Strategy
Value proposition canvas template
Match customer jobs, pains and gains to what your product does about each.
What it is
The value proposition canvas, also by Alexander Osterwalder, checks whether a product fits what customers need. One side is the customer profile, with the jobs they are trying to get done, their pains and the gains they want. The other side is the value map, with your products, the pains they relieve and the gains they create.
When to use it
- Before you build a new product or a big feature
- When customers don't see why they should switch to you
- To look closer at one customer segment from a business model canvas
How to run it
- 01
Profile one customer segment
Fill Customer jobs, Pains and Gains with what you heard from real customers.
- 02
Rank each box
Move the most important job, pain and gain to the top.
- 03
Fill the value map
List your products and services, then write how each one relieves a pain or creates a gain.
- 04
Look for fit
Draw a connector from each pain reliever to the pain it answers. A pain with no connector is a gap in your product.
Opens a new board from this prompt:
"Value proposition canvas for a meal-planning app for parents of young children"
Related templates
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Business model canvas
Nine building blocks of a business on one page, from partners to revenue streams.
Research
User persona
A one-page profile of a target user: goals, frustrations, habits and a quote.
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