Value Proposition Canvas - Samples

How to fill the Value Proposition Canvas

Customer Segment
Value Proposition

List the features that will What savings make him

• Create savings for the happy
customer How do current solutions
• Outperform current delight the customer
solution What outcomes do
customers expect Functional
• Make customer’s life Jobs – specific
What is the easier WHAT GAINS ARE What positive social
outcome he desires problem
product/ • Create positive THEY SEEKING
service outcomes
• Make the adoption Emotional Jobs - security,
easier fear, happiness
• What does the
customer find too
List the features that will costly Social jobs - gain
WHAT PAINS
• • What annoys him status / power
Eliminate • What challenges he THEY FORSEE
risks that encounters (BEFORE
customers fear • What risks he fears DURING OR
• Help customers feel • What are his big AFTER THE JOB
better issues
•
IS DONE)
Remove the
challenges
he faces
• Wipe out negative
outcomes
Example 1 – App-based taxi service

Value Proposition APP BASED TAXI SERVICE Customer Segment WORKING PROFESSIONALS

WIFI Pleased Choice Happy to

Real time facility Driver to complete of cab be picked
arrival office work up at
Gain Creator rating door step Reach
s Safe and Convenience destination
Product Payment Choice Prof driver of payment -
s cash /
& mobile of cab Trave
Services wallet l
APP
Frustrating Risk of Safely
BASE Instant to give over
D
TAXI Pain Relievers booking directions charging Hate Social
To bargain
Keep
Estimation change Unknown status
Schedule GPS
of fare Assigned ready Compete Waiting
Enabled with other time
before driver a ride
ride Customers
Example 2 – Breakfast for PG students

Jobs to be done
• Freshly cooked
• Healthy option
• Regular availability
• Easy to eat
• Get more time to study/leisure/sleep
Example 2 – Breakfast for PG students (contd. 1)

Gains Pains
• Easy and convenient to eat • Cooking facility may not be available (in
PG)
• Retains freshness for long
• Time consuming (self cooking)
• Convenience to pay
• Expensive if bought in restaurants
• Calorie and nutrients are mentioned
• Not sure of freshness and hygiene
• Variety
• No Standardization – taste , quantity
• Door-step delivery
Example 2 – Breakfast for PG students (contd. 2)

Solution/Product – Subscription model and app-based breakfast delivery

Pains Pain Relievers

• Time consuming (self cooking) • Delivering breakfast box every day
• Expensive if bought in restaurants • Cost less than restaurant since there are
no overheads
• Not sure of freshness and hygiene
• Menu card with fixed rates
• No Standardization – taste , quantity
• Review and rating of by customers –
• Delayed delivery quantity , quality, and freshness
• Tracking delivery and also fixed delivery
time
Example 2 – Breakfast for PG students (contd. 3)

Gains Gain Creators

• Easy to eat • Packaged in a way it retains heat and
freshness
• Retain freshness for a longer time
• Weekly / monthly booking of
• Convenience of payment breakfast
• Calorie and nutrients are mentioned • Subscription model – online
• Variety • Nutrient value and calories will be
• Door-step delivery mentioned on each box
• Choice of cuisines from all regions
• Flexibility of cancelling /additional
order
Now get going – craft your own VPC!