A value proposition is a short statement that explains the unique benefits of your product or service to one or more target audiences. Once you have identified a unique approach to solving your problem, you can define or refine your value proposition or propositions, letting them guide you in the design of your venture and later drawing in potential users, funders,  collaborators, and public attention. A clear value proposition is foundational to crafting your theory of change.

Reflect on the central value of your solution to an audience or user. Craft a concise statement capturing who will benefit, how you will effectively solve their problem, and how that solution or its impact is unique.

• Identify and solve a key pain point for your target audience, keeping in mind that the more acute and widespread the pain point, the stickier your solution becomes. 
• Try the framework "What's in it for me?": put yourself in the shoes of each target audience and answer the question, specifying who they are, the problem you’re trying to solve, how, and the unique benefits or impacts.

• Consider how your approach addresses or could address root causes or creates systemic change.
• Though a value proposition is not meant for direct use in advertising, test it with customers and potential supporters to ensure it resonates.