How To Fill In A Value Proposition Canvas - Isaac Jeffries

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1. Gain Creators and Pain Relievers “We need to frame them as being valuable to our customer, either as Gain Creators that offer them something new, or as Pain Relievers that remove a current frustration.” For our fashion company, their clothes are made of the highest quality fabrics, which are comfortable and breathable. The risk of buying online is greatly reduced, so customers can take a chance on something new without obligation to keep it if it doesn’t fit. The impact tracker allows customers to feel great about their purchase, and also tell an interesting story to their friends about where their clothes come from.

   In Feature-to-benefit translation

2. The best way to get started is to see someone else using it. This shows you how to observe your customers, design your offers, and predict which value propositions will best delight your audience. “You can do the same – grab a template or a sheet of paper, and fill one in for your customers at the same time.” The Customer Canvas

   In Value proposition hierarchy

3. Secondly, there’s room for improvement. Hannah is going to have questions and concerns that aren’t able to be answered – like how the garment quality stacks up to other brands. Yes, she’ll love the story, but not if she feels like she’s overpaying. Silvio will appreciate the environmental impact of the e-waste collectors, but doesn’t understand if this is cheap or expensive. How much more/less is this that what he’d pay elsewhere? And when can they collect from his office? If it can’t be done in the next few days, he’s going to have to go with someone else. “Are Hannah and Silvio accurate representations of the broader market? How much are they willing to pay? What are their dealbreakers? How often will they come back? How will we get in touch with more people like them?” Try it for yourself: Fill in a canvas and see where there are gaps. You can use this uncertainty as fuel – run more experiments, ask more questions, try out new ideas. By understanding your customers’ preferences, biases and thoughts, you’ll find new ways to delight them and grow your business.

   In Market-entry validation

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