able to produce for you.
Value Proposition Template #7
v
See it in Action:
Headline:
Take the headache out of (process).
Subheadline:
We know that (process) is often complicated – but it doesn’t have to be. Thanks to the (benefit) of (product), (your company) makes it simpler than ever to (task).
Take the headache out of customer onboarding.
We know that onboarding your customers is often complicated – but it doesn’t have to be. Thanks to the ease-of-use of our product, Onboard.me makes it simpler than ever to ramp up your customers without wasting anyone’s time, money, or energy.
Value Proposition Template #8
v
See it in Action:
Headline:
Finally, the solution to (problem) that you’ve been waiting for.
Subheadline:
Your company) provides direct value to you through (pillar #1 supporting point), (pillar #2 supporting point), and (pillar #3 supporting point). This means when you buy from us, you’ll (benefit).
Creativity. Authenticity. Durability. That’s what you get with Williams Designer Deluxe.
Williams Designer Deluxe provides direct value to you through uniquely-designed, American-made, and built-to-last fashion creations. This means when you buy from us, you’ll be wearing a signature style that will draw attention wherever you are.
Value Proposition Template #9
v
See it in Action:
Headline:
Finally, the solution to (problem) that you’ve been waiting for.
Subheadline:
Unlike (substitution), (your product) has (unique feature), meaning you’ll be able to (task).
Finally, the bike that you’ve been waiting for.
Unlike modifications to traditional bicycles, CustomBike is built exclusively for its rider, meaning you’ll be able to ride a bike incomparable to any other in the world – a bicycle just for you.
Value Proposition Template #10
v
See it in Action:
Headline:
Changing the world. One (item) at a time.
Subheadline:
At (your company), we’re just as passionate about (value) as you are. That’s why we (task) in order to (task). We hope you’ll continue to support us in our mission to (mission).
Changing the world. One heart at a time.
At Heart & Mind, we’re just as passionate about curing heart disease as you are. That’s why we’re aiming to raise more money to directly benefit heart disease research centers than any other charity in America. We hope you’ll continue to support us in our mission to end heart disease once and for all.