Framework
Value Proposition Canvas
Fit your product's pain relievers and gain creators to customer jobs.
Summary
The Value Proposition Canvas zooms into two boxes of the Business Model Canvas: Customer Segment (jobs, pains, gains) and Value Proposition (products, pain relievers, gain creators).
History
Created by Alex Osterwalder, Yves Pigneur, and colleagues, published in 2014.
How it works
- Map customer jobs, pains, and gains based on observation.
- List your products, pain relievers, and gain creators.
- Check fit: does each item map to a real job, pain, or gain?
Advantages
- Forces specificity
- Pairs with JTBD
- Useful for messaging
Limitations
- Can become busy
- Best used as a working draft, not a deliverable
Examples
- - Defining a B2B SaaS value prop for procurement teams
Implementation guide
- - Update after every batch of customer interviews
Value Proposition Canvas - FAQ
- Is this only for new products?
- No. Existing products benefit from re-mapping yearly.
Related frameworks
SWOT Analysis
Map Strengths, Weaknesses, Opportunities, and Threats on one page.
Lean Startup
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Business Model Canvas
A 9-block visual model for how a business creates and captures value.
Blue Ocean Strategy
Compete in uncontested market space instead of fighting in red oceans.