Aim

The Value Proposition Canvas (VPC) “is a tool which can help ensure that a product or service is positioned around what the customer/consumer values and needs” i.e., a tool to understand an organisation’s product or product-line value from the customer’s/consumer’s perspective. In essence, it is a pledge to deliver, convey, and acknowledge value. It is also a customer’s/consumer’s conviction in how value (benefit) will be given, experienced, and obtained. A value proposition can be applied to a full company, or sections of it, as well as customer/consumer accounts, products, and services.

HE teachers will need to explain how to construct a value proposition based on a review and analysis of the advantages, costs, and value that a firm can give to its customers/consumers while teaching this technique to students in the classroom. The overall goal of their lecture should be to convey to students the concept of VPC, followed by its use and applicability. In the following sections, HE teachers will get a greater understanding on what is this tool is about (general) and how it can be used within the classroom to make students understand the concept in more detail. While teaching students about VPC, students will be able to gain better understanding on the benefits of employing VPC tool to understand customer/consumer preferences while purchasing a product or service.