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How to conduct qualitative research for an experience mapping project by James Kalbach

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Visualizing Strategic Insight

Value Proposition Canvas

The basic grid structure of the business model canvas inspired the development of similar tools. One such example is the value proposition canvas (see Figure 1-1), also created by Alexander Osterwalder. It is directly related to the business model canvas and plugs into two business model elements: the customer segments you wish to create value for and the value proposition you believe will attract customers.

The value proposition canvas allows you to design and test the fit between what you offer and what customers want.

There are two parts. On the right is the customer profile with three components:

Jobs to be done

These are the important issues people want solved and the needs they are trying to satisfy.

Pains

These are the barriers, hurdles, and annoyances people have in trying to get a job done. This includes negative emotions and risks they may encounter.

Gains

These are positive outcomes or benefits the individual desires.

The other half of the canvas on the left side details the three features of your value proposition.

Products and services

These represent your offering, including the features and support you provide.

Pain relievers

This is a description of how your offering will alleviate the customer’s pains. These show which problems you’re addressing.

Gain creators

These make explicit how your products and services benefit customers.

By mapping the left side to the right side, you can make explicit how you are creating value for ...

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