Workshop Exercises: Understand
Value Proposition Mapping
Define what outcomes customers can gain and benefit from using your product
Why: Ensure your product delivers tangible value to customers and differentiates itself in the market
When: Use to explore new market opportunities or as a strategic tool to reassess and enhance an existing value proposition
Instructions for running this play
- Present relevant user research.
- Draw the following canvas on a large surface:
- Begin by describing each customer segment using different colored sticky notes for each type of segment.
- List all the products and services your value proposition is built upon.
- Outline how your product or service creates value by solving a desire or killing anxiety. Match customer segments using the same color sticky notes.
Tip: Use Silent Storming, Playback and Affinity Mapping for steps 3-5.
The original canvas by Alexander Ostenwalder & Strategyzer uses Gains & Pains for Customer Segment & Gain Creators & Pain Relievers for the Value Proposition. Switch them around by your liking.
Tips to perfect this play
Master and adapt the play to fit your context and needs.
Tip: Build a shared understanding
Maps are for creating a shared understanding across disciplines – between you, your team, and your stakeholders. Invite everyone relevant.
Tip: Competitor analysis
Competitor Value Proposition Analysis. Incorporate a comparative analysis of competitor value propositions to identify gaps and opportunities for differentiation.
Tip: Limit creators
Focus on a limited number of creators and/or relievers.
Tip: Focus
Create one map per value proposition.
Tip: Stay in time
Clearly distinguish present and future.
This business strategy is part of the Business Model Patterns printed card deck.
Proven business models that have driven success for global leaders across industries. Rethink how your business can create, deliver, and capture value.
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