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Value Proposition Canvas

This document describes the Value Proposition Canvas, a tool used to describe a company's value propositions and target customer segments in more detail. It outlines how to identify a customer's jobs, gains, pains and create value maps to show how products and services address these. Common mistakes to avoid include not treating the canvas as separate building blocks, mixing customer segments, focusing only on functional jobs or trying to address all customer pains/gains instead of prioritizing. The canvas helps evaluate the fit between a company's intended value and customer expectations.

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Jessica Ranieses
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157 views16 pages

Value Proposition Canvas

This document describes the Value Proposition Canvas, a tool used to describe a company's value propositions and target customer segments in more detail. It outlines how to identify a customer's jobs, gains, pains and create value maps to show how products and services address these. Common mistakes to avoid include not treating the canvas as separate building blocks, mixing customer segments, focusing only on functional jobs or trying to address all customer pains/gains instead of prioritizing. The canvas helps evaluate the fit between a company's intended value and customer expectations.

Uploaded by

Jessica Ranieses
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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VALUE PROPOSITION

CANVAS
VALUE PROPOSITION

THE PROMISE OF VALUE


"WHY" SOMEONE SHOULD BUY YOUR
BRAND
WHAT MAKES YOUR BRAND SPECIAL
VALUE
PROPOSITION
CANVAS
a plug-in tool to the
Business Model Canvas
allows you to describe your
Value Propositions and the
target Customer Segments in
more detail and evaluate the
“fit” between the value you
intend to create and the
expectations your customers
CUSTOMER
PROFILE
CUSTOMER JOBS
the tasks they are trying to perform and
complete, the problems they are trying
to solve, or the needs they are trying to
CUSTOMER
satisfy. GAINS
the outcomes and benefits your
customers want. Some gains are
required, expected, or desired by
customers, and some would surprise
CUSTOMER
them PAINS
anything that annoys your customers
before, during, and after trying to get
a job done or simply prevents them
from getting a job done
CUSTOMER
PROFILE
CUSTOMER JOBS
the tasks they are trying to perform and
complete, the problems they are trying
to solve, or the needs they are trying to
CUSTOMER
satisfy. GAINS
the outcomes and benefits your
customers want. Some gains are
required, expected, or desired by
customers, and some would surprise
CUSTOMER
them PAINS
anything that annoys your customers
before, during, and after trying to get
a job done or simply prevents them
from getting a job done
VALUE MAP
GAIN CREATORS
describe how your products and
services create customer gains.
PAIN RELIEVERS
explicitly outline how you intend to
eliminate or reduce some of the things
that annoy your customers before,
during, or after they are trying to
complete a job or that prevent them
from doing so.
5 MISTAKES 1.  Not looking at the Value Proposition
TO AVOID Canvas as two separate building blocks
5 MISTAKES 2.  Mixing several customer segments into
TO AVOID one canvas
5 MISTAKES 3.  Creating your Customer Profile through
TO AVOID the lens of your value proposition
5 MISTAKES 4.  Only focusing on functional jobs
TO AVOID
5 MISTAKES 5.  Trying to address every customer pain
TO AVOID and gain

Resolve only those jobs, pains, and gains that are


highest priority to customers.
VALUE PROPOSITION
CANVAS

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