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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 in the post-COVID-19 era.

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.

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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

  • Participants will work in groups to create a Value Proposition Canvas for an existing or new customer segment, followed by presentation and discussion

Learning Objectives

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

  2. Learn how to apply the Value Proposition Canvas to invent and improve value propositions based on specific customer segments

  3. Learn how to apply the Customer Profile tool to gather insights of customers’ jobs, pains and gains

  4. Learn how to apply the Value Map tool to alleviate extreme pains and create essential gains that customers care about

  5. Develop an action plan to put the Value Proposition Canvas to work to create a shared language of value creation 

Workshop Outline

1. Introduction to Value Proposition Canvas

  • What is a value proposition?

  • How much do your customers love your value proposition?

  • The need for a better approach for value creation

  • Benefits of value proposition canvas

  • Overview of the value proposition canvas

  • Relationship of the Value Proposition Canvas with the Business Model Canvas

2. Basics of Design Thinking

  • What is design thinking?

  • 3 lenses of human-centered design

  • Principles of design thinking

  • Benefits of design thinking

  • Industrial applications of design thinking

  • 5 phases of design thinking

  • 5 design thinking mindsets

3. Create Persona

  • Identify a customer segment for value creation

  • Create the Customer Profile: identify jobs-to-be-done, pains and gains

  • Develop an Empathy Map for the customer segment

4. Value Proposition Design Process

  • Value proposition design process

  • An integrated suite of tools

  • Online Strategyzer tools

5. Value Proposition Canvas

  • The value proposition canvas

  • A tool to understand customer needs and create value that they want

  • Business model canvas

  • Role of value proposition designer

  • Examples of value proposition canvas

6. Customer Segment Profile

  • Customer jobs

  • Pains

  • Gains

7. Value (Proposition) Map

  • Products and services

  • Pain relievers

  • Gain creators

8. Fit

  • Achieving fit between the value map and customer profile

  • Adjust and redesign based on customer feedback

  • Finding the best fit

  • Ad-lib value proposition template

9. Common Mapping Mistakes

  • Customer profile

  • Value map


10. Summary

Award of Certificate

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


1 day

Get started with Value Proposition Canvas training

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