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What is the Value Proposition Canvas?

Value Proposition Canvas is an effective Business design tool that can help you ensure that your business’s product or service is designed around the the values and desires of customers.

The tool was developed in the hands of Alexander Osterwalder, Yves Pigneur, and Alan Smith. The same team behind the Business Model Canvas are aiming to quantify the value viewed by the customers.

The principal goal is to establish a connection between the product and the market. In order to achieve this Value Proposition Canvas Value Proposition Canvas explores more than two (out of nine) blocks of the Business Model Canvas: Customer Segment and Value Proposition.

What are the benefits of making use of this Value Proposition Canvas?

  • Understanding the customer’s needs and expectations, in conjunction with their requirements and expectations;
  • Create a product to what your customers need and wants;
  • A product you already own with the need of the user;
  • Finding your product-market fit;
  • To avoid producing something no one is interested in,
  • Time and money savings.

What exactly is Value Proposition Canvas like?

As mentioned earlier, Value Proposition Canvas is comprised of just two components – Value Proposition and Customer Segment. They form the basis part of any business plan since they concentrate upon “What” and “To whom”. This means the way your business can provide value to its customers.

Canvas is split into two parts On the right is that of the Client Profile. It’s divided into jobs-to-be-done and Gains. On the left there’s The Value Proposition, also subdivided into three categories: Products & Services, Gain Creators as well as Pain Relievers. Let’s look at each of them:

Client Profile


It is all about what your client is trying to accomplish. It is essential to cover every task customers attempt to complete, the problems they’re trying to resolve and the requirements they wish to satisfy.

It’s also crucial to note down the frequency and importance of each task, and the various functions that the customer has to perform and what the contexts are for. In order to complete this task You can ask yourself:

  • What are the functional tasks my consumer trying accomplish? (day daily assignments, issues at work, etc.)
  • What social objectives do my customer want to achieve? (get an increase in status, get promoted, get status, establish networks, etc.)
  • What emotional task is my client trying to accomplish? (get in shape, feel good, feel motivated, etc. ).
  • What are their basic needs that people require or want to be satisfied with? (communication, sex, hygiene, etc. ).


This includes everything that can irritate your client as they perform their tasks, like feelings of anger and frustration as well as the risks that come with it and financial costs, mishaps and the consequences, etc.

Make sure you classify every discomfort as light or severe and record the frequency of its occurrence and also. For this you should ask yourself the following suggestions:

  • What will be the cost for my client? (regarding time, cost, effort, etc.)
  • What makes my client feel depressed? (frustrations, disappointments, failures, physical pain, etc.)
  • What are the most significant issues and challenges my customer challenges? (physical or mental limits to doing certain things, resistance, not understanding specific situations, etc.)
  • What are the current solutions leaving to be desired by my client? (bad performance, lots of effort, insufficient features, bugs, etc.)
  • What are the negative effects for my client? (losses of status, power or money, loss of trust, time, etc.)
  • What risk is my customer worried about? (financial, social, technical, etc.)
  • What keeps my client awake in the late at night? (concerns, challenges, debts, bad health, etc.)
  • Are there any frequently made mistakes that my customers make? (creating expectations miscommunications, misunderstandings, mistakes when using, etc.)
  • What’s preventing my client from implementing solutions? (investment or the learning curve, opposition to change and so on.)


These are all the advantages your customer would like or expects to receive and even things that will surprise them no matter if they are functional emotional, social, or financial. It’s all about things that makes them happy and makes their lives easier, more happy or more productive.

You can classify each gain based on its importance and also indicate the frequency with which they occur. In order to do this it is possible to answer a few questions, for example:

  • What savings could satisfy my client? (time, money, energy, etc.)
  • What are the results my customers want? Which ones will impress them? (quality level, profits , increases, savings and improvement and improvements, etc.)
  • What are the current solutions that enthrall my client? (functionalities, performance, quality, etc.)
  • What can I do to make my customer’s work easier? (lower learning curve, more services, lower costs, etc.)
  • What positive outcomes will my clients want? (power, status, acknowledgment, satisfaction, motivation, etc.)
  • What are my clients seeking? (design, guarantees, specific features, functionality, etc.)
  • What is my customer’s way of measuring his or her success? (cost, performance, speed, quality, beauty, likes on social networks, etc.)
  • What could increase my client’s likelihood of implementing the solution? (lower investment, longer guarantee, better performance/quality/design, etc.)

