Value Proposition Canvas

Alexander Osterwalder’s Value Proposition Canvas helps companies develop
products and services customers actually want.
The model zooms in on the two basic building blocks of the Business Model
Canvas: Customer Segments and Value Propositions, and outlines the intersection
between customer needs and the company’s ability to meet them. The model reveals
gaps, 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.