{"id":10639,"date":"2024-02-15T01:11:16","date_gmt":"2024-02-15T00:11:16","guid":{"rendered":"https:\/\/www.innowerft.com\/?p=10639"},"modified":"2026-08-10T01:36:29","modified_gmt":"2026-08-09T23:36:29","slug":"value-proposition-core-promise-to-the-customer","status":"publish","type":"post","link":"https:\/\/www.innowerft.com\/en\/value-proposition-kernversprechen-an-den-kunden\/","title":{"rendered":"What is a value proposition, and how does it convince customers of the benefits of an offer?"},"content":{"rendered":"<p style=\"font-weight: 400;\">The value proposition, in German\u00a0<strong>Value proposition<\/strong>, describes the specific added value that a product or service offers to customers.<\/p>\n<p style=\"font-weight: 400;\">It explains what problem it solves, what benefits it offers, and why the target audience should choose this offer over an alternative. A compelling value proposition therefore consistently views the product from the customer\u2019s perspective.<\/p>\n<p style=\"font-weight: 400;\">In particular, it answers the following questions:<\/p>\n<ul style=\"font-weight: 400;\">\n<li>Who is this offer aimed at?<\/li>\n<li>What specific problem does it solve?<\/li>\n<li>What benefits do customers get?<\/li>\n<li>Why is this benefit relevant?<\/li>\n<li>How does this offer differ from the alternatives?<\/li>\n<li>What results can customers expect?<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">A value proposition often consists of several elements:<\/p>\n<table style=\"font-weight: 400; width: 700px;\">\n<thead>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>component<\/strong><\/td>\n<td style=\"width: 515.171875px;\"><strong>Key question<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Target audience<\/strong><\/td>\n<td style=\"width: 515.171875px;\">Who is this offer aimed at?<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Customer issue<\/strong><\/td>\n<td style=\"width: 515.171875px;\">What challenges do customers face?<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Solution<\/strong><\/td>\n<td style=\"width: 515.171875px;\">How does the product or service solve this problem?<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Benefit<\/strong><\/td>\n<td style=\"width: 515.171875px;\">What specific improvements will this bring about?<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Differentiation<\/strong><\/td>\n<td style=\"width: 515.171875px;\">Why is this offer a better choice than the alternatives?<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 168.84375px;\"><strong>Evidence<\/strong><\/td>\n<td style=\"width: 515.171875px;\">What makes the value proposition credible?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"font-weight: 400;\">Typical value propositions relate, for example, to:<\/p>\n<ul style=\"font-weight: 400;\">\n<li>Time saved<\/li>\n<li>lower costs<\/li>\n<li>higher quality<\/li>\n<li>simpler processes<\/li>\n<li>better results<\/li>\n<li>lower risk<\/li>\n<li>greater transparency<\/li>\n<li>greater flexibility<\/li>\n<li>Access to new opportunities<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">A simplified example:<\/p>\n<table style=\"font-weight: 400; width: 956px;\">\n<thead>\n<tr>\n<td style=\"width: 669.453125px;\"><strong>Wording<\/strong><\/td>\n<td style=\"width: 270.5625px;\"><strong>Classification<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"width: 669.453125px;\">\u201eWe provide software for manufacturing companies.\u201c<\/td>\n<td style=\"width: 270.5625px;\">General product description<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 669.453125px;\">\u201eOur software analyses production data automatically.\u201c<\/td>\n<td style=\"width: 270.5625px;\">Description of a function<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 669.453125px;\">\u201eManufacturing companies identify faults at an early stage, thereby reducing downtime and costs.