Strategy & Planning
Value Proposition Canvas
Map customer jobs, pains and gains, then design what you offer to relieve pains and create gains.
- Time: 45 to 90 min
- With: Product team with customer research
- You get: A customer profile and a value map that fit together
How to use this worksheet
- Start with the customer profile for one segment: jobs to be done, pains, gains. Use customer research, not assumptions.
- Rank pains and gains by importance. Move the most important items to the top with the arrows.
- Then fill the value map: which products and services, which pain relievers, which gain creators.
- Check the fit: does each important pain have a reliever, and each important gain a creator?
Customer profile
Who is the customer and what do they want to get done?
Customer jobs
Functional, social and emotional jobs they try to get done
Pains
What annoys them before, during and after
Gains
Outcomes and benefits they want
Prompts
Ask yourself
- Which jobs happen most often or matter most?
- Which pains would the customer pay to remove?
Value map
What do you offer, and how does it connect to the profile?
Products and services
What your offer is built around
Pain relievers
How you remove or reduce pains
Gain creators
How you create gains
Prompts
Ask yourself
- Does every important pain have a reliever?
- Which reliever or creator is a genuine differentiator?
Profile items
Value map items
Before you finish
- The profile is for one segment.
- Each top pain has a pain reliever, each top gain has a gain creator.
- Items in the value map are things you actually offer, not wishes.
About the Value Proposition Canvas
Alexander Osterwalder and colleagues created the canvas as a companion to the Business Model Canvas. It zooms into the value proposition and customer segment blocks.
Fit means your offer addresses the pains and gains that matter most. Test the fit with customers before building.
Recommended reading
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- Value Proposition DesignAlexander Osterwalder et al
The definitive guide to creating products and services customers actually want. Includes the Value Proposition Canvas framework and practical examples.
- Business Model GenerationAlexander Osterwalder & Yves Pigneur
Visual handbook for innovators introducing the Business Model Canvas and Value Proposition Canvas methodologies.