Value Proposition Canvas

Alexander Osterwalder’s Value Proposition Canvas helps companies developproducts and services customers actually want.The model zooms in on the two basic building blocks of the Business ModelCanvas: Customer Segments and Value Propositions, and outlines the intersectionbetween customer needs and the company’s ability to meet them. The model revealsgaps, highlighting needed improvements or innovations."Value Proposition Canvas" is a chapter in the book "Marketing Models" -a clear and concise handbook, toolbox and user guide with 45 of the most important marketing models. The models are simplifications of the real world, they are incorporated in a theoretical context, have research-base foundation, and they are a natural fit with other models and theories. "Marketing Models" is written by a team of experts with years of experience in the marketing profession and particular experience with the models they have written about.