Value Proposition Canvas

Plan

Match your offer to real needs and struggles.

Many older adults need help remembering to take their medication. They often struggle with small text, forgetfulness, and tech anxiety. What they really need is simplicity, confidence, and reassurance—without relying on others. A nursing home team designed a voice-activated App that speaks reminders and confirms when meds are taken. No screens, no logins—just a clear, supportive voice.

Steps

1. Define customer/user profile:

   • Jobs: What are they trying to do—practically, socially, or emotionally?

   • Pains: What’s hard, frustrating, or risky about it?

   • Gains: What would make things easier, better, or more satisfying?

2. Outline value map:

   • Offer: What are you offering to help them get the job done?

   • Pain relievers: How does your offering reduce or remove pains?

   • Gain creators: How does it enhance their outcomes or satisfaction?

3. Compare the two sides. Prioritize the most valuable gains and most critical pains—and ensure your offer directly addresses them. Use feedback and insights to test assumptions, improve messaging, and revise the canvas as needed.

4. Highlight what makes your offer special. Focus on what you do best—and make sure people know about it.

👉 You can grab a downloadable Canvas over at Strategyzer.

Based on the ideas of Alexander Osterwalder (2012).

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