Value Proposition Design: How to Create Products and Services Customers Want

1: Canvas

The Value Proposition Canvas has two sides. With the Customer Profile you clarify your customer understanding. With the Value Map you describe how you intend to create value for that customer. You achieve Fit between the two when one meets the other.

Create Value

The set of value proposition benefits that you design to attract customers.

Observe Customers

The set of customer characteristics that you assume, observe, and verify in the market.

DEF-I-NI-TION

VALUE PROPOSITION

Describes the benefits customers can

expect from your products and services.

Value Map

The Value (Proposition) Map describes the features of a specific value proposition in your business model in a more structured and detailed way. It breaks your value proposition down into products and services, pain relievers, and gain creators.

Gain Creators describe how your products and services ...