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Value Proposition Canvas
© Operational Excellence Consulting. All rights reserved.
The	Value	(Proposition)	Map	describes	the	
features	of	a	specific	value	proposition	in	terms	
of	products	and	services,	pain	relievers	and	gain	
creators.
Customer Jobs
Pain Relievers
Gain Creators
Customer Pains
Customer Gains
The	Value	Proposition	Canvas	is	a	tool	to	
understand	customers’	needs	and	create	value	
that	they	want.
Products and
Services
Pain
Relievers
Gain
Creators
The	Customer	(Segment)	Profile	describes	the	
specific	customer	segment	in	your	business	
model	in	terms	of	jobs,	pains	and	gains.
Value Map Customer Profile
Pains
Jobs
Gains
§ This is a list of all the
Products and Services a
value proposition is built
around
§ Your value proposition is
likely to be composed of
various types of products
and services:
Ø Physical/tangible
Ø Intangible
Ø Digital
Ø Financial
§ Pain Relievers describe
how your products and
services alleviate
customer pains
§ Great value propositions
focus on pains that
matter to customers, in
particular, extreme pains
§ Gain Creators describe
how your products and
services create customer
gains
§ Focus on those that are
relevant to customers and
where your products and
services can make a
difference
§ Pains describe anything
that annoys your customer
before, during and after
trying to get a job done or
simple prevents them from
getting a job done
§ Examples of pains include:
Ø Undesired outcomes,
problems, and
characteristics
Ø Obstacles
Ø Risks (undesired
potential outcomes
§ Jobs describe the things
your customers are trying to
get done in their work or in
their life
§ Examples of jobs include:
Ø Functional jobs
Ø Social jobs
Ø Personal/emotional jobs
Ø Supporting jobs
§ Gains describe the
outcomes and benefits your
customer want
§ Some gains are required,
expected or desired by
customers, and some would
surprise them
§ Gains include functional
utility, social gains, positive
emotions, and cost savings
Products & Services
Value Proposition Canvas
© Operational Excellence Consulting. All rights reserved.
The	Value	(Proposition)	Map	describes	the	
features	of	a	specific	value	proposition	in	terms	
of	products	and	services,	pain	relievers	and	gain	
creators.
Customer Jobs
Pain Relievers
Gain Creators
Customer Pains
Customer Gains
The	Value	Proposition	Canvas	is	a	tool	to	
understand	customers’	needs	and	create	value	
that	they	want.
Products and
Services
Pain
Relievers
Gain
Creators
The	Customer	(Segment)	Profile	describes	the	
specific	customer	segment	in	your	business	
model	in	terms	of	jobs,	pains	and	gains.
Value Map Customer Profile
Pains
Jobs
Gains
§ This is a list of all the
Products and Services a
value proposition is built
around
§ Your value proposition is
likely to be composed of
various types of products
and services:
Ø Physical/tangible
Ø Intangible
Ø Digital
Ø Financial
§ Pain Relievers describe
how your products and
services alleviate
customer pains
§ Great value propositions
focus on pains that
matter to customers, in
particular, extreme pains
§ Gain Creators describe
how your products and
services create customer
gains
§ Focus on those that are
relevant to customers and
where your products and
services can make a
difference
§ Pains describe anything
that annoys your customer
before, during and after
trying to get a job done or
simple prevents them from
getting a job done
§ Examples of pains include:
Ø Undesired outcomes,
problems, and
characteristics
Ø Obstacles
Ø Risks (undesired
potential outcomes
§ Jobs describe the things
your customers are trying to
get done in their work or in
their life
§ Examples of jobs include:
Ø Functional jobs
Ø Social jobs
Ø Personal/emotional jobs
Ø Supporting jobs
§ Gains describe the
outcomes and benefits your
customer want
§ Some gains are required,
expected or desired by
customers, and some would
surprise them
§ Gains include functional
utility, social gains, positive
emotions, and cost savings
Products & Services
© Operational Excellence Consulting. All rights reserved. 3
Operational Excellence Consulting is a management training and consulting
firm that assists organizations in improving business performance and
effectiveness. Based in Singapore, the firm’s mission is to create business
value for organizations through innovative design and operational excellence
management training and consulting solutions. For more information, please
visit www.oeconsulting.com.sg

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Value Proposition Canvas (VPC) Poster

  • 1. Value Proposition Canvas © Operational Excellence Consulting. All rights reserved. The Value (Proposition) Map describes the features of a specific value proposition in terms of products and services, pain relievers and gain creators. Customer Jobs Pain Relievers Gain Creators Customer Pains Customer Gains The Value Proposition Canvas is a tool to understand customers’ needs and create value that they want. Products and Services Pain Relievers Gain Creators The Customer (Segment) Profile describes the specific customer segment in your business model in terms of jobs, pains and gains. Value Map Customer Profile Pains Jobs Gains § This is a list of all the Products and Services a value proposition is built around § Your value proposition is likely to be composed of various types of products and services: Ø Physical/tangible Ø Intangible Ø Digital Ø Financial § Pain Relievers describe how your products and services alleviate customer pains § Great value propositions focus on pains that matter to customers, in particular, extreme pains § Gain Creators describe how your products and services create customer gains § Focus on those that are relevant to customers and where your products and services can make a difference § Pains describe anything that annoys your customer before, during and after trying to get a job done or simple prevents them from getting a job done § Examples of pains include: Ø Undesired outcomes, problems, and characteristics Ø Obstacles Ø Risks (undesired potential outcomes § Jobs describe the things your customers are trying to get done in their work or in their life § Examples of jobs include: Ø Functional jobs Ø Social jobs Ø Personal/emotional jobs Ø Supporting jobs § Gains describe the outcomes and benefits your customer want § Some gains are required, expected or desired by customers, and some would surprise them § Gains include functional utility, social gains, positive emotions, and cost savings Products & Services
  • 2. Value Proposition Canvas © Operational Excellence Consulting. All rights reserved. The Value (Proposition) Map describes the features of a specific value proposition in terms of products and services, pain relievers and gain creators. Customer Jobs Pain Relievers Gain Creators Customer Pains Customer Gains The Value Proposition Canvas is a tool to understand customers’ needs and create value that they want. Products and Services Pain Relievers Gain Creators The Customer (Segment) Profile describes the specific customer segment in your business model in terms of jobs, pains and gains. Value Map Customer Profile Pains Jobs Gains § This is a list of all the Products and Services a value proposition is built around § Your value proposition is likely to be composed of various types of products and services: Ø Physical/tangible Ø Intangible Ø Digital Ø Financial § Pain Relievers describe how your products and services alleviate customer pains § Great value propositions focus on pains that matter to customers, in particular, extreme pains § Gain Creators describe how your products and services create customer gains § Focus on those that are relevant to customers and where your products and services can make a difference § Pains describe anything that annoys your customer before, during and after trying to get a job done or simple prevents them from getting a job done § Examples of pains include: Ø Undesired outcomes, problems, and characteristics Ø Obstacles Ø Risks (undesired potential outcomes § Jobs describe the things your customers are trying to get done in their work or in their life § Examples of jobs include: Ø Functional jobs Ø Social jobs Ø Personal/emotional jobs Ø Supporting jobs § Gains describe the outcomes and benefits your customer want § Some gains are required, expected or desired by customers, and some would surprise them § Gains include functional utility, social gains, positive emotions, and cost savings Products & Services
  • 3. © Operational Excellence Consulting. All rights reserved. 3 Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg