The Value Proposition Canvas helps you to create a fit between what customers want and what your business offers. It supports you in inventing and improving value propositions. The Value Proposition Canvas consists of two parts: the customer profile, and the value map. In the customer profile, you describe customer tasks, pains and gains. In the value map, you describe your product, pain relievers, and gain creators. Better insight helps you create products and services customers want.

1. C O M M U N I C AT I N G VA L U E
WORKSHOP
Sell the solutions to your customer’s
problem, not the product
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2. VA L U E P R O P O S I T I O N C A N VA S
The Value Proposition Canvas helps you to create a fit between what
customers want and what your business offers. It supports you in inventing
and improving value propositions.
The Value Proposition Canvas consists of two parts: the customer profile,
and the value map. In the customer profile, you describe customer tasks,
pains and gains. In the value map, you describe your product, pain
relievers, and gain creators. Better insight helps you create products and
services customers want.
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COMMUNICATING VALUE WORKSHOP

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COMMUNICATING VALUE WORKSHOP
H O W TO U S E
If your customer profile matches the value map, your Value Proposition fits.
If not, you can use the Value Proposition Canvas to align your business
offerings and marketing strategies with what your customer is looking for.

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COMMUNICATING VALUE WORKSHOP
C U S TO M E R S E G M E N T S
Customers are at the heart of any business. To better serve our core
customers we must group them to better understand their specific needs.
Customer groups represent separate segments if:
• Their needs require and justify a distinct offer
• They are willing to pay for different aspects of the offer
• They require different types of relationships
• They have substantially different profitabilities

5. As a _______I want to ________ so I can _________
(role) (function) (purpose)
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COMMUNICATING VALUE WORKSHOP
STEP 1: CUSTOMER JOBS
Keep in mind the person or the company that would buy your product or
service. Write down the tasks that the person or company has to do or
wants to complete in work or in life. Think of specific tasks to reach a goal
or solve a problem.
Consider tasks that make a customer look or feel good, or tasks related to
buying, consuming, or experiencing goods and services. Select tasks that
are important to or related to your offering

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COMMUNICATING VALUE WORKSHOP
STEP 1: CUSTOMER JOBS
What tasks are your customers trying to perform in their work or personal life?
What functional problems are your customers trying to solve?
What emotional needs are your customers trying to satisfy?
What jobs, if completed, would give the user a sense of self-satisfaction?
How does your customer want to be perceived by others?

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COMMUNICATING VALUE WORKSHOP
STEP 2: CUSTOMER PAINS
A customer pain is anything that annoys a customer when getting a job
done. It can also be something that slows down or prevents the task from
getting done. You can think of undesired outcomes or problems for the
customer during a task, like a long waiting line or a bad feeling after
consuming something.
There are also obstacles, difficulties or challenges, before a customer even
starts with a task, like an unavailable guideline.

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COMMUNICATING VALUE WORKSHOP
TRIGGER QUESTIONS
What’s keeping your customers awake at night? What are their big issues,
concerns, and worries?
How do your customers define too costly? Takes a lot of time, costs too much
money, or requires substantial efforts?
What risks do your customers fear? Are they afraid of financial, social,
or technical risks

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COMMUNICATING VALUE WORKSHOP
STEP 3: CUSTOMER GAINS
Anything that makes the customer happy is a potential customer gain.
These gains can be required, expected, or desired. Required gains must be
provided by your service.
Expected gains are those that a customer would expect but are not
essential.
Desired gains are those needs a customer would like to see fulfilled.
Think of what would make the customer task easier, what would make a
customer look good, and what a customer would dream of.

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TRIGGER QUESTIONS
Which savings would make your customers happy? Which savings in terms
of time, money, and effort would they value?
What would make your customers’ jobs or lives easier?
Could there be a flatter learning curve, more services, or lower costs of
ownership?
What positive social consequences do your customers desire?
What makes them look good?
What do customers dream about? What do they aspire to achieve, or what
would be a big relief to them?
How do your customers measure success and failure?

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STEP 4: PR ODUCTS & SERVICES
When moving over to the value map, the first action is to describe the
products and/or services of your business. It is a list of what you offer. Your
business can sell tangible products like shoes, or intangible services, like
car cleaning.
Write down the products and/or services that your business offers from your
customers POV

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STEP 5: PAIN RELI EVERS
Pain relievers are the solutions that your products and services offer to
customer pains. Think of what savings your product could produce or how
your service makes customers feel better.
Describe how your products or services put an end to difficulties,
challenges, and obstacle. Write down the features or functionalities of your
products and services that offer solutions for customer pains.

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TRIGGER QUESTIONS
... help your customers better sleep at night? By addressing significant
issues, diminishing concerns, or eliminating worries.
….produce savings? In terms of time, money, or efforts.
... make your customers feel better? By killing frustrations, annoyances,
and other things that give customers a headache.
... put an end to difficulties and challenges your customers encounter? By
making things easier or eliminating obstacles.
... eliminate risks your customers fear? In terms of financial, social,
technical risks, or things that could potentially go wrong.

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STEP 6: GAIN CRE ATORS
Gain creators are the functionalities or features of your products and
services that produce outcomes expected or desired by customers. Think of
how your products and services can exceed the expectations of customers,
or create positive social consequences.
Describe how your products and services fulfill the dreams of customers.
Write down the solutions that your products and services offer in order to
achieve customer gains.

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TRIGGER QUESTIONS
... create savings that please your customers? In terms of time, money, and
effort.
... produce outcomes your customers expect or that exceed their expectations?
... make your customers’ work or life easier? Via better usability, accessibility,
more services, or lower cost of ownership.
... create positive social consequences? By making them look good or
producing an increase in power or status.
... fulfill a desire customers dream about? By helping them achieve their
aspirations or getting relief from a hardship?
... produce positive outcomes matching your customers’ success and failure
criteria? In terms of better performance or lower cost.

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STEP 7: TH E FIT
Determine if there is a fit between what customers want and what your
business has to offer. Fit is achieved when your value proposition
addresses important customer tasks, alleviates the worst pains, and
creates the best possible gains.
Tip: You can add checkmarks to the customer tasks, pains, and gains to
show that the value proposition of your business offers a solution.