VALUE

PROPOSITION
CANVAS 101
EMAD SAIF
Educator & Entrepreneur
@esaif
Value Proposition Canvas

Special thanks to strategyzer.com

for their inspiring work!
VALUE PROPOSITION
Describes the benefits customers can expect from your
products & services

VALUE PROPOSITION

PRODUCT / SERVICE CUSTOMER

PRODUCT / CUSTOMER
SERVICE

NOT EASY
#1
STARTUP
MISTAKE
Building
Something
Nobody Wants
BIG
CHALLENGE
Wasted time & resources

Unproductive meetings

Uncommon language

Startup Enterprise Product

Failure
Need better approach
for creating value for
customers & lowering
risk of failure!
VALUE PROPOSITION CANVAS
 Value Design Process

Extract Prioritize Design Prioritize Run Capture Make

Hypothesis Hypothesis Tests Tests Tests Learnings Progress

our focus
Value Proposition Canvas (VPC)
9 building
blocks Business Model Canvas
Business Model Canvas
 FIT?

Value Map Customer Profile

The set of value proposition The set of customer

benefits that you design to characteristics that you
attract customers assume, observe and verify
in the market
 Value Proposition Canvas (VPC)

gain creators
gains

products & jobs

services

pain relievers pains

Value Map Customer Profile

PRODUCT INSPIRED INNOVATION

Value Map Customer Profile

CUSTOMER INSPIRED INNOVATION

Value Map Customer Profile

Customer Profile Overview
OBJECTIVE: Visualize what matters to your OUTCOME: 1 page actionable
customers in a sharable format customer profile

1 2 3
Download the Grab a Set of Map Out Your
Customer Profile Small Sticky Customer
Canvas Notes Profile
 Choosing a
Customer Segment
Customer Segment

Definition:

The groups of people or organizations

who share similar characteristics that you
aim to reach and create value for them
 MARKET SEGMENTATION

DEMOGRAPHICS GEOGRAPHICS BEHAVIORAL PSYCHPGRAPHICS

Age Local Benefits Activities

Personality
Gender National Usage Rates
& Values

Income Regional Patterns Attitudes

Marital
International
Status

Ethnic
Background
 Taxi Passengers in Amman, Jordan

1. Customer Segment
Taxi Passengers in Amman, Jordan
2. Customer Jobs What customers are trying to get done?

Call Taxi

Find Taxi

Give
directions

Pay
 What annoys the customer before,
3. Customer Pains during & after getting job done

Call Taxi

Find Taxi

Give
directions
Wait a
long time Compete with Pay
other customers
Unsafe
driver Overcharged
by Taxi
 What outcomes & benefits customers
4. Customer Gains want?

Fair price
Easy
payment Arrive on
Call Taxi
time
professional Find Taxi

Give
directions
Wait a
long time Compete with Pay
other customers
Unsafe
driver Overcharged
by Taxi
5. Ranking What is the customer priority?

Fair price
Easy
payment Arrive on
Call Taxi
time
professional Find Taxi

Give
directions
Wait a
long time Compete with Pay
other customers
Unsafe
driver Overcharged
by Taxi
5. Ranking What is the customer priority?

Arrive on
time

Ranked
Fair price
Call Taxi
professional
Easy Find Taxi

Ranked
payment
Give
Wait a
directions
long time
Overcharged Pay
Ranked

by Taxi
Compete with
other customers
Unsafe
driver
Customer Profile Summary
OBJECTIVE: Visualize what matters to your OUTCOME: 1 page actionable
customers in a sharable format customer profile

1 2 3 4 5
Select Identify Identify Identify Prioritize
customer customer customer customer jobs, pains
segment Jobs pains gains & gains
Value Map Overview
OBJECTIVE: Describe explicitly how your OUTCOME: 1 page map of value
products and services create value creation

1 2 3 4
Grab the Customer Download the Grab a Set of Map out how you
Profile you previously Value Map Canvas Small Sticky create value for
completed Notes your customers
1. Products & Services What you offer customers

Arrive on
time
Fair price
Call Taxi
professional
Easy Find Taxi
Taxi payment
Smartphone Give
App Wait a
directions
long time
Overcharged Pay
by Taxi
Compete with
other customers
Unsafe
driver
 How exactly your products and services
2. Pain Relievers alleviate specific customer pains

Arrive on
time
Fair price
Call Taxi
professional

Taxi Easy Find Taxi

Smartphone payment
App Give
Wait a
directions
long time
Instant
No Cash booking Overcharged Pay
by Taxi
Compete with
Assigned Cost
other customers
driver System
Unsafe
driver
 How your products and services create
3. Gain Creators customer gains

Arrive on
Professional time
Save Time
drivers Fair price

Rating Call Taxi

professional
System
Visual Map Easy Find Taxi
Taxi payment
Smartphone Give
Wait a
App directions
long time
Instant
No Cash booking Overcharged Pay
by Taxi
Compete with
Assigned Cost
other customers
driver System
Unsafe
driver
 Products & Services Pain Relievers Gain Creators
Professional Rank products & Rank pains from nice Rank gains from nice
Save Time
drivers services from nice to have to essential to have to essential
to have to essential
Rating
System
Visual Map
Taxi
Smartphone
App
Instant
No Cash booking

Assigned Cost
driver System
 RANKED
Save Time Products & Services Pain Relievers Gain Creators
Rank products & Rank pains from nice Rank gains from nice
Professional drivers services from nice to have to essential to have to essential
to have to essential
Rating System

Visual Map
Taxi
Smartphone
Instant
App
booking
Assigned
driver
Cost
System
No Cash
 Ranked VPC
Save Time Arrive on
time
Professional drivers
Fair price
Rating System
Call Taxi
professional
Visual Map
Easy Find Taxi
Taxi
payment
Smartphone
App Instant Give
Wait a
booking directions
Assigned long time
driver Overcharged Pay
Cost by Taxi
System Compete with
other customers
No Cash
Unsafe
driver
Value Map Summary
OBJECTIVE: Describe explicitly how your OUTCOME: 1 page map of value
products and services create value creation

1 2 3 4
List products Outline pain Outline gain Rank by order
and services relievers creators of importance
Fit Overview
OBJECTIVE: Verify if you are addressing what OUTCOME: Connection between your
matters to customers products and services and
customer jobs, pains, and gains

1
Bring in the Value Proposition Map and
Customer Segment Profile you completed
earlier.

2
Go through Pain Relievers and Gain Creators
one by one, and check to see whether they fit
a customer job, pain, or gain.

3
Put a check mark on each one that does.
 Taxi Smartphone Application
Save Time Arrive on
time
Professional drivers
Fair price
Rating System
Call Taxi
professional
Visual Map
Easy Find Taxi
Taxi
payment
Smartphone
App Instant Give
Wait a
booking directions
Assigned long time
driver Overcharged Pay
Cost by Taxi
System Compete with
other customers
No Cash
Unsafe
driver
Test Your Customer Assumptions

Best Fit

wrong
assumptions!

Customer
Adjust &
Redesign
1

Best Fit
2

n
 Taxi Smartphone App
ad-lib
VALUE Taxi passengers
PROPOSITION
TEMPLATE

book a taxi

minimizing waiting time for a taxi

enjoying affordable prices

Typical taxi services by phone

Strategyzer.com/vpd
 SUMMARY

1. 2.
The Value Proposition Canvas (VPC) Extract value
helps clarify the customer needs & how propositions using
to create value for them ad-libs

3. 4.
Validate by talking Take insights and
to customers update VPC
 BOOKS

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 Thank You
Emad Saif Educator & Entrepreneur emadsaif.com @esaif