The Value Proposition Canvas

Value Proposition Customer Segment

Copy or outperform current solutions that delight Help make adoption easier? What would make your customers job or life
your customer? (e.g. lower cost, less investments, lower risk, better quality, easier?
(e.g. regarding specific features, performance, quality, ) performance, design, ) (e.g. flatter learning curve, more services, lower cost of
ownership, )
Make your customers job or life easier? Rank each gain your products and services create according
(e.g. flatter learning curve, usability, accessibility, more to its relevance to your customer. Is it substantial or insignifi- What positive social consequences does your
services, lower cost of ownership, ) cant? For each gain indicate how often it occurs. customer desire?
(e.g. makes them look good, increase in power, status, )
Create positive social consequences that your
customer desires? What are customers looking for?
(e.g. makes them look good, produces an increase in power, (e.g. good design, guarantees, specific or more features, )
status, )
What do customers dream about?
Do something customers are looking for? (e.g. big achievements, big reliefs, )
(e.g. good design, guarantees, specific or more features, )
How does your customer measure success and
Fulfill something customers are dreaming about? failure?
(e.g. help big achievements, produce big reliefs, ) (e.g. performance, cost, )

Produce positive outcomes matching your

customers success and failure criteria?
Gain Creators Gains What would increase the likelihood of adopting a
solution?
(e.g. better performance, lower cost, ) (e.g. lower cost, less investments, lower risk, better quality,
Describe how your products and services create customer Describe the benefits your customer expects, desires or
performance, design, )
gains. would be surprised by. This includes functional utility, social

Products & Services How do they create benefits your customer expects, desires
or would be surprised by, including functional utility, social
gains, positive emotions, and cost savings.
Rank each gain according to its relevance to your customer. Customer Job(s)
gains, positive emotions, and cost savings? Which savings would make your customer happy? Is it substantial or is it insignificant? For each gain indicate
List all the products and services your value proposition is (e.g. in terms of time, money and effort, ) how often it occurs. Describe what a specific customer segment is trying to get
built around. done. It could be the tasks they are trying to perform and
Do they complete, the problems they are trying to solve, or the needs
Which products and services do you offer that help your What outcomes does your customer expect and
Create savings that make your customer happy? they are trying to satisfy.
customer get either a functional, social, or emotional job what would go beyond his/her expectations?
(e.g. in terms of time, money and effort, )
done, or help him/her satisfy basic needs? (e.g. quality level, more of something, less of something, )
Produce outcomes your customer expects or What functional jobs are you helping your customer
Which ancillary products and services help your customer How do current solutions delight your customer?
perform the roles of: that go beyond their expectations? get done? (e.g. perform or complete a specific task, solve a
(e.g. specific features, performance, quality, )
(e.g. better quality level, more of something, less of specific problem, )
something, )
Buyer What social jobs are you helping your customer get
(e.g. products and services that help customers compare done? (e.g. trying to look good, gain power or status, )
offers, decide, buy, take delivery of a product or service, )
What emotional jobs are you helping your customer
Co-creator get done? (e.g. esthetics, feel good, security, )
(e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, ) What basic needs are you helping your customer
satisfy? (e.g. communication, sex, )
Transferrer
(e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, )
Pain Relievers Pains Besides trying to get a core job done, your customer performs
ancillary jobs in different roles. Describe the jobs your
customer is trying to get done as:
Help your customers better sleep at night? Describe how your products and services alleviate customer Describe negative emotions, undesired costs and situations, How are current solutions underperforming
Products and services may either by tangible (e.g. manufac- (e.g. by helping with big issues, diminishing concerns, or pains. How do they eliminate or reduce negative emotions, and risks that your customer experiences or could experience for your customer? Buyer (e.g. trying to look good, gain power or status, )
tured goods, face-to-face customer service), digital/virtual eliminating worries, ) undesired costs and situations, and risks your customer before, during, and after getting the job done. (e.g. lack of features, performance, malfunctioning, ) Co-creator (e.g. esthetics, feel good, security, )
(e.g. downloads, online recommendations), intangible (e.g. experiences or could experience before, during, and after
copyrights, quality assurance), or financial (e.g. investment Limit or eradicate common mistakes customers getting the job done?
What does your customer find too costly? What are the main difficulties and challenges Transferrer (e.g. products and services that help customers
funds, financing services).
make? (e.g. takes a lot of time, costs too much money, requires your customer encounters? dispose of a product, transfer it to others, or resell, )
Rank all products and services according to their (e.g. usage mistakes, ) Do they substantial efforts, ) (e.g. understanding how things work, difficulties getting things
importance to your customer. Produce savings? done, resistance, )
Get rid of barriers that are keeping your customer (e.g. in terms of time, money, or efforts, ) What makes your customer feel bad? Rank each job according to its significance to your
Are they crucial or trivial to your customer?
from adopting solutions? (e.g. frustrations, annoyances, things that give them a What negative social consequences does your customer. Is it crucial or is it trivial? For each job
(e.g. lower or no upfront investment costs, flatter learning Make your customers feel better? headache, ) customer encounter or fear? indicate how often it occurs.
curve, less resistance to change, ) (e.g. kills frustrations, annoyances, things that give them (e.g. loss of face, power, trust, or status, ) Outline in which specific context a job
a headache, ) is done, because that may impose
Rank each pain your products and services kill according What risks does your customer fear? constraints or limitations.
to their intensity for your customer. Is it very intense or Fix underperforming solutions? (e.g. financial, social, technical risks, or what could go awfully (e.g. while driving,
(e.g. new features, better performance, better quality, ) wrong, ) outside, )
very light?
For each pain indicate how often it occurs. Risks your Put an end to difficulties and challenges your Whats keeping your customer awake at night?
customer experiences or could experience before, during, customers encounter? (e.g. big issues, concerns, worries, )
and after getting the job done? (e.g. make things easier, helping them get done, eliminate
resistance, ) What common mistakes does your customer make?
(e.g. usage mistakes, )
Wipe out negative social consequences your
customers encounter or fear? What barriers are keeping your customer from
(e.g. loss of face, power, trust, or status, ) adopting solutions?
(e.g. upfront investment costs, learning curve, resistance
Eliminate risks your customers fear? to change, )
(e.g. financial, social, technical risks, or what could go
awfully wrong, ) Rank each pain according to the intensity it represents for
your customer.
Is it very intense or is it very light.?
For each pain indicate how often it occurs.

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