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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’.
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:
A value proposition isn't about your company or app’s features, but what your users will get out of using your app.
A good value proposition should include the following elements:
A value proposition should ultimately answer one question: why should anyone care about your app?
Before you dive into creating an actual value proposition statement, you need to put yourself in your users’ shoes and answer the following questions:
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.
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:
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."
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."
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.
“On Bumble, ladies always go first.”
This value proposition succeeds
“Save the most interesting and important content flowing through your day.”
Pocket's value proposition:
“All your tools in one place.”
This value proposition: