Free Tool
Value Proposition Canvas
Map how your product creates value for technical buyers. Use our pre-built templates or customize your own.
Choose Your Buyer
Select a persona to load pre-built templates, or start from scratch:
Customer Profile
1 Customer Jobs
What tasks are they trying to accomplish?
2 Pains
What frustrates them?
3 Gains
What outcomes do they desire?
Value Map
4 Products & Services
What do you offer?
5 Pain Relievers
How do you eliminate pains? Use patterns:
Eliminates [pain]...Reduces [pain]...Automates [manual...Provides visibility...Prevents [bad...
6 Gain Creators
How do you create gains? Use patterns:
Enables [outcome]...Increases [metric]...Saves [X]...Makes [difficult...Gives confidence...
Canvas Completion
Customer Profile
Value Map
Fill in both sides to complete your canvas.
This Canvas Is Just the Start
A value proposition canvas helps you think through product-market fit, but it's only valuable when validated with real customers.
We help technical B2B companies:
- → Interview customers to validate assumptions
- → Test messaging with real technical buyers
- → Turn insights into website copy that converts
- → Build positioning that differentiates
Get Expert Help
Free 30-minute consultation