Value Components
Understand the building blocks of a compelling value proposition
Your Progress
Section 2 of 5The Value Proposition Canvas
The Value Proposition Canvas, developed by Alex Osterwalder, is a powerful tool that helps you design value propositions that customers actually want. It has two sides:
👤 Customer Profile
Describes the customer segment: their jobs, pains, and gains.
💎 Value Map
Describes how your product creates value: products, pain relievers, gain creators.
🎨 Value Proposition Canvas
💼 Customer Jobs
What tasks are customers trying to accomplish? What problems are they trying to solve? Consider functional, social, and emotional jobs.
🔗 Check Your Fit
Map your customer profile to your value map:
Customer Profile
Value Map
Key Takeaways
- •The Value Proposition Canvas connects customer needs to product value.
- •Customer Profile includes jobs, pains, and gains — understand these deeply.
- •Value Map shows how your product addresses each customer need.