1.
Value Proposition Canvas
© Operational Excellence Consulting. All rights reserved.
The Value (Proposition) Map describes the
features of a specific value proposition in terms
of products and services, pain relievers and gain
creators.
Customer Jobs
Pain Relievers
Gain Creators
Customer Pains
Customer Gains
The Value Proposition Canvas is a tool to
understand customers’ needs and create value
that they want.
Products and
Services
Pain
Relievers
Gain
Creators
The Customer (Segment) Profile describes the
specific customer segment in your business
model in terms of jobs, pains and gains.
Value Map Customer Profile
Pains
Jobs
Gains
§ This is a list of all the
Products and Services a
value proposition is built
around
§ Your value proposition is
likely to be composed of
various types of products
and services:
Ø Physical/tangible
Ø Intangible
Ø Digital
Ø Financial
§ Pain Relievers describe
how your products and
services alleviate
customer pains
§ Great value propositions
focus on pains that
matter to customers, in
particular, extreme pains
§ Gain Creators describe
how your products and
services create customer
gains
§ Focus on those that are
relevant to customers and
where your products and
services can make a
difference
§ Pains describe anything
that annoys your customer
before, during and after
trying to get a job done or
simple prevents them from
getting a job done
§ Examples of pains include:
Ø Undesired outcomes,
problems, and
characteristics
Ø Obstacles
Ø Risks (undesired
potential outcomes
§ Jobs describe the things
your customers are trying to
get done in their work or in
their life
§ Examples of jobs include:
Ø Functional jobs
Ø Social jobs
Ø Personal/emotional jobs
Ø Supporting jobs
§ Gains describe the
outcomes and benefits your
customer want
§ Some gains are required,
expected or desired by
customers, and some would
surprise them
§ Gains include functional
utility, social gains, positive
emotions, and cost savings
Products & Services

2.
Value Proposition Canvas
© Operational Excellence Consulting. All rights reserved.
The Value (Proposition) Map describes the
features of a specific value proposition in terms
of products and services, pain relievers and gain
creators.
Customer Jobs
Pain Relievers
Gain Creators
Customer Pains
Customer Gains
The Value Proposition Canvas is a tool to
understand customers’ needs and create value
that they want.
Products and
Services
Pain
Relievers
Gain
Creators
The Customer (Segment) Profile describes the
specific customer segment in your business
model in terms of jobs, pains and gains.
Value Map Customer Profile
Pains
Jobs
Gains
§ This is a list of all the
Products and Services a
value proposition is built
around
§ Your value proposition is
likely to be composed of
various types of products
and services:
Ø Physical/tangible
Ø Intangible
Ø Digital
Ø Financial
§ Pain Relievers describe
how your products and
services alleviate
customer pains
§ Great value propositions
focus on pains that
matter to customers, in
particular, extreme pains
§ Gain Creators describe
how your products and
services create customer
gains
§ Focus on those that are
relevant to customers and
where your products and
services can make a
difference
§ Pains describe anything
that annoys your customer
before, during and after
trying to get a job done or
simple prevents them from
getting a job done
§ Examples of pains include:
Ø Undesired outcomes,
problems, and
characteristics
Ø Obstacles
Ø Risks (undesired
potential outcomes
§ Jobs describe the things
your customers are trying to
get done in their work or in
their life
§ Examples of jobs include:
Ø Functional jobs
Ø Social jobs
Ø Personal/emotional jobs
Ø Supporting jobs
§ Gains describe the
outcomes and benefits your
customer want
§ Some gains are required,
expected or desired by
customers, and some would
surprise them
§ Gains include functional
utility, social gains, positive
emotions, and cost savings
Products & Services

3.
© Operational Excellence Consulting. All rights reserved. 3
Operational Excellence Consulting is a management training and consulting
firm that assists organizations in improving business performance and
effectiveness. Based in Singapore, the firm’s mission is to create business
value for organizations through innovative design and operational excellence
management training and consulting solutions. For more information, please
visit www.oeconsulting.com.sg