Designed for: Designed by: Date: Version:

Value Proposition Canvas Startup Name Name, Name2, … DD/MM//YYYY X.Y

Product Customer
Benefits Experience Wants Fears
A benefit is what your product does for the The emotional drivers of decision-making are
customer. The benefits are the ways that things that we want to be, do or have. Our
the features make your customer’s life wants are usually conscious (but
easier by increasing pleasure or aspirational) thoughts about how we’d like to
decreasing pain. The benefits of your improve our lives. They sometimes seem like
product are the really core of your value daydreams but they can be powerful
proposition. The best way to list out the motivators of action. The wants speak more
benefits of your product on the canvas is to to the pull of our hearts and our emotions.
imagine all the ways that your product The product experience is the way that
makes your customer’s life better. owning your product makes the
customer feel. It’s the sum total of the
Fears can be a strong driver of purchasing
combined features and benefits. Product
behaviour and can be the hidden source of
experience is different to features and
wants and needs. For any product there is
benefits because it’s more about the
a secret “pain of switching“. Even if your
Features emotional reasons why people buy your Needs product is better than the competition, it
product and what it means for them in their
A feature is a factual description of how The customer’s needs are the rational things might not be a big enough improvement to
own lives. The product experience is the
your product works. The features are the that the customer needs to get done. overcome the inertia of the status quo.
kernel that will help identify the market
functioning attributes of your product. The positioning and brand essence that is Interestingly, needs are not always
features also provide the ‘reasons to usually built out of the value proposition. conscious. Customers can have needs that
believe’. Many FMCG marketers deride the they may not know about yet. Designers call
importance of features because features these “latent needs“. The needs speak more
are no longer a point of difference in most to the pull of our heads and rational
FMCG marketing. But for technology motivations.
products and innovative new services the
features on offer can still be an important
part of your value proposition.

Product Ideal Customer Substitutes

Name your product or service Name you ideal customer These are not just the obvious competitors, but also existing
behaviours and coping mechanisms. Remember that people made it
this far in life without your product. If your product isn’t better than the
existing solutions then you don’t have a real-world value proposition.

Designed by: Peter J. Thomson, based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. (https://www.strategyzer.com/canvas/value-proposition-canvas). PowerPoint
implementation by: Neos Chronos Limited (https://neoschronos.com). License: CC BY-SA 3.0