Value Proposition Canvas

Identify customer segments and align value propositions to achieve fit

How to use this map

As the core of any great product or business model is a strong Value Proposition(s). Designing value propositions that resonate with customers begins with identifying what core needs they have, what progress they are trying to make; knowing the problem space. When customer needs and the value offered in response to those needs are in alignment, the product concept has "achieved fit" and can be developed further. The Value Proposition Canvas helps us begin to visualize, design & test how our products are actually creating value  for customers— which offerings we should focus on.

The Customer Profile on the right side of the canvas is for understanding needs—expressed as Jobs To Be Done—which are the functional, social and emotional achievements or changes customers wish to satisfy. They are largely determined by the circumstances in which the need arises. Pains describe the risks, frustrations or obstacles that inhibit customers; dissatisfaction with existing products; or negative outcomes to be avoided. Gains aid in the enabling of customers succeeding in their jobs; describe how they measure jobs well done; or positive outcomes they aspire to.

The Value Map on the left is for designing in what way your product solves for customer Jobs, relieves Pains, or enables Gains. Products & Services are the bundles of offerings and the key features your value proposition builds upon. Pain Relievers reduce, eliminate or minimize pains customers care about, making their lives easier. And Gain Creators produce, increase & maximize benefits and outcomes customers expect & desire, or positively surprise them (aka, delight).

Once you have clear value propositions designed, work on positioning and supporting them in the Business Model Canvas.

The Value Proposition Canvas nominally interfaces with all other maps, because Value Props should be present throughout your offering; integrated with the purpose of your team; and always in mind when contextualizing your business.

Questions prompting the use of this map:

  • How do we know who our customer is?
  • What are the most important needs they have; what are their Jobs to be Done?
  • What pains are they trying to avoid or minimize?
  • What gains are they trying to obtain or maximize?
  • How can we identify if the product ideas we have are desired by the customer?
  • How do we validate that our value proposition fits the most important JTBD our customers have?
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