Skip to main content
Back to Frameworks
Foundation · Scale-up

Value Proposition Canvas

The Value Proposition Canvas (from Strategyzer) is a tool for achieving product-market fit. The right side maps what the customer is trying to do (jobs), what frustrates them (pains), and what they wish for (gains). The left side maps how your product addresses each. The goal is a tight fit between the two sides — every product feature should map to a real customer job, pain, or gain.

When to use this framework

  • →Validating product-market fit for a new product or feature
  • →Identifying gaps between what customers need and what you offer
  • →Prioritising which features to build or promote
  • →Aligning product and marketing teams on customer-centric messaging
  • →Running customer discovery workshops
Related:Consumer Benefits Ladder Dunford's 5 Components of Positioning Positioning Statement Template

Sign in to unlock full access

You're browsing as a visitor. Create a free account to fill in worksheets, download PDFs, and save your progress.

Get startedSign in
Sign in to download
Worked Example

Airbnb (Guest side)

1. Customer Jobs

What is the customer trying to get done? What tasks are they completing?

Find affordable accommodation in a specific location. Book a place that fits group size and needs (families, couples, remote workers). Research and compare options before committing. Coordinate travel logistics with co-travellers.

How does the customer want to be perceived by others? What status do they seek?

Be seen as a savvy, adventurous traveller — not a 'tourist.' Share unique travel experiences on social media. Show friends and family that you found a hidden gem, not a generic hotel.

What feelings is the customer seeking? What emotional state do they want?

Feel like a local, not an outsider. Feel safe and comfortable in someone else's space. Feel the excitement of discovering a place you couldn't find in a guidebook.

2. Customer Pains

What frustrates the customer before, during, or after trying to get their job done? What risks do they fear? What obstacles stand in their way?

Hotels are expensive and generic — they all look the same. Hard to know what a neighbourhood is really like before arriving. Anxiety about staying in a stranger's home (safety, cleanliness). Hidden fees that inflate the price after booking. Rigid check-in/check-out times. Lack of kitchen/laundry for longer stays.

3. Customer Gains

What outcomes and benefits does the customer want? What would delight them? What would exceed their expectations?

Save 30-50% vs. comparable hotel. Feel immersed in local culture and daily life. Have a unique, 'Instagram-worthy' space. Get insider tips from hosts about the area. Have space and amenities for a home-like stay (kitchen, living room, garden).

4. Pain Relievers

How does your product or service eliminate or reduce customer pains? Map each pain reliever back to a specific pain.

Transparent pricing with all fees shown upfront before booking. Verified reviews from real guests with detailed ratings. Host identity verification and guest protection insurance. Flexible cancellation policies. Detailed listing photos, neighbourhood guides, and host descriptions. 24/7 customer support for safety incidents.

5. Gain Creators

How does your product or service create customer gains? Map each gain creator back to a specific desired outcome.

Unique property types (treehouses, castles, boats) unavailable in hotels. Host guidebooks with local restaurant/activity recommendations. Wishlist and sharing features for group trip planning. Superhost programme ensuring top-quality stays. Experiences platform connecting guests with local activities.

6. Products & Services

List the specific products, services, or features that deliver the pain relievers and gain creators above.

Airbnb search and booking platform (web + app). Airbnb Experiences. AirCover guest protection. Smart Pricing for hosts. Verified listings programme. Wishlist collaboration tools. Instant Book for frictionless reservation.

7. Fit Assessment

Review the mapping between the customer side (right) and the product side (left). Are there pains you don't relieve? Gains you don't create? Features that don't map to any job?

Strong fit overall. Key strengths: price advantage, unique properties, and local immersion directly address the top pains and gains. Gap: safety anxiety is partially addressed by verification and insurance, but some travellers still feel uncertain — more could be done with video property tours or real-time host communication before booking. The 'social jobs' around travel identity are well-served by the platform's unique inventory but not explicitly marketed.
Your Worksheet

Fill in for your brand

Sign in to use this worksheet

Create a free account to fill in frameworks with your own brand details, download completed worksheets, and save your progress.

Create free accountAlready have an account? Sign in

Take this framework offline

Download a blank PDF to fill in by hand, use it in workshops, or pin it to your wall. If you've filled in the worksheet above, you can download your completed version too.

Create free account to downloadAlready have an account? Sign in