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Value Proposition Canvas

L2StrategyBusiness modeldesignStages 0 to 2

Reference model

The Value Proposition CanvasOn the left, the value map: products and services, gain creators and pain relievers. On the right, the customer profile as a circle: customer jobs, gains and pains. Arrows mark the fit between gain creators and gains, and between pain relievers and pains.VALUE MAPProducts &servicesWhat we offer — theproducts andservices the valueproposition is builtaround.Gain creatorsHow our offercreates the gainsthe customer wants.Pain relieversHow our offerremoves or reducesthe customer’spains.CUSTOMER PROFILEGainsWhat the customerhopes to achievePainsWhat annoys, blocksor frightens themCustomer jobsWhat they are trying toget done: functional,social, emotionalFITFITFit = our creators and relievers answer the gains and pains that matter most

The value map (left) answers the customer profile (right): pain relievers against pains, gain creators against gains.

About this model

Tests whether what you offer fits what one customer segment needs. The customer profile lists their jobs, pains and gains; the value map lists your products and services and how they relieve those pains and create those gains.

Alexander Osterwalder, Yves Pigneur, Gregory Bernarda & Alan Smith — Value Proposition Design · 2014

How to read it

  • Work on one customer segment at a time — a profile for a mixed crowd fits nobody.
  • List jobs, pains and gains with the most important first, then check that your pain relievers and gain creators answer the top ones.
  • Fit is reached when your offer addresses the pains and gains the customer ranks highest — and you have evidence they do.

What this does

Matches customer jobs, pains and gains against your product's relievers and creators — a fit check before you build.

When to use it

Ideation through Early Growth, before locking in the full Business Model Canvas.

What happens next

Validated value propositions feed Business Model Canvas.

Golden thread

Builds on ←

    A starting point: it needs no earlier tool.

    Feeds into →

    • bmc

    Framework library: Business model (layer L2), lifecycle stages 0 to 2.

    Use this tool, free

    Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.

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    Hand-built by Eccellere and reviewed by Eccellere on 02/11/2026. Guidance, not advice: apply your own judgement.