Lean canvas: the “Value proposition” field

Adam Startups 18.07.2016 Reading time: 3 min

Back to describing the lean canvas: today field number three, the “unique value proposition”. It takes up plenty of space, so filling it in is very important. Returning to the description of the lean canvas (the beginning is in this post) today we look at field number three, the “unique value proposition”. The first thing that catches the eye is that, like the previous two, this field takes up a lot of space. This means that filling it in is very important and we should devote at least as much time to it as to the two earlier ones. What goes here should answer the question: what (additional or unique) benefit will the customer get if they shop in my store in particular? Perhaps you sell something in a market with considerable competition, where many other stores operate in a similar or even identical way. If you think carefully about what to write here, your store will no longer be classed as one of many, but rather as the exceptional one, where the customer gets value in addition to the goods. What could count as such “value” depends on the industry and the sales model. Interestingly, such value does not have to relate directly to the buyer. In the United States there is a company that sells clothes, and its idea is to plant ten trees for every item bought. So in this respect it appeals to a value such as protecting the environment. Another value proposition for customers can be careful service. For example, you can buy something from a competitor and trace the entire customer service process in detail. At what stage could you offer something more? When could you give the customer something extra that they do not expect? If you are only just starting your store, such a thing might be, for example, a handwritten thank-you note for buying from you, or delivering the goods personally combined with a short chat. These may be small things, but at the end of the day they decide your advantage. An additional benefit of this field is that it makes you state your unique value proposition in one sentence. If you manage to do it well, such a sentence may turn out to be an advertising slogan you can use in promotional materials. The next field to describe is number 4, the solutions to the problems listed at the start.