Strategy Tool · Osterwalder / Strategyzer method

The Value Proposition Canvas

Click into any field below and type directly on the canvas. Use the guide underneath if you're not sure what belongs where, then export a finished copy for a client file, a deal room, or a coaching session.

How this canvas works ›

The canvas has two halves that are meant to be filled in order: start on the right with the customer, then design the left in direct response to what you found. The arrow in the middle isn't decoration — every item on the left should trace back to a specific pain or gain on the right. If it doesn't, it probably doesn't belong on the canvas.

1 · Customer Segment (circle) — fill this first

Customer jobs

What is this customer actually trying to get done? Include functional tasks ("get the lease signed"), social goals ("look competent to my board"), and emotional needs ("feel confident I'm not overpaying").

Pains

What frustrates, delays, or worries them along the way? Risks, obstacles, and outcomes they're actively trying to avoid.

Gains

What outcomes would delight them, or exceed what they expected? Savings, convenience, status, peace of mind.

2 · Value Proposition (square) — fill this second

Products & services

The concrete list of what you actually offer — not benefits yet, just the offering itself.

Pain relievers

How each product or service specifically removes or reduces one of the pains you listed on the right.

Gain creators

How each product or service specifically produces or amplifies one of the gains you listed on the right.

Suggested order of work
  1. Name one specific customer segment — not "everyone," one real type of buyer or tenant.
  2. Fill the circle: jobs first, then pains, then gains. Write short phrases, not full sentences.
  3. Rank in your head which pains and gains matter most — you'll design toward those first.
  4. Fill the square, and for each pain reliever or gain creator, be able to point to the exact pain or gain it answers.
  5. Read it back: any pain with nothing relieving it, or any offering with no clear match on the right, is a gap worth revisiting.
  6. Export the finished canvas as a PDF for sharing, or Word if you want to keep editing the text afterward.
Value Proposition
Gain creators
Products & services
Pain relievers
Customer Segment
Gains
Customer jobs
Pains