## Definition of Value Proposition Canvas The Value Proposition Canvas is a [[product framework]] used in product management to help companies understand and communicate the value of their products or services to their target customers. This canvas is a visual representation of the [[Customer Profiling]], their jobs to be done, pains, gains, and the company's product or service features, benefits, and unique selling points. ## How Value Proposition Canvas Works The canvas is divided into two sections: the customer profile and the value map. ![[Pasted image 20230323135651.png]] In the customer profile section, companies identify their target customer's needs, aspirations, and behaviors. They define customer jobs, which are the tasks, problems, and needs that the customer is trying to solve. They also identify customer pains, which are the negative aspects associated with the customer's jobs, and customer gains, which are the positive outcomes the customer seeks. In the value map section, companies list the features and benefits of their product or service. They also identify the unique selling points that set their product apart from competitors. By mapping the customer profile and the value map, companies can identify the areas where their product or service meets the customer's needs and where it falls short. The Value Proposition Canvas helps companies to identify gaps in their products and services and create targeted solutions that deliver value to their customers. It is a powerful tool for product managers to analyze and understand [[customer needs]], align their products with those needs, and communicate the value of their products to their [[product target audience]].