How to get started in creating products and services. Value Proposition Design strategyzer.com/vpd by Astella

1. VALUE PROPOSITION
(achieving fit)

2. Goal: clarify customer needs and how we are creating
value for them

3. VALUE PROPOSITION DESIGN
From Value Proposition to Environment via Business Model

4. ZOOM IN THE CANVAS
Value Proposition vs. Customer Segments fit

5. VALUE PROPOSITION
Describes the benefits customers can expect from your product and services
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

6. VALUE PROPOSITION CANVAS
Value proposition into products and services, pain relievers and gain creators

7. CUSTOMER PROFILE
Choose CUSTOMER SEGMENT first

8. CUSTOMER JOBS
Jobs describe the things your customers are trying to get done in their work or life
• Functional jobs (tasks)
• Social jobs (e.g. gain power / status)
• Personal/Emotional jobs (e.g. feel good)
• Supporting jobs (e.g. communication)

9. CUSTOMER PAINS
Pains describe anything that annoys your customers before, during, and after trying to get
a job done or simply prevents them from getting a job done.
• Negative Emotions (frustrations)
• Undesired Costs & Situations (time,
money, underperformance, mistakes)
• Risks (technical, social, financial)

10. CUSTOMER GAINS
Gains describe the outcomes and benefits your customers want. Some gains are required,
expected, or desired by customers, and some would surprise them.
• Required gains
• Expected gains
• Desired gains
• Unexpected gains (functional utility, social
gains, positive emotions and cost savings)

11. DO: STEP INTO YOUR CUSTOMER SHOES!
Common mistakes
Mixing several
customer segments
into one profile
Mixing jobs
and
outcomes
Focusing on functional jobs
only and forgetting social
and emotional jobs
Listing jobs, pains, and
gains with your value
proposition in mind
Identifying too
few jobs, pains,
and gains
Being too vague in
descriptions of pains
and gains

12. DO: RANK!

13. CUSTOMER PROFILING SUMMARY

14. VALUE MAP

15. PRODUCTS AND SERVICES
This is simply a list of what you offer
• Physical / tangible (e.g. manufactured
goods, face-to-face customer service)
• Intangible (e.g. copyrights, quality
assurance)
• Digital (e.g. downloads, online
recommendations)
• Financial (e.g. investment funds, financing
services)

16. PAIN RELIEVERS
Pain relievers describe how exactly your products and services alleviate specific customer
pains
• How do your products / services eliminate
or reduce negative emotions, undesired
costs and situations and risks?

17. GAIN CREATORS
Gain Creators describe how your products and services create customer gains
• How do your products / services create
benefits your customer expects, desires or
would be surprised by?

18. DO: MAP YOUR PRODUCT AND SERVICES!
Common mistakes
List all your products and
services rather than just those
targeted at a specific audience
Add products and services to
the pain reliever and gain
creator fields
Offer pain relievers and gain creators
that have nothing to do with the pains
and gains in the customer profile
Make the unrealistic
attempt to address all
customer pains and gains

19. DO: RANK!

20. VALUE MAPPING SUMMARY

21. EXAMPLE: VALUE PROPOSITION CANVAS BOOK

22. EXAMPLE: EVERNOTE

23. THE
FIT

24. CHECK YOUR FIT
Are you addressing essential customer gains?
Are you addressing extreme customer pains?

25. CHECK YOUR FIT
Customers have a lot of pains. No organization can reasonably address all of them. Focus on those headaches that
matter most and are insufficiently addressed
Check marks signify that product and services
relieve pains or create gains and directly addresses
one of the customers’ jobs, pains or gains
“X” mark shows which jobs, pains and gains the
value proposition does not address

26. DO: STATE YOUR VALUE PROPOSTION!

27. www.astellainvest.com