The Value Proposition Design
The Value Proposition Canvas is a fundamental analytical tool that enables organizations to align their offerings with the needs and expectations of their target customers. The model is not only used to develop products and services, but is also an essential foundation for effective sales and marketing strategies. By providing a detailed view of customer profiles and value propositions, the canvas helps to gain a deep understanding of customer desires and to optimize the communication of the differentiating benefits of an offering. As a result, companies can not only strengthen their market positioning, but also target their go-to-market strategies to gain competitive advantage and drive sustainable business success.
The Value Proposition 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.
Customer Jobs - Trigger Questions
Jobs describe the things your customers are trying to get done in their work or in their life. A customer job could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
Customer Pains - Trigger Questions
Pains describe anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all.
Customer Gains - Trigger Questions
Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.
Pain Relievers - Trigger Questions
Pain relievers describe how exactly your products and services alleviate specific customer pains. They explicitly outline how you intend to eliminate or reduce some of the things that annoy your customers before, during, or after they are trying to complete a job or that prevent them from doing so.
Gain Creators - Trigger Questions
Gain Creators describe how your products and services create customer gains. They explicitly outline how you intend to produce outcomes and benefits that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings.