Building FirstCry's 90-Minute Delivery Value Prop from Scratch

Marketing Academy · Field Work●Copywriting

All projects·From: Writing the Value Prop

MiniBuild the Asset· 25 minutes

FirstCry (Brainbees Solutions)

Objective: Write a complete value proposition statement for a new feature launch using the Who/What/How Different/Proof Anchor structure, then draft 3 versions per the lesson's bold claim / outcome / contrast framework.

FirstCry is launching 90-minute express delivery for baby essentials in 6 metro cities. Marketing has feature specs but no value prop, and the launch page is due in 2 days.

Build the value prop from customer language (new parents running out of formula or diapers at odd hours), not from the feature spec sheet.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Docs

FreeDraft the anatomy lines and the 3 headline versions

Free, fast collaborative drafting before copy goes into a CMS

The process

2 steps

Step 01 of 02

The Anatomy of a High-Converting Value Prop

The four components: Who (specific person), What (outcome, not mechanism), How Different (specific contrast), Proof Anchor (one believable number or name).

Given the scenario, write one specific phrase for each of the 4 anatomy components. Do not use 'parents' alone, that is not specific enough per the lesson's Who standard.

Google Docs— New doc, 4 labeled lines: Who / What / How Different / Proof Anchor.

Procedure

Write the Who as a specific situation, not a demographic label
Write the What as the outcome (peace of mind at 11pm), not the mechanism (logistics network)
Write the How Different as the explicit contrast (vs. waiting until morning, vs. a 2-day delivery competitor)
Write the Proof Anchor using a real, specific number (delivery window, city count, or order volume)

Sample output

Who: parents who run out of diapers or formula after 9pm
What: baby essentials at your door before you'd finish a store run
How Different: no next-day wait, no emergency pharmacy markup
Proof Anchor: delivered in 90 minutes, live in 6 cities

Healthy

Each of the 4 lines contains a specific noun, number, or named situation a stranger could picture immediately.

Unhealthy

Any line reads as a category label ('parents', 'fast delivery', 'better service') instead of a specific, pictureable claim.

What this means

A value prop assembled from 4 specific lines is dramatically easier to compress into a single sentence than one written top-down as a single sentence first.

So what do I do about it?

Symptom	Action	Effort
A component reads as a generic label	Rewrite it as a specific moment or number before moving to step 2	5 min

YouYou can do this yourself, no engineering access required.

Step 02 of 02

How to Write the Value Prop: A 6-Step Process

Step 3 of the process: draft three versions from the same raw material, bold claim, outcome lead, and contrast. You need live data to know which wins, but all three should be shippable candidates.

Using the 4 anatomy lines from step 1, write one bold-claim version, one outcome-lead version, and one contrast version of the hero sentence.

Google Docs— Same doc, add a '3 Drafts' section below the anatomy lines.

Procedure

Bold claim: lead with the number or speed claim
Outcome lead: lead with the emotional payoff, mention the mechanism second
Contrast: lead with what the customer no longer has to do

Sample output

Bold claim: '90-minute baby essentials, 6 cities and counting.'
Outcome lead: 'Never run out at 9pm again.'
Contrast: 'Skip the emergency pharmacy run. FirstCry delivers in 90 minutes.'

Healthy

All 3 drafts pass a mental 5-second read and stay under roughly 12 words each.

Unhealthy

Drafts drift back into feature language ('powered by our logistics network') instead of staying anchored to the Who/What/Contrast lines from step 1.

What this means

Three distinct, testable drafts give the team something to A/B test with real traffic instead of debating opinions in a meeting.

So what do I do about it?

Symptom	Action	Effort
All 3 drafts sound nearly identical	Go back to step 1 and check whether the How Different line is actually a real contrast	5 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A one-page doc with the 4 anatomy lines and 3 testable hero-sentence drafts (bold claim, outcome lead, contrast) for the 90-minute delivery launch.

See a reference example

Sample output

Instacart, sample-only reference

Bold claim: 'Groceries in 30 minutes, not 3 days.'
Outcome lead: 'Never plan your week around a grocery run again.'
Contrast: 'Skip the store. Instacart delivers before you'd find parking.'

Success criteria

You're done when you can:

All 4 anatomy lines are specific and pictureable, not category labels
All 3 drafts are distinct in structure (bold claim / outcome / contrast), not minor rewordings
Every draft stays anchored to the Who and How Different established in step 1