Value proposition canvas
For each product group, the fit between what the customer wants to solve and what the offer delivers — on two sides that mirror each other.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
ClearSave canvas
Form fields
Tarefas do clienteO que o cliente está tentando resolver na vida dele. É o começo do canvas.
DoresO que incomoda o cliente hoje ao tentar resolver isso sem a nossa oferta.
Ganhos esperadosO resultado que o cliente gostaria de ter, mesmo que não peça em voz alta.
Aliviadores de dorO que a nossa oferta faz para tirar cada dor da frente. Dor sem aliviador é buraco na proposta.
Criadores de ganhoO que a oferta entrega de ganho concreto, ligado ponto a ponto ao que o cliente espera.
Start here
What it's for
Find out (before the market finds out for you) whether the offer answers something the customer really wants. The CUSTOMER side lists jobs, pains and expected gains; the OFFER side lists pain relievers and gain creators.
Rules
One canvas per product group
The canvas is anchored to the product group (the same one used in revenue rollups) — so the value proposition talks to the group's financial data, not to an abstraction.
Mirroring is the test
Every pain listed on the left should have a reliever on the right; every expected gain, a gain creator. Pain without a reliever = product gap. Reliever without a pain = a feature nobody asked for.
Frequently asked questions
Where to draw pains and gains from?
From the personas (which are born from the real customer base) and from the win/loss reasons of the CRM opportunities — not from imagination. If the personas are empty, start with them.
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