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A tool for comparing what customers need with what a business offers, revealing where the two do and do not fit.
The Value Proposition Canvas is a strategic tool developed by Strategyzer to compare what a customer values with what a business offers.
One side describes the customer through jobs, pains, and gains. The other describes the offer through products and services, pain relievers, and gain creators. The purpose is to examine the fit between them.
Customer Profile
Jobs are what the customer is trying to accomplish. They may be functional, social, or emotional.
Pains are the obstacles, risks, and unwanted outcomes surrounding those jobs.
Gains are the outcomes and benefits the customer hopes to achieve.
Value Map
The value map describes what the business provides, how it reduces meaningful pains, and how it creates relevant gains.
The canvas does not prove that a market exists. It helps a team make its assumptions visible so they can be researched, tested, and improved.
Its value is not the completed template. Its value is the conversation it forces: which customer problem are we actually choosing to solve, and what evidence supports that choice?
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