# How to Create a Value Proposition for Your App

Author: Drew Johnson
Published: 2019-12-16
Source: https://rapptr.com/blog/create-value-proposition-app/

A value proposition outlines the benefit that your app promises to deliver to users. With over 2 million apps in the App Store, one of the best ways to stand out is to provide a compelling statement that lets people know why they should download your app instead of your competitors’.

### What isn’t a value proposition

It isn’t a slogan, catchphrase or a general statement about your app.

The following statements are good examples of what's **not** a value proposition:

-   “#1 app in \[app store category\]”
-   “You can’t live without \[app name\].”
-   “We’re the next \[popular app - i.e. Uber\] for \[industry\].”
-   “Our app is better than \[insert competitor\].”

A value proposition isn't about your company or app’s features, but what your users will get out of using your app.  

###   
What makes a good value proposition

A good value proposition should include the following elements:

-   **Explanation of Benefit(s):** What value will users obtain by using your app?
-   **Clarity:** Your value proposition should be easy to understand, without using corporate jargon.
-   **Conciseness:** Keep your value proposition straight to the point. Readers should be able to comprehend your message in five seconds or less. 
-   **Differentiation:** How is your app different than the competition?

A value proposition should ultimately answer one question: why should anyone care about your app?

### Understanding the User

Before you dive into creating an actual value proposition statement, you need to put yourself in your users’ shoes and answer the following questions:

-   What does your end user need?
-   How does your app solve that pain point?
-   What other solutions are available?

Your value proposition is a promise to provide value to your users. You need to explain what problem your app solves and what specific benefits users will receive.

### Formulas for Crafting a Value Proposition

These two formulas were developed by industry experts to help you craft a concise value proposition in a short amount of time. You can use them as a starting point to build upon:

###   
Geoff Moore’s Value Positioning Statement

1\. For \_\_\_\_\_\_ (target user)

2\. who \_\_\_\_\_\_\_ (need)

3\. our app is \_\_\_\_\_ (product category)

4\. that \_\_\_\_\_\_ (primary benefit)

**Example**: "For hungry college students who can’t find cheap places to eat, our app is a tracker that finds affordable nearby restaurants based on other students’ recommendations."

###   
Steve Blank’s XYZ

1\. We help \_\_\_ (X - target user)

2\. Do \_\_\_ (Y - need)

3\. Doing \_\_\_ (Z - primary benefit)

**Example**: "We help busy parents find trusted babysitters by completing thorough background checks."

## Real World Examples

The following apps have phenomenal value propositions because they’re concise and tell the user exactly what expectations will be met if they download the app.

###   
Bumble

“On Bumble, ladies always go first.”  

This value proposition succeeds it:

-   Empowers the app's target user base—in this case, Millennial women.
-   Addresses the user's pain point: a male-dominated online dating environment.
-   Doesn’t focus on the “standard” swipe feature of dating apps and proposes something new.

###   
Pocket

“Save the most interesting and important content flowing through your day.”

Pocket's value proposition:

-   Explains the app's functionality in one concise sentence.
-   Keeps the focus solely on the user.
-   Highlights the fact that content is distributed constantly, but provides a solution.

###   
Slack

“All your tools in one place.”

This value proposition: 

-   Is concise—it states what the app does in six words.
-   Focuses on the key benefit of Slack: productivity.
-   Emphasizes the product's simplicity.

## Conclusion

-   A value proposition isn’t a slogan, catchphrase or a general statement about your app.
-   A value proposition should answer the question: “Why should anyone care?”
-   Benefit, clarity, conciseness, and differentiation should all be included in your value proposition statement.
-   The best app value propositions are concise and tell the user exactly what they’re going to get if they download the app.

**Need help defining your app’s value proposition or building the product behind it?**  
[Let’s talk.](<https://rapptrlabs.com/contact-us/>) We’d love to hear about your idea.