The proposed framework focuses on a firm’s pre-emptive value offering (also known as a customer value proposition). This is a firm’s offering of the value it seeks to create for a customer, in order to meet his or her requirements.
A value proposition (VP) is a declarative statement that explains why a customer should purchase your product or service. The statement summarizes how you will deliver your brand promise and how your offering will deliver value to customers.
Ideally, a good value proposition model will help push your product closer towards product/market fit. Using a framework is meant to reveal potential knowledge gaps in about your customer, leading to parts of your product that won’t stick.
Value Proposition Framework