Whilst the Business Model Canvas creates value for a business, the Value Proposition Canvas helps new and established organisations create value for customers.

The Value Proposition Canvas consists of two main profile areas. The customer profile will help the organisation clarify their understanding of their customer by breaking the customer down into its jobs, pains, and the gains. The value profile will help the organisation identify how they intended to create value for that customer by breaking down the organisation’s value proposition into products and services, pain relievers, and gain creators. A balance is achieved when the two sides fit.