The value of a great value proposition: a practical guide for founders
You explain your business. The other person nods politely, then asks: “So what does it actually do?” It is a useful signal! You may know your product so well that you have skipped the explanation someone else needs. This happens in early-stage businesses, but it can also happen as a company grows. The product develops, the customer base changes and the original description no longer fits. A clear value proposition helps the right people understand why your business might matt
Business differentiation: why would customers choose you?
When a founder tells me their business is different, my next question is: does that difference matter to the customer? You may have built something technically impressive or developed an unusual approach. But customers need a reason to choose it over the alternatives available to them. The differentiation section of your business plan should explain that reason and the evidence behind it. You do not need to prove that nobody has ever done anything similar. You need to underst