Big Idea

The value proposition canvas is a way to determine what the customer wants and needs.

Application

The value proposition is a sentence that sums up why exactly your product is good. Using value proposition to help you determine the scope will improve alignment between scope and client’s needs.

Key terms:

The Value proposition: This describes what you are designing in order to meet the customers needs and wishes. Products and services: What your product or service is build around.

Gain Creators:The positive outcome that your product or service creates for the customer.

Pain Relievers:How the product or service relieves pain.

Pains: Describes anything that annoys the customer in their lives both before, during and after getting a task done.

Gain: Describes all aspects of which the customer will experience gain. This can both be needs that are fulfilled or things that surprises the customer.

Customer Jobs: Describes either tasks the customer has to do, problems or needs of the customer.

Limitations

Using wrong information or assumptions can twist the outcome in an unwanted direction.
Not looking at the Value Proposition Canvas as two separate building block.
Mixing several customer segments into one canvas.
Creating your Customer Profile through the lens of your value proposition.
Only focusing on functional jobs.
Trying to address every customer pain and gain.

For more elaboration see:

http://blog.strategyzer.com/posts/2015/2/19/5-common-mistakes-to-avoid-when-using-the-value-proposition-canvas