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Also known as: VPC, value prop canvas

Value Proposition Canvas

ConceptualFrameworksProduct

Definition

Value Proposition Canvas: The Value Proposition Canvas zooms into customer segments and value propositions from the Business Model Canvas. It maps customer jobs, pains, and gains against product features, pain relievers, and gain creators. The goal is ensuring product-market fit by aligning what you offer with what customers actually need.

Example Usage

“The VPC revealed we were building 'gain creators' customers didn't care about while ignoring critical 'pain relievers.' We reprioritized accordingly.”

Common Misconceptions

List all possible features. Focus on the jobs, pains, and gains that matter most to target customers.
Customer jobs are just tasks. Include emotional and social jobs—how customers want to feel and be perceived.
Fill it in from your perspective. Validate with customer research; your assumptions about pains are often wrong.

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