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Value Proposition Canvas
Product

Benefits

Customer

Wants
Fears

Experience

Features

Needs

Company:
Product:

Substitu...
Value Proposition Canvas
Product

Customer
Emotional

Benefits

Wants

Why?

Fears

Experience
How?

Features
Start here

W...
Value Proposition Canvas
Product

Customer
What are the emotional
drivers of purchasing?

Benefits

What does it 

feel lik...
Value Proposition Canvas
Product
Grow 

bigger

Benefits
Productive
environment

Customer

Porous
Accelerator
DIY
Incubator...
Value Proposition Canvas
Product
Simple

Customer
Everything
everywhere

Fast to 

enter things

Benefits
Easy 

syncing

F...
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Template for the improved Value Proposition Canvas. This version focuses on customer wants, needs and fears and on features, benefits and user experiences.

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Value Proposition Canvas

  1. 1. Value Proposition Canvas Product Benefits Customer Wants Fears Experience Features Needs Company: Product: Substitutes Ideal customer: Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  2. 2. Value Proposition Canvas Product Customer Emotional Benefits Wants Why? Fears Experience How? Features Start here What? Hidden Needs Rational Company: Product: Ideal customer: Substitutes Inertia Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  3. 3. Value Proposition Canvas Product Customer What are the emotional drivers of purchasing? Benefits What does it 
 feel like to use your product? What do your 
 product do? Wants Fears Experience What are the 
 hidden needs? Features How does your 
 product work? Risks of switching 
 to your product? Needs What are the rational drivers of purchasing? Company: Product: Substitutes What do people currently do instead? Ideal customer: Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  4. 4. Value Proposition Canvas Product Grow 
 bigger Benefits Productive environment Customer Porous Accelerator DIY Incubator Learn
 faster Prestige Grow the team Wants Fixed 
 costs Social environment Fears Experience Quiet space Serious Business Features Customised Investment Collegial community Productivity Scalability Needs Harvard of Accelerators Company: Innovation Warehouse Product: Startup Accelerator Funding Ideal customer: High Growth Startups Coffee shops Advice Substitutes Rented offices Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  5. 5. Value Proposition Canvas Product Simple Customer Everything everywhere Fast to 
 enter things Benefits Easy 
 syncing Fast 
 to use Wants Never 
 forget Loosing 
 things Single
 system Fears Experience Sync across devices External brain Remember things Features Include 
 images Rich 
 meta data Company: Locked into 
 a system Needs Remember everything Evernote Product: Share notes with people Online notes Ideal customer: Mobile professionals Write things down Email to yourself Save information Substitutes Text documents Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
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Template for the improved Value Proposition Canvas. This version focuses on customer wants, needs and fears and on features, benefits and user experiences.

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