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 create customer gains.
	Pain Relievers describe how your products and services alleviate customer pains.
	This is a list of all the Products and Services a value proposition is built around.

Customer Profile

The Customer (Segment) Profile describes a specific customer segment in your business model in a more structured and detailed way. It breaks the customer down into its jobs, pains, and gains.

You achieve Fit when your value map meets your customer profile—when your products and services produce pain relievers and gain creators that match one or more of the jobs, pains, and gains that are important to your customer.

	Gains describe the outcomes customers want to achieve or the concrete benefits they are seeking.
	Pains describe bad outcomes, risks, and obstacles related to customer jobs.
	Customer Jobs describe what customers are trying to get done in their work and in their lives, as expressed in their own words.