Chapter 4

Value Proposition Canvas

Prepared by: Jenelyn B. Refamonte-Asis
Email: jbrefamonte@carsu.edu.ph
Value Proposition
Canvas
RECAP

• Articulate Problem & Solution

• Identify Target Market
1

• Empathy – Remember that the one who will pay us are the USER. So for us to
make sophisticated solution UNDERSTAND THE WORLD OF THE USER.
2

Empathy - is the ability to understand and share the feelings of another.

3
 INNOVATION =

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

STARTUP SUCCESS RATE

Market Validation
Statistic Reports

Market Validation
Lesson Outline

Customer Profile

Value Map ( Product )

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Learning Outcomes

After the presentation of this module, participants are expected to:

1. Learn the importance of doing the Value Proposition Canvas;

2. Thoroughly profiled the customer though identifying their pains and gains;
and
3. Provide gain creators and pain relievers to customer segments.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

 What is Value proposition?

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas
Value Proposition
- It describes the unique benefits or value that a product, service, or business
provides to its customers / clients.

- It explains why someone should choose a particular product or service over

alternatives in the market.

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ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
How to provide value?

1. What are my 2. How can I make

customers their lives easier?
struggling
with?

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 ?
ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
 HOW YOU CREATE VALUE TO
YOUR CUSTOMER?

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 * Understand what your customers care about.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Guide Questions

1. What are customers trying to get done. ( not what they want )
2. What is preventing them from getting that done? ( pains, fears, struggles &
problems )
3. What are the outcomes / objectives they are looking for? ( the gains they are
looking for in getting the job well done )

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

HOW?

1. Conduct empathy (e.g interview)

2. Conduct call-to-action survey & testing ( registration form, pre-subscription,
etc.)

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas - is a strategic tool used to understand and articulate the value
that a product or service offers to its customers.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

 The Value Proposition Canvas

Gains Creators Gains

Customer
Products FIT Job(s)

Pains
Pain
Relievers

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas
 The Value Proposition Canvas

Gains Customer Profile

Describes a specific customer segment in
your business model in a structured and
Customer detailed way.
Job(s)
Observed Customers. The set of customer
characteristics that you assume, observe,
Pains
and verify in the market.

Customer segment - refers to a group of customers with similar needs,

characteristics, or behaviors. Customer segmentation is the process of
dividing the market into smaller groups of customers who share similar
needs or attributes.
ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
Customer Segments

Customer segmentation can be based on various criteria such as:

1. Demographics: Age, gender, income, education, occupation, etc.

2. Psychographics: Lifestyle, personality, values, interests, etc.
3. Behavior: Purchase history, brand loyalty, product usage, etc.
4. Needs: Specific needs or problems that customers are looking to solve.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

 The Value Proposition Canvas

1. Customer Jobs
Gains
Describe what customers are trying to get
done in their work and in their lives, as
Customer expressed in their own words.
Job(s)
• Functional Job.
Ex. getting from A to B
Pains • Social Job.
Ex. impressing friends and colleagues
• Emotional Job.
Ex. gaining peace of mind

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Types of Customer Jobs

1. Functional Jobs - refer to the practical tasks or problems that a customer needs to solve, such
as completing a specific task or achieving a particular goal.

2. Social Jobs - refer to the customer's need to conform to social norms, to express their identity,
or to connect with others.

3. Emotional Jobs - refer to the psychological or emotional needs of the customer, such as feeling
happy, satisfied, or proud.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Identify Customer Jobs

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

 Customer Jobs

Functional Jobs
1. ride a motorcycle / multicab on expected time.
2. report to the office on time.

Social Jobs
1. wants to recognize as being punctual.
2. Like to see by her/his co-workers as discipline in time management.
3. Wants to demonstrate respect in his work ethics.
4. Wants to demonstrate productivity.

Emotional Jobs
1. Gaining peace of mind.
2. Feeling fulfilled and confident.
 The Value Proposition Canvas

2. Customer Pains
It refers to the problems, frustrations, or
challenges that customers experience in their daily
Gains lives or when trying to achieve their goals.

These pains can be related to various aspects such

Customer as emotional, social, or functional.
Job(s)

Pains

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Customer Pains

1. There are few multicab or already loaded with

passengers.
2. traffic, hot during travel, sitting tight between
passengers.
3. Sleeping late
4. Salary deduction
5. Always late
6. Lack of confident
7. Lack of trust from supervisor or bosses.
8. stressed
 The Value Proposition Canvas

3. Customer Gains
It refers to the benefits or outcomes that customers
hope to achieve.
Gains
These gains can be an outcome they are looking for
or an objectives they want to achieve.
Customer
Job(s)

Pains

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Customer Gains

1. Promotion
2. Maintain work ethics
3. Work happiness

Tip: The more detailed the customer

profile is, the better.
 The Value Proposition Canvas

Value Map ( Product )

Gains Creators
- is a visual representation of the relationship between the
customer profile and the value proposition (product).
It shows how the products or services can create value
Products for a specific customer segment.

Pain
Relievers Create Value - The set of benefits that you design to attract customers.

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas
 The Value Proposition Canvas

Gains Creators

Products

Pain
Relievers

What the product is all

about (product name)
ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
 The Value Proposition Canvas

Gains Creators

Products

Pain
Relievers

Describe how your

products alleviate /
address customer pains
ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
Value Proposition Canvas
 The Value Proposition Canvas

Describe how your

products create
customer gains

Gains
Creators

Products

Pain
Relievers

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas
 The Value Proposition Canvas

Describe how your

products create
customer gains

Gains
Creators

Products

Pain
Relievers

Describe how your

products alleviate /
What the product is all
address customer pains
about (product name)
ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES
 The Value Proposition Canvas

Gains Creators Gains

Customer
Products FIT Job(s)

Pains
Pain
Relievers

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Value Proposition Canvas
 Product

Uber - is a ride-hailing mobile application that allows users to request a ride from a
nearby driver.
Pain Relievers
Gain Creators
Problem and Customer Segment

Problem:
79% of the Fashion online shoppers population in the Philippines is experiencing
dissatisfaction by receiving wrong size of the clothes or the selected size is not fitted to
the actual size of their body.

Target Customer:
Fashion clothes online shoppers.
Fashion e-commerce business owner

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Market Validation
 More profit
profit

Gain customer Inventory items

Save money
trust Regular
customer
Processed
Cost-efficient receive order
SIBO: The
Sizing Body
detection for
Ship items
fashion clothing
Hassle in return
items If there are
Processed
cancellation in
refund / re-
orders
Another shipping shipping
Provide accurate Prevent re- fee Receiving Happy in
sizes shipment negative receiving good
Prevent feedback feedback
receiving Low number of Frustration of
negative sales loss instead of
feedback sales
END!

ITE 10 – INTRODUCTION TO COMPUTING, COLLEGE OF COMPUTING & INFORMATION SCIENCES

Market Validation