# Value Proposition

> Diseña una propuesta de valor detallada con una plantilla JTBD de 6 partes (Who, Why, What before, How, What after, Alternatives) para crear o articular por qué elegir tu producto.

Fuente: https://skillsagentes.com/skills/phuryn/pm-skills/value-proposition
Markdown: https://skillsagentes.com/skills/phuryn/pm-skills/value-proposition.md

Repositorio: https://github.com/phuryn/pm-skills
Autor: phuryn
Licencia: MIT
Actualizado: hace 5 meses
Coste de contexto: 64 tok instalada, 1.5k tok al activarse, 1.5k tok con todos los archivos del bundle
Bundle: 1 archivo, 6 KB
Permisos que pide: ninguno declarado

## Instalación

Un skill son archivos markdown: los mismos archivos valen para cualquier agente y lo único que cambia es el directorio de destino, es decir la bandera `--agent`. Añade `-g` para instalarlo en todos los proyectos de la máquina.

```bash
# Claude Code
npx -y skills add phuryn/pm-skills --skill value-proposition --agent claude-code
# Cursor
npx -y skills add phuryn/pm-skills --skill value-proposition --agent cursor
# Codex
npx -y skills add phuryn/pm-skills --skill value-proposition --agent codex
# Gemini CLI
npx -y skills add phuryn/pm-skills --skill value-proposition --agent gemini
# Windsurf
npx -y skills add phuryn/pm-skills --skill value-proposition --agent windsurf
# Cline
npx -y skills add phuryn/pm-skills --skill value-proposition --agent cline
```

## Qué hace

- Genera una propuesta de valor completa con la plantilla de 6 partes: Who, Why, What before, How, What after, Alternatives
- Perfila el segmento de cliente objetivo y su Job to Be Done (JTBD)
- Compara la solución frente a las alternativas competidoras de forma explícita
- Redacta una declaración de propuesta de valor de 1-2 frases y un statement de posicionamiento para marketing

## Cuándo usarla

- Crear una propuesta de valor para un producto
- Analizar cómo se entrega valor al cliente
- Articular por qué los clientes deberían elegir el producto

## Cuándo no

- Se necesita una descomposición detallada de pains/gains para un producto maduro con necesidades complejas: mejor usar el Value Proposition Canvas de Strategyzer

## Qué la activa

- "Ayúdame a crear una propuesta de valor para mi producto"
- "Define el value proposition de nuestra app usando JTBD"
- "Compara nuestra solución con las alternativas que usan los clientes hoy"

## Archivos

- SKILL.md — 6 KB

## SKILL.md

Reproducido tal cual desde phuryn/pm-skills bajo MIT. Esta sección es el documento original y está en inglés.

# Value Proposition

## Metadata
- **Name**: value-proposition
- **Description**: Generate a detailed value proposition using a 6-part template with JTBD framing. Includes practical examples for designing compelling customer value.
- **Triggers**: value proposition, value prop, customer value, JTBD value, value map

## Instructions

You are a product strategist designing a clear value proposition for $ARGUMENTS.

Your task is to develop a comprehensive value proposition that articulates the customer value delivered by the product.

## Input Requirements
- Product description and features
- Target customer segment and their problems
- Competitive alternatives and current solutions
- Customer insights or market data

## Value Proposition Template

### 6-Part Structure

**1. Who**
- Who is this value proposition for?
- What customer segment are we addressing?
- What are their characteristics and constraints?

**2. Why (Problem)**
- What is the customer's core problem or need?
- What's the Job to Be Done (JTBD)?
- What desired outcomes are they trying to achieve?

**3. What Before**
- What is the customer's current situation?
- What are they using today to solve this problem?
- What friction or pain exists in the current approach?

**4. How (Solution)**
- How does the product solve the problem?
- What specific features or capabilities deliver value?
- Why is this solution better than alternatives?

**5. What After**
- What is the improved outcome or future state?
- How does the customer's life/work change?
- What becomes possible that wasn't before?

**6. Alternatives**
- What other solutions could customers use?
- Why would they choose us instead?
- What's the switching cost or friction from alternatives?

## Example: Canva
- **Who**: Non-designers who need to create marketing graphics
- **Why**: They need professional-looking designs but can't hire designers or use complex tools
- **What Before**: Using PowerPoint, Photoshop (too complex), or hiring expensive designers
- **How**: Drag-and-drop templates, built-in design elements, AI design assistance, intuitive interface
- **What After**: Create professional designs in minutes, launch campaigns faster, save design costs
- **Alternatives**: Photoshop (complex), Fiverr (slow, expensive), Canva competitors (fewer templates, harder UX)

## Output Process
1. Identify and profile the target customer segment
2. Define the core problem and JTBD
3. Describe the current state and friction points
4. Articulate how the product solves the problem
5. Envision the improved outcome
6. Compare against competitive alternatives
7. Create a concise value prop statement (1-2 sentences)
8. Develop a positioning statement for marketing use

### Domain Context

**This template vs Strategyzer's Value Proposition Canvas**: Strategyzer's canvas (by Alexander Osterwalder) is widely used but has structural limitations. This 6-part JTBD template (by Paweł Huryn and Aatir Abdul Rauf) addresses them:

- **Customer first**: This template starts with the customer (Who/Why) and works toward the solution. Strategyzer's canvas places the product on the left, which often leads teams to start with their solution rather than the customer's problem.
- **One segment at a time**: This template is designed for one segment per pass. Strategyzer's canvas encourages mapping multiple products/services simultaneously, which dilutes focus.
- **Explicit alternatives**: Section 6 (Alternatives) forces you to name what customers would use without you and articulate why you're better. Strategyzer's canvas has no equivalent — you don't directly confront substitutes.
- **Simpler structure**: "What before → How → What after" is easier to fill out than separating Customer Jobs, Pains, and Gains on one side and Pain Relievers, Gain Creators, and Products on the other. The separation often creates confusion about where things go.
- **Actionable output**: The final Value Proposition Statement is ready for marketing, sales, and onboarding. Strategyzer's canvas doesn't produce a reusable statement.

