# Value proposition examples > Twelve value proposition examples for D2C, apps, services and B2B, with a one-line formula and a worked example in rupees. We wrote them, so adapt them. - **Author**: Marxx - **Published**: 2026-11-08 - **Category**: Examples - **URL**: https://marxx.ai/library-templates/value-proposition-examples --- A value proposition says who your product is for, what it does for them and why they should pick you, in one or two plain sentences. Below are 12 value proposition examples we wrote and a formula to write your own. They are not from real brands. Change the product, buyer and numbers to fit yours. ## The formula > For **[who]** with **[problem]**, **[brand]** is the **[category]** that **[benefit]**, because **[reason to believe]**. You do not have to keep the shape in the ad. It is a check that all four parts exist. ## 12 examples | Business | Value proposition | |---|---| | Skincare | For people with oily skin who work long days, a gel moisturiser that stays light until the evening, with no sticky feel. | | Cold-brew sachets | Café-style cold coffee at home in one minute, for about INR 35 a cup instead of INR 180. | | Budgeting app | For salaried people who lose track of money, one screen that shows every bill and subscription. Free to start. | | Home AC service | A trained technician at your door the same day in Bengaluru, at a price you see before you book. | | Fashion label | Kurtas cut for Indian body shapes, in sizes XS to 4XL, with free exchange if the size is off. | | Protein snack | A snack bar with [number] g of protein per bar and the taste of a dessert. The nutrition facts are on the pack. | | Accounting software | For small shops that file GST every month, invoices and returns in one place, without a spreadsheet. | | Coaching | Small batches of 12 so every student gets doubts cleared in class, not after it. | | Gym | A gym that stays open till midnight for people who work late, in [area], with no joining fee. | | Real estate | 2 and 3 BHK homes within 10 minutes of [landmark], with a fixed price and a RERA number on every page. | | B2B SaaS | For finance teams, a month-end close that does not wait for emails, because approvals live in one workflow. | | Jewellery | Gold pieces with the BIS hallmark and a verifiable HUID, so you can check purity yourself. | Each example names who it is for or a clear outcome, and a reason to believe. "Best quality" names neither. To find the problem in your buyers' own words, Marxx clusters comments and reviews into named personas with pain points. Each traces to the verbatim comment. We make Marxx. See [audience personas](/features/audience-personas). ## A worked example: build one Say you sell cold-brew sachets: INR 349 for 10, with a café cup at INR 180 near your buyers. 1. **Who:** office workers who buy a café coffee every afternoon. 2. **Problem:** a INR 180 cup, twice a day, adds up. 3. **Benefit:** the same cold coffee at home. 4. **Reason:** INR 349 buys 10 sachets, which is about INR 35 a cup. The numbers: INR 349 / 10 = INR 34.90, and INR 180 − INR 34.90 = INR 145.10 less per cup. One line: "Cold coffee at home for about INR 35 a cup, not INR 180." That is a value proposition you can test as an ad headline. ## How to test one - Turn each proposition into a headline and run them against each other. See [ad headline examples](/templates/ad-headline-examples) for the shapes that work. - Put the winner at the top of your landing page. The [landing page template for ads](/templates/landing-page-template-for-ads) shows where. - Link each proposition to an [ad angle](/glossary/ad-angle) and test angles, not just wording. The [ad angle examples](/templates/ad-angle-examples) list 30. - Write the winner down in your [creative strategy one-pager](/templates/creative-strategy-one-pager-template), so the whole team uses the same line. ## FAQ ### What is the difference between a value proposition and a tagline? A tagline is a short brand line. A value proposition says who it is for and why, with a reason to believe, and it can run longer. ### How long should a value proposition be? One or two sentences. If you need a paragraph, you probably have two propositions. ### Can I have more than one value proposition? Yes, one per buyer type or product. Test them as separate ads so you can tell which one lands. --- - [More Examples articles](https://marxx.ai/library-templates/category/examples) - [All articles](https://marxx.ai/library-templates)