Value Proposition Canvas
When it comes to truly understanding your customers, including their jobs-to-be-done, pains, and gains, as well as your offer to them, the Value Proposition Canvas, developed by Alex Osterwalder at Strategyzer, is one of the best tools available.
How does the canvas work?
Your customer profile
Fill in the name of your persona. Which customer segment do you have in mind for this proposition?
What are the jobs your customer is trying to get done in work or life? These could be both functional and social. What basic needs do your customers have (emotional and/or personal)?
What would make your customer happy? What outcomes does he or she expect and what would exceed their expectations? Think of the social benefits, functional, and financial gains.
What is annoying or troubling your customer? What is preventing him or her from getting the job done? What is hindering your customer’s activities?
Your product and services
What are the products and services you can offer your customer so he can get his job done?
What can you offer your customers to help them fulfill the gains? Be concrete (in quantity and quality)!
How can you help your customer relieve his pains? Be explicit about how they can help.