What is it?

The Value Proposition Designer Canvas is like a plug-in tool to the Business Model Canvas. It helps you design, test, and build your company’s Value Proposition to Customers in a more structured and thoughtful way, just like the Canvas assists you in the business model design process.

The Canvas with its 9 building blocks focuses on the big picture. The Value Proposition Canvas zooms in on two of those building blocks, the Value Proposition and the Customer Segment, so you can describe them in more detail and analyze the “fit” between them. Companies need to get both right, the “fit” and the business model, if they don’t want to go out of business. The tools work best in combination. One does not replace the other.

https://www.youtube.com/watch?v=ReM1uqmVfP0

Achieving Fit

The goal of the Value Proposition  Canvas is to assist you in designing great Value Propositions that match your Customer's needs and jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls product-market fit or problem-solution fit. The Value Proposition Canvas helps you work towards this fit in a more systematic way.

Customer Jobs

First let us look at customers more closely by sketching out a customer profile. I want you to look at three things. Start by describing what the customers you are targeting are trying to get done. It 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.

Ask yourself:

• What functional jobs is your customer trying get done? (e.g. perform or complete a specific task, solve a specific problem, ...)
• What social jobs is your customer trying to get done? (e.g. trying to look good, gain power or status, ...)
• What emotional jobs is your customer trying get done? (e.g. esthetics, feel good, security, ...)
• What basic needs is your customer trying to satisfy? (e.g. communication, sex, ...)