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Value Proposition Canvas (VPC) Poster   3-page PDF document

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Value Proposition Canvas (VPC) Poster (PDF)

File Type: 3-page PDF document
Secondary File: PowerPoint (PPTX)

Crafted by a seasoned Value Proposition Consultant with a wealth of experience at industry giants like Microsoft and IBM, this poster is your essential tool for creating compelling value propositions and delighting customers.
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Lifetime document updates included with purchase.
Supplemental PPTX document also included.
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  1. Provides a summary of the Value Proposition Canvas comprising the Customer Profile and the Value Map.
  2. Serves as a supplementary tool for your Value Proposition Canvas and/or Business Model Canvas awareness or workshop session.
  3. Print the poster in A3/A4 size right out from your office copier machine.


This product (Value Proposition Canvas [VPC] Poster) is a 3-page PDF document with a supplemental PowerPoint document, which you can download immediately upon purchase.

The Value Proposition Canvas (VPC) Poster depicts the value proposition framework developed by Strategyzer that is commonly used to understand customers' needs and create value that they want.

The poster is available in two distinct themes: a vibrant color scheme and a professional monochrome version. In both formats, the poster comes in a convenient PDF as well as an editable PPTX format, enabling effortless printing on A3/A4-sized paper from standard office copier machines. This versatile resource can be prominently displayed on employee workstations or distributed alongside your training materials.

The VPC poster supplements the 'Value Proposition Canvas' and 'Business Model Canvas (BMC)' training presentation materials. It serves as a takeaway and summary of your VPC and/or BMC presentation.

The VPC Poster describes what is a Value Proposition Canvas, the Customer Segment Profile, the Value Proposition Map and the constituent elements.

The Customer (Segment) Profile describes the specific customer segment in your business model in terms of jobs, pains and gains.

Customer Jobs:
•  Jobs describe the things your customers are trying to get done in their work or in their life
•  Examples of jobs include: Functional jobs, Social jobs, Personal/emotional jobs and Supporting jobs

Customer Pains:
•  Pains describe anything that annoys your customer before, during and after trying to get a job done or simple prevents them from getting a job done
•  Examples of pains include: Undesired outcomes, problems, and characteristics, Obstacles and Risks (undesired potential outcomes

Customer Gains:
•  Gains describe the outcomes and benefits your customer want
•  Some gains are required, expected or desired by customers, and some would surprise them
•  Gains include functional utility, social gains, positive emotions, and cost savings

The Value (Proposition) Map describes the features of a specific value proposition in terms of products and services, pain relievers and gain creators.

Products & Services:
•  This is a list of all the Products and Services a value proposition is built around
•  Your value proposition is likely to be composed of various types of products and services: Physical/tangible, Intangible, Digital and Financial

Pain Relievers:
•  Pain Relievers describe how your products and services alleviate customer pains
•  Great value propositions focus on pains that matter to customers, in particular, extreme pains

Gain Creators:
•  Gain Creators describe how your products and services create customer gains
•  Focus on those that are relevant to customers and where your products and services can make a difference

The VPC Poster is a powerful tool for driving operational excellence and sustainable change within your organization. Leverage this resource to enhance your strategic initiatives and achieve measurable business outcomes.

Got a question about the product? Email us at or ask the author directly by using the "Ask the Author a Question" form. If you cannot view the preview above this document description, go here to view the large preview instead.

Source: Best Practices in Value Proposition PDF: Value Proposition Canvas (VPC) Poster PDF (PDF) Document, Operational Excellence Consulting

Crafted by a seasoned Value Proposition Consultant with a wealth of experience at industry giants like Microsoft and IBM, this poster is your essential tool for creating compelling value propositions and delighting customers.
Add to Cart


File Type: PDF pdf (PDF)
Secondary File: PowerPoint pptx (PPTX)
File Size: 243.7 KB
Number of Pages: 3

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Additional documents from author: 227

Operational Excellence Consulting, founded in 2009 by Allan Ung, draws from extensive experience at Microsoft, IBM, and Underwriters Laboratories (UL). With over three decades of expertise in strategy deployment, customer experience design, and operational excellence, our mission is clear: empowering global individuals and organizations through Design Thinking and Lean Methodologies. [read more]

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