value proposition canvas workshop
Deliver Value That Resonates. Build Solutions That Fit.
Description
The Value Proposition Canvas (VPC) is a powerful tool for designing products and services that customers actually want. Developed by Strategyzer, it helps organizations achieve a strong product-market fit by deeply understanding customer needs and tailoring value propositions that directly address their jobs, pains, and gains.
This practical, hands-on course guides participants through using the VPC to clarify target customers, assess value alignment, and design offerings that stand out in competitive markets. Whether you're developing a new product, improving a service, or refining an existing business model, this workshop enables teams to build solutions that resonate with customers and drive success.
Recommended Audience
This course is designed for product managers, marketers, business developers, service designers, innovators, and entrepreneurs seeking to sharpen their customer focus and design stronger value propositions.
Methodology
This course includes:
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Practical exercises and team-based mapping
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Real-life case discussions and debriefs
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Templates and tools for immediate application
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Facilitated learning with expert guidance
Learning Objectives
By the end of this course, participants will be able to:
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Understand the structure and purpose of the Value Proposition Canvas.
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Map customer jobs, pains, and gains using real insights.
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Design value propositions that clearly address customer needs.
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Evaluate and improve product-market fit with iterative testing.
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Integrate VPC with the Business Model Canvas and innovation tools.
Workshop Outline
Module 1: Introduction to Value Proposition Design
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What is a Value Proposition?
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The Role of VPC in Business Innovation
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Overview of the Two Sides: Customer Profile and Value Map
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Case Examples of Strong and Weak Value Propositions
Module 2: Building the Customer Profile
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Identifying Customer Segments
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Mapping Customer Jobs: Functional, Emotional, and Social
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Uncovering Pains and Gains with Voice of Customer Techniques
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Hands-on Exercise: Create a Customer Profile
Module 3: Crafting the Value Map
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Defining Products and Services
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Identifying Pain Relievers and Gain Creators
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Matching Offerings to Customer Needs
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Group Exercise: Design a Value Map
Module 4: Achieving Product-Market Fit
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Fit Types: Problem-Solution, Product-Market, Business Model Fit
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Testing Assumptions and Hypotheses
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Prototyping and Validating Value Propositions
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Tools for Customer Feedback and Iteration
Module 5: Using VPC Strategically
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Linking VPC to Business Model Canvas
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Applications in Product Development, Marketing, and Service Innovation
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How to Facilitate a VPC Workshop
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Templates, Tools, and Facilitation Tips