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Value Proposition Canvas
The Value Proposition Canvas is an important tool used in business modeling and development alongside the Business Model Canvas. From its name, Value Proposition Canvas is focused on the Value Proposition part of the Business Model and how it links to the customer.
Read on to download the Value Proposition Canvas↓
The canvas links between the customer (Shown as a circle with three attributes: jobs, pains, and gains) and the Value Proposition (Shown as a box with three attributes also: products/services, pain relievers, and gain creators). The value proposition links the two within the Business Model Canvas.
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Let's take a closer look to the customer part . As mentioned, this part is divided into three main components required to fully understand the customer: jobs, pains, and gains.
Customer Jobs
Outlining what the customer is trying to do. Some of these jobs will be critical to the livelihood of the customer while others will be less critical. It is important to know how important each “job” is. Here are some pointers to help draft customer jobs :
- Functional jobs
- Social jobs
- Personal jobs
- Other supporting jobs
Customer Pains
Specifying problem or pain that the customer is suffering from. It is important to note the difference with the jobs. In the jobs section we were interested in the tasks and functional changes the customer wants to do. In the pains section, we outline the current problems that a customer currently suffers from. Here are some pointers to help draft customer pains:
- Functional pains
- Obstacles
- Risks
Customer Gains
After defining what the customer wants and what they are suffering from, we get to what a customer wants. The gains describe a state where the pain is relieved and the job is done. It is important to note the difference with the jobs. In the jobs section we were interested in the tasks and functional changes the customer wants to do. In the gains section, we outline the state that a customer wants to be in. Here are some pointers to help draft customer gains :
- Meets the bare minimum customer needs that otherwise the solution wouldn’t work?
- Meets expectation of quality and functionality?
- Exceeds expectations and offers nice to have gains?
- Offers unconventional new gains that the customer didn’t expect?
Check out the remaining details with example on how to understand the customer & value proposition components within the value proposition canvas by reading the "Value Proposition" and "Linking customer to value" lectures within our free course on Business Modeling.
Now, let's turn to the value part. This part is also divided into three main components required to fully understand the value: products and services, pain relievers, pains, and gain creators.
Products and services
A list of the products and/or services that the business will offer. For early idea stages, try and keep things simple by the least number of offerings.
- What is the product that best fits the customer?
- What is the service that best fits the customer?
Pain Relievers
Looking at the pains that the customer is suffering, what can be done to address each correctly? Here are some pointers:
- Limit losses?
- Make customers feel better?
- Eliminate obstacles?
- Eliminate risks?
- End social difficulties?
Gain Creators
Looking at the gains that the customer wants, what can be done to address each correctly? Here are some pointers:
- Produce savings?
- Make their work/life easier?
- Create social benefit?
- Fulfill a wish or desire?
- Doing what customer is looking for?
After the customer and the value parts are completed, these two components are then joined together by comparing them to one-another and fitting them on the Business Model Canvas.
Value proposition canvas example
on Riable.com
A detailed course on Business Modeling and its components
In the free course offered by Riable, we will review in detail what the value proposition models are and their role within the business model, and how we can use them in startup development with examples and detailed explanations, benefiting all those interested, whether they have previous experience with the business model or not, as we will review the components of the Value Proposition separately.
Download the Value Proposition Canvas
