Training program:
Value Proposition Canvas

A shared language for improving value propositions or creating new ones


The Value Proposition Canvas is a tool developed by Strategyzer which can be used to understand your customers’ needs, and design products and services they want.


Understanding your value proposition for each customer segment is a fundamental part of a customer-centric organization and the first step in beginning a customer-centricity initiative. Based on proven Design Thinking principles, the Value Proposition Canvas allows your organization to understand the extent of which your products and services are able to meet customers' most critical needs. 

This practice-oriented workshop provides a step-by-step instruction to enable you to map and improve existing value propositions, as well as develop new ones that matter the most to customers.


You will learn how the critical tool of Value Proposition Canvas helps your organization visualize disconnects and opportunities, serves as a shared language of understanding, and facilitates the creation of a value proposition that alleviate extreme pains and create essential gains that customers care about.

Recommended Audience

  • This workshop is recommended for any business leader, functional head, professional and manager wishing to gain practical know-how on the principles, process and tools of Value Proposition Design to improve their product and service offerings that meet customers’ expectations or invent new ones.



  • This is an experiential workshop, which emphasises engagement, interaction, and practice

  • Participants should expect short presentations that introduce content, video presentations, examples, case studies, group activities for skills practice, and group discussions for reflection that deepens their learning

Learning Objectives


  • Acquire knowledge of the Value Proposition Canvas to create value that customers want

  • Apply the Value Proposition Canvas to invent and improve value propositions based on specific customer segments

  • Apply the Customer Profile tool to gather insights of customers’ jobs, pains and gains

  • Apply the Value Map tool to alleviate extreme pains and create essential gains that customers care about

  • Put the Value Proposition Canvas to work to create a shared language of value creation 




  • Introduction

    • What is Value Proposition?

    • What is a Value Proposition Canvas?

    • Benefits of Using a Value Proposition Canvas

  • Basics of Design Thinking

    • Principles of Design Thinking

    • 5 Phases of Design Thinking

    • Design Thinking Mindsets

  • Value Proposition Design

    • Process and Tools

    • An Integrated Suite of Tools

    • Online Strategyzer Tools

  • Value Proposition Canvas

    • Framework of the Value Proposition Canvas

    • Customer Segment Profile

    • Value (Proposition) Map

    • Fit

  • Common Mistakes

    • Mapping Customer Profile

    • Mapping Value Map

  • Critical Success Factors

  • Summary


Award of Certificate

  • Certificate of Attendance will be issued to participants who have attended at least 75% of the workshop




  • 1 day

TERMS OF USE   |  ​ PRIVACY POLICY   |   Co. Reg. No. 53141573B   |   © 2019 Operational Excellence Consulting