Value Canvas in Projects

Revision as of 20:30, 22 February 2019

Abstract

-ABSTRACT-

Everyday companies design projects, products and services to make their customers’ lives easier. Due to the fast-moving world, technological progress and other aspects, most of nowadays markets are very competitive. On the one hand, this means a wide selection for customer to choose from, but on the other hand, companies need to figure out exactly what their customers want and need. The Value Proposition Canvas as part of the Business Model Canvas helps and supports companies to design projects, products and services to meet their customer requirements. This approach was introduced for the first time by Alexander Osterwalder in the 2000s as part of his work on Business Model Ontology. Similar to the Business Model Canvas, a given template guides the entrepreneur or manager through the two “maps”, namely the “customer profile” and the “value map”. The customer profile is divided in three sub sections – jobs, pains and gains. The second part is the value map, including the company’s products and services, pain relievers and gain creators. In the following article the overall Value Canvas process is described with its roles, meetings and application. In addition, some helpful considerations for the Value Canvas in new projects are provided. Furthermore, the benefits as well as limitations of the Value Canvas methodology are discovered and critically analysed.

-REFERENCE- https://www.strategyzer.com/canvas/value-proposition-canvas