{"id":7054,"date":"2022-04-11T10:04:13","date_gmt":"2022-04-11T08:04:13","guid":{"rendered":"https:\/\/b-plannow.com\/trovare-proposte-di-valore-con-il-value-proposition-canvas\/"},"modified":"2025-04-06T08:44:54","modified_gmt":"2025-04-06T06:44:54","slug":"finding-value-propositions-with-the-value-proposition-canvas","status":"publish","type":"post","link":"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/","title":{"rendered":"Finding value propositions with the Value Proposition Canvas"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#What-is-the-value-proposition\" >What is the value proposition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#Value-Proposition-Canvas-what-is-it\" >Value Proposition Canvas: what is it?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#How-do-you-fill-out-the-Value-Proposition-Canvas\" >How do you fill out the Value Proposition Canvas?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#The-circle-Customer-profile\" >The circle: Customer profile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#The-square-the-value-map\" >The square: the value map<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#Fit-or-misfit\" >Fit or misfit?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#Value-Proposition-Canvas-why-it-matters\" >Value Proposition Canvas: why it matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#Value-Proposition-Canvas-practical-examples\" >Value Proposition Canvas: practical examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/b-plannow.com\/en\/finding-value-propositions-with-the-value-proposition-canvas\/#Value-Proposition-Canvas-template\" >Value Proposition Canvas: template<\/a><\/li><\/ul><\/nav><\/div>\n<p>In identifying the right <a href=\"https:\/\/b-plannow.com\/en\/business-model\/\">business model<\/a> for a startup, one of the most complex and difficult parts to obtain is also the most crucial one: the <strong>value proposition<\/strong>, i.e. the promise of value that a company makes to the market, expressed in terms of perceived advantages, tangible or not, that consumers can obtain by purchasing the proposed solution. But how does it work? How do you understand, specifically, what that <a href=\"https:\/\/b-plannow.com\/en\/better-to-sell-services-or-products-tips-for-a-new-business\/\">product or service<\/a> is and what it looks like in the eyes of your customer segment? Using the <strong>Value Proposition Canvas<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-is-the-value-proposition\"><\/span>What is the value proposition<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A value proposition is a<strong> short statement<\/strong> that communicates why your customers should choose your products or services instead of the competition. It&#8217;s more than just a description of a product or service &#8211; it&#8217;s the <strong>specific solution<\/strong> your company provides and the <strong>promise of value<\/strong> a customer can expect from you.<\/p>\n<p>Value propositions are one of the most important conversion factors. A great value proposition could be the difference between losing a sale and closing it.<\/p>\n<p>For this reason, it&#8217;s important to create one that accurately represents your products and services and makes it clear why you are the <strong>best choice<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Value-Proposition-Canvas-what-is-it\"><\/span>Value Proposition Canvas: what is it?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In 2012, Alexander Osterwalder and his team released their Value Proposition Designer. Their canvas version of <strong>finding the best value proposition<\/strong> is copyrighted and can only be used with credit to www.businessmodelgeneration.com. Value Proposition Design includes different thinking elements of the Lean Startup movement such as &#8220;customer jobs&#8221; and &#8220;customer difficulty&#8221;.<\/p>\n<p>The Value Proposition Canvas is the visual thinking tool that helps you find the <strong>right value propositions<\/strong> in relation to <strong>your customers<\/strong>, in order to create interesting products and services that customers want to buy, correctly identifying their real needs and relating them with the value your company can offer them.<\/p>\n<p>With its six blocks, the Value Proposition Canvas focuses on the overview and helps you to better solve the problems, difficulties and needs of your customers.<\/p>\n<p>At first glance, this tool is a simple sheet of paper with a large square on the left and a circle on the right. It is a geometric collage formed by the customer segment canvas and the value proposition model. Together they aim to provide an understanding of the<strong> features<\/strong> and <strong>functionality<\/strong> a product should possess to <strong>meet the requirements of a particular category of users<\/strong>.<\/p>\n<p>Here&#8217;s a quick overview of the canvas:<\/p>\n<div class=\"youtube-container\" style=\"position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; margin: 30px 0;\"><iframe class=\"iframe-youtube\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\"src=\"https:\/\/www.youtube.com\/embed\/ReM1uqmVfP0\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>After talking about the meaning of the Value Proposition Canvas, let&#8217;s take a detailed look at the constituent parts.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-do-you-fill-out-the-Value-Proposition-Canvas\"><\/span>How do you fill out the Value Proposition Canvas?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The tool can be modeled on two circles or squares or other geometric patterns that you might like. But its essence lies in the content to be specified inside. The original Value Proposition Canvas structure is just the most cost-effective and usable way to break down customer experience and product value. So, here it is.