The Value Proposition Canvas Instruction Manual

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Instruction Manual
The Value
Proposition
Canvas
The Vue Proposition Cnvs is  pug-in
too to the Business Mode Cnvs. It ows
ou to describe our Vue Propositions nd
the trget Customer Segments in more deti
nd evute the “fit” between the vue ou
intend to crete nd the expecttions our
customers hve.
You cn use this mp before, during nd
fter deveoping n in-depth knowedge of
our customers. If ou use it before, it wi
highight wht ou need to ern bout
customers nd test bout vue propositions.
If ou use it fter, it wi hep ou nze nd
evute “fit”.
The Vue Proposition Cnvs cn be ppied
to new nd existing vue propositions nd
customer segments ike. In both cses it wi
hep ou structure our thinking nd mke
our ides more tngibe.
Materials
Value Proposition Canvas Poster:
Ide in B formt
(707mm x 000mm or 27.83in x 39.37in)
Medium sized Stattys in green, orange, and yellow:
See sttts.com for refis
Thick markers:
Keep our ides rough
Strategyzer.com, the Business Model Toolbox
for iPad, or a Camera:
To cpture nd shre the resuts sketched out on
our Cnvs
Ground Rules
Don’t write on the map:
B using Sttts to describe our thoughts ou wi
be be to move things round, onto s we s o the
mp. This is  ver dnmic exercise nd our vue
proposition s we s our customer understnding wi
chnge nd evove.
One idea per Statty:
Don’t mke buet points on Sttts. For instnce,
use two Sttts to describe two dierent eements our
customers vue, ike  ower price nd better
performnce. This wi ow ou to p round with the
eements of our vue proposition nd modif things
when ou ern from tking to customers.
Instructions
Start with customer jobs:
Strt sketching out our mp b describing wht jobs 
specific customer of ours is tring to get done. Crete
 Sttt in the Customer ob(s) box for ever mjor nd
ncir job ou intend to hep our customer get done.
Add pains and gains:
Crete  Sttt in the Pins box for ever pin our
customer experiences or coud experience before, dur-
ing, nd fter getting the job done. Crete  Sttt in
the Gins box for ever benefit our customer expects,
desires or woud be surprised b.
Describe your products and services:
List  the products nd services our vue proposition
is buit round b creting  Sttt for ech eement in
the Products & Services box.
Outline how you intend to create value:
Describe how our products nd services crete vue
b either kiing customer pins or creting customer
gins. Crete  stick note for ech eement in the Pin
Reievers or Gin Cretors box respective.
Best Practices
Colour coding:
Using dierent coours for the dierent
eements cn hep ou “red” the mp
more quick. You cn use eow Sttts
in the Customer ob(s) nd Products & Ser-
vices box, ornge Sttts in the Pins box,
nd green Sttts in the remining boxes,
since the re  reted to vue cretion.
Visuals & words:
Combining imges nd words to describe
the eements of our mp is more powerfu
thn just using words. Our brin processes
imges quicker thn words. Hence, imges
wi ow viewers of our mp more rpid-
 grsp the big picture.
Customer Knowledge:
Bring in peope who re in frequent contct
with the customers ou re trgeting nd
thus hve deep customer knowedge.
Frequently Committed
Mistakes
Trying to alleviate every pain and
target every gain:
Mediocre or bd vue propositions tr to
ddress ever customer pin nd
gin the hve identified nd then often
fi to deiver.
Better
Smiles
Better
Smiles
Gret vue propositions often focus on 
imited number of pin reievers nd gin
cretors nd then deiver on those
exception we.
Mixing present and future:
Mke sure ou cer distinguish between
present existing nd future ides. Mixing
them cn be confusing. You cn esi
distinguish between the two b using coour
coding or b using seprte mps.
One map per Value Proposition:
You shoudn’t tr to sketch out sever
vue propositions nd customer segments
on the sme mp. Focus on one vue prop-
osition for  specific customer segment on 
singe mp. Mke  new mp for  dierent
Vue Proposition.
Intellectual masturbation:
A gret Vue Proposition with  gret “fit”
on pper is just n untested fnts. Use the
Vue Proposition Cnvs s  strting point
to get out of the buiding nd investigte
our ssumptions. Ask oursef if ou re
understnd which jobs re importnt to
customers nd wht the reted pins nd
gins re. Test if our ssumptions bout
how our products nd services wi reieve
pins nd crete gins re vid.
Today
Tomorrow
1.
2.
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The makers of Business Model Generation and Strategyzer
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