Value Proposition Canvas
How to fit you solution to customers wants and needs
The Value Propositions is further described in Osterwalder, Pigneur, Barnarda & Smith: Value Proposition Design.
Get an introduction to The Value Proposition Canvas
The canvas is described in detail in chapter 1.
...or watch the webinar: How to Use The Value Propostion Canvas (a 30 minutes lecture and 25 minutes of Q&A).
Why
For any new innovation the key question is: Does anybody really need this? Or more precisely: Will it actually be valuable to anybody?
The Value Proposition Canvas helps you think about this from the customers point of view:
What are the customers' current pains and desired gains, and what jobs are they trying to get done.
What features of your innovation is relieving their pains and leveraging their gains. And what does it do for the customer.
When
Work on the Value Proposition Canvas early in the proces.
It can be a relevant tool for Idea Development in your ideation phase. Can you actually find a strong fit between your product idea and the needs of a customer segment.
We recommend that you do a Customer Segment Brainstorm first and then do a Value Proposition Canvas for the segments, that seem most promising to you. If you have a given customer segment in your project, that will of course not be necessary.
Holding specific ideas up against the needs of specific customer segments may inspire you with new features that will make each segment absolutely crave your innovation.
How
Print or draw a Value Proposition Canvas i big format.
Define the innovation and customer segment that you want to make the canvas for.
Fill out the fields with ideas on sticky notes.
Rank the sticky notes in each category, so you will know:
The most urgent pains, most valuable gains and most important jobs to get done for customers.
The most valuable features of your innovation.
See further introcution in the videos and other resources below.
Resources
Books & Articles
Osterwalder, Pigneur, Bernarda and Smith: Value Proposition Design, 2014. The book that introduced the Value Proposition Canvas.
Download preveiw of Value Proposition Design...
Download The Value Proposition Canvas...
Introduction to the value proposition canvas (video) - 3:15 min.
Webinar: How to use the value proposition canvas... (video)- 59:35 min