Use Strategyzer's Value Proposition Canvas when you need a detailed pains/gains decomposition for a mature product with complex customer needs. Use this 6-part template for clarity, speed, and actionable output.

## Notes
- Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
- Value propositions are segment-specific; you may have different value props for different customer groups
- The stronger your value prop, the easier marketing, sales, and product decisions become
- Test value props with real customers before finalizing
- Use a **Value Curve** (Blue Ocean Strategy) to visually compare your offering against competitors across key factors

---

### Templates

- [Value Proposition Template (PPTX)](https://docs.google.com/presentation/d/1RXH1Udj71aXQJzGeqYSOStnfQ-6dNz14/edit?slide=id.g2a98aeea3b1_0_247#slide=id.g2a98aeea3b1_0_247)

---

### Further Reading

- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
- [How to Achieve Product-Market Fit? Part I: Market and Value Proposition](https://www.productcompass.pm/p/how-to-achieve-the-product-market)
- [Jobs-to-be-Done Masterclass with Tony Ulwick and Sabeen Sattar](https://www.productcompass.pm/p/jobs-to-be-done-masterclass-with) (video course)
- [Product Innovation Masterclass](https://www.productcompass.pm/p/product-innovation-masterclass) (video course)

## Dónde encaja

- Categoría: [Marketing](https://skillsagentes.com/categorias/marketing.md) — Campañas, copy, lanzamientos y ciclos de crecimiento.
- Creador: [phuryn](https://skillsagentes.com/creators/phuryn.md) — 0 skills en el directorio
- [Todas las skills](https://skillsagentes.com/skills.md)
- [Ranking de instalaciones](https://skillsagentes.com/ranking.md)

## Otras skills del mismo repositorio

- [Shipping Artifacts](https://skillsagentes.com/skills/phuryn/pm-skills/shipping-artifacts.md): Conjunto de documentación que hace revisable una app construida con IA antes de lanzarla: arquitectura, flujos de usuario/permisos, permisos, variables/secretos y cobertura de tests, más docs condicionales.
- [Intended Vs Implemented](https://skillsagentes.com/skills/phuryn/pm-skills/intended-vs-implemented.md): Método para encontrar la brecha entre lo que un sistema debería hacer y lo que el código realmente hace, el tipo de bug que los escáneres genéricos no ven por falta de un modelo de intención.
- [Strategy Red Team](https://skillsagentes.com/skills/phuryn/pm-skills/strategy-red-team.md): Hace de red-team de un PRD, roadmap o estrategia: ataca sus supuestos críticos antes de que lo haga la realidad. Defiende y ataca cada afirmación, prioriza por impacto x probabilidad x coste y da el test más barato.
- [Swot Analysis](https://skillsagentes.com/skills/phuryn/pm-skills/swot-analysis.md): Realiza un análisis DAFO detallado (fortalezas, debilidades, oportunidades y amenazas) con recomendaciones accionables.
- [Cohort Analysis](https://skillsagentes.com/skills/phuryn/pm-skills/cohort-analysis.md): Realiza análisis de cohortes sobre datos de engagement de usuarios: curvas de retención, tendencias de adopción de funcionalidades e insights a nivel de segmento.

## Skills relacionadas

- [Swot Analysis](https://skillsagentes.com/skills/phuryn/pm-skills/swot-analysis.md): Realiza un análisis DAFO detallado (fortalezas, debilidades, oportunidades y amenazas) con recomendaciones accionables.
- [Social Publishing](https://skillsagentes.com/skills/wshobson/agents/social-publishing.md): Programa y publica posts en 13 plataformas (X, LinkedIn, Instagram, Facebook Pages, TikTok, Discord, Telegram, YouTube, Reddit, WordPress, Pinterest) vía la API de SocialClaw.
- [Web3 Testing](https://skillsagentes.com/skills/wshobson/agents/web3-testing.md): Testea contratos inteligentes de forma exhaustiva con Hardhat y Foundry: tests unitarios, de integración y forking de mainnet.
- [Visual Edit Precision](https://skillsagentes.com/skills/wshobson/agents/visual-edit-precision.md): Úsalo al hacer cambios de UI/frontend guiados por contexto visual: selecciones de elementos, anotaciones o capturas de pantalla junto con la solicitud de cambio.
- [Turborepo Caching](https://skillsagentes.com/skills/wshobson/agents/turborepo-caching.md): Configura Turborepo para builds de monorepo eficientes con caché local y remota. Útil al configurar Turborepo, optimizar pipelines de build o implementar caching distribuido.

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