A value proposition is a bundle of products, services, and experiences, what I call a solution, that is valuable to a customer segment.

A Unique Value Proposition (UVP), also known as a Unique Selling Proposition/Point (USP), is a solution that is to some degree unique to you and what you alone can provide. It is the set of customer benefits, that is, value, that makes your solution different from and better than the competition’s.

Questions to ask yourself are, why should a prospect buy your solution? Why should a prospect go out of their way to walk or drive past a competitor’s shop and buy your solution?