While established companies have familiarity and brand as a currency of trust among customers, a startup has to rely heavily on building trust through a strong value proposition that leaves the customer feeling understood and motivated to act. Therefore, value propositions are important for startups to win early sales. Developing a strong value proposition can be challenging. It requires a deep understanding of what a customer wants to accomplish and why it is important. In the beginning, a startup assumes answers to these questions of what and why but they usually need to be tested and refined to find a scalable business model. This post will cover how to develop and test value propositions that win early sales.