Value Proposition Design How to Create Products and Services Customers Want Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith

Value Proposition Design How to Create Products and Services Customers Want Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith

1: Canvas
The Value Proposition Canvas has two sides.
With the Customer Profile you clarify your
customer understanding. With the Value Map
you describe how you intend to create value
for that customer. You achieve Fit between
the two when one meets the other.

Create Value
The set of value proposition benefits that you design to attract
customers.

Observe Customers
The set of customer characteristics that you assume, observe, and
verify in the market.
DEF-I-NI-TION
VALUE PROPOSITION
Describes the benefits customers can
expect from your products and services.

Value Map
The Value (Proposition) Map describes the features of a specific value proposition in your
business model in a more structured and detailed way. It breaks your value proposition
down into products and services, pain relievers, and gain creators.

Customer Profile
The Customer (Segment) Profile describes a specific customer segment in your business
model in a more structured and detailed way. It breaks the customer down into its jobs,
pains, and gains.
You achieve Fit when your value map
meets your customer profile—when
your products and services produce
pain relievers and gain creators that
match one or more of the jobs, pains,
and gains that are important to your
customer

1.1
Customer Profile

Customer Jobs
Jobs describe the things your customers are trying to get done in their work
or in their life. A customer job could be the tasks they are trying to perform
and complete, the problems they are trying to solve, or the needs they are
trying to satisfy. Make sure you take the customer’s perspective when
investigating jobs. What you think of as important from your perspective
might not be a job customers are actually trying to get done.*
Distinguish between three main types of customer jobs to be done and
supporting jobs:
Functional jobs
When your customers try to perform or complete a specific task or solve a
specific problem, for example, mow the lawn, eat healthy as a consumer,
write a report, or help clients as a professional.
Social jobs
When your customers want to look good or gain power or status. These jobs
describe how customers want to be perceived by others, for example, look
trendy as a consumer or be perceived as competent as a professional.
Personal/emotional jobs
When your customers seek a specific emotional state, such as feeling good
or secure, for example, seeking peace of mind regarding one’s investments
as a consumer or achieving the feeling of job security at one’s workplace.
Supporting jobs

Value Proposition Design How to Create Products and Services Customers Want Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith