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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 complementary 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.


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 comes in two themes: color and monochrome. Formatted in PDF and in editable PPTX, the poster can be easily printed on an A3-sized paper from an office copier machine and displayed on employee workstations, or distributed together with your workshop handouts.

The VPC poster complements 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

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Source: Value Proposition Canvas (VPC) Poster PDF document

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Value Proposition Canvas (VPC) Poster

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File Type: PDF (pdf)

File Size: 285.5 KB

Number of Pages: 3

Related Topic(s): Value Proposition

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This product contains a supplemental PPTX document.

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Initial upload date (first version): Dec 15, 2020
Most recent version published: Mar 30, 2021

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