Derived from Value Proposition Canvas

Value Proposition Canvas

Map customer jobs, pains and gains against your products, pain relievers and gain creators until the two sides fit.

All templates

When a proposition needs evidence it solves something customers actually struggle with.

What you need and what you get

You'll need

A customer segment you can describe honestly
Up to three entries per block on both sides

You'll get

A populated canvas, downloadable as PNG or PowerPoint
A read on the fit between the two sides

Value proposition canvas: the value map answering the customer profile

The customer profile captures jobs, pains and gains on the right; the value map answers them on the left with products and services, pain relievers and gain creators. The fit connector between the halves is the test the canvas exists to run.

Fill the customer profile first, then build the value map against it. Fit holds where every pain reliever answers a recorded pain and every gain creator produces a gain the customer cares about; anything unanswered is a gap to close.

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Up to three entries per block.

Add entries to the blocks and the canvas redraws as you type. The populated count and the fit reading appear here.