Value Proposition Canvas

The Value Proposition Canvas is a tool that helps discover the real needs and problems of customers, ensuring the creation of a service or product that they truly want.


The Value Proposition Canvas is a strategic tool that helps businesses understand their customers' needs and design products or services that meet those needs. It's divided into two sections: the Customer Profile, outlining customer jobs, pains, and gains; and the Value Map, detailing how the offering addresses those aspects. The Value Proposition Canvas is widely used in product development, marketing, and entrepreneurship, where aligning value creation with customer desires guides successful innovation and competitive differentiation.

Suitable for

  • clarification and prioritization of target group problems;
  • creating a service design and verifying that it will actually meet the needs of customers;
  • quickly eliminating unsuitable ideas.


Customer Segments

Identification and description of the target audience and user groups that the product or service is intended for.

Customer Jobs

A comprehensive list of tasks, needs, and objectives that customers try to accomplish while using the product or service.

Customer Pains

Challenges, frustrations, and obstacles faced by customers when trying to complete their jobs.

Customer Gains

Positive outcomes, benefits, and satisfaction that customers expect to achieve while using the product or service.

Value Propositions

Unique offerings or solutions that the product or service provides to address the customer's jobs, pains, and gains.

Pain Relievers

Specific features or functionalities of the product or service that alleviate customer pains.

Gain Creators

Elements of the product or service that create additional value and positive outcomes for customers.

Value Proposition Canvas Summary

A visual representation and summary of the findings from the Value Proposition Canvas, highlighting the key elements to take into consideration during the product or service development process.



1. Understand the Customer Profile

Begin by understanding the target customer segment. Identify their needs, challenges, and preferences. Create a customer persona that represents the target audience, including demographics, motivations, and preferences.


2. Identify Customer Jobs

List the tasks and activities that customers want to perform, such as functional or professional tasks, personal goals, or social interactions. These jobs should be relevant to the product or service being offered.


3. Define Customer Pains

Identify the problems or frustrations customers face while performing their jobs. Consider factors like required time, effort, cost, risks, and other barriers that arise during the process.


4. Outline Customer Gains

Determine the potential benefits or outcomes that customers expect from performing their jobs. Consider factors like convenience, efficiency, cost savings, improved experience, and increased enjoyment.


5. Define the Value Map

Outline the product or service that is being offered, focusing on key features, capabilities, and functionalities. This will represent the solution to the customer's jobs, pains, and gains.


6. Match Your Products and Services

List your products and services that directly address the identified customer jobs, pains, and gains. This will demonstrate how your offerings can create value for your customers.


7. Identify Pain Relievers

Define how your products or services can eliminate or reduce customer frustrations, barriers, or difficulties. These are the features that specifically target and solve the customer's pain points.


8. Determine Gain Creators

Identify aspects of your offerings that are designed to deliver added value, positive outcomes, and benefits to the customer. These are the features that go beyond the basic functionalities and can differentiate your product or service in the market.


9. Validate Your Value Proposition

Test the developed value proposition with your target audience, gather feedback, and refine accordingly. This may involve conducting focus groups, surveys, or interviews to ensure that your value proposition is accurate and relevant to the market.


10. Communicate Your Value Proposition

Once your value proposition canvas is complete, use it to effectively communicate the unique benefits of your offerings to customers, stakeholders, and other key players. This can be done through marketing materials, sales presentations, and product documentation.

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