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How to Design a Strong Experiment That Connects to Your Value Proposition Canvas

David Bland & Franziska Beeler

We work with teams all around the world to help visualize their business idea using tools such as the Business Model Canvas and Value Proposition Canvas. Ideally, teams should quickly test their canvases using experiments, as we’ve documented in the book Testing Business Ideas. But in reality, teams often go down a rabbit hole and forget about their canvases. We’ve found that using templates can help teams make the important connection between the canvas and their experiment. A template gives advice on how to pull valuable information from your canvas and inform your experiment design.

You will learn about templates and more by signing up for our masterclass on Testing Business Ideas here.


Connecting the Value Proposition Canvas to a Simple Landing Page.

A very common and widely practiced experiment we see in the wild is the Simple Landing Page. But many of the pages that launch lack the core jobs, pains, and gains of the target customer. All they contain is the solution in words that the customer may not relate to. You can remedy this by using a simple template to pull in the jobs, pains and gains you’ve already created in your Value Proposition Canvas. This test is a great way to validate the collection of hypotheses underpinning your value proposition and communicate it in a clear and simple manner.

Simple Landing Page.001.                                                                           

Here are a few simple tips to guide your template. 

Elaborate on the customer pains and gains. Customer pains and gains will come from your Customer Profile. Take the top 1-3 voted customer pains and gains from the canvas and include them respectively in the pains or gains description at the bottom left and right of the landing page. 

Describe your solution. This will come from the description of the product and service in your Value Map. The product and service in the middle column of the page should reflect this. 

Make your value proposition explicit. Include a value proposition statement right at the top of the page. It should be a clear and simple statement summarizing why the customer should choose your product or service. Before brainstorming what appears as your main headline for the landing page, pull from what you’ve already included in your Value Proposition Canvas. Do not create your Value Proposition in a vacuum or neglect the work that you’ve already done. 

Include a call-to-action. Lastly, you want a way for people to demonstrate whether or not your value proposition resonates with them. This can be in the form of an email sign-up.


Make your own templates

This is our recommendation, but don’t feel constrained by our design. Once you start making the connections between your canvases and your experiments, then you can make your own templates that fit your unique situation. 


What other templates would you like to see from us? 

Leave your thoughts in the comments section below.

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Testing Business Ideas

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September 2020



Testing Business Ideas Virtual Masterclass

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Testing Business Ideas Virtual Masterclass
Testing Business Ideas Virtual Masterclass

Testing Business Ideas Virtual Masterclass

Discover and apply our latest thinking, trade secrets, tools and processes.

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