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.
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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