See: Value. See: Value Investing.
A value proposition purports to demonstrate to a would-be transaction counterpart or business partner just how great the value is that they're getting in a given deal. Like..."You need protection. Pay my boys $1,000 a month. We're big Russian Mafiosos, and we know how to use baseball bats. If you don't pay, it'll cost you way more than $1,000 a month in glass repair bills. So...howsaboutit?"
Big value proposition there.
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