The Value Proposition Canvas is used by companies to aid in decision-making for a product or service they offer. It looks at both the business and market side so that the company can understand the customer’s problems and create or edit their product to solve them.
When to use
When your company is creating a new product or service to introduce to a target market, if this target market is new or an expansion, or when you want to test the product-to-market fit, the value proposition canvas will help guide you in the right direction.
How to use
Fill in your product or service and ideal customer.
In the Customer Profile:
Identify social, functional, and emotional jobs that your customer is trying to accomplish. You can add a sticky note in each category by clicking the plus sign next to the title of the section. Double-tap to add text.
Identify their pains. These are obstacles that the customer has to deal with as well as negative outcomes.
Identify their gains. These are aspects that are positive to the customer such as experiences and wants.
In the Value Map:
List features of your product or service.
List pain relievers. Think about how your product/service will solve the problems your customer has.
List gain creators. Think about how your product/service benefits your customers and allows them to achieve their goals.
Make connections between the benefits and solutions that your product/service provides to the gains, pains, and jobs that your customer has
Evaluate what this means for your company’s product/service.
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