Value proposition canvas

Revision as of 16:20, 16 February 2018

^[1] In order to provide their customers with good service and valuable products, the company should define their value propositions. The Value proposition canvas is a tool that the project manager can use in order to solve the problems of specific customer segments and fulfill their needs by providing products and services that creates value. Project managers should design value proposition with benefits in order to attract customers and make them choose one company rather than its competitors. The Value proposition canvas can be split into two parts: The Value Map and the Customer Profile.

^[2]Value Map: describes the value proposition in which the project manager looks at products and services that the company can provide or develop for the customer segment, how the products aid their customers and relieve them of their ‘pain’.

Customer profile: the project manager describes the specific customer segment and considers which gains the customer seek as well as the ‘pains’ they may encounter and which improvements they wish to see.

The project manager has to make sure that the value map and customer profile complement each other so that the customer segment is provided with the right products/service and that the customer’s pains are met with the right pain relievers.

Description

^[3]The image illustrates the value proposition canvas. The model is split into two parts: The value map (left) and the customer profile (right).

Application

References

1. ↑ Osterwalder, Alexander and Pigneur, Yves, Business Model Generation, 2010.
2. ↑ https://lederindsigt.dk/vaerktoejer-skabeloner/strategi-og-forretningsudvikling/value-proposition-canvas/
3. ↑ https://strategyzer.com/canvas/value-proposition-canvas/