2. Value Proposition Canvas‎

This section introduces you to the Value Proposition Canvas. The Value Proposition Canvas will be your key tool for visualizing how your product, technology or service meets the needs of your customers.   It provides a foundation for how we visualize, explain and test our business model hypotheses.

By the end of this section you will be able to:

  • Identify the key elements of the Value Proposition Canvas
  • Use a framework to help identify, understand and classify the different types of customer a business needs to consider.
  • Develop hypotheses about a customer’s jobs, pains and gains and what benefits they expect from a product.
  • Understand and avoid some of the common pitfalls in hypothesis development.