Framework
Business

Value Proposition Canvas

Customer jobs, pains, gains × your offer

Best for
sharpening product-market fit
Time
1–2 hr
Difficulty
Intermediate

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Value Proposition Canvas diagramSchematic of the Value Proposition Canvas framework: Customer jobs, pains, gains × your offer.Value MapProducts & servicesPain relieversGain creatorsfitCustomerJobsPains · Gains
The Value Proposition Canvas diagram — Customer jobs, pains, gains × your offer.
Example

Sharpening product–market fit for a project management tool aimed at agencies

Customer profile
  • Jobs — keep multiple client projects on track
  • Pains — context-switching, scope creep, billing leakage
  • Gains — clear status to clients, predictable margin
Value map
  • Products — agency-shaped workspaces, retainer tracking
  • Pain relievers — auto status reports, scope-change alerts
  • Gain creators — utilization dashboard, branded client portal

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