It is important to remember that you need to create a profile for each of your customer segments. After mapping your customer’s profiles The second step would be to decide what they’re likely to experience with your service or product.

Value Proposition

Products & Services

Include all the services and products you plan to provide. Concerning each one, consider:

  • Can the item or service be used to complete any task, be it practical, emotional, social desires, needs, functions or roles. ?
  • Does the item or service have a tangible form digital/virtual, financial, or?
  • Are the products or services important or insignificant? What’s the significance of it?
  • How often is the product or service being used by my client?

Gain Creators

Consider how your product or service offers customers value added to their purchase and what benefits your product can provide and whether your customers’ needs and desires are met. In the end, what can make your customers happy.

Also, you must evaluate every benefit your service or product generates in relation to the value to your clients (if significant or not) and then indicate how often it is a reality. To determine this, you should inquire if your service or product:

  • This results in savings that will ensure your client is satisfied (in terms of money, time or effort, etc. );
  • delivers results that your client wants or exceeds the customer’s expectations (better quality, higher amount of something, less other);
  • duplicates or is superior to current offerings that will please your customers (in regards to particular functionalities or performance, quality, etc. );
  • helps your customers’ work or life simpler for your customer (lower the learning curve greater usability, accessibility, included services, less cost of ownership, etc. );
  • can have positive social effects that are that are coveted by your customers (make it appear attractive on the tape, or produce or enhance power, status and status, etc. );
  • Does or has something that the client is searching for (good design, particular or superior functionality, etc. );
  • meets customers dreams (help on large goals, produce great relief, etc. );
  • Produces positive results that meet the requirements of either success or failing (better efficiency, lower cost, etc. );
  • facilitates adoption (reduce costs, less investment, less risk, better design or performance, etc. ).

Pain Relievers

Explain how your product or service eases the customers’ pains. Find out if you can reduce the costs, negative feelings and efforts, as well as risks or negative effects, mistakes… In general, describe what you can do to make your customer feel more relaxed and comfortable.

It is also important to categorize each issue in terms of its severity and to assess how well your product or service can help your client. To assist you inquire if your product or service:

  • creates the possibility of saving (in terms of money, time and effort, etc. );
  • Your customer will feel more comfortable (they are more likely to experience frustrations and discomforts, or things which cause headaches, etc. );
  • performances solutions (new features, better performance, better quality, etc. );
  • will end the challenges and difficulties your client faces (make things simpler, assist achieve tasks, reduce resistance, etc. );
  • Eliminates social consequences your client may be concerned about (losses of respect and admiration, as well as authority, confidence, status and so on. );
  • Eliminates risks that your client is scared of (financial technological, social risk, or anything else that could go horribly wrong);
  • can help your customer help them sleep better in the time of sleep (help with problems that can be major and reduce stress, etc. );
  • eliminates or minimizes the common errors that your client makes (errors of use, issues of use, etc.)
  • Eliminates barriers that block your customer from implementing innovative solutions.

When to use Value Proposition Canvas?

In a nutshell it is a tool that can aid in placing yourself in your clients to understand their world.

The ultimate goal that is mentioned earlier is to identify the Product Market to be a good fit by positioning your product or service according to the requirements as well as the expectations and needs of your target customer.

By using the Value Proposition Canvas, you are able to see the way your value proposition will impact your customers’ life. The best fit for your product is by ensuring that the product and service are in line with the major advantages and disadvantages of the profile of the customer.

Usually typically, the Value Proposition Canvas works properly:

  • In the start of a new startup
  • Restructure the sales process to better understand clients better
  • In order to add a feature to a product could require significant investments in resources or time (or perhaps both);
  • To enter an entirely new market or segment, you have to learn the way these new customers will experience the product or service you offer.

It’s important to keep in mind that filling this sketch is just the initial step. It’s crucial to confirm the hypothesis by conducting tests and receiving feedback. This will allow you to go back to the canvas to refine the idea.

Also, it is important to note it is important to note that Value Proposition Canvas does not take the place of it for Business Model Canvas. They are better when used together. The one does not exclude the other.




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