The Value Proposition Canvas: The 9 Key Aspects to Consider

Understanding the customer is no longer just an advantage: it is the starting point of any effective business strategy. In this new paradigm of people-centered business, the Value Proposition Canvas positions itself as an essential tool for designing offerings that truly resonate with real market needs. Developed by Alexander Osterwalder as an extension of the Business Model Canvas, this model makes it possible to align what a company offers with what its customers truly value. For managers, mastering this tool not only drives innovation but also establishes a solid foundation for competing with purpose and growing with focus.

<<<Strategy in the business plan>>>

What is the Value Proposition Canvas?

The Value Proposition Canvas is a visual tool that helps organizations design products and services that genuinely respond to customer expectations. It divides the analysis into two fundamental areas:

• Customer Profile: identifies customer jobs, pains, and gains.

• Value Map: defines how the product or service alleviates those pains and enhances those gains.

This approach helps achieve a true product–market fit, which is key to sustained growth.

<<<Mission, vision and values: Why it is important to define them>>>

The 9 Blocks of the Business Model Canvas: essential context

Understanding how the Value Proposition Canvas fits within the broader business logic is crucial. For that reason, it is useful to briefly review the 9 blocks of the Business Model Canvas, which provide an integrated view of the business:

1. Customer Segments

Who is the ideal customer? What drives their decisions? A deep understanding enables the creation of relevant solutions.

2. Value Proposition

What does the company offer that truly matters to the customer? This block is the core of both the canvas and the business itself.

3. Channels

Defines how the value proposition is delivered, from physical stores to digital platforms. The key is efficiency and a strong customer experience.

4. Customer Relationships

How does the company communicate and engage with each segment? Relationships can be automated, personalized, or hybrid.

5. Revenue Streams

Explains how the company monetizes its value proposition. What is the customer willing to pay for? How is payment collected?

6. Key Resources

Identifies the essential assets needed to operate: people, technology, infrastructure, patents, and more.

7. Key Activities

What actions are critical for the model to work? From product development to customer support.

8. Key Partners

Who helps the company operate? Suppliers, strategic allies, networks.

9. Cost Structure

Evaluates all operational costs. Understanding them enables better profitability.