Smith - Get started with ... Value proposition design: how to create products and services customers want

between the two when one meets the other.

The set of value proposition benefits that you design to attract customers.

The set of customer characteristics that you assume, observe, and verify in the market.

DEF-I-NI-TION

Describes the benefits customers can

expect from your products and services.

The Value (Proposition) Map describes the features of a specific value proposition in your business model in a more structured and detailed way. It breaks your value proposition down into products and services, pain relievers, and gain creators.

	Gain Creators describe how your products and services create customer gains.
	Pain Relievers describe how your products and services alleviate customer pains.
	This is a list of all the Products and Services a value proposition is built around.

The Customer (Segment) Profile describes a specific customer segment in your business model in a more structured and detailed way. It breaks the customer down into its jobs, pains, and gains.

You achieve Fit when your value map meets your customer profilewhen your products and services produce pain relievers and gain creators that match one or more of the jobs, pains, and gains that are important to your customer.

	Gains describe the outcomes customers want to achieve or the concrete benefits they are seeking.
	Pains describe bad outcomes, risks, and obstacles related to customer jobs.
	Customer Jobs describe what customers are trying to get done in their work and in their lives, as expressed in their own words.

Cover image: Pilot Interactive

Cover design: Alan Smith and Trish Papadakos

Copyright 2014 by Alexander Osterwalder, Yves Pigneur, Alan Smith, Greg Bernarda, and Patricia Papadakos. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN 978-1-118-96806-2

• There should be better tools available to help you create value for your customers and your business.
• You might be pursuing the wrong tasks and you feel insecure about the next steps.
• Its difficult to learn what customers really want.
• The information and data you get from (potential) customers is overwhelming and you dont know how to best organize it.
• Its challenging to go beyond products and features toward a deep understanding of customer value creation.
• You lack the big picture of how all the puzzle pieces fit together.