You must first complete Business Model Canvas (BMC) before viewing this Lesson

Explanation of the Value Proposition Canvas (Strategyzer, 2017)


The Value Proposition Canvas (VPC) is a tool to help entrepreneurs to visualise, design and test how their business creates value for the customers. It is used by businesses to solve problems and satisfy the needs of the customer to create a fit between the customer and the product/service of the company.

The VPC plugs into the BMC and helps to focus on the categories ‘Value proposition’ and ‘Customer segments’ more in detail.



(Osterwalder et al., 2014)


Make sure you avoid common mistakes when using the VPC by reading the following article before using it:


Examples of the VPC in action:

  • Various examples (Blekman, 2014)




Additional Resources:


Great Books For This Lesson:


Click the View the Lesson Quiz button below and successfully complete the quiz to advance to the next lesson...



Blekman, T. (2014). The Value Proposition Canvas. Available at: [Accessed 8th January 2018]

Osterwalder, A. (2016). Value Map – Tesla. Available at: [Accessed 8th January 2018]

Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A., (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

Strategyzer (2017). Strategyzer's Value Proposition Canvas Explained. Available at: [Accessed 8th January 2018]

Thompson, P. J. (2018). Value Proposition Canvas Example Evernote. Available at: [Accessed 9th January 2018]


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