Do You Know Who Your Customer Is? Find Out with the Value Proposition Canvas

Are you creating something from scratch on your own or are you part of an existing organization? Some things will be easier and some harder, depending on your strategic playground.

A start-up entrepreneur and a project leader will have different constraints when starting a new venture within an existing organization. The tools presented in this guide apply to both of these contexts. You will execute them differently, depending on your starting point, in order to leverage different strengths and overcome different obstacles.

Today, we are going to talk about how the Value Proposition Canvas can help you in the same way that it has helped us to define our customer and what he/she needs. This is a superb practical tool which can help ensure that a product or service is positioned around the customers’ values and needs.

The Value Proposition Canvas was initially developed by Dr Alexander Osterwalder as a framework to ensure there is a fit between the product and market. It is a detailed look at the relationship between two parts of Osterwalder’s broader Business Model Canvas: customer segments and value propositions.

The Value Proposition Canvas can be used when there is a need to refine an existing product or service offering or where a new…