Both a value proposition and Bikram Yoga is a promise of value to be kept. Interestingly, Bikram Yoga: The product itself is a value proposition. All yoga claims to make you healthier in mind, body and spirit. The Harvard Business Review wrote that products and services provide fundamental elements of value that address four types of needs: functional, emotional, life-changing, and social impact (Almquist et. Al, 2016). Albuquerque's Bikram yoga studio has the potential to meet each of these four needs, rooted in Maslow's hierarchy of needs for people to be healthy and happy. But how to convey this value proposition in a powerful, meaningful and concise way, as Apple iPhone did with “The experience is the product” (Shewan,