<\/p>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-6968 size-large\" src=\"https:\/\/b-plannow.com\/wp-content\/uploads\/2022\/04\/value-proposition-canvas-1024x724.jpg\" alt=\"value-proposition-canvas\" width=\"1024\" height=\"724\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"The-circle-Customer-profile\"><\/span>The circle: Customer profile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Traditionally, the introduction to the canvas <strong>starts with the right part representing the customer profile<\/strong>. The circle is divided into three parts where you have to define the tasks and expectations that customers will fulfill, as well as the positive and negative experiences associated with them. You are not concerned with the product now, only with the challenges of the end user.<\/p>\n<p>&nbsp;<\/p>\n<h4>Customer jobs<\/h4>\n<p>Customer jobs are <strong>what your customers try to do<\/strong> in their work and in their daily life; it can be the <strong>activities<\/strong> they try to accomplish, the <strong>problems<\/strong> they try to solve or the <strong>needs<\/strong> they try to satisfy. It is essential to put yourself in the customers&#8217; shoes when analyzing this part of the canvas. In this way, you refine the customer segment from an <strong>emotional<\/strong> (preferences, popularity),<strong> social<\/strong> (reputation, sense of duty) and <strong>functional<\/strong> (feasibility) points of view.<\/p>\n<p>&nbsp;<\/p>\n<h4>Pains<\/h4>\n<p>Pains are <strong>anything that bothers<\/strong> your customers before, during and after trying to get a job, or simply <strong>prevents<\/strong> them from getting it done. This term also includes <strong>risks<\/strong>, i.e. potential negative outcomes, deriving from performing a job poorly or not performing it at all. Based on the above, it is possible to identify which negative\/frustrating results\/experiences could be associated with the jobs described. Since the perception of the negative experience differs according to versatile categories of users, it is best to cover as many difficulties as possible.<\/p>\n<p>&nbsp;<\/p>\n<h4>Gains<\/h4>\n<p>Gains are the <strong>results<\/strong> and <strong>benefits<\/strong> your customers want; they may be <strong>necessary<\/strong> (without which a solution would not work), <strong>expected<\/strong> (fundamental even if we could do without them), <strong>desired<\/strong> (they go beyond what we expect, but we want to have them) or <strong>unexpected<\/strong> (they go beyond expectations) . It should be noted that difficulties and advantages are not opposite notions. That is to say, the benefits should include things that make customers satisfied or even happy rather than simply being an opposite of difficulties. They can be quite existential and devoid of any extraordinary nature.<\/p>\n<p>&nbsp;<\/p>\n<p>In the customer profile, therefore, you try to read the thoughts of your customers. It is not about telepathy, but about understanding why they want to complete certain tasks, what causes the negative experience, and how to meet their expectations.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"The-square-the-value-map\"><\/span>The square: the value map<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Now, let&#8217;s move to the left to fill in the square where the value proposition map is introduced. Similar to the circle, the product section is divided into three parts. They correspond to the relevant section of the customer profile. Here we will deal with the product. The focus is on the features, functionality and benefits it can offer to not only attract customers, but also to meet their needs on the right side.<\/p>\n<p>&nbsp;<\/p>\n<h4>Products and services<\/h4>\n<p>Here you can mention a list of <strong>what your startup offers<\/strong> in terms of products or services. However, this field does not need to be filled in with a list of features that your product \/ service has. Focus on what you can offer to complete client jobs.<\/p>\n<p>&nbsp;<\/p>\n<h4>Pain relievers<\/h4>\n<p>This section of the value proposition template is responsible for your <strong>product&#8217;s ability to solve defined problems<\/strong>. It is not necessary to describe in detail how the difficulties are alleviated. A simple affirmation of the fact that it eliminates the current frustration with the specific task that the customer has to perform will suffice.<\/p>\n<p>&nbsp;<\/p>\n<h4>Gain creators<\/h4>\n<p>This field is like a mirror image of the one above. The benefit generators should explain what <strong>extra value your product\/service will provide to customers<\/strong>. The idea is to offer something new and unique to make the customer experience not only better but also exciting.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Fit-or-misfit\"><\/span>Fit or misfit?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Business Value Proposition Canvas aims to achieve a <strong>fit<\/strong> between what the customer wants and what your product\/service can offer to overcome difficulties and generate benefits. Basically, the customer profile can have tons of jobs, difficulties, and benefits, but the value map outlines which of them you focus on. The more items from the right side have matches on the left, the greater the likelihood that your product will then have a market fit.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Value-Proposition-Canvas-why-it-matters\"><\/span>Value Proposition Canvas: why it matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Value Proposition Canvas is a visual representation of how your startup&#8217;s product\/service intersects with your customers&#8217; wishes and expectations. When done right, it <strong>illustrates the match between what you offer and why people buy it<\/strong>. Your value proposition represents the intersection of your business strategy and your brand strategy. Here are some reasons why you should use this technique when drafting your product strategy.