Value Proposition Canvas
Also by Alexander Osterwalder, this canvas zooms into two blocks of the BMC: the Customer Profile (jobs-to-be-done, pains, gains) and the Value Map (products/services, pain relievers, gain creators). The goal is to achieve 'fit' — ensuring your offering precisely addresses what customers actually need. It's a structured empathy and product-market fit tool.
How to run it
- 1
Fill in the Customer Profile circle first: What jobs is the customer trying to get done? What are their pains? What gains do they seek?
- 2
Base the Customer Profile on real research, interviews, or data — not assumptions.
- 3
Then fill in the Value Map square: What products/services do you offer? How do they relieve pains? How do they create gains?
- 4
Check for fit: draw lines connecting each pain reliever to the pain it addresses, and each gain creator to the gain it creates.
- 5
Identify gaps: pains and gains with no matching value map element are opportunities.
- 6
Identify mismatches: value map elements with no customer need are waste.
- 7
Iterate the canvas based on customer feedback.
Tips
Separate customer discovery (filling the Customer Profile) from value design (filling the Value Map).
Teams that fill both simultaneously tend to unconsciously design the customer to fit their product rather than the other way around.',
Variations
Run separate canvases for different customer segments. Use in combination with Jobs-to-be-Done interviews for richer customer insight.
Where it fits
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Try it freeMethod descriptions on Workshop Weaver are original content written by our team, based on established facilitation practices. This method was inspired by work from Strategyzer (Osterwalder et al.). Licensed under CC BY-SA 4.0.