Value Proposition Canvas

Value Proposition Canvas

The Value Proposition Canvas helps you to create a fit between what customers want and what your business offers. It supports you in inventing and improving value propositions according to Business Make Over.

The Value Proposition Canvas consists of two parts: the customer profile and the value map.

• In the customer profile you describe customer tasks, pains and gains.
• In the value map you describe your product, pain relievers and gain creators.

With better insight you create products and services that customers want.

As the Strategyzer says, you can use the value proposition canvas to:

• Precisely define your customer profiles – Identify your customer’s major Jobs-to-be-done, the pains they face when trying to accomplish their Jobs-to-be-done and the gains they perceive by getting their jobs done.
• Visualize the value you create – Define the most important components of your offering, how you relieve pain and create gains for your customers.
• Achieve Product-Market fit – Adjust your Value Proposition based on the insights you gained from customer evidence and achieve Product-Market fit.

If you follow the step by step guide of Design Better Business, you’ll get started with the Value Proposition Canvas, always begin with the customer. First, have a conversation with your team about who your customer is. Use the Persona Canvas to sketch the person you are focusing on.

Once you’ve decided which to focus on, write on post-it notes what jobs your customers have to do. Don’t just think about functional jobs-to-be-done. Also come up with social (work with others) and emotional (feelings) jobs-to-be-done. For instance, when you consider to design a value proposition around cars, is your customer someone who needs to cover a long distance to get to work? Or is your customer someone who undertakes frequent activities with family? These are different people, with different needs, requiring different products to get their job done

Finally, once you’ve completed the right side of the canvas, move over to the left side. First, list some options potentially address the job-to-be done that come to mind. You combine these ideas into a clearly defined product/service that creates gain and relieves pain such that the job-to-be-done is addressed in a unique way that resonates with your customer.

Using this canvas makes you think differently about your customers and what you offer to them. What’s more, done well, your customers will think totally different about why they hired you to fulfill their needs in the first place.

Checkout other business canvases in our Canvas Database