Key Features
VPC can be shaped either of two circles or squares or other geometric patterns. VPC is formed around two building blocks – customer profile and a company’s value proposition (Osterwalder et al., 2014).
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Customer Profile/Segment
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Customer Profile/Segment
– Conventionally, the introduction to the canvas commences with the right part responsible for the customer profile/segment. The circle is cut into three pieces where the tasks and expectations need to be defined – those that the customers are going to accomplish, as well as positive and negative experiences associated therewith. In this case, there is no engagement with the product but only with the end user’s challenges.
- Gain – the benefits which the customer expects and needs, what would delight customers and the things which may increase likelihood of adopting a value proposition.
- Pain – the negative experiences, emotions, and risks that the customer experiences in the process of getting the job done.
- Customer Jobs – the functional, social, and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy.
In the customer profile/segment, clients’ thoughts are considered and assessed. It is not about mind-reading but comprehending why they want to complete certain tasks, what causes the negative experience and how to exceed their expectations.
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Customer Profile/Segment
– Conventionally, the introduction to the canvas commences with the right part responsible for the customer profile/segment. The circle is cut into three pieces where the tasks and expectations need to be defined – those that the customers are going to accomplish, as well as positive and negative experiences associated therewith. In this case, there is no engagement with the product but only with the end user’s challenges.
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Value Proposition
– Similar to the customer profile/segment, the product-related value proposition section is divided into three parts. They correspond to the relevant customer profile section. Here, the focus is made on product features, functionality, and benefits that can be offered to not only attract customers but also meet their requirements from the right part.
- Gain Creators – how the product or service generates customer benefits and provides extra value.
- Pain Relievers – a detailed description of how the product or service relieves client discomfort.
- Products and Services – products and services that generate profit and alleviate suffering, as well as those that support the production of value for the customers. In essence, here the focus should be on what can be offered to get the customer jobs done.
VPC is an excellent tool for marketing professionals, product owners, and value creators, as well as their teams, who are developing products and services for a specific audience. It is also useful for teams and organisations attempting to figure out how customers make decisions and what kinds of offers to make that will appeal to them.