Value Proposition Canvas PDF Template
Value Proposition Canvas Miro TemplatePrevious
¶ Value Proposition Canvas
¶ What it is
The Value Proposition Canvas maps the Jobs-To-Be-Done, Pains, and Gains of a target customer (which should be based on a persona developed from research) with the Offering, Pain Killers, and Gain Creators of a product or concept to help visualise how well a given product or service will address the persona. It is an evaluative tool that can help analyse and strengthen concepts.
¶ Why it is useful
Directly mapping the value proposition of a new product or service to the target customer base will help to ensure that it creates relevant gains and addresses appropriate pains for the customer. It can increase the relevance and potential success rate of a concept.
¶ When to use it
The Value Proposition Canvas should be used after creating a concept to analyse and strengthen it.
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¶ How is it done
- Start by filling in the right side of the Value Proposition Canvas - the customer’s Jobs-To-Be-Done, pains, and gains. Try to be holistic, and include functional, social, and emotional aspects in all these fields.
- Continue by filling in the left side of the Value Proposition Canvas - map out your concept’s offering, pain killers, and gain creators as described in your concept card.
- Analyse how the right and left sides of the Value Proposition Canvas match. What is a good fit? What part of the offering needs to be more balanced / address a customer need? Which customer needs still need to be addressed?
- Iterate your concept based on those insights.
¶ Do's & Don't
Do's
- When filling in the fields, don’t only focus on functional but also include social and emotional JTBDs, pains, and gains.
- Focus on one persona per canvas,
Don't
- Only fill in what your research and persona statements can back up. Don’t make assumptions or dream up new statements.
¶ Tools needed
- Whiteboard (physical or virtual)
- Filled-In Concept Card
- Post-it notes (physical or virtual)
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¶ Example
¶ Value Proposition Canvas Resources
¶ Glow & Grow
¶ What it is
Glow and Grow is a method where the concept owner pitches the concept to the team or friendly stakeholders and receives two types of feedback - What makes the concept Glow (i.e., what is great? What should be kept?)? What could they Grow (i.e., what is not great yet? What needs to improve?)? Based on that, they can iterate.
¶ Why it is useful
Getting clear guidance on what to keep and what to improve, based on reviews of people familiar with the subject or adjacent expertise, can help guide the iteration process.
¶ When to use it
Glow & Grow is useful when team members are stuck with their concepts and don’t know how to improve.
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¶ How is it done
- Prepare a “Glow and Grow” workshop with all the current concept cards and a Grow and Glow area next to each.
- Go around the team, having every team member pitch their concept. After the pitch, the team gets to ask questions to understand it better.
- Following the Q&A, each team member gives at least one Glow and Grow feedback, or more if they have more.
- Cluster and summarise to help the concept owner iterate.
¶ Do's & Don't
Do's
- Make time for Q&A before the feedback to ensure concepts are fully comprehended.
- Ask team members to give very open feedback. Make it anonymous if needed.
- Give the concept owner a chance to ask for clarification on the feedback to ensure they know exactly what is meant.
Don't
- Don’t tell the concept owner how to improve or change, only what areas need to Grow and why.
¶ Tools needed
- Whiteboard (physical or virtual)
- Filled-In Concept Card
- Post-it notes (physical or virtual)
- Glow & Grow section
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¶ Example