<\/p>\n<p>&nbsp;<\/p>\n<h4>It makes you more customer centric<\/h4>\n<p>The Value Proposition Canvas serves to allow you to systematically understand <strong>what customers want<\/strong> and to help you <strong>create products\/services that match their needs<\/strong>. As such, it can be used as an instrumental part of your strategy and should be the anchor around which you will build your business model.<\/p>\n<p>&nbsp;<\/p>\n<h4>It keeps you on track<\/h4>\n<p>The Value Proposition Canvas is built on a solid foundation of <strong>thorough customer research<\/strong> and gives you a clear idea of <strong>what your customers want<\/strong>. Therefore, if you do it right, applying this method ensures that you are doing something that answers your client&#8217;s real problem.<\/p>\n<p>&nbsp;<\/p>\n<h4>It keeps you focused<\/h4>\n<p>As the visual aspect of the Value Proposition Canvas is its driving force, mapping everything clearly <strong>forces you to focus specifically<\/strong> on how your product\/service directly alleviates problems and provides benefits for your customer, emphasizing only the most important problems and gains.<\/p>\n<p>&nbsp;<\/p>\n<h4>It provides you with a simple and practical tool<\/h4>\n<p>Finally, its simple, straightforward and intuitive design makes the Value Proposition Canvas a <strong>unique<\/strong>, <strong>quick<\/strong>, <strong>functional<\/strong> and <strong>analytical<\/strong> way to reinforce your product strategy and overall business.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Value-Proposition-Canvas-practical-examples\"><\/span>Value Proposition Canvas: practical examples<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most fitting examples of value propositions is that of Tesla supplied by Strategyzer.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6963 size-large\" src=\"https:\/\/b-plannow.com\/wp-content\/uploads\/2022\/03\/Tesla-1-1024x725.jpg\" alt=\"Value-Propositon-Canvas-Tesla\" width=\"1024\" height=\"725\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Tesla&#8217;s Value Proposition Canvas is a concrete example of how to create a <strong>fit<\/strong> between what the customer wants and what your product can offer. Tesla, in fact, has very well understood the potential target audience of an electric car. You can see that the most important activity for a Tesla customer to do on a daily basis is to <strong>go to work<\/strong>. But it&#8217;s not just about that. <strong>Being different from others<\/strong> and conveying a successful image is an important social aspect of the work to be done for this customer segment. In addition to that, the person wants to <strong>feel comfortable<\/strong> while traveling long distances. The difficulty when it comes to electric cars is that <strong>there are no charging stations<\/strong> and therefore you have to look for a parking space that has them available. In addition, another significant difficulty is that you often have to load your car and, while driving, you may be afraid of not reaching your destination. Design, being recognized for good taste in choosing a brand and receiving approval from a friend are some of the advantages in this example. Other benefits are safe travel and high-end battery technology.<\/p>\n<p>If we look at the left side of products and services, we see that a Tesla has a very good understanding of its customer segment. <strong>Beautiful design<\/strong>, including a 17-inch screen, makes it unique as no car has ever had such a large screen! Having only a<strong> few options<\/strong> radiates exclusivity. On top of that, Tesla has an 8-year battery warranty. In short, we can really say that there is a perfect square between the left and right side of this Value Proposition Canvas.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Value-Proposition-Canvas-template\"><\/span>Value Proposition Canvas: template<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>Below you will find Strategyzer&#8217;s Value Proposition Canvas template that you can use to find the right value propositions for your startup.<\/p>\n<p><strong><a href=\"https:\/\/www.strategyzer.com\/canvas\/value-proposition-canvas\" target=\"_blank\" rel=\"noopener\">https:\/\/www.strategyzer.com\/canvas\/value-proposition-canvas<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Do you want to read all the articles related to the stage your startup is in?<\/strong><\/p>\n<ol>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#Take_the_plunge\"><strong>Take the plunge<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#Take_the_first_steps\"><strong>Take the first steps<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#How_to_start_a_startup\"><strong>How to start a startup<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#How_to_grow_a_startup\"><strong>How to grow a startup<\/strong><\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>In identifying the right business model for a startup, one of the most complex and difficult parts to obtain is also the most crucial one: the value proposition, i.e. the promise of value that a company makes to the market, expressed in terms of perceived advantages, tangible or not, that consumers can obtain by purchasing [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69],"tags":[76,74],"class_list":["post-7054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-take-the-plunge","tag-branding-en","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Value Proposition Canvas: what it is and how to use it | B-Plannow<\/title>\n<meta name=\"description\" content=\"Value Proposition Canvas: what it is, how it is used and why it is so important. 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