72% of the new products fail in the market. That means 7 out of 10 new products launched to the market are failed. ( source Simon kicker & partners).
Value proposition canvas developed by Alex Osterwalder will help you to understand your customer needs including jobs-to-be-done, pains, and gains and create your offering according to that.
Customer profile
The customer profile is further divided into 3 parts. The first one is to find the jobs done by the customer. It can be social, emotional or functional jobs. The second part of the customer profile is customer gains. This will help us to understand what makes customers happy by getting their jobs done easily and simply. The third part of the customer profile is customer pains. What annoys or trouble customer to get the jobs done?
Value proposition.
Products & Services
These are the products and services we are going to offer. Ask these questions to yourself Can these products help customers get their jobs done? It can be social-emotional and functional wishes.
Gain creators
Rank every gain your product creates according to customer needs. How do the product and services add value to the customer?
Pain relievers
Rank each pain, its intensity and describe how your product relieves the customer’s pains.
Value proposition canvas will help you to understand your products and services positioned around customers’ values and needs.