How To Write A Value Proposition For Your Software Product

When you want to grow a business by acquiring new customers or hiring new employees, you have to be able to precisely communicate the value that your organization provides. This will allow your audience to position your company in the right place without having to show them your product or office. In this article we’re going to focus on creating a value proposition from a potential customer’s point of view.

When writing a value proposition, I include the following parts in this order:

1. Product name
2. Software category
3. Buyer persona
4. Problem solved
5. How
6. Magic sauce

Example:

Rublon is cybersecurity software that helps companies protect their data by providing employees secure access to networks, servers, endpoints and applications using modern multi-factor authentication.

Let’s pick this example apart:

1. Product name: Rublon
2. Software category: cybersecurity software
3. Buyer persona: companies
4. Problem solved: protect their data
5. How: by providing employees secure access to networks, servers, endpoints and applications
6. Magic sauce: modern multi-factor authentication

Using this template you can create one sentence that will explain your value proposition in a clear way. You can use this as a general product description and add it to your social media profiles and exhibitor directories if you attend trade fairs. Basically, such a value proposition can be used everywhere whenever your product is advertised. It makes sense to invest some time into getting it right.

What is your product's value proposition? Please share it in the comments.