The value proposition is intimately related to the positioning strategy. The marketing strategy is built on segmentation, targeting, and positioning. A company segments the market into groups with different needs, targets one or more of those groups that it can satisfy in a superior way, and positions its offering so that the target market recognizes the company's distinctive offering and image.

A customer-focused value proposition is the end result of successful positioning. It expresses a cogent reason why the target market should buy the product.

This definition is inspired from the excellent book "Marketing Management", by P. Kotler and P. Cunningham.

What would be the value proposition for e-bikes? I think it would be something along the line "an efficient, healthy, and clean commuting vehicle". I still have to put some thought into it...