SlideShare a Scribd company logo
EMAD SAIF
Educator & Entrepreneur
@esaif
VALUE
PROPOSITION
CANVAS 101
Value Proposition Canvas
Special thanks to strategyzer.com
for their inspiring work!
CUSTOMERPRODUCT / SERVICE
VALUE PROPOSITION
Describes the benefits customers can expect from your
products & services
VALUE PROPOSITION
CUSTOMERPRODUCT /
SERVICE
NOT EASY
#1
STARTUP
MISTAKE
Building
Something
Nobody Wants
Uncommon language
Wasted time & resources
Unproductive meetings
Product
Failure
BIGCHALLENGE
EnterpriseStartup
Need better approach
for creating value for
customers & lowering
risk of failure!
VALUE PROPOSITION CANVAS
Value Design Process
Extract
Hypothesis
Prioritize
Hypothesis
Design
Tests
Prioritize
Tests
Run
Tests
Capture
Learnings
Make
Progress
our focus
Value Proposition Canvas (VPC)
9building
blocks Business Model Canvas
Business Model Canvas
The set of value proposition
benefits that you design to
attract customers
The set of customer
characteristics that you
assume, observe and verify
in the market
FIT?
Value Map Customer Profile
Customer ProfileValue Map
jobs
pains
gains
gain creators
pain relievers
products &
services
Value Proposition Canvas (VPC)
Customer ProfileValue Map
PRODUCT INSPIRED INNOVATION
Customer ProfileValue Map
CUSTOMER INSPIRED INNOVATION
Customer Profile Overview
1
Download the
Customer Profile
Canvas
2
Grab a Set of
Small Sticky
Notes
3
Map Out Your
Customer
Profile
Visualize what matters to your
customers in a sharable format
1 page actionable
customer profile
OBJECTIVE: OUTCOME:
Choosing a
Customer Segment
Definition:
Customer Segment
The groups of people or organizations
who share similar characteristics that you
aim to reach and create value for them
MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL
Age
Gender
Income
Marital
Status
Ethnic
Background
Activities
Personality
& Values
Attitudes
Benefits
Usage Rates
Local
Patterns
National
International
Regional
Taxi Passengers in Amman, Jordan
1. Customer Segment
Taxi Passengers in Amman, Jordan
2. Customer Jobs
Find Taxi
Give
directions
Pay
Call Taxi
What customers are trying to get done?
3. Customer Pains
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Call Taxi
What annoys the customer before,
during & after getting job done
4. Customer Gains
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
What outcomes & benefits customers
want?
5. Ranking
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
What is the customer priority?
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
5. Ranking What is the customer priority?
Ranked
Ranked
Ranked
Customer Profile Summary
1
Select
customer
segment
2
Identify
customer
Jobs
3
Identify
customer
pains
4
Identify
customer
gains
5
Prioritize
jobs, pains
& gains
Visualize what matters to your
customers in a sharable format
1 page actionable
customer profile
OBJECTIVE: OUTCOME:
Value Map Overview
2
Download the
Value Map Canvas
3
Grab a Set of
Small Sticky
Notes
4
Map out how you
create value for
your customers
Describe explicitly how your
products and services create value
1 page map of value
creation
OBJECTIVE: OUTCOME:
1
Grab the Customer
Profile you previously
completed
1. Products & Services
Taxi
Smartphone
App
What you offer customers
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
2. Pain Relievers
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
How exactly your products and services
alleviate specific customer pains
Instant
booking
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
3. Gain Creators
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional
drivers
Visual Map
Rating
System
How your products and services create
customer gains
Instant
booking
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional
drivers
Visual Map
Rating
System
Instant
booking
Products & Services
Rank products &
services from nice
to have to essential
Pain Relievers
Rank pains from nice
to have to essential
Gain Creators
Rank gains from nice
to have to essential
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Instant
booking
Products & Services
Rank products &
services from nice
to have to essential
Pain Relievers
Rank pains from nice
to have to essential
Gain Creators
Rank gains from nice
to have to essential
RANKED
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
Instant
booking
Ranked VPC
Value Map Summary
1
List products
and services
2
Outline pain
relievers
3
Outline gain
creators
4
Rank by order
of importance
Describe explicitly how your
products and services create value
1 page map of value
creation
OBJECTIVE: OUTCOME:
Fit Overview
Verify if you are addressing what
matters to customers
Connection between your
products and services and
customer jobs, pains, and gains
OBJECTIVE: OUTCOME:
1
Bring in the Value Proposition Map and
Customer Segment Profile you completed
earlier.
2
Go through Pain Relievers and Gain Creators
one by one, and check to see whether they fit
a customer job, pain, or gain.
3
Put a check mark on each one that does.
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
Instant
booking
Taxi Smartphone Application
Test Your Customer Assumptions
Best Fit
wrong
assumptions!
Customer
Adjust &
Redesign
Best Fit
1
2
n
Strategyzer.com/vpd
Taxi Smartphone App
Taxi passengers
book a taxi
minimizing waiting time for a taxi
enjoying affordable prices
Typical taxi services by phone
ad-lib
VALUE
PROPOSITION
TEMPLATE
SUMMARY
The Value Proposition Canvas (VPC)
helps clarify the customer needs & how
to create value for them
Extract value
propositions using
ad-libs
Take insights and
update VPC
Validate by talking
to customers
1.
3.
2.
4.
Value Proposition Canvas 101
BOOKS
ONLINE COURSES
www.strategyzer.com
slide50
Click link &
enter code
Thank You
emadsaif.comEmad Saif Educator & Entrepreneur @esaif

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