Module 10: Value Proposition

Learning objectives: find out what a value proposition is and how to craft a great one.

Value propositions are often neglected in pitch decks, which is is a shame because they are the glue that connect your products or services to customers. They make what you do relevent and appealing, so customers are tempted to buy. This module will introduce you to value propositions, show you how to create one that covers all the customer goals you support, and craft your so it meets both functional and emotional needs.

Back to course overview
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Written and audio guide: 14 mins

Summary video


How to approach it

Slide template

Investor insights, covering common mistakes and tips and tricks

More resources


1 Tool exercise

Design your value proposition for your most important customer segment and its goals (~45 mins)






Screenshot of the value proposition designer

U2R Value Proposition Designer

If you want to sell your solution you need a strong value proposition. How will your solution enrich their lives? The U2R Value Proposition Designer will help you make your solution both relevant and appealing, by showing it meets both functional and emotional customer goals.

The Start-Up Pitch Deck Course

£399 / $499 / €449

Lifetime access to all content and community

  • Insider tradecraft from top investors
  • 18 comprehensive modules packed with insight
  • 32 original tools to solve common issues 
  • Flexible content to suit your timings
  • A free deck review when you are finished
  • A bonus free 30 minute advisory call
  • Access to 1:1 support 

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'Working with Marcus and Nick has been a magical experience. They've helped me crack my own pitch deck and messaging. They've done the same for startups we invested in. They can do it for you as well.' 

Peet Denny, Founding Partner - Climate VC

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As an angel investor you have the ability to influence and make a real difference with the value you can add. Marcus does this through his startup investments and Nick has added so much value along my journey including through the Thunderdome where I perfected my pitch deck and purpose statement. Big thank you to the U2R team!'

Andy Ayim, MBE and founder of Angel Investing School

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'The team at U2R are the real deal. They have been there and done it. For me that is the type of person I trust to give advice/ guidance, not self appointed experts.'

Scott Wylie, serial founder and CEO of Seven