# Value Proposition Canvas A technique created by [[Alex Osterwalder]]. If helps to visualize, design and test a value proposition by: - Defining customer profiles - Visualizing the value you create - Achieving [[Product Market Fit (PMF)]] There are two parts to it: - The customer profile - The value map The customer profile describes the jobs the customers are trying to get done (e.g., functional, social or emotional). You highlight customer pains, which prevent them from getting the job done. Pains are negative outcomes that customers want to avoid. Then we outline customer gains, which are positive outcomes that customers are trying to achieve. Using the value map, we can list the products and services our value proposition builds on. We describe how those alleviate, reduce or eliminate the pains customers care about, making their lives easier. And outlines in which way they create gains for the customers. We reach fit by creating obvious links between gain creators and gains and between pain relievers and pains. The value map highlights which ones we focus on. This approach needs to be combined with the [[Business Model Canvas]].