Successful Project Management

Building 310

Header 1

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Value Proposition Canvas

Classically the value proposition canvas has two sides. The customer profile you clarify in which way you understand your customers needs. While the value proposition describes your intention to create value for your customers. The optimal starting position for each company is the fit between these two requests (Value Proposition Design: How to Create Products and Services Customers Want).

Value Proposition Canvas figure

Customer Profile

• Gains: the benefits which the customer expects and needs, what would delight customers and the things which may increase likelihood of adopting a value proposition.
• Pains: the negative experiences, emotions and risks that the customer experiences in the process of getting the job done.
• Customer jobs: the functional, social and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy.

Value Proposition

• Gain creators: how the product or service creates customer gains and how it offers added value to the customer.
• Pain relievers: a description of exactly how the product or service alleviates customer pains.
• Products and services: the products and services which create gain and relieve pain, and which underpin the creation of value for the customer.