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Value proposition canvas

Before starting an innovation project, it is important to know what the problem or challenge is and whether innovation is suitable to solve it. To discover this, you need to dig deeper into the existing problem, challenge or idea.

How does our solution fit the profile of the end user?

Objective: Identify the end user's needs and how our solution meets them.


Work instruction short

  • Duration: 60 minutes – several days depending on the situation
  • Complexity: 4/5
  • Group size: 2 – 6 participants


The Value Proposition Canvas is about understanding what customers need from a supplier, what added value they can offer and what they experience as negative. It helps to systematically understand what customers want and create a product and service offering that perfectly meets their needs. It collects customer information in a simple and structured way, so that solutions can be designed more effectively. This ultimately creates more impact and prevents wasting time on ideas that customers may not want.

What is the canvas?


When do you use the canvas?


Why a Canvas?


How do you use the canvas?


How does Canvas work?


  1. Tasks: These are the things the customer wants to do and needs help from a supplier.
  2. Needs: This is the positive outcome that the customer has in mind. It could be cost savings, ease of use, increased turnover, service, advice or a pleasant working atmosphere.
  3. Frustrations: These are the things that the customer finds annoying or experiences as negative. This may involve rising costs, major risks, declining turnover, competition, loss of customers and negative emotions and atmosphere.
  4. Products, services & features: This is the solution we came up with, including a description of the product and its main features.
  5. Advantages: These are the features that ensure that the end user is positively surprised.
  6. Enhancements: These are the features that reduce end-user frustrations.
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