What is a Value Proposition Canvas?

A tool for companies and individuals to tie products and services to the gains and pain points of a target audience.

Oscar de la Hera Gomez
Written by Oscar de la Hera Gomez
First published on 01/28/2024 at 13:00
Last Updated on 06/19/2024 at 12:16
<p>A flower that represents Strategy with the text “Value Proposition Canvas” beneath it.</p>

A tool for companies and individuals to tie products and services to the gains and pain points of a target audience.

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<p>An empty Value Proposition Canvas. The template was taken from Strategyzers page on the Value Proposition Canvas.</p>

The Value Proposition Canvas template.

A value proposition canvas is a tool created by Alexander Osterwalder from Strategyzer intended to help marketing experts, product owners and value creators tie products and services to gains and pain points that have a defined target audience.

Innovation and Design Thinking Processes and ModelsWhat is a Target Audience?

Strategyzer often combines this with the Business Model Canvas and recommends that you use a Value Proposition Canvas as it:

  • Precisely defines your customer profiles.
  • Visualizes the value that is created.
  • Helps achieve a product-market fit.
Strategyzer: The Value Proposition Canvas

Looking to learn how to create a Value Proposition Canvas?

To learn our process for creating a value proposition canvas, consult the link below.

How to create a Value Proposition Canvas

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