A value proposition is designed to convince a potential customer that your particular product or service will add more value or better solve a problem than your competition. It should answer the fundamental question of “Why should I buy your product instead of your competitor's product?”
A value proposition doesn’t have to be drawn out or complex, but it does need to be concise, specific and straight to the point. It needs to describe why your product is different and the tangible reasons why it will benefit your consumer.
One of the most famous and widely cited value propositions is from Domino’s Pizza. They entered the pizza delivery market and knew they needed to offer a very distinct and valuable benefit to their audience in order to cut through the clutter. They knew that typically people who ordered delivery pizza were already hungry. They determined that time was also a big factor in addition to taste, temperature and quality.
“You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free."
This value proposition in 17 words describes the benefit to the consumer and the undeniable difference between Domino’s and it’s competitors. It definitely answered the question, “Why should I buy your product instead of your competitors?”