What is a Unique Value Proposition?

Unique value proposition of a company, talks about the value that the business is offering. In simple words, it defines what the business is doing and what it has to offer. It gives a more holistic view of the business and what guides the decision making. It is a general statement of the value propositioned by the business in terms of the target market the business serves and the basic solutions it provides. For example: A company working with different businesses in order to automate their processes would have a UVP as “We help small and large businesses with cost reduction through automation”.

Difference between Unique Value Proposition and USP

While the UVP and USP might seem similar, they actually aren't. The UVP of the business is followed up with the USP of what it's offering. The major difference between the two is that USP is about what helps in making a sale whereas UVP talks about the value of the business.

UVP is a broader statement that covers all the products or solutions that the company is offering whereas the USP has a strong CTA to purchase a particular product.