BLOGS & THOUGHTS

The Value Proposition Canvas was initially developed by Dr Alexander Osterwalder as a framework to ensure that there is a fit between the product and market. It is a detailed look at the relationship between two parts of the Osterwalder’s broader Business Model Canvas; customer segments and value propositions. The Value Proposition Canvas can be used when there is need to refine an existing product or service offering or where a new offering is being developed from scratch.

“The Value Proposition Canvas is a tool which can help ensure that a product or service is positioned around what the customer values and needs.”

The value proposition canvas is basically a simple diagram in which there are 9 blank fields that must be filled according to the business activity and innovation. The value proposition canvas diagram is a kind of framework that will ensure that there is a match between market and product. The Value Proposition Canvas is formed around two building blocks – customer profile and a company’s value proposition.

Customer Profile

Customer Gain
The benefits which the customer expects and needs, what would delight customers and the things which may increase likelihood of adopting a value proposition.

Customer Pain
The negative experiences, emotions and risks that the customer experiences in the process of getting the job done.

Customer Jobs
The functional, social and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy.

Value Map

Gain Creators
How the product or service creates customer gains and how it offers added value to the customer.

Pain Reliever
A description of exactly how the product or service alleviates customer pains.

Products & Services
The products and services which create gain and relieve pain, and which underpin the creation of value for the customer.

After listing gain creators, pain relievers and products and services, each point identified can be ranked from nice to have to essential in terms of value to the customer. A fit is achieved when the products and services offered as part of the value proposition address the most significant pains and gains from the customer profile. Identifying the value proposition on paper is only the first stage. It is then necessary to validate what is important to customers and get their feedback on the value proposition. Ideally, reading the potential of a product should start by knowing what consumers need.

Kreatiklan's team can guide you to the right steps in your branding activities to achieve the results you want with your customers. Consider yourself to get the right branding strategy by contacting us info@kreatiklan.com or simply hit (+62) 87-780-561-569.