Value Proposition Canvas

Product Customer

Benefits
Wants

Experience Fears

Features Needs

Company:
Product: Substitutes
Ideal customer:

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product Customer
Emotional

Benefits
Wants
Why?

Experience Fears
How? What? Hidden

Features Needs
Start here Rational

Company:
Product: Substitutes
Ideal customer: Inertia
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product Customer
What are the emotional
drivers of purchasing?

What does it 


Benefits feel like to use

your product?
Wants
What your 

product do?

Experience Fears
What are the 

Risks of switching 

hidden needs?
to your product?

Features Needs
How does your 

What are the rational
product work?
drivers of purchasing?

Company: What do people

currently do
Product: Substitutes instead?
Ideal customer:

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product Customer
Grow 

bigger Porous Prestige Grow the
Accelerator
team
Benefits
Learn

DIY Wants
Incubator
Productive faster Fixed 

Social
environment costs
environment

Experience Fears
Productivity
Quiet space Serious
Scalability
Business

Features Needs
Harvard of Advice
Collegial
Customised Accelerators Funding
community
Investment

Company: Innovation Warehouse

Rented
Product: Startup Accelerator Coffee shops Substitutes offices
Ideal customer: High Growth Startups

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product Customer
Simple Everything Fast to 

everywhere Share notes
enter things
with people
Benefits
Never 
 Wants
Easy 
 forget Loosing 

syncing Fast 
 Single
 things
to use system

Experience Fears
Sync across Remember
devices External Locked into 

things
brain a system

Features Needs
Include 
 Save
Remember Write things
images Rich 
 information
everything down
meta data

Company: Evernote
Email to
Product: Online notes
yourself Substitutes Text
documents
Ideal customer: Mobile professionals

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.