accelerators spend significant efforts helping new companies to develop their customer value propositions. These efforts, however, have not resulted in the launch of many companies that can scale company value (Ratte, 2016).The objective of this paper is to examine the extant value proposition literature and put forward our beliefs about how value propositions relate to scaling new company value rapidly. We conceptualize the management of the value proposition-scaling relationships as being like the management of part-whole relationships (Van de Ven, 1986), wherein value propositions are the parts and scaling company value is the whole.There is abundant literature on customer value propositions. Unfortunately, this literature is not clear on how new companies should (i) align value propositions for customers, investors, resource owners, and other relevant stakeholders, (ii) align multiple value propositions for diverse parties with specific scaling objectives, and (iii) configure internal and external resources to deliver their portfolio of value propositions.