Designed for: Designed by: Date: Version:

Value Proposition Canvas Startup Name Name1, Name2, … DD/MM/YYYY X.Y

Product Customer
Benefits Experience
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Wa
A benefit is what your product does for
the customer. The benefits are the The emotional drivers of decision
ways that the features make your making are things that we want to
customer’s life easier by be, do or have. Our wants are
increasing pleasure or

Fe
usually conscious (but aspirational)
decreasing pain. The benefits of your

ar
thoughts about how we’d like to

s
product are the really core of your value improve our lives. They sometimes
proposition. The best way to list out the seem like daydreams but they can
benefits of your product on the canvas Fears can be a strong
be powerful motivators of action.
is to imagine all the ways that your driver of purchasing
The product experience is the way that The wants speak more to the pull of
product makes your customer’s life behaviour and can be
owning your product makes the our hearts and our emotions.
better. the hidden source of
customer feel. It’s the sum total of the
wants and needs. For
combined features and
any product there is a
benefits. Product experience is different
secret “pain of
to features and benefits because it’s
Features switching“. Even if
more about the emotional reasons why
your product is better
people buy your product and what it
than the competition, it
means for them in their own lives. The The customer’s needs are the
A feature is a factual description of how might not be a big
product experience is the kernel that rational things that the customer
your product works. The features are enough improvement
will help identify the market positioning needs to get done. Interestingly,
the functioning attributes of your to overcome the
and brand essence that is usually built needs are not always
product. The features also provide the inertia of the status
out of the value proposition. conscious. Customers can have
‘reasons to believe’. Many FMCG quo.
needs that they may not know
marketers deride the importance of about yet. Designers call these
features because features are no “latent needs“. The needs speak
longer a point of difference in most more to the pull of our heads and
FMCG marketing. But for technology rational motivations.
products and innovative new services
the features on offer can still be an
important part of your value proposition.
Nee
d s

Product Ideal Customer Substitutes These are not just the obvious competitors, but also existing behaviours
and coping mechanisms. Remember that people made it this far in life
without your product. If your product isn’t better than the existing solutions
Name your product or service Name you ideal customer then you don’t have a real-world value proposition.

Designed by: Peter J. Thomson, based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. (https://www.strategyzer.com/canvas/value-proposition-canvas). PowerPoint implementation by:
Neos Chronos Limited (https://neoschronos.com). License: CC BY-SA 3.0