Product strategy

Value Proposition Canvas Builder

Describe the customer profile on the right and your value map on the left. Link each pain reliever and gain creator to the pain or gain it addresses, and the canvas shows how well your product fits what customers care about most.

-Overall fit
-Pains addressed (weighted)
-Gains addressed (weighted)
0Unlinked relievers / creators

Value map

Customer profile

    Runs entirely in your browser. Nothing is uploaded to any server.

    Why use a Value Proposition Canvas

    Customer first

    Start from jobs, pains and gains instead of features.

    Find gaps

    See important pains your product ignores.

    Cut waste

    Spot features that address nothing customers care about.

    How to build the canvas

    1. Profile the customerAdd jobs, pains and gains, and rate each by importance.
    2. Map your valueList products, then pain relievers and gain creators linked to items.
    3. Check the fitReview the fit score and unaddressed items, then export.

    Achieving problem-solution fit

    Fill in the customer profile first, ideally from interviews. Rank pains and gains by how much they matter to the customer, not to you.

    Then design the value map. Each pain reliever should name the specific pain it eases, and each gain creator the gain it produces. Unlinked relievers and creators are a sign of features looking for a problem.

    Jobs

    Functional, social and emotional tasks.

    Pains

    Obstacles, risks and bad outcomes.

    Gains

    Required, expected and desired outcomes.

    Value Proposition Canvas FAQ

    What is the Value Proposition Canvas?

    A tool from Strategyzer that zooms into two blocks of the Business Model Canvas: the customer segment (jobs, pains, gains) and the value proposition (products, pain relievers, gain creators). Fit is achieved when your value map addresses the jobs, pains and gains that matter most.

    How is the fit score calculated?

    Each pain and gain is weighted by importance: high 3, medium 2, low 1. A pain or gain counts as addressed when at least one reliever or creator is linked to it. The score is the weighted share addressed.

    What is the difference between pains and gains?

    Pains are bad outcomes, risks and obstacles related to the customer job. Gains are outcomes and benefits the customer wants, including ones that would delight them.

    Do I need to address every pain?

    No. Great value propositions focus on the most important pains and gains and do them extremely well.

    Can I share the canvas?

    Copy Markdown for documents, save JSON to reload later, or print it.

    Try other strategy tools

    More free tools from My Panda Toolbox.

    BMCBusiness Model Canvas9-block business model. LEANLean Canvas BuilderOne-page startup plan. PERSCustomer Persona BuilderBuild user personas. PTCHElevator Pitch Generator30-second pitch.