Template for the improved Value Proposition Canvas. This version focuses on customer wants, needs and fears and on features, benefits and user experiences.

1. Value Proposition Canvas
Product
Benefits
Customer
Wants
Fears
Experience
Features
Needs
Company:
Product:
Substitutes
Ideal customer:
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.

2. Value Proposition Canvas
Product
Customer
Emotional
Benefits
Wants
Why?
Fears
Experience
How?
Features
Start here
What?
Hidden
Needs
Rational
Company:
Product:
Ideal customer:
Substitutes
Inertia
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.

3. Value Proposition Canvas
Product
Customer
What are the emotional
drivers of purchasing?
Benefits
What does it
feel like to use
your product?
What do your
product do?
Wants
Fears
Experience
What are the
hidden needs?
Features
How does your
product work?
Risks of switching
to your product?
Needs
What are the rational
drivers of purchasing?
Company:
Product:
Substitutes
What do people
currently do
instead?
Ideal customer:
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.

4. Value Proposition Canvas
Product
Grow
bigger
Benefits
Productive
environment
Customer
Porous
Accelerator
DIY
Incubator
Learn
faster
Prestige
Grow the
team
Wants
Fixed
costs
Social
environment
Fears
Experience
Quiet space
Serious
Business
Features
Customised
Investment
Collegial
community
Productivity
Scalability
Needs
Harvard of
Accelerators
Company:
Innovation Warehouse
Product:
Startup Accelerator
Funding
Ideal customer: High Growth Startups
Coffee shops
Advice
Substitutes
Rented
offices
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.

5. Value Proposition Canvas
Product
Simple
Customer
Everything
everywhere
Fast to
enter things
Benefits
Easy
syncing
Fast
to use
Wants
Never
forget
Loosing
things
Single
system
Fears
Experience
Sync across
devices
External
brain
Remember
things
Features
Include
images
Rich
meta data
Company:
Locked into
a system
Needs
Remember
everything
Evernote
Product:
Share notes
with people
Online notes
Ideal customer: Mobile professionals
Write things
down
Email to
yourself
Save
information
Substitutes
Text
documents
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.