Value Proposition Canvas - Design Offerings Customers Actually Want

Use Osterwalder's Value Proposition Canvas to systematically achieve product-market fit by matching your products and services to customer jobs, pains, and gains

When to Use This Skill

• Launching a new product or service and need to validate the value proposition
• Struggling with product-market fit and need to diagnose why customers aren't buying
• Repositioning an existing offering to better meet customer needs
• Entering a new market segment with different customer requirements
• Developing pricing strategy based on value delivered
• Aligning teams around a shared understanding of customer value
• Preparing for investor pitches with clear value proposition articulation
• Innovating on business models by deeply understanding customer context

Methodology Foundation