How to Use This Canvas
1. Start with Customer Profile: Begin by understanding your customers. Add their jobs, pains, and gains.
2. Design Your Value Map: List your products/services and how they relieve pains and create gains.
3. Find the Fit: Ensure your value proposition addresses the most important customer jobs, pains, and gains.
4. Iterate: Test with real customers and refine your value proposition based on feedback.
Value Proposition Canvas
Design products and services that customers actually want
Value Map
Products & Services
List all the products and services your value proposition is built around
Pain Relievers
Describe how your products and services alleviate customer pains
Gain Creators
Describe how your products and services create customer gains
FIT
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Customer Profile
Customer Jobs
Describe the functional, emotional and social jobs your customers are trying to get done
Pains
Describe negative experiences, emotions and risks customers experience
Gains
Describe the benefits customers expect, desire or would be surprised by