Value Proposition Canvas
The Value Proposition Canvas, from Osterwalder and colleagues, sets what a business offers beside what a customer needs. The customer profile, the circle, lists the jobs the customer is trying to get done, the pains that get in the way, and the gains they hope for. The value map, the square, lists the products and services, the pain relievers, and the gain creators. Fit means the square answers the circle.
Everything above runs in your browser and saves to this device only. It opens on a sample for a business traveller, the same persona used in the Persona Builder sample. Add notes, drag them between areas, and click a pain or gain to match it.
How it works
Every pain and gain can be matched to one or more pain relievers or gain creators. Matches draw as dashed lines across the canvas.
A low fit score points to customer needs the offer leaves unanswered. A reliever or creator with no match points to features that answer no stated need.
Frequently Asked Questions
What is the Value Proposition Canvas?
The Value Proposition Canvas is a tool from Osterwalder and colleagues that matches what a business offers with what a customer needs. The customer profile lists jobs, pains, and gains. The value map lists products and services, pain relievers, and gain creators.
How do you fill in a Value Proposition Canvas?
Start with the customer profile, drawn from research: the jobs customers are trying to get done, their pains, and the gains they want. Then design the value map to relieve the most important pains and create the most important gains.
What is fit in the Value Proposition Canvas?
Fit is reached when the value map answers the customer profile. This tool measures it as the share of pains and gains matched to at least one pain reliever or gain creator.
How does the Value Proposition Canvas relate to the Business Model Canvas?
It zooms in on two blocks of the Business Model Canvas: customer segments, which become the customer profile, and value propositions, which become the value map.
Is this Value Proposition Canvas free?
Yes. The Value Proposition Canvas is free and opens straight away in any modern browser, including on a phone. Notes are saved on this device only and export as PNG or PDF.