The Best Tool For Creating A Product Customers Actually Want
The Ultimate Business Tool
We all have great business ideas from time to time, particularly in the shower! You know the feeling when you dart out, eager to share it with a friend or family member, hoping they’ll respond with, “That’s genius!” But the truth is, every idea has potential, but not every idea will succeed in business. Why? Because a great idea only works if there are customers out there who truly need or desire your product.
That’s where the Value Proposition Canvas comes in. This simple yet powerful framework helps you assess whether your idea addresses real customer needs and delivers value. Whether you’re launching a new business or refining an existing one, the canvas helps you focus on what matters most, your customers. This guide will show you how to use the canvas to ensure your idea resonates with your target audience.
What is the Value Proposition Canvas?
The Value Proposition Canvas is a straightforward tool designed to visually map out the relationship between your product and your customers. On one side, it captures your product’s features and benefits. On the other, it explores your customers’ needs, challenges, and desires. By aligning these elements, you can ensure your product or service actually solves real problems and provides genuine value.
I first discovered the Value Proposition Canvas during my university studies, and it has become an invaluable tool for businesses of all sizes. Whether you’re starting from scratch, pivoting your business, or introducing a new product, this framework will help you evaluate your market fit. Don’t worry if you’re not sure who your target audience is yet, you can use this guide as a starting point to think about their needs and how you can meet them.
How To Use The Value Proposition Canvas
The canvas is divided into two main sections:
Your Business (on the left) – This includes your product or service and what it offers.
Your Customer (on the right) – This focuses on your audience’s needs, pains, and what they hope to gain.
Before you start filling it out, take a moment to reflect on who your ideal customer is and what problems they’re trying to solve. Again, if you’re not quite sure, that’s okay, start with what you do know and adjust it as you learn more.
1. Identify Customer Jobs
Customer jobs refer to the tasks, problems, or needs your customers aim to address. These can fall into three categories:
Functional Jobs: This is the main job where customers are looking to complete a task or achieve a specific goal.
Social Jobs: This job refers to the idea of gaining status or connecting with others.
Emotional Jobs: This job of course refers to feelings e.g. avoiding frustration or feeling reassured
Let’s say for example you’re starting a healthy meal delivery service. Your customers’ jobs might include:
Functional Job: To purchase convenient, ready-to-eat meals.
Social Job: To impress friends with a well-planned dinner.
Emotional Job: To reduce stress around cooking and feel confident about healthy eating.
Using this example, write down what your customers are trying to achieve and think about how your product or service could help them.
2. Define Your Products and Services
Next, describe your product or service in detail. What exactly are you offering? What problem does it solve?
For example, if you’re running a jewellery shop, you might sell affordable handmade pieces crafted from white gold and silver. Now, reflect on whether your product helps customers achieve any of the jobs you listed earlier. If it doesn’t, think about how you could adapt your offering to better meet their needs.
3. Explore Customer Pains
Customer pains are the challenges, risks, or frustrations your audience faces when trying to complete their jobs. These might include:
Fear of buying online without seeing the product.
Concerns about delivery times or safety.
Scepticism about product quality.
It's important to understand what worries your customers, this is the first step to addressing their concerns.
4. Identify Pain Relievers
Now it’s time to show how your product or service can alleviate those pains. For instance:
Do you offer detailed product descriptions and customer reviews to ease fears about quality?
Can you provide order tracking to address delivery concerns?
Do you offer a free returns policy to reassure hesitant buyers?
If your product doesn’t currently address these pains, think about small adjustments you could make to offer more value.
5. Highlight Customer Gains
Customer gains are the benefits your audience expects or desires from your product or service. These might include:
Access to an online advisor for quick answers to questions.
Guaranteed delivery times.
High-quality packaging that adds a touch of luxury.
Gains help persuade customers to choose your product over others, so it’s important to think about what they value most.
6. Create Gain Creators
Gain creators are the features or benefits of your product that deliver these gains. For example:
Offering next-day delivery for peace of mind.
Including 360-degree product views on your website.
Providing excellent value for money without compromising quality.
Make sure your gain creators align with the gains your customers are looking for. If there’s a gap, consider how you could tweak your product or service to better meet their expectations.
Bringing It All Together
Remember, the Value Proposition Canvas isn’t about creating a perfect plan right away. It’s a tool to help you think deeply about your customers and how you can serve them better. Start with what you know, and refine your canvas as you gather more insights. Conduct research, ask for feedback, and stay open to making changes.
The key takeaway is this: great ideas only succeed when they solve real problems for real people. By using the Value Proposition Canvas, you’ll be able to focus on what matters most to your customers, giving your business the best chance to thrive.