Value Proposition CanvasDesign Products Customers Want
Systematically understand customer needs and design products and services that create real value and achieve product-market fit.
The Two Sides of Value Creation
Match your value proposition with customer needs to achieve perfect fit
Customer Profile
Understanding your customer
Customer Jobs
What customers are trying to get done in their work and lives
Pains
Negative emotions, costs, and risks customers experience
Gains
Outcomes and benefits customers want to achieve
Value Map
How you create value
Products & Services
Your bundle of offerings that help customers get jobs done
Pain Relievers
How your offerings eliminate or reduce customer pains
Gain Creators
How your offerings create customer gains and benefits
Canvas Elements in Detail
Key questions and considerations for each element
Customer Profile Elements
Customer Jobs
What customers are trying to get done in their work and lives
Types:
- Functional jobs (tasks to complete)
- Social jobs (how they want to be perceived)
- Emotional jobs (feelings they seek)
- Supporting jobs (related activities)
Questions to Ask:
- •What tasks are they trying to complete?
- •What problems are they trying to solve?
- •What needs are they trying to satisfy?
Pains
Negative emotions, costs, and risks customers experience
Types:
- Undesired outcomes and problems
- Obstacles and challenges
- Risks and fears
- Negative emotions
Questions to Ask:
- •What frustrates them most?
- •What are their biggest obstacles?
- •What risks do they fear?
Gains
Outcomes and benefits customers want to achieve
Types:
- Required gains (must-haves)
- Expected gains (basic expectations)
- Desired gains (nice-to-haves)
- Unexpected gains (delighters)
Questions to Ask:
- •What outcomes would make them happy?
- •What would make their life easier?
- •What do they dream about achieving?
Value Map Elements
Products & Services
Your bundle of offerings that help customers get jobs done
Examples:
- Physical/tangible products
- Intangible services
- Digital products
- Financial services
Questions to Ask:
- •What do we offer to customers?
- •Which products help with which jobs?
- •How do offerings rank by importance?
Pain Relievers
How your offerings eliminate or reduce customer pains
Examples:
- Eliminate frustrations
- Reduce risks
- Remove obstacles
- Fix underperforming solutions
Questions to Ask:
- •How do we eliminate customer frustrations?
- •How do we reduce their risks?
- •How do we help them overcome obstacles?
Gain Creators
How your offerings create customer gains and benefits
Examples:
- Create savings (time, money, effort)
- Produce positive outcomes
- Deliver benefits they expect
- Exceed expectations
Questions to Ask:
- •How do we delight customers?
- •What benefits do we deliver?
- •How do we exceed expectations?
Three Levels of Fit
Progressive validation stages toward market success
Problem-Solution Fit
Evidence that customers care about the jobs, pains, and gains you're addressing
Product-Market Fit
Evidence that your value proposition is gaining traction in the market
Business Model Fit
Evidence that your value proposition can be embedded in a profitable business model
Build Your Canvas with Commercify
Transform assumptions into data-driven insights for your value proposition
Customer Profile Intelligence
Deep insights into what customers truly need and value.
- Analyze customer reviews and feedback at scale
- Identify unspoken needs through behavioral analysis
- Segment customers by jobs, pains, and gains
Value Map Optimization
Design offerings that perfectly match customer needs.
- Competitive analysis of value propositions
- Feature prioritization based on customer impact
- Pricing optimization for perceived value
Fit Validation
Test and validate product-market fit before launch.
- Simulate market response to value proposition
- Identify most promising customer segments
- Quantify potential market size and growth
Go-to-Market Strategy
Convert your canvas into actionable launch plans.
- Messaging that resonates with pains and gains
- Channel selection based on customer jobs
- Launch sequence optimized for adoption
Benefits of the Value Proposition Canvas
Build products that customers actually want
Customer Focus
Keep customer needs at the center of product development
Clear Communication
Align teams around a shared understanding of value
Risk Reduction
Validate ideas before heavy investment
Innovation Direction
Identify opportunities for breakthrough innovation
Market Fit
Increase likelihood of product-market fit
Strategic Alignment
Connect value proposition to business model
Ready to Define Your Value Proposition?
Use Commercify's AI insights to build a powerful Value Proposition Canvas