Value Proposition Canvas

---
name: value-proposition-canvas
description: Design a sharp value proposition using a 6-part JTBD template — Who, Why (problem/JTBD), What-before, How (solution), What-after, Alternatives. Use when articulating why a customer should choose this product over substitutes, assessing product-market fit, or producing a reusable value-prop statement for marketing/sales/onboarding.
when_to_use: |
  Use when framing or sharpening a product's value proposition for one customer
  segment — before PRD scope is locked, during Strategize, or when positioning
  needs a crisp "why us over the alternatives" answer. Primarily for the
  product-strategist agent. One pass = one segment.
allowed-tools: Read, Write
---

> **Provenance.** Adapted from `phuryn/pm-skills@value-proposition` (MIT License,
> Paweł Huryn / Product Compass — github.com/phuryn/pm-skills). The 6-part JTBD
> template is by Paweł Huryn and Aatir Abdul Rauf. Vendored into great-pm
> 2026-05-29 with great-pm-convention frontmatter. MIT permits commercial use with
> attribution; this header is the attribution.

# Value Proposition (6-part JTBD template)

Design a clear value proposition that articulates the customer value a product
delivers — for ONE segment at a time. Produces a reusable 1-2 sentence value-prop
statement plus a positioning statement.

## Why this template, not Strategyzer's classic canvas

Strategyzer's Value Proposition Canvas (Alexander Osterwalder) is widely used but
has structural weaknesses this template fixes:

- **Customer first.** Start with the customer (Who / Why), then work toward the
  solution. Strategyzer puts the product on the left, which nudges teams to lead
  with their solution instead of the customer's problem.
- **One segment per pass.** Strategyzer's canvas invites mapping multiple
  products/services at once, diluting focus.
- **Explicit alternatives.** Section 6 forces you to name what the customer uses
  without you and why you win. Strategyzer has no equivalent.
- **Simpler structure.** "What before → How → What after" beats juggling
  Jobs/Pains/Gains vs Pain-relievers/Gain-creators/Products.
- **Actionable output.** Produces a ready-to-use statement; the classic canvas
  does not.

Use Strategyzer's full pains/gains decomposition only for a mature product with
complex needs. Use this template for clarity, speed, and shippable output.

## Input requirements

- Product description and features
- Target customer segment and their problems
- Competitive alternatives / current solutions
- Customer insights or market data (if available)

## The 6-part structure

**1. Who** — Which segment? Their characteristics and constraints?
**2. Why (Problem / JTBD)** — Core problem; the Job to Be Done; desired outcomes.
**3. What Before** — Current situation; what they use today; the friction in it.
**4. How (Solution)** — How the product solves it; the specific capabilities that
   deliver value; why it beats alternatives.
**5. What After** — The improved future state; what becomes possible that wasn't.
**6. Alternatives** — What else they could use; why they'd choose us; switching cost.

## Worked example — Canva

- **Who**: Non-designers who need marketing graphics
- **Why**: Need professional designs, can't hire designers or learn complex tools
- **What Before**: PowerPoint / Photoshop (too complex) / expensive freelancers
- **How**: Drag-and-drop templates, built-in elements, AI assist, intuitive UX
- **What After**: Professional designs in minutes; faster campaigns; lower cost
- **Alternatives**: Photoshop (complex), Fiverr (slow/expensive), other tools
  (fewer templates, harder UX)

## Output process

1. Profile the target segment.
2. Define the core problem and JTBD.
3. Describe the current state and friction points.
4. Articulate how the product solves it.
5. Envision the improved outcome.
6. Compare against alternatives.
7. Write a concise value-prop statement (1-2 sentences).
8. Derive a positioning statement for marketing use.

## Notes

- JTBD focuses on the progress the customer is trying to make, not demographics.
- Value props are segment-specific; different segments → different value props.
- Test value props with real customers before finalizing.
- A Value Curve (Blue Ocean) can visually compare the offering against competitors
  across key factors.

## Further reading

- Product Compass: "How to Design a Value Proposition Customers Can't Resist?"
- Product Compass: "How to Achieve Product-Market Fit, Part I"