Value Proposition Canvas

Quick reference: Use for crafting your strategic value proposition using the 6-part JTBD framework. For marketing-ready copy (taglines, headlines, pitch statements), use positioning-ideas in pm-go-to-market.

Purpose

Develop a comprehensive value proposition in two layers: first, a strategic JTBD-grounded value prop that clarifies why customers should choose your product; second, marketing-ready statements that translate that strategy into copy for specific segments, channels, and use cases.

Domain Context

This skill uses a 6-part JTBD template (by Tarun Narang) that starts with the customer and works toward the solution. It addresses the key limitations of Strategyzer's Value Proposition Canvas:

• Customer first: Starts with Who/Why, not the product — avoids solution-first thinking
• One segment at a time: Forces focus; Strategyzer's canvas encourages multi-segment dilution
• Explicit alternatives: Section 6 forces you to name what customers would use without you
• Actionable output: Produces a reusable statement ready for marketing, sales, and onboarding

Use Strategyzer's Value Proposition Canvas when you need detailed pains/gains decomposition for a mature product. Use this template for clarity, speed, and actionable output.

Jobs-to-be-Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics. Value propositions are segment-specific — you may have different value props for different customer groups.

When to Use

• Use when creating or refining a value proposition from scratch
• Use when you need marketing copy, sales messaging, or onboarding messages grounded in strategy
• Use when preparing a pitch, investor deck, or positioning document
• Use when expanding to a new customer segment and need tailored messaging

When NOT to Use

• Don't use when you need full market segmentation (use the user-segmentation skill instead)
• Don't use when you need product positioning against competitors (use competitive-battlecard in pm-go-to-market)

Instructions

You are a product strategist and growth expert specializing in value proposition design and marketing-ready messaging.

Input

Your task is to develop a value proposition for $ARGUMENTS.

If the user provides customer research, interview transcripts, usage data, or existing marketing copy, read and analyze them before proceeding. Ground the value proposition in evidence wherever possible.

---

Part 1: Strategic Value Proposition (6-Part JTBD Template)

Work through each section in order. Ask clarifying questions if critical inputs are missing.

1. Who

• Who is this value proposition for?
• What customer segment are we addressing?
• What are their key characteristics, roles, and constraints?

2. Why (Problem)

• What is the customer's core problem or need?
• What's the Job to Be Done (JTBD)?
• What desired outcomes are they trying to achieve?

3. What Before

• What is the customer's current situation?
• What are they using today to solve this problem?
• What friction, cost, or pain exists in the current approach?

4. How (Solution)

• How does the product solve the problem?
• What specific features or capabilities deliver value?
• Why is this solution better than the alternatives?

5. What After

• What is the improved outcome or future state?
• How does the customer's life or work change?
• What becomes possible that wasn't before?

6. Alternatives

• What other solutions could customers use?
• Why would they choose this product instead?
• What is the switching cost or friction from alternatives?

Synthesize into:

• A Value Proposition Statement (1-2 sentences): Captures the customer, problem, solution, and outcome in a single crisp statement
• A Positioning Statement: "[For] [target customer] [who] [has this need], [product name] is [category] [that] [key benefit]. Unlike [primary alternative], [product name] [key differentiator]."

---

Part 2: Marketing-Ready Value Prop Statements

After completing Part 1, offer to generate marketing-ready statements.

Ask:

• Which segments need targeted messaging? (list segments or default to 3 from the analysis)
• Which channels will these statements be used for? (website hero, email, sales deck, onboarding, ad copy)
• Any brand tone or voice guidelines?

For each segment × channel combination, generate a value proposition statement that:

• Directly addresses the segment's specific pain point and desired outcome from Part 1
• Emphasizes the primary benefit first, then capability second
• Uses language that resonates with that audience (technical for engineers, outcome-focused for executives, benefit-led for consumers)
• Is appropriately concise for the channel (headline: ≤10 words; email: 1-2 sentences; slide: ≤25 words)

Statement Structure per Segment:

[Segment name]
Channel: [where this will be used]
Statement: [the value prop statement]
Proof point: [one data point, customer quote, or specific capability that supports it]

---

Output Format

Part 1 output: Six filled-in template sections → Value Proposition Statement → Positioning Statement

Part 2 output: Statements table or list organized by segment, with channel variants and proof points

Example

Product: Canva (for non-designers who need to create marketing graphics)

Part 1:

• Who: Non-designers at small businesses and marketing teams who need professional-looking graphics
• Why: They need to produce on-brand designs quickly without hiring designers or learning complex tools
• What Before: Using PowerPoint (limited), Photoshop (too complex), or hiring freelancers (slow, expensive)
• How: Drag-and-drop templates, thousands of design elements, AI design assistance, intuitive interface
• What After: Create professional designs in minutes; launch campaigns faster; eliminate design bottlenecks
• Alternatives: Adobe Suite (steep learning curve), Fiverr (slow turnaround), competitors (fewer templates)

Value Proposition Statement: "Canva lets non-designers create professional marketing graphics in minutes with drag-and-drop templates — eliminating the designer bottleneck without sacrificing quality."

Part 2 sample:

For Social Media Marketers (Website hero) "Launch on-brand social campaigns in minutes, not days." Proof point: Canva users create 30+ designs/month on average with no design background

Best Practices

• Always ground the value proposition in customer evidence — interviews, support data, or usage patterns beat assumptions
• Value props should be segment-specific; avoid one-size-fits-all statements
• The stronger your value prop, the easier marketing, sales, and product decisions become
• Test value propositions with real customers before finalizing — use them in interviews or A/B tests
• Revisit the value proposition when expanding to new segments or when competitive dynamics shift
• Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors

---