How do you create a value proposition canvas and what are the key elements to include?

2 How to create a customer profile?

To create a customer profile, you need to conduct research and interviews with potential customers to understand their needs, goals, challenges, and preferences. You can use questions such as “What are the jobs that your customers are trying to get done?”, “What are the pains that your customers experience or fear when they try to do their jobs?”, and “What are the gains that your customers expect or desire when they do their jobs?” to guide your research. After gathering enough data, you can use sticky notes or a digital tool to map out your customer profile. Group similar jobs, pains, and gains together and prioritize them based on their importance and intensity.

3 How to create a value map?

To create a value map, brainstorm and list the products, services, pain relievers, and gain creators that you offer or plan to offer to your customers. Use questions such as “What are the products and services that you offer to help your customers do their jobs?” and “What are the pain relievers that you offer to reduce or eliminate your customers' pains?” to guide your brainstorming. Once you have generated enough ideas, use sticky notes or a digital tool to map out your value map. Group similar items together and prioritize them according to their relevance and differentiation.

4 How to test your value proposition canvas?

Once you have created your value proposition canvas, it is important to test it with your target market and gain feedback. Surveys, interviews, landing pages, prototypes, and experiments are all methods you can use to validate or invalidate your assumptions and hypotheses about your customers and your offer. To guide your testing, ask questions such as: do your customers recognize and value the jobs, pains, and gains that you have identified in your customer profile? Do they understand and appreciate the products, services, pain relievers, and gain creators that you have outlined in your value map? Is there a fit between your value map and your customer profile? Do they see your offer as a solution to their problems and a source of their benefits? With the feedback and data collected, you can refine and improve your value proposition canvas, and use it as a basis for creating your value proposition statement and your marketing messages.

5 How to use your value proposition canvas?

Your value proposition canvas is not a one-time document, but rather a dynamic tool that can be used throughout the business development process. It can be used to communicate and align your team around your value proposition and customer segment, as well as to design and develop products and services according to customer needs and wants. Additionally, it can be used to create and test marketing and sales strategies and tactics according to customer motivations and behaviors. Moreover, it can be used to monitor and measure value proposition performance and customer satisfaction. Ultimately, a value proposition canvas can help you create a compelling and customer-centric value proposition that sets you apart from competitors and attracts and retains customers, increasing your chances of creating a successful and sustainable business.