\u201c<\/td>\n<td style=\"width: 270.5625px;\">specific value proposition<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"font-weight: 400;\">A strong value proposition should:<\/p>\n<ul style=\"font-weight: 400;\">\n<li>be worded clearly and comprehensibly<\/li>\n<li>address a relevant issue for the target group<\/li>\n<li>convey a specific benefit<\/li>\n<li>set themselves apart from their competitors<\/li>\n<li>be credible and verifiable<\/li>\n<li>avoid using unnecessary technical terms<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">For start-ups, the value proposition forms an important basis for:<\/p>\n<ul style=\"font-weight: 400;\">\n<li>Positioning<\/li>\n<li>Product Development<\/li>\n<li>Marketing and Sales<\/li>\n<li>Website and pitch deck<\/li>\n<li>Pricing<\/li>\n<li>Discussions with customers<\/li>\n<li>Discussions with investors and partners<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">The value proposition is often confused with the USP:<\/p>\n<table style=\"font-weight: 400; width: 916px;\">\n<thead>\n<tr>\n<td style=\"width: 414.078125px;\"><strong>Value Proposition<\/strong><\/td>\n<td style=\"width: 485.9375px;\"><strong>USP<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"width: 414.078125px;\">describes the overall benefits for customers<\/td>\n<td style=\"width: 485.9375px;\">describes the key unique selling point<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 414.078125px;\">Answered: \u201eWhy is this offer valuable?\u201c<\/td>\n<td style=\"width: 485.9375px;\">Answer: \u201eWhat makes this offer unique?\u201c<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 414.078125px;\">may include several benefits<\/td>\n<td style=\"width: 485.9375px;\">focuses on the key distinction<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"font-weight: 400;\">A common mistake is simply to list features. However, customers are usually less interested in what a product can do from a technical point of view, and more interested in the specific benefits it offers them.<\/p>\n<p style=\"font-weight: 400;\">Even general statements such as \u201einnovative\u201c, \u201ehigh-quality\u201c or \u201ecustomer-focused\u201c do not, on their own, constitute a convincing value proposition. The value proposition should be tailored as specifically as possible to the needs of the target group and validated through customer interviews, prototype testing or initial sales activities.<\/p>\n<p style=\"font-weight: 400;\">innoWerft helps founders to gain a clearer understanding of their customers\u2019 problems and target audiences, to refine their value proposition, and to articulate it in a way that is clear to customers, business partners and investors.<\/p>","protected":false},"excerpt":{"rendered":"<p>The value proposition of a company or product defines the unique value it offers customers and emphasises why it is preferable to competing offers.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-10639","post","type-post","status-publish","format-standard","hentry","category-glossareintrag"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Was ist eine Value Proposition und wie \u00fcberzeugt sie Kund:innen vom Nutzen eines Angebots? - innoWerft<\/title>\n<meta name=\"description\" content=\"Die Value Proposition betont den einzigartigen Wert eines Unternehmens oder Produkts, der es von Konkurrenzangeboten abhebt.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.innowerft.com\/en\/value-proposition-core-promise-to-the-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Was ist eine Value Proposition und wie \u00fcberzeugt sie Kund:innen vom Nutzen eines Angebots? - innoWerft\" \/>\n<meta property=\"og:description\" content=\"Die Value Proposition betont den einzigartigen Wert eines Unternehmens oder Produkts, der es von Konkurrenzangeboten abhebt.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.innowerft.com\/en\/value-proposition-core-promise-to-the-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"innoWerft\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-15T00:11:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-09T23:36:29+00:00\" \/>\n<meta name=\"author\" content=\"innoWerft\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"innoWerft\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/\"},\"author\":{\"name\":\"innoWerft\",\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/#\\\/schema\\\/person\\\/b6d8ecd2909ecb64dd41a275667730ab\"},\"headline\":\"Was ist eine Value Proposition und wie \u00fcberzeugt sie Kund:innen vom Nutzen eines Angebots?\",\"datePublished\":\"2024-02-15T00:11:16+00:00\",\"dateModified\":\"2026-08-09T23:36:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/\"},\"wordCount\":473,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/#organization\"},\"articleSection\":[\"Glossareintrag\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/\",\"url\":\"https:\\\/\\\/www.innowerft.com\\\/value-proposition-kernversprechen-an-den-kunden\\\/\",\"name\":\"Was ist eine Value Proposition und wie \u00fcberzeugt sie Kund:innen vom Nutzen eines Angebots? 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