This deck explains what the Value Proposition Canvas (aka Designer) is, how it relates to the well-known Business Model Canvas, and what to keep in mind when using it.

1. Value Proposition Designer
Julius Parrisius
Sales & Mktg @lengoo.de
E-Mail: julius.parrisius@lengoo.de
Twitter: @jrparrisius
Blog: juliusparrisius.wordpress.com

2. Image Source: Alex Osterwalder, businessmodelgeneration.com

3. Image Source: Alex Osterwalder, JAM
9 building blocks

4. © Alex Osterwalder, Flickr.com

5. Image Source: Alex Osterwalder, businessmodelgeneration.com

6. © Alex Osterwalder, Flickr.com
Goal: product-market fit

7. What jobs is she trying to
get done?
(functional, social, emotional etc…)
© Alex Osterwalder, Flickr.com

8. What pains does she have?
(Emotions, cost, situations, risks…)
© Alex Osterwalder, Flickr.com

9. What gains is she hoping for?
(functional, social, emotional, costs etc…)
© Alex Osterwalder, Flickr.com

10. © Alex Osterwalder, Flickr.com
On which products/
services is your VP based?
(in-/tangible, digital/virtual, financial, …)

11. © Alex Osterwalder, Flickr.com
How are they pain killers?
(Emotionen, Kosten, Situationen, Risiken …)

12. © Alex Osterwalder, Flickr.com
How are they delivering
gains?
(funktional, sozial, emotional, Kosten …)

13. It‘s not just this… …it‘s both together!
Image Source: Alex Osterwalder, businessmodelgeneration.com

14. © marthax, Flickr.com
1. What‘s the spider of your industry?
Two things to keep in mind in the process:

15. …think of a spider graph.
key comp. factor 1
key comp. factor 2
key comp. factor 3
…
…
relative market position
relative market position
relative market position
…
…

16. 2. Which type of customer are you targeting?
Solution of competition?
Ugly work-around /
no solution?

17. © Alex Osterwalder, Flickr.com
Now you do it:
Design a value proposition for your case.

18. Thank you! Questions?
Julius Parrisius
Sales & Mktg @lengoo.de
E-Mail: julius.parrisius@lengoo.de
Twitter: @jrparrisius
Blog: juliusparrisius.wordpress.com