7 proven templates that are designed to help you to create a clear, compelling value proposition in minutes. Including Geoff Moore (Crossing the Chasm), Venture Hacks, Steve Blank (Customer Development), Cooper and Vlaskovits (Custdev.com), Dave McClure, David Cowan, Eric Sink, and Guy Kawasaki.

1. 7!
Proven Templates for Writing
Value Propositions That Work
aka elevator pitches!
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2. Img
credit:
zylstra.org
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3. 1. Geoff Moore's Value Positioning Statement
Template Sample(s)
For ____________ (target customer) For non-technical marketers
who ____________ (statement of who struggle to find return on
the need or opportunity) investment in social media
our (product/service name) is
____________ (product category) our product is a web-based
analytics software
that (statement of benefit)
____________ . that translates engagement
metrics into actionable revenue
metrics.
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4. 2. Venture Hacks' High-Concept Pitch
Template Sample(s)
[Proven industry example] 1. Flickr for video.
for/of [new domain]. 2. Friendster for dogs.
3. The Firefox of media players
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5. 3. Steve Blank's XYZ
Template Sample(s)
“We help X do Y doing Z”. We help non-technical marketers
discover return on investment in
social media by turning
engagement metrics into
revenue metrics.
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6. 4. Patrick Vlaskovits & Brant Cooper's CPS
Template Sample(s)
Customer: ____________ (who your Customer: I believe my best customers
customer is). are small and medium-sized business
(SMB) markets.
Problem: ____________(what problem
you're solving for the customer). Problem: Who cannot easily measure
campaign ROI because existing
Solution: ____________ (what is your solutions are too expensive,
complicated to deploy, display a
solution for the problem).
dizzying array of non-actionable charts.
Solution: Low cost, easy to deploy
analytics system designed for non-
technical marketers who need
actionable metrics.
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7. 5. Dave McClure's Elevator Ride
Template Sample(s)
• Short, simple, memorable; "Mint.com is the free, easy way to
what, how, why. manage your money online."
• 3 keywords or phrases
• KISS (no expert jargon)
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8. 6. David Cowan's Pitchcraft
Template Sample(s)
• Highlight the enormity of the One person dies of melanoma
problem you are tackling. every 62 minutes.
• Tell the audience up front what We offer a dermatoscope app for
your company sells. iPhone that enables people to
• Distill the differentiation down to easily diagnose their skin,
one, easy-to-comprehend
sentence. leveraging patented pattern
recognition technology trusted
• Establish credibility by sharing
the pedigree of the by the World Health
entrepreneurs, customers, or the Organization
investors.
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9. 7. Eric Sink's Value Positioning
Template Sample(s)
1. Superlative ("why choose • The easiest operating system
this product"). for netbook PC's.
2. Label ("what is this product"). • The most secure payment
3. Qualifiers ("who should gateway for mobile e-
choose this product"). commerce.
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10. Bonus: The VAD approach
Template Sample(s)*
[verb; application; differentiator] • Share PowerPoint and
Keynote slides including
audio (Slideshare).
• Create and write blogs via
email (Posterous).
• Make VOIP calls easily and
cheaply (JaJah).
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*Assembled
from
Guy
Kawasaki’s
blog

11. torgronsund.com
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12. Lingo provides social media, digital strategy
and technology PR services for brands looking
to create more value for their customers with
ever fewer resources.
@LINGOSOCIAL
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