2.1 Value Proposition Design Worksheet
2.1 Value Proposition Design Worksheet
2.1 Value Proposition Design Worksheet
Value Proposition
Template
Ad-libs are a great way to quickly shape al- objective
ternative directions for your value proposition. Quickly shape potential value proposition directions
They force you to pinpoint how exactly you are outcome
going to creating value. Prototype three to five Alternative prototypes in the form of “pitchable”
different directions by filling out the blanks in the sentences
ad-lib below.
who want to
_________________
jobs to be done
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer
www.strategyzer.com/vpd
Customer Jobs
Trigger Questions
Jobs describe the things your customers are trying to get done in their work or in their
life. A customer job could be the tasks they are trying to perform and complete, the
problems they are trying to solve, or the needs they are trying to satisfy.
1. What is the one thing that your customer couldn’t live without
accomplishing? What are the stepping stones that could help your
customer achieve this key job?
2. What are the different contexts that your customers might be in? How do
their activities and goals change depending on these different contexts?
4. What tasks are your customers trying to perform in their work or personal
life? What functional problems are your customers trying to solve?
5. Are there problems that you think customers have that they may not
even be aware of?
7. How does your customer want to be perceived by others? What can your
customer do to help themselves be perceived this way?
8. How does your customer want to feel? What does your customer need to
do to feel this way?
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd
Customer Pains
Trigger Questions
Pains describe anything that annoys your customers before, during, and after trying
to get a job done or simply prevents them from getting a job done. Pains also describe
risks, that is, potential bad outcomes, related to getting a job done badly or not at all.
1. How do your customers define too costly? Takes a lot of time, costs too
much money, or requires substantial efforts?
2. What makes your customers feel bad? What are their frustrations,
annoyances, or things that give them a headache?
3. How are current value propositions under performing for your customers?
Which features are they missing? Are there performance issues
that annoy them or malfunctions they cite?
6. What risks do your customers fear? Are they afraid of financial, social,
or technical risks, or are they asking themselves what could go wrong?
7. What’s keeping your customers awake at night? What are their big issues,
concerns, and worries?
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd
Customer Gains
Trigger Questions
Gains describe the outcomes and benefits your customers 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.
2. What quality levels do they expect, and what would they wish
for more or less of?
4. What would make your customers’ jobs or lives easier? Could there be
a flatter learning curve, more services, or lower costs of ownership?
6. What are customers looking for most? Are they searching for good
design, guarantees, specific or more features?
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd
Pain Relievers
Trigger Questions
Pain relievers describe how exactly your products and services alleviate specific
customer pains. They explicitly outline how you intend to eliminate or reduce some
of the things that annoy your customers before, during, or after they are trying
to complete a job or that prevent them from doing so.
6. ... eliminate risks your customers fear? In terms of financial, social, techni-
cal risks, or things that could potentially go wrong.
9. ... eliminate barriers that are keeping your customer from adopting value
propositions? Introducing lower or no upfront investment costs, a flatter
learning curve, or eliminating other obstacles preventing adoption.
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd
Gain Creators
Trigger Questions
Gain Creators describe how your products and services create customer gains.
They explicitly outline how you intend to produce outcomes and benefits that
your customer expects, desires, or would be surprised by, including functional
utility, social gains, positive emotions, and cost savings.
4. ... make your customers’ work or life easier? Via better usability,
accessibility, more services, or lower cost of ownership.
9. ... help make adoption easier? Through lower cost, fewer investments, lower
risk, better quality, improved performance, or better design.
Copyright Strategyzer AG
The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd
The Value Proposition Canvas
Products Customer
& Services Job(s)
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer strategyzer.com