.svg)
Value Proposition Canvas
.svg)
.webp)
.svg)
The Value Proposition Canvas is a tool to work out the concrete value proposition of a product or service. The basis is to understand the needs of users and to find out how a product or service can create added value and thus fulfil the expectations of customers.
how does the method work?
This tool was developed by Dr. Alexander Osterwalder at Strategyzer AG with the goal to really understand customers. To be efficient with time and resources in the development of new products and services, it must be ensured that added value is created for customers and that there is an understanding of their needs. The Canvas itself provides a structured and visual document to achieve this goal.
The application leads to the following results
- Precisely defining customers profiles by highlighting the most important tasks (Jobs to be done), the difficulties customers face in completing the tasks, and the benefits they see in completing their tasks.
- Visualizing the value created by defining the key components of the value proposition and answering how customers' problems (pains) are alleviated and benefits (gains) are created for them.
- Achieving product-market fit by adapting the value proposition based on customer insights.
Step by Step Guide
The Canvas consists of two components: On the right with the target group and thus with the customers profile and on the left with the matching value proposition. The customer profile is the basis for the value proposition and is divided into 3 areas. The value proposition also consists of three fields and represents the response to customer needs.
Tasks (customer jobs): This is a summary of all functional, emotional and social challenges of the person. Functional tasks are concrete problems to be solved. The emotional level focuses on the feelings that are achieved by using the product or service. The social focus describes how the person would like to be seen by others.
Problems (pains): This focuses on the obstacles a person faces in achieving the tasks. What are the specific problems?
Benefits (gains): This focuses on the desired outcomes, gains, and benefits that the person has from using the product or service. Again, functional, emotional, and social benefits can be considered.
Products & Services: This describes the specific product or service.
Meeting expectations (Gain Creators): This includes the concrete features of the product or service that help the person solve tasks and are therefore beneficial.
Problem Solvers (Pain Relievers): This is about all the features that help reduce or eliminate obstacles in completing tasks.
method canvas
Use canvas
in Miro
or
pdf file
