The Value Proposition Canvas is a simple map to make sure you’re building something people will actually want. It stops you from guessing and helps you focus on what truly matters to your customers.
It’s split into two sides.
First, you look at your customer. Think about what they’re trying to get done (their “Jobs”), what really annoys them (their “Pains”), and what they secretly wish they could achieve (their “Gains”).
Then, you look at your product. You show how it directly fixes their annoyances (as “Pain Relievers”) and helps them achieve those wishes (as “Gain Creators”).
The whole point is to find a perfect match.
Think of Spotify. The pain was that buying albums was expensive and took up space. Spotify’s pain reliever was a cheap subscription for everything, streamed from the cloud. The gain people wanted was to find cool new music without any effort. Spotify’s gain creator was its “Discover Weekly” playlist.
When your solutions line up perfectly with their problems and desires, you know you’re on to something great.
For a deeper understanding of these concepts, listen to this short podcast
Value Proposition Canvas Tool
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