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Value Proposition Design - Masterclass

Develop compelling value propositions for your products & services using a worldclass business tool
4.5 (15 ratings)
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567 students enrolled
Created by Emad Saif
Last updated 8/2016
$10 $30 67% off
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  • 1 hour on-demand video
  • 9 Articles
  • 15 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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This practical course is focused on the "Value Proposition Canvas" tool that helps startups and organizations design compelling products and services that customers will buy. It's must have tool if you want to save time and effort in designing your product or service. The best thing is it's visual, practical and is easy to learn. This world class tool was introduced in Alex Osterwalder's top seller book "Value Proposition Design" and is a continuation of the "Business Model Canvas". This excellent visual tool is easy and practical. 

  1. Use the value proposition canvas to come up with great value propositions
  2. Develop deeper understanding of your customer
  3. Map out a detailed customer profile
  4. Design products and services based on customer needs
  5. Extract powerful value propositions
  6. Check your customer-product fit
    Who is the target audience?
    • Entrepreneurs
    • Innovators
    • Product Developers
    • Product Managers
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    What Will I Learn?
    Use the value proposition canvas to come up with great value propositions
    Develop deeper understanding of your customer
    Map out a detailed customer profile
    Design products and services based on customer needs
    Extract powerful value propositions
    Check your customer-product fit
    View Curriculum
    • Basic understanding of the valur proposition canvas tool
    Curriculum For This Course
    Expand All 31 Lectures Collapse All 31 Lectures 01:04:52
    7 Lectures 22:51

    This section will provide a brief over view of the course, address who should be taking this course and what they will learn at the end.

    Preview 02:04

    This section will explain the meaning of a value proposition, its importance and the challenge in creating a good one to win customers.

    Preview 10:57

    This section will explain the common practice in designing products and services and then explain the testing process with an emphasis on the Value Proposition Canvas (VPC) tool.

    The Value Design Process

    This section will briefly explain the business model canvas tool as a prerequsit for this course

    Review of Business Model Canvas

    This section will provide an overview of the VPC tool and its objective. It will also introduce a hypothetical example to be used in explaining each component of the VPC tool. Finally, the general steps for using the VPC tool will be introduced.

    Value Proposition Canvas (VPC)

    A number of useful downloadable resources to assist you in filling the value proposition canvas

    Useful Resources

    Download the value proposition canvas tool to get started. You have the option to print the full "Value Proposition Canvas" or print the "Customer Profile Canvas" and "Value Map Canvas" separately.

    Download the Value Proposition Canvas [PDF]
    7 Lectures 18:10

    Overview of the objective of the customer profile and expected outcome 

    Customer Profile Overview

    This section will explain the meaning of a customer segment and choose a suitable customer segment.

    1. Select Customer Segment

    Learn the building blocks for creating a customer profile

    2. Identify Customer Jobs

    Learn the building blocks for creating a customer profile

    3. Identify Customer Pains

    Learn the building blocks for creating a customer profile

    4. Identify Customer Gains

    Learn the building blocks for creating a customer profile

    5. Prioritize Jobs, Pains & Gains

    A summary of the steps taken to create the customer profile canvas

    Customer Profile Summary

    Customer Profile
    5 questions
    6 Lectures 11:00

    Overview of the objective of the value map and expected outcome 

    Value Map Overview

    Explain the products & services segment of the value map

    1. List Products & Services

    Explain the pain relievers segment of the value map

    2. Outline Pain Relievers

    Explain the gain creator segment of the value map

    3. Outline Gain Creators

    Ranking the products & services, pain relievers and grain creators 

    4. Rank by Order of Importance

    Provide a summary of the value map canvas

    Value Map Summary

    Value Map
    4 questions
    3 Lectures 09:32

    Overview of the objective of the fit and expected outcome 

    Fit Overview

    Explain how we can make the customer profile and the value map fit

    Making them Fit

    Explain how to extract value propositions from the value proposition canvas

    Extracting Value Propositions

    3 questions
    1 Lecture 00:12

    Overview of resources in this section

    Resources Overview
    1 Lecture 02:00

    This section will summarize the key takeaways from the course 

    Course Summary
    6 Lectures 01:23

    Additional example of a value proposition canvas

    Example: Value Proposition Design Methodology Book

    Additional example of a value proposition canvas

    Example: Online Wedding Platform

    Example: Business Model Innovation Engine

    Download a free preview of the Value Proposition Design Canvas book. 

    Free VPD Book Preview

    Tips of what makes a great value proposition

    Characteristics of Great Value Propositions

    Special Discount!
    About the Instructor
    4.4 Average rating
    155 Reviews
    2,984 Students
    4 Courses
    University Lecturer / Entrepreneur / Engineer

    Hi, I'm Emad Saif, an educator and entrepreneur!

    I specialize in entrepreneurship education and training and currently lecture at Qatar University. I have a professional engineering experience in manufacturing, logistics and construction, but later I took an entrepreneurial direction. I got involved in several technology startups and later found my passion in teaching entrepreneurship.

    I have a masters degree in entrepreneurship from McMaster University, Canada. I was trained by Babson College, the world leading institute in entrepreneurship education. Ever since then, I have been training and coaching many students and aspiring entrepreneurs.

    I'm currently developing and coordinating innovative training programs at Qatar University. My work in the area of entrepreneurship education has been featured on "Entrepreneur Middle East" magazine. I'm regularly involved as a mentor, judge or a speaker in entrepreneurship events such as GEW, Startup Weekend and business competitions. 

    Finally, I'm very passionate about entrepreneurship education and I hope I'm able to contribute to your success with my work.

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