The customer value proposition (CVP) must offer better value than the competition. The CVP usually tries to solve one of 4 consumer problems: Lack of time Example: CVS MinuteClinic (quick access to medical care) Lack of moneyExample: IKEA (inexpensive home furnishings) Lack of skillsExample: Quickbooks (helps a business with accounting) Lack of accessExample: 23andMe (tough to determine your Ancestry on your own) Think of a current product or service on the market today and discuss how the product addresses one of these four problems.