Value Proposition Canvas

The key reason to use it?

To make sure to explore and define real, painful, and not imagined user/customer problems.

How to use it?

1. Identify Customer Segments: Define your target customer segments based on demographics, behaviors, and preferences.
2. Understand Customer Needs: Conduct research and interviews to understand your customers' needs, challenges, and desires.
3. List Customer Pains and Gains: Identify the problems and frustrations (pains) of your customer's experience, as well as the benefits and desires (gains) they seek.
4. Craft Value Propositions: Use the insights gathered to create compelling value propositions that address customers' specific pains and gains.
5. Validate and Iterate: Test your value propositions with real customers, gather feedback, and iterate on your canvas to continuously improve your offerings.

Example

The example below is a potential value proposition canvas for Tesla

Tips and Tricks

• Keep it simple. Too much text in each section is an anti-pattern.
• Define the right side (Jobs to be done, pains, and gains) from the perspective of the user, the left side is solutions that can address those problems from a company/product perspective
• Talk to 5-30 users and collect raw feedback and insights to be able to map the right side properly

Tools

Strategyzer value proposition canvas tool -https://www.strategyzer.com/canvas/value-proposition-canvas

Books and Articles

Value proposition Design - https://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050