Value Proposition Canvas

Introduction
 Quick Review
Future scenarios
Action items
University view
Faculty and student perspectives
What should we do with all of the
data and information?

How do we make sense of it?

How might we enhance our value?

How might we create new value?

 Value Proposition

... the combination of products and

services that create value for a
particular customer segment.
 Products + Services

... the combination of products and

services that create value for a
particular customer segment.
 Customers

... the combination of products and

services that create value for a
particular customer segment.
Value Map Customer Profile Map
Value Proposition Canvas
Part One: Customer Profile Map
 Customer Profile Map: Jobs

What things are your customers

trying to get done in their work or
in their life?
 Customer Profile Map: Gains

What the outcomes or benefits that

your customers want?
(e.g. social gains, positive emotions, cost savings)
 Customer Profile Map: Pains

What annoys your customers or

prevents them from getting their jobs
done?
Value Proposition Canvas
Part One: Customer Profile Map

ACTIVITY
 Instructions
Discuss jobs, pains, gains
Connect to your customer segment
Use the trigger questions in your folder
Write ideas on sticky notes
One idea per sticky note
Add notes to the customer profile map
Time: 45 minutes
Value Proposition Canvas
Part One: Customer Profile Map

DEBRIEF
 Debrief
Pair up with another group
Share the five most interesting ideas
from each section
Ask clarifying questions

Time: 10 minutes (5 minutes each)

Value Proposition Canvas
BREAK
Value Proposition Canvas
Part Two: Value Map
Value Map: Products & Services

What products or services do you

offer that your customer would be
interested in?
 Value Map: Gain Creators

How do your products create

customer gains? How will you
produce the outcomes your
customer wants?
 Value Map: Pain Relievers

How do your products alleviate

customer pains? How will you
reduce the frustrations your
customer experiences?
Value Proposition Canvas
Part Two: Value Map

ACTIVITY
 Instructions
Discuss products and services, pain
relievers, gain creators
Use the trigger questions in your folder
Write ideas on sticky notes
One idea per sticky note
Add notes to the value map
Time: 30 minutes
Value Proposition Canvas
Part Two: Value Map

REFLECTION
 Instructions
As a group select two (2) of your most
promising ideas/opportunities
What gains do they create?
What pains do they solve?
Be prepared to share
Time: 15 minutes
Value Proposition Canvas
Part Two: Value Map

DEBRIEF
 Debrief
State your customer segment
Share your most promising idea with
the group
What does it do for the customer?

Time: 2 minutes
Value Proposition Canvas
Next steps
 Next steps
Transcribe the canvases
Draft value proposition statements to
reflect on tomorrow