tool 7 of 12 · value proposition

what you make

Value proposition

For whom, what you do, and why it is better than what they do today, on one page, with the features laddered into benefits underneath.

This is the reason to choose you, in words a customer can repeat. Everything the brand says later is a version of this page.

Pricing and packaging

Your tiers, your anchor, and what is free. One page that says what a customer pays for what, and why the middle option is the one most people should pick.

The pricing reading has been optional since class 3. This makes it something you produce, and it feeds the final model.

what good looks like

01
The value proposition names a specific alternative the customer uses today, and says why you beat it.
02
The features-to-benefits ladder has at least five rungs and the top rung is something a customer would say, not a feature name.
03
There are two or three tiers, not five, and the middle one is the one you want people to buy.
04
Something is free, and you can say why it is free.

how to do it

01
Write ten versions of the value proposition. Test them on AI-played customers, cut to three, then take those three to real people.
02
Ladder your features into benefits: what it does versus what it means to the customer.
03
Pick the one version that a real person repeated back to you correctly.
04
Draft two or three tiers. Name them in plain words.
05
Set the anchor price and the free layer, and write one sentence on why each.

the template

Pricing and packaging

Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.

Tier	Who it is for	What is included	Price	Why this price

What is free, and why

The anchor (the tier that makes the others look reasonable)

back to class 9

where it comes from

Value proposition canvas (Strategyzer) ↗Step 16: Pricing Framework (Bill Aulet) ↗