In his book Crossing the Chasm
, Geoffrey A. Moore gives this simple framework to create a positioning statement: For (target customer) who (need statement), the (product/brand name) is a (product category) that (key benefit statement/compelling reason to buy). Unlike (primary competitor alternatives), (product/brand name) (primary differentiation statement).
As you can see in the above statement, an ideal value proposition statement should focus more on the benefits rather than the features
For example, if you sell organic cosmetics, your statement would look something like this: For women and men who need to look their best without having to damage their health, the GoOrganic store is a one-stop e-commerce store that offers 100% organic, chemical-free beauty products. Unlike stores that sell cosmetics laden with harmful chemicals, GoOrganic will ensure that you look beautiful and stay healthy at the same time.