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Value Proposition Canvas

The Value Proposition Canvas is a tool belonging to the comprehensive Value Proposition Design methodology developed by Strategyzer. It serves as a great tool for corporate visionaries, business owners and directors, marketing managers and creatives. In short, anyone who wants to better define their target audiences and their needs, goals and constraints, and better design their products to meet those needs.

The Value Proposition Design methodology is used by small and large companies around the world. It is suitable for both startup development and strategy changes at Fortune 500 companies.

The Canvas consists of two parts. One defines the customer segment (the right part of the canvas) with three areas of exploration – what the target group wants to achieve (Jobs To Be Done), what benefits they can gain from achieving their goals (Gains) and what obstacles or negative consequences prevent them from achieving their goals (Pains). The left part of the canvas is then used to design products in a way that matches the customer segment and its needs. It also has three building blocks – the definition of the products themselves, then the definition of product features that help reinforce the benefits of the target group (called Gain Creators) and finally the definition of product features that help solve or at least mitigate negative consequences or obstacles (called Pain Relievers).

A sample canvas can be found below: