The Value Proposition Canvas

The Value Proposition Canvas

The Value Proposition Canvas is a strategic management and lean startup template used by organizations to map, discuss, analyze, and manage value propositions. It allows businesses to understand their customers’ needs and align them with their products or services. This tool is particularly useful in the fields of Information Technology, Collaboration, Project Management, Change Management, and Business Management.

The Value Proposition Canvas consists of two parts: the customer profile and the value map. The customer profile describes the target customer’s jobs, pains, and gains, while the value map outlines the products and services that create gain creators and pain relievers. By using this tool, businesses can ensure that their offerings are directly addressing the needs and wants of their customers.

For more detailed information, you can visit the Value Proposition Canvas page on Wikipedia.

References

1. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

2. Blank, S. (2013). Why the lean start-up changes everything. Harvard Business Review, 91(5), 63-72.