The Value Proposition Canvas

The Value Proposition Canvas is a tool developed by Alexander Osterwalder and Yves Pigneur, authors of the business strategy book “Business Model Generation”. It is a visual tool that helps you create a compelling value proposition by mapping out the customer segments, jobs, pains, and gains that a product addresses.


Implementing the Value Proposition Canvas is relatively simple and consists of two parts:

  • The left side, which maps out the customer segments, jobs, pains, and gains, and;
  • The right side, which maps out the product’s unique value proposition, key activities, resources, and partners.


For best results, complete the exercise with your team members either on a whiteboard, or digitally, using tools like FigJam / Figma.

Customer segments

Identify the specific customer segments that the product or service is aimed at.

Jobs, Pains, and Gains

Identify the specific jobs that the customers are trying to accomplish, the pains they are experiencing while trying to accomplish those jobs, and the gains they hope to achieve.

Unique value proposition

Based on the customer segments, jobs, pains, and gains, identify the unique value proposition that the product or service offers.

Key Activities

Identify the key activities that the product or service needs to perform to deliver the unique value proposition.


Identify the resources required to perform the key activities.


Identify the partners and suppliers that will be needed to perform the key activities.

When to use it

The Value Proposition Canvas is a versatile and valuable tool that can be leveraged in a range of circumstances.



Improved customer understanding

Use the information to gain a deeper understanding of your customers. This is important data that can drive future product decisions/marketing campaigns.

Increased focus

Use insights to hone in on delivering the features most important to your customers.

Increased innovation

The framework forces you to provide a unique value proposition — Use this to drive innovation and differentiation.

Increased alignment

Mapping out the key activities, resources, and partners required to deliver the unique value proposition will ensure that everyone is working towards the same goal.

Better communication

The tool will aid you in effectively communicating the value proposition of the product to stakeholders through the visualization of customer groups, jobs, pains, and gains.

Using the information

There are several ways you can use the insights garnered from completing the Value Proposition Canvas.

Develop a compelling value proposition

Create a value proposition that communicates to clients the distinctive advantages of the product or service using the data from the canvas.

Prioritize product development

Prioritize product development efforts using the information from the canvas and concentrate on developing a product that specifically addresses the needs and desires of the target consumer segments.

Identify new business opportunities

Find new business prospects that are in line with the demands and desires of the customers.

Align resources and partners

Coordinate partners and resources in order to deliver the unique value proposition.

Test and validate your value proposition

To make sure the value proposition appeals to potential customers, test and validate it.

Communicate the value proposition

Clearly explain the value offer to all relevant parties, such as potential clients, investors, and team members.

Identify areas of improvement

Pinpoint areas where the client experience could be improved, then focus on resolving these issues.

Use it as a reference

Keep the canvas as a reference and update it as the product or service evolves and the customer’s needs change.

Use it for strategic decisions

Use the canvas to make strategic decisions about the product or service, such

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