Value Proposition Canvas

60 minutes

The Value Proposition Canvas is a strategic tool used in business and product development to create, analyze, and refine a value proposition.

It helps organizations understand the needs, desires, and pain points of their target customers and design products or services that effectively address those needs. Here are five key aspects of the Value Proposition Canvas:

  1. Customer Profile: The Value Proposition Canvas starts by defining the customer segment or segments being targeted. It identifies the key characteristics of the customers, such as demographics, psychographics, and behavior patterns. This profile helps businesses gain a deep understanding of their customers and identify specific value drivers.
  2. Value Map: The canvas also includes a value map that outlines the products, services, or solutions being offered. It describes the features, benefits, and unique selling points that differentiate the offering from competitors. The value map highlights how the product or service meets the needs of the customer segment.
  3. Customer Jobs: One aspect of the Value Proposition Canvas is to identify the jobs that customers are trying to get done. This involves understanding the functional, social, and emotional tasks that customers are seeking to accomplish or problems they are trying to solve. By addressing these jobs effectively, businesses can provide value to their customers.
  4. Customer Pains: The canvas helps identify the pains or challenges that customers experience in relation to the job they are trying to get done. These pains can include frustrations, obstacles, risks, or negative emotions. By understanding and alleviating these pains, businesses can create a compelling value proposition.
  5. Customer Gains: Finally, the Value Proposition Canvas helps businesses identify the gains that customers seek when trying to get a job done. These gains can be functional, emotional, social, or financial in nature. By delivering these gains effectively, businesses can create a value proposition that resonates with their customers.

Overall, the Value Proposition Canvas is a powerful tool for analyzing and refining a value proposition by understanding the customer segment’s needs, pains, and gains. It helps businesses design products or services that provide unique value and differentiate them from competitors.


  1. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How to Create Products and Services Customers Want. Wiley.
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