The Value Proposition Canvas is a tool that allows the participants to design the (added) value that the solutions of the business idea, in terms of products or services, will create for its customers. It represents the intersection point(s) of what the customers need with what the business idea offers to match and to respond those needs.
In order to make the best out of this tool, the participant must have carried out researches and tests regarding the needs and the insights of all the customer segments that the business idea is addressed to. Only in this way the participant will design and project the solutions of the business idea that will based on those needs and that will make the customers want and buy these solutions.
The Value Proposition Canvas has two main parts, The Circle and The Square, and has a logic of compilation.
The participant must first of all fill in the circle with the pains, the gains and the customer jobs for all the customer segments of the business idea. Only after that the participant can begin to design and project the value that he/she wants to propose to the different customer segments in order the meet those needs and expectations in an efficient way.
The outcome of the first Value Proposition Canvas will be a basic design of the business idea that will allow and help the participant to continue to develop further on in a more detailed and operative way the solutions, in terms of products and/or services.