Value Proposition Canvas Template Peter J Thomson. A value proposition is where your companys product offer intersects with your customers desires. Its the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy. The  value proposition canvas includes elements from behavioural psychology and design thinking. When youre starting a new project or a new company you need quick and dirty tools to help you focus on executing things faster and better. Good strategy tools exist only to help you focus on getting the right things done. The value proposition canvas is a simple tool that quickly gets you to the minimum viable clarity required to start building and testing. The value proposition sits at the pivot point of the entire business model. Mapping the business model of a new product or service is one of the most important parts of building a business strategy. Canvas. 2. Design. Customer Profile 10 1. Value Map 26 1. 3 Fit 40. Prototyping Possibilities 74 2. Starting Points 86 2. Understanding Customers 104 2. A value proposition is where your companys product offer intersects with your customers desires. Its the magic fit between what you make and why people buy it. Customer Value Proposition Tools' title='Customer Value Proposition Tools' />DecisionLinks cloudbased value selling automation platform enables sales and marketing leaders to efficiently produce business cases and engage prospects. Trending. How a nonprofit leveraged a Value Proposition Workshop to see a 136 increase in conversions How to Think About Email Capture Forms Like a Customer. The authors of Value Proposition Design are obsessed with bringing practical tools and processes to the fields of strategy, innovation, and entrepreneurship. Strategy frameworks have traditionally been the domain of MBAs but they are so important that these days the tools have been democratised for use by entrepreneurs, designers and technical teams. Business model canvas. The Business Model Canvas is a toolkit from 2. Michael Porters value chain maps and Peter Druckers theories of the firm among other sources. The Business Model Canvas is a chart that maps the key things that a business needs to get right to be successful. The Business Model Canvas condenses the main elements of a business strategy into a single page. The Business Model Canvas has become the preferred tool for modern startups to use when rapidly testing a business idea. Its attractive because it condenses years of business school and management consulting practise into a single page with some straight fowards questions for each section. This is either a good or a bad thing depending on how much you love management jargon. Any strategy tool is only as good as the facilitator or team who are using it. Each tool carries hidden biases and assumptions. So choosing a good tool is important. Strategy tools are great ways of providing structure to a conversation and allowing people outside of the pure strategy professions to think about whether they are doing the right things at the right time, in the right order. Where Do You Skyrim Creation Kit. Strategy frameworks are only as good as the facilitator and team that are using them. Having used it in several client workshops, my issue with the Business Model Canvas used to be that it didnt do enough to encourage empathy with customers and to force the startup to be accountable for how they communicated with their audience. Neoragex 5.4E on this page. In short, it didnt place enough emphasis on the companys value proposition. A value proposition canvas is a chart that maps the key things that make up your product and why people buy it. There are many different value proposition canvases. Some are proprietary, some are open source and some are creative commons. Any canvas that helps you understand your customer, your offer and how the two fit together will help you clarify your value proposition. Alex Osterwalders value proposition canvas. In 2. 01. 2, Alex Osterwalder and his team released their Value Proposition Designer. Their version of the value proposition canvas is copyright and can only be used with credit to www. The Value Proposition Designer includes several bits of thinking from the Lean Startup movement such as jobs to be done and customer pain. Its good, but its not perfect. The Value Proposition Designer is copyright by Alex Osterwalder and team. For details see www. The Business Model Generation team renamed their 2. Value Proposition Designer as a value proposition canvas and published an excellent book in 2. Value Proposition Design. My critique of the Osterwalder et al. The product proposition side isnt grounded enough in marketing, copywriting and persuasion techniques. It doesnt guide the user into creative thinking and honest self evaluation. The customer side isnt grounded enough in behavioural psychology or customer behaviour research. It doesnt guide the user into deep empathy for their customers or draw out enough new insights. The psychology of why people buy things. I like many brand strategists and advertising planners often find myself standing in a supermarket transfixed, watching other people shop. The Customer Value Proposition Differentiation through the Eyes of Your Customer Pamela Hudadoff Dedicated to making expert marketing techniques more accessible. People wont ever buy from you if they dont even understand why they should pay attention to you. And they notice you only if you have a strong value proposition. The keys to success. Companies that are successful in an ecosystem understand the importance of delivering a differentiated and disruptive value proposition. I could literally stand for hours observing the range of human experience and emotions that go into making even the most banal decisions. So many different parts of a persons brain are engaged when they make even the smallest buying decision. If youve ever eaten a donut while on a diet then you know that not all human decision making is rational. But even if purchasing behaviour is irrational, its still predictable. Thats why Ive drawn from behavioural economics and choice psychology to rebuild the value proposition canvas. Modelling human behaviour and decision making is a rich an diverse field of study. You can read more about how people make decisions in books such as Nudge, Predictably Irrational and Influence. Personally, Ive drawn my models from the field of cognitive psychology and behavioural economics. A new value proposition canvas template. Ive created a canvas to guide startups into examining the human experience of their customers. This canvas contains questions and sections that manoeuvre users of the canvas into thinking through the customer experience. Each section of the improved canvas includes questions to ask when filling in the chart. The new product section uses the widely accepted marketing syntax of features and benefits with the addition of experience from design thinking and UX. The product understanding sections include Features A feature is a factual description of how your product works. The features are the functioning attributes of your product. The features also provide the reasons to believe. Many FMCG marketers deride the importance of features because features are no longer a point of difference in most FMCG marketing. But for technology products and innovative new services the features can still be important. Benefits  A benefit is what your product does for the customer. The benefits are the ways that the features make your customers life easier by increasing pleasure or decreasing pain. The benefits of your product are the core of your value proposition. The best way to list out the benefits of your product is to imagine all the ways that your product makes your customers life better. Experience The product experience is the way that owning your product makes the customer feel. Its the sum total of the combined features and benefits. Product epxierence is different to features and benefits because its more about the emotional reasons why people buy your product. The product experience is the kernel that will help identify the market positioning and brand essence that is usually built out of the value proposition. The customer section draws on nuero lingusitic programming and psychology research into motivation. It focuses less on pains and gains because people can be motivated by both pains and gains in different ways. The customer empathy sections include Wants The emotional drivers of decision making are things that we want to be, do or have. Our wants are usually conscious but aspirational thoughts about how wed like to improve our lives. They sometimes seem like daydreams but they can be powerful motivators of action.