How to design a strong experiment that connects to your value Proposition Canvas

David J. Bland
Franziska Beeler
June 24, 2020
#
 min read
topics
Testing Business Ideas

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 master workshop 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.  

related reads

No items found.

About the speakers

David J. Bland
Founder & CEO of Precoil, author and advisor

David J Bland is an author and founder based in Silicon Valley. In 2015, he founded Precoil to help companies find product market fit using lean startup, design thinking and business model innovation. David has helped validate new products and services at companies such as GE, Toyota, Adobe, HP and Behr. David is the co-author of Testing Business Ideas, a Wiley business book with Alexander Osterwalder.

Franziska Beeler
Head of Cloud Academy

Franziska Beeler is an education expert and product manager with 10+ years of experience. As the Head of Cloud Academy at Strategyzer, she develops online courses that help teams and individuals design better business models and value propositions, and de-risk new ideas with business experiments. Previous to developing learning content for Strategyzer, she has worked as a service design consultant and teacher. She holds an MBA in Knowledge Management and Organizational Learning.

by 
David J. Bland
Franziska Beeler
June 24, 2020
Share

Download your free copy of this whitepaper now

  • 1
  • 2
  • 3
related reads

Explore other examples

Read our blog
No items found.
Team member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatar
Let's talk
Whether you’re looking for more information or you’re ready to start a project, we’re ready to help.
Thanks for your interest in our solutions. We will be in touch with you soon.
How to design a strong experiment that connects to your value Proposition Canvas
Insights

How to design a strong experiment that connects to your value Proposition Canvas

How to design a strong experiment that connects to your value Proposition Canvas
Insights

How to design a strong experiment that connects to your value Proposition Canvas

June 24, 2020
#
 min read
topics
Testing Business Ideas

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 master workshop 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.  

related reads
No items found.
How to design a strong experiment that connects to your value Proposition Canvas

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 master workshop on Testing Business Ideas here.

Thanks for your interest in 
How to design a strong experiment that connects to your value Proposition Canvas
How to design a strong experiment that connects to your value Proposition Canvas
ONLINE COURSe

Read more
Team member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatarTeam member avatar
Let's talk
Whether you’re looking for more information or you’re ready to start a project, we’re ready to help.
Thanks for your interest in our solutions. We will be in touch with you soon.