Value Proposition Canvas

Template and Instructions

Hard Facts

  • Working Model: experiment
  • Importance: 5/5
  • Workload: 2 hours


Your value proposition is the core of your competitive advantage. It helps your customer to realize the true value of your product or service.


The Value Proposition Canvas contains two parts. In the first part, the customer profile is being specified including the customer‘s tasks, pains and gains. The second part deals with the value proposition in which the products and services, the pain relievers and the gain creators should be identified. In a successful Value Proposition Canvas, the value proposition is in line with the customer profile.


The Value Proposition Canvas is used to develop and improve value propositions. It identifies your customer‘s needs and helps to create products and services that perfectly match these needs.

Tips from w_39

  • First, define your customer segment using the Persona. Then, define your value proposition.
  • Be honest about your value proposition!
  • Check whether all the main customer pains and gains are addressed in your value proposition.
Generate Mural
With Instructions
Blank Template
Mit Anleitungen
Leeres Template

Value Adds

Deep Dive in the World of Innovation

Customer Canvas
(Board of Innovation)

Value Proposition Design

Alexander Osterwalder
Yves Pigneur
Gregory Bernarda
Alan Smith
Trish Papadakos

Scaling-Up Corporate Startups

Frank Mattes
Dr. Ralph-Christian Ohr