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How do you create a value proposition that investors cannot ignore?

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A value proposition is a clear and compelling statement of how your product or service solves a problem, meets a need, or delivers a benefit for your target customers. It is also a key element of your pitch deck, the presentation that you use to attract and persuade investors. In this article, you will learn how to create a value proposition that investors cannot ignore, by following these six steps:

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Nitish Mittal

Partner, Technology | Experience | Sustainability | Advisor at Everest Group
Shan Yang

Expert in Life Sciences, Oncology, Diagnostics, Data, Marketing Strategy | Wharton MBA
Poh Siang Teo, PBM

Founder@Wisely 98 Pte Ltd | Trainer, Author & Speaker for Strata Management | I introduce digital solutions for…

1 Identify your customer segments

Before you can craft a value proposition, you need to know who your customers are, what they want, and how they behave. You can use tools like customer personas, surveys, interviews, and market research to segment your customers into groups based on their demographics, psychographics, needs, preferences, and pain points. This will help you understand how your product or service fits into their lives, and how you can communicate with them effectively.

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Shan Yang

Expert in Life Sciences, Oncology, Diagnostics, Data, Marketing Strategy | Wharton MBA
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One mistake entrepreneurs often make is that they want to please as big a customer base as possible. Sounds reasonable since the bigger customer base, the bigger potential market. However, the reality is a product usually only has a significant advantage over others for a few specific applications and, therefore, a small segment of customers. With limited resources, trying to please everyone will almost surely dilute the focus and lead to failure.

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Clint Engler

CEO/Principal: CERAC Inc. FL USA..... ?? ????????Consortium for Empowered Research, Analysis & Communication
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Hook ‘em with a problem-solving punch: Identify a major pain point for investors. Craft a unique, data-driven solution your offering delivers. Quantify the impact - potential returns, cost savings, or market disruption. Make it clear, concise, and irresistible - elevator pitch perfection! Remember, focus on solving their problem better than anyone else, and you'll have investors hanging on your every word.

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2 Analyze your competitors

You also need to know who your competitors are, what they offer, and how they position themselves in the market. You can use tools like SWOT analysis, competitive matrix, and benchmarking to compare your strengths, weaknesses, opportunities, and threats with those of your competitors. This will help you identify your unique selling proposition (USP), the factor that makes you different from and better than your competitors.

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3 Define your value drivers

Next, you need to define your value drivers, the features and benefits of your product or service that create value for your customers. You can use tools like value proposition canvas, lean canvas, and business model canvas to map out your value drivers in relation to your customer segments and your revenue streams. This will help you articulate how your product or service solves a problem, meets a need, or delivers a benefit for your customers.

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Nitish Mittal

Partner, Technology | Experience | Sustainability | Advisor at Everest Group
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Don’t mistake the means for the end. It’s not about the technology or what you use underneath, frame the value to your customer’s key OKRs / North Star. Customers essentially want three things - help me make money (revenue, compelling experiences), help me save money (margins, productivity), and keep me out of trouble (governance, risk, security)

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Poh Siang Teo, PBM

Founder@Wisely 98 Pte Ltd | Trainer, Author & Speaker for Strata Management | I introduce digital solutions for built-environment ??
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As a service provider, we must first know our own value. An example to convince the customer about the value we are bringing to the table, is showing real life examples, the successes that have benefited other clients. The value proposition should be customer-centric not otherwise.

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K David Meit, CPM?

Real Estate Property Management Leader & Expert Witness | Principal of Oculus Expert Witness, Oculus Realty & Oculus Development & Advisory Services
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In my experience, understanding a partnership or client's goals and objectives will ensure they match your organization's corporate values. In CRE this mostly means creating shared values like workmanship but sometimes it might be something else that does not match. In my firm, we have fired customers who only care about "milking" properties for cash without heading customers' needs and the like.

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4 Test your assumptions

Before you finalize your value proposition, you need to test your assumptions and validate your hypotheses with real data and feedback from your customers and potential investors. You can use tools like minimum viable product (MVP), experiments, and metrics to test your value drivers, your customer segments, and your revenue streams. This will help you refine your value proposition and avoid wasting time and money on building something that nobody wants.

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5 Craft your value statement

Now, you are ready to craft your value statement, a concise and catchy sentence that summarizes your value proposition. You can use formulas like "We help X do Y by Z" or "For X who Y, we offer Z" to structure your value statement. You can also use words like "only", "best", or "first" to emphasize your USP. Your value statement should be clear, specific, and relevant to your customers and investors.

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6 Incorporate your value proposition into your pitch deck

Finally, you need to incorporate your value proposition into your pitch deck, the presentation that you use to pitch your product or service to investors. You can use tools like pitch deck templates, storytelling, and design principles to create a compelling and persuasive pitch deck. Your value proposition should be the core message of your pitch deck, and it should be supported by evidence, data, and testimonials. Your pitch deck should also include other elements like your team, your market opportunity, your traction, and your ask.

By following these six steps, you can create a value proposition that investors cannot ignore, and that will help you secure funding and grow your business.

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Adrián Pita Fernandez

Operations and Strategy || Innovating and Generating Value || Startup Mentor
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Crafting a compelling value proposition for investors is akin to storytelling. Start with the ‘why’ – the unique problem your product solves. Then, narrate the journey of how your solution uniquely addresses this need, using the lens of the Hero’s Journey to structure your narrative. Present evidence of success, like testimonials or data, as your triumphant return. A piece of wisdom that’s rarely discussed online is the ‘Pygmalion effect’ in pitches: investors often buy into the leader before the business. Show passion and confidence in your vision’s future, and they’ll likely believe in, and back, your success. End with a call to action, not just for investment, but as an invitation to be part of a story still unfolding.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you create a value proposition that investors cannot ignore?

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1 Identify your customer segments

2 Analyze your competitors

3 Define your value drivers

4 Test your assumptions

5 Craft your value statement

6 Incorporate your value proposition into your pitch deck

7 Here’s what else to consider

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