Value Proposition Canvas
Main takeaways
A tool to reflect upon and visualize the value a product or service creates.
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Helps with defining your customer profiles and achieving Product-Market fit.
Step-by-step
1. The Customer Profile:
The circle represents the customer profile. Generally, this is where you should start.
The circle is divided into three parts: jobs, pains, and gains.
a. Jobs: What are the jobs-to-be-done?
b. Pains: Which pains (problems) do the customers face when trying to accomplish their jobs to be done?
c. Gains: What are the gains they perceive by getting their jobs done?
a. Products and services: Define the most important components of your offering.
b. Pain relievers: How do you relieve the pains that customers experience when they are trying to have their job done? Focus on the more pressing pains for the customers.
c. Gain creators: How do you create gains for your customers?
2. The value map:
The square on the canvas represents the value proposition map. Like the circle, this is also divided into three parts.
3. Product-Market Fit
This is represented by the two arrows that point to each other.
Adjust your value proposition based on the insights you gained from customer evidence and achieve product-market fit.