Interactive Template

Value Proposition Canvas Template

Complete this interactive canvas to design your value proposition. Map your customer's needs to your offering and achieve product-market fit. Based on the Value Proposition Canvas Guide.

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Customer Profile

Start here. Understand your customer before designing your solution.

Customer Jobs

Functional Jobs (Tasks they want to accomplish)

Social Jobs (How they want to be perceived)

Emotional Jobs (How they want to feel)

Customer Pains

Obstacles (Things that slow them down or prevent progress)

Risks (Potential negative outcomes they worry about)

Undesired Outcomes (Things that frustrate them)

Customer Gains

Required Gains (Minimum expectations - must have)

Expected Gains (Standard expectations)

Desired Gains (Would love to have - exceeds expectations)

Value Map

Now design your offering to match the Customer Profile above.

Products & Services

Products (What tangible things do you offer?)

Services (What do you do for customers?)

Pain Relievers

How do your products/services eliminate or reduce customer pains?

Pain Reliever 1

Pain Reliever 2

Pain Reliever 3

Gain Creators

How do your products/services create customer gains?

Gain Creator 1

Gain Creator 2

Gain Creator 3

Check Your Fit

Review your completed canvas. Strong product-market fit means:

1.Your Pain Relievers address the most important Customer Pains
2.Your Gain Creators enable the most important Customer Gains
3.Your Products & Services help customers complete their most important Jobs

If there are gaps, iterate on your Value Map or reconsider your target customer.

Read Full Guide Next: Market Positioning