I started The Second Shift because I know exactly what it is to find yourself mid-career and struggling to stay in the workforce.

When I met my co-founder Jenny we bonded over the frustration that so many women in our time of life feel - pushed out of the full time workforce even though we were still efficient and effective. Why weren't companies taking advantage of us by offering some flexibility? We started talking to forward-thinking companies who understood this, and built a company around this idea.

A compelling value proposition can make users want to know more about your product. Let's take a look at these two examples. "We help you manage your finances." "Know where your money goes and take control of your spending." Which one grabs your attention more? The second one works better because it focuses on what the customer actually cares about, not just what the product does. Here are some questions every value proposition should answer: Why should customers choose you over your competitors? What makes your product different? How does it solve your customers' problems? You can only answer these questions by understanding your customers' pain points and thinking from their perspective. If you don't understand your customers, no amount of design or advertising will help you build lasting customer relationships. Instead of constantly adding more features, startups should focus on what makes their product different. And communicate that value clearly through their landing pages.