Overview
The value propostion canvas (VPS) is a tool for companies to closely align themself towards the customer. On the image above, the righthand side is for the customers and it has three sections:
- Gains: What does the customer gain from the product?
- Customer Jobs: What does the customer need to do when using the product?
- Pains: What are the customer’s pain points when using other products?
And on the lefthand side, there is the company/product side. This side also has three sections:
- Gain creators: What does the customer not expect from the product? For example in a real world shop, it often times is hardly possible to give the customer a feel of personal interest, especially for larger companies. With an online shop, this is easily possible via nice emails, coupon codes, etc.
- Product and Services: What does the company offer to the user? Here comes the name of the product, for example “amazon”.
- Pain Relievers: Where does the product help the customer to “relieve” pain points? For example: He can shop at anytime and isn’t stressed out about running to the supermarket after working.