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Value Proposition Canvas
Product

Benefits

Customer

Wants
Fears

Experience

Features

Needs

Company:
Product:

Substitutes

Ideal customer:
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product

Customer
Emotional

Benefits

Wants

Why?

Fears

Experience
How?

Features
Start here

What?

Hidden

Needs
Rational

Company:
Product:
Ideal customer:

Substitutes
Inertia

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product

Customer
What are the emotional
drivers of purchasing?

Benefits

What does it 

feel like to use
your product?

What do your 

product do?

Wants
Fears

Experience
What are the 

hidden needs?

Features
How does your 

product work?

Risks of switching 

to your product?

Needs
What are the rational
drivers of purchasing?

Company:
Product:

Substitutes

What do people
currently do
instead?

Ideal customer:
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product
Grow 

bigger

Benefits
Productive
environment

Customer

Porous
Accelerator
DIY
Incubator

Learn

faster

Prestige

Grow the
team

Wants
Fixed 

costs

Social
environment

Fears

Experience
Quiet space

Serious
Business

Features
Customised
Investment

Collegial
community

Productivity
Scalability

Needs
Harvard of
Accelerators

Company:

Innovation Warehouse

Product:

Startup Accelerator

Funding

Ideal customer: High Growth Startups

Coffee shops

Advice

Substitutes

Rented
offices

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Value Proposition Canvas
Product
Simple

Customer
Everything
everywhere

Fast to 

enter things

Benefits
Easy 

syncing

Fast 

to use

Wants

Never 

forget

Loosing 

things

Single

system

Fears

Experience
Sync across
devices

External
brain

Remember
things

Features
Include 

images

Rich 

meta data

Company:

Locked into 

a system

Needs
Remember
everything

Evernote

Product:

Share notes
with people

Online notes

Ideal customer: Mobile professionals

Write things
down

Email to
yourself

Save
information

Substitutes

Text
documents

Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.

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Value Proposition Canvas

  • 1. Value Proposition Canvas Product Benefits Customer Wants Fears Experience Features Needs Company: Product: Substitutes Ideal customer: Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  • 2. Value Proposition Canvas Product Customer Emotional Benefits Wants Why? Fears Experience How? Features Start here What? Hidden Needs Rational Company: Product: Ideal customer: Substitutes Inertia Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  • 3. Value Proposition Canvas Product Customer What are the emotional drivers of purchasing? Benefits What does it 
 feel like to use your product? What do your 
 product do? Wants Fears Experience What are the 
 hidden needs? Features How does your 
 product work? Risks of switching 
 to your product? Needs What are the rational drivers of purchasing? Company: Product: Substitutes What do people currently do instead? Ideal customer: Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  • 4. Value Proposition Canvas Product Grow 
 bigger Benefits Productive environment Customer Porous Accelerator DIY Incubator Learn
 faster Prestige Grow the team Wants Fixed 
 costs Social environment Fears Experience Quiet space Serious Business Features Customised Investment Collegial community Productivity Scalability Needs Harvard of Accelerators Company: Innovation Warehouse Product: Startup Accelerator Funding Ideal customer: High Growth Startups Coffee shops Advice Substitutes Rented offices Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
  • 5. Value Proposition Canvas Product Simple Customer Everything everywhere Fast to 
 enter things Benefits Easy 
 syncing Fast 
 to use Wants Never 
 forget Loosing 
 things Single
 system Fears Experience Sync across devices External brain Remember things Features Include 
 images Rich 
 meta data Company: Locked into 
 a system Needs Remember everything Evernote Product: Share notes with people Online notes Ideal customer: Mobile professionals Write things down Email to yourself Save information Substitutes Text documents Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.