Prototyping and  experimentation Social, environmental,  economic impact  assessment & learning

Value Proposition Canvas

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Is your current “value proposition” fit with your user needs?
The Value Proposition Canvas is a tool which can help ensure that a product or service is positioned around what the customer values and needs. The Value Proposition Canvas is formed around two building blocks – customer profile and a company’s value proposition.

Based on the canvas created by Circular Academy.


The Value Proposition Canvas can be used when there is need to refine an existing product or service offering or where a new offering is being developed from scratch.


1. Start with filling up the right part of the canvas taking your customer perspective. What is the job your customer wants done? What gains and pains are they expecting?

2. Then fill up the left canvas: roughly describe your product/services features.

3. Describe what “gain” it can provide, or “pain” it can relieve.