Join over 10,000 entrepreneurs using GoForth to learn essential small business skills.

Become a Better Entrepreneur 

Learn How

Unlimited Access

One year subscription to our small business video library


Learn at your own pace anywhere, anytime, on any device

Expert Instructors

Our engaging instructors cover more than 100 vital small business subjects


GoForth has trained over 10,000 entrepreneurs and counting

Educating, Engaging and Inspiring Entrepreneurs

GoForth offers Canada's leading small business training program, helping entrepreneurs across the country run better businesses, become better leaders, embrace change and face the future with more confidence. Learn more about our training and get inspired.



"GoForth is a paradigm-shifter. They’ve figured out how to deliver fast, affordable, really effective and convenient entrepreneurship education. This is a game changer in Canada."

Patrick Lor - Co-founder of iStockphoto and CEO of Dissolve

"This course informed me of aspects of business that I had never thought about before, such as how to take legal action, managing accounting and finance, and how crucial it is to have your business down on paper before launching into it."

Erin Ignatio - Fine Artist and Milliner

"I’ve run a small business for over 10 years and thought I knew what I was doing – until I took GoForth’s course. Wow, where was this 10 years ago?"

Maritza Leach, Owner, Kantera - Elegance in Stone


Expert Entrepreneurs and Resources at Your Fingertips

Our small business experts have answered over 1,000 entrepreneurship questions in the Ask an Expert section. And if you’re looking for getting-started guides, calculators, templates, checklists, or small business articles, search our comprehensive Resources section.



Have a burning business question? Just looking for a little advice? Maybe you want to see what a cashflow forecast should look like, or what a successful business plan should include. Our resource library has all this and more. No problem. 


Ask an Expert   Access Free Resources

Visit GoForth Institute's Blog for Trending Business Topics

Creating a strong value proposition

20 April 2019, 10:00 am by Samantha Garner

What makes your business unique and desirable to your target market? If you’re not sure, you won’t be able to tell your customer why they should do business with you. You need a value proposition.

A value proposition is a concise statement that outlines how your products or services deliver value to your customers, and what makes your business unique. It explains how a product solves a pain point, communicates the specifics of its added benefit and states the reason why it’s better than similar products.

Value proposition examples

The more specific you can make your value proposition, the better. Avoid making generic claims that can apply to any business. Strong value propositions deliver clear promises to the customer, like increased revenue, decreased costs, improved health, greater efficiency, or fewer errors. These are the clearly identifiable things that will actually benefit your customers, and the reasons they’ll be drawn to your business.

Examples of effective value propositions are Wal-Mart’s “Everyday low prices,” Slack’s “Make work life simpler, more pleasant and more productive,” and Shopify’s “One platform with all the ecommerce and point of sale features you need to start, run, and grow your business.” These demonstrate the value and benefits these companies promise to offer.

About the Value Proposition Canvas and Swiss business management theorist Alexander Osterwalder developed the Value Proposition Canvas to help business owners create the perfect value proposition. really looking for.

The VPC is a visual method that helps us to systematically understand what customers want, and to create products and services that perfectly match their needs. It collects information about customer needs and requirements which allows for a more effective design of your products and services. This should lead to sales and profitability and much less time wasted on developing ideas that customers may not care for.

Anyone can think of good and creative business ideas, but it’s a good idea to design value for your customers on paper first. By using the Value Proposition Canvas, you identify customer needs, and products and services to meet those needs, in a visual and structured way.

Visit the GoForth Blog

Want to succeed in your small business?

Learn How