The guide to conducting a Value Proposition Canvas workshop.

• What makes a good product?
• When does a product become successful?
• When does a startup or a company become successful?

Developing good products does not depend on chance. Everyone can develop good products if he uses the right methods. One of the most important methods to develop good products is the Value Proposition Canvas by Alexander Osterwalder. In this article, you will learn the core elements of the Value Proposition Canvas and how to conduct a VPC workshop.

Introduction

Again and again, you hear about those startups that have managed to fuel a digital disruption in an industry. They conquer entire markets in no time and put the established market leaders under high pressure. If such a startup has succeeded, everyone says it has understood the needs of the time and implemented a great product. We then like to talk about the right product-market fit and that the company has understood how to solve the “problems” of its customers satisfactorily and simply.

However, if a company does not manage to sell a product profitably, then we were usually already aware of this, or we had the feeling that the product would never be successful in this way. At least that’s what we believe.