A handy guide with tools and resources to - learn what the value proposition of your product or service is - learn how to find out what your customers want and what to offer them - learn how to communicate that value to a large audience.

1. Value Proposition
Tolu AGUNBIADE
23 September 2015

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3. What is a Value Proposition?

24. Pain Relievers
In the box ‘Pain Relievers’ you describe how your
products addresses the challenges needs and the pains of
the customer, how you eliminate negative emotions,
undesired costs or avoidable situations.

25. Gain Creators: In the box ‘Gain Creators’ you describe
how your product creates customer gain, how it offers an
added value to your customer.

26. Value Proposition Canvas

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64. References and Recommended Reading
• Useful Value Proposition Examples and How to Craft a Good one: http://conversionxl.com/value-
proposition-examples-how-to-create/
• Wikipedia on Value Proposition: https://en.wikipedia.org/wiki/Value_proposition
• Clayton Christensen video: https://www.youtube.com/watch?v=f84LymEs67Y
• Tom Fountain on Articulating Your Value Proposition: https://www.youtube.com/watch?v=PyG5k0QtKOQ
• Steve Blank on Value Proposition:
https://www.youtube.com/watch?v=jZN6CUieuOQ&list=PLw540Wq5kay866m6A6xI7KOwE_Ah7is4m
• Test Your Value Proposition: http://businessmodelalchemist.com/2012/09/test-your-value-proposition-
supercharge-lean-startup-and-custdev-principles.html
• 5 Common Mistakes to Avoid When Using the Value Proposition Canvas
http://blog.strategyzer.com/posts/2015/2/19/5-common-mistakes-to-avoid-when-using-the-value-
proposition-canvas
• 15 Examples of Brilliantly Clear Value Propositions: http://www.impactbnd.com/blog/15-examples-of-
brilliantly-clear-value-propositions
• What Sex Workers Teach Us About Value Propositions: https://www.linkedin.com/pulse/20141129142449-
71120-what-sex-workers-teach-us-about-value-propositions

65. References and Recommended Reading
• Don’t ever forget your value proposition: http://www.ux-lady.com/dont-ever-ever-forget-about-value-
proposition/
• Examples of value propositions http://www.impactbnd.com/blog/10-value-propositions-you-wish-you-had
• Inc’s 4 types of value proposition: http://www.inc.com/geoffrey-james/the-4-types-of-value-
proposition.html
• Example of good VP: https://vimeo.com/110854321
• How to write a value proposition for your company http://www.kinesisinc.com/how-to-write-a-powerful-
value-proposition/
• Value Proposition Canvas: http://www.expressiveproductdesign.com/value-proposition-canvas/
• Kauffman on Value Proposition: http://entrepreneurship.org/resource-center/value-proposition.aspx
• http://www.ecommerceinfluence.com/how-to-create-a-unique-value-proposition-that-converts/
• Unique Value Proposition Example http://www.chunkofchange.com/2012/10/unique-value-proposition-
example/
• Achieve Product-Market Fit http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-
with-our-brand-new-value-proposition-designer.html