Value Proposition Canvas for Product–Market Fit
The Value Proposition Canvas helps you clearly map what your customers are trying to achieve and how your product or service creates real value. It connects customer jobs, pains, and gains with products, pain relievers, and gain creators—so you can design offers people actually want.
This interactive canvas is ideal for marketers, product managers, founders, and pharmaceutical leaders who want to reduce guesswork, sharpen positioning, and build solutions that truly fit customer needs.
How to Use This Canvas
Value Proposition Canvas
Design products and services that customers actually want
Value Map
Products & Services
List all the products and services your value proposition is built around.
Pain Relievers
How do you alleviate customer pains?
Gain Creators
How do you create customer gains?
Customer Profile
Customer Jobs
Functional, emotional and social jobs customers try to get done.
Pains
Negative experiences, emotions and risks.
Gains
Benefits customers expect, desire or would be surprised by.