The canvas consists of two main components:
This section focuses on understanding your target customers’ pains and gains. Pains are the problems, challenges, and frustrations that your customers face, while gains are the benefits, desires, and aspirations they have. The goal is to deeply comprehend what makes your customers tick and what they’re trying to achieve.
Customer Jobs: What tasks or jobs are your customers trying to accomplish?
Pains: What are the challenges, frustrations, or problems they encounter?
Gains: What benefits, outcomes, or desires do they want to achieve?
In this section, you outline how your product or service alleviates your customers’ pains and creates gains for them. This is where you detail the features, attributes, and benefits that your offering provides.
Products & Services: What specific offerings do you provide?
Pain Relievers: How does your offering address and alleviate customer pains?
Gain Creators: How does your offering fulfil customer desires and generate gains?
Creating a value proposition for your startup
- Identify your target customers
Clearly define the segment of customers you’re aiming to serve. Understand their demographics, behaviours, and preferences.
Conduct research, interviews, and surveys to gather insights into your customers’ jobs, pains, and gains. This step helps you empathise with their needs.
Need an expert to provide customer insights? We can help.
Based on your understanding of the customer profile, outline the features and benefits of your product or service. How does it solve their problems and fulfil their desires?
Align your product or service’s pain relievers with your customers’ pains and your product/service’s gain creators with their desires. Ensure that there’s a clear connection between what your offering provides and what your customers seek.
Analyse your competitors and identify how your value proposition stands out. What unique features, benefits, or approaches does your startup bring to the table?
Use the insights from the Value Proposition Canvas to create compelling marketing messages that resonate with your target customers. Clearly communicate how your product addresses their needs better than alternatives.
This can be a tricky task, especially when you are so close to the business and product. It is essential to put yourself in the shoes of your prospects to develop relevant messages that will have impact.
Need help with messaging? At Merchant, we have extensive experience of developing messaging frameworks that can be used to support content and communications strategies. Get in touch
Once crafted, your Value Proposition Canvas can’t be left and forgotten about, it’s a dynamic tool. Continuously gather feedback from customers, refine your value proposition, and iterate as needed. This helps you fine-tune your offering to better match customer needs.
Remember, the Value Proposition Canvas is a guide, not a strict formula. It’s meant to foster deep understanding and strategic decision-making. Regularly revisiting and adjusting your value proposition based on customer feedback and market changes is key to your startup’s success.
Developing a compelling brand is one of six key factors for scaling successfully. Discover the other five in our free e-book:
Download the e-book: ‘Don’t fail to scale’