═══════════════════════════════════════════════════════════════
DISCOVERY WAYPOINT — VALUE PROPOSITION CANVAS
Value proposition canvas | 90–120 min | 4–10 people | Difficulty: Moderate
discoverywaypoint.com/techniques/value-proposition-canvas-workshop
═══════════════════════════════════════════════════════════════

BEFORE YOU START
  Product / proposition: __________________________________
  Target customer segment: _______________________________
  Date: _______________  Facilitator: _____________________
  Decision this canvas will inform: ______________________

  Rule: One customer segment per canvas.
  Mixing segments produces a canvas no one can act on.

⚠ Use customer language directly where possible.
  Everything in the customer profile should come from evidence.

───────────────────────────────────────────────────────────────
STEP 1 — CUSTOMER PROFILE  [0–55 min]
───────────────────────────────────────────────────────────────
Fill this side based on research, not assumptions.
Mark each item: ★★★ (strong evidence) / ★★☆ (some evidence) / ★☆☆ (assumption)

  CUSTOMER JOBS — what are they trying to do?
  (Functional jobs: tasks to accomplish)
  1. _____________________________________ | Confidence: ___
  2. _____________________________________ | Confidence: ___
  3. _____________________________________ | Confidence: ___

  (Social jobs: how they want to be perceived)
  4. _____________________________________ | Confidence: ___

  (Emotional jobs: how they want to feel)
  5. _____________________________________ | Confidence: ___

  PAINS — what frustrates them or blocks them?
  (List from most to least severe)
  1. _____________________________________ | Severity: H/M/L | Confidence: ___
  2. _____________________________________ | Severity: H/M/L | Confidence: ___
  3. _____________________________________ | Severity: H/M/L | Confidence: ___
  4. _____________________________________ | Severity: H/M/L | Confidence: ___
  5. _____________________________________ | Severity: H/M/L | Confidence: ___

  GAINS — what outcomes and benefits do they want?
  (List from most to least important to them)
  1. _____________________________________ | Importance: H/M/L | Confidence: ___
  2. _____________________________________ | Importance: H/M/L | Confidence: ___
  3. _____________________________________ | Importance: H/M/L | Confidence: ___
  4. _____________________________________ | Importance: H/M/L | Confidence: ___

───────────────────────────────────────────────────────────────
STEP 2 — VALUE MAP  [55–90 min]
───────────────────────────────────────────────────────────────
Fill this side based on what your product / service actually does.

  PAIN RELIEVERS — how does your proposition reduce their pains?
  (Match to customer pains above — be specific, not generic)
  1. _____________________________________ | Addresses pain #: ___
  2. _____________________________________ | Addresses pain #: ___
  3. _____________________________________ | Addresses pain #: ___
  4. _____________________________________ | Addresses pain #: ___

  GAIN CREATORS — how does your proposition create gains?
  (Match to customer gains above — be specific)
  1. _____________________________________ | Addresses gain #: ___
  2. _____________________________________ | Addresses gain #: ___
  3. _____________________________________ | Addresses gain #: ___

  PRODUCTS & SERVICES — what are you actually offering?
  1. _______________________________________________________
  2. _______________________________________________________
  3. _______________________________________________________

───────────────────────────────────────────────────────────────
STEP 3 — FIT ASSESSMENT  [90–105 min]
───────────────────────────────────────────────────────────────
Draw a line between each customer pain/gain and the corresponding
pain reliever/gain creator. Gaps = where fit is missing.

  FIT GAPS (customer pains with no pain reliever):
  1. _______________________________________________________
  2. _______________________________________________________
  3. _______________________________________________________

  OVERBUILT (pain relievers with no corresponding pain):
  1. _______________________________________________________

  Strongest fit (where evidence + value map align best):
  _________________________________________________________

  Weakest fit (high-severity pain with weak or no reliever):
  _________________________________________________________

───────────────────────────────────────────────────────────────
STEP 4 — VALIDATION PRIORITIES  [105–120 min]
───────────────────────────────────────────────────────────────
  Top claims to validate (low confidence + high importance):

  Claim to test               | Method     | Owner | Due
  ___________________________ | __________ | _____ | ____
  ___________________________ | __________ | _____ | ____
  ___________________________ | __________ | _____ | ____

───────────────────────────────────────────────────────────────
QUALITY CHECK
───────────────────────────────────────────────────────────────
  ☐ Customer profile uses customer language, not internal jargon
  ☐ Every item has a confidence rating
  ☐ Fit gaps are identified and not glossed over
  ☐ Validation priorities have named owners and methods
  ☐ One segment only — no mixing

Full facilitation guide: discoverywaypoint.com/techniques/value-proposition-canvas-workshop
Discovery Waypoint — discoverywaypoint.com