Value Proposition Canvas

Subject: Business and customer value
Participants: Stakeholders/managers, the entire team
Facilitator: Agile Coach / Agile Master

Summary

The Value Proposition Canvas (VPC) allows you to work systematically on your value proposition.

Definition

The Value Proposition Canvas is divided into two areas.
On the right side, you are only looking at a selected customer segment. This means that it is best to develop your own value proposition canvas for each customer group or persona. You look at each target group from three perspectives: customer jobs, pains and gains.
After you have described the needs and expectations of your customer group, you now start systematically on the left side of the Value Proposition Canvas to develop your value proposition against the problems, pain and gains of your customers. In order to do this, you also have to work out three questions: products and services, pain relievers, profit generators.

Motivation

The performance or value proposition is the central element in the business model of an organization/team. The systematic development of the value proposition is the basis for an organization's marketing, pricing and subsequent success in the market. The Value Proposition Canvas is the ideal tool for a company to systematically address its own value proposition.

Results

Applying this methodology will result in a value proposition that properly addresses the needs of your customers.

Benefit

When working with a team, the VPC is first and foremost a communication tool. It helps to develop a common understanding of an organization's value proposition within the team.

Procedure

You can use the Value Proposition Canvas on your own, with a team or in a workshop. Download the Value Proposition Canvas and print it in A1 or A2. Make sure you have enough sticky notes and pens. Decide on the first customer segment you want to work on. If you are working in a team, you can form groups and work on customer groups separately. Work systematically through the value proposition canvas in each area. Allow 10-15 minutes per area, depending on the size of the group. Also critically review which assumptions about the customer's jobs, pains and gains are based on experience, observation or interviews. Validate the problem/solution fit.

Tools

Value Proposition Canvas, sticky notes, pens, flipchart/whiteboard

Hints

Align your value proposition with the results of your user/customer research.

Value Proposition Canvas ​

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