Want to differentiate from your competitors? Use this canvas ✅

👇🏻

In order to build value propositions that really resonate with your target customer segments, you need to understand what they are doing today (and why that method sucks).

And by "segment," you really need three things:

1️⃣ Type of Company

→ This could be based on size, ARR, headcount, industry, etc.

2️⃣ Persona

→ For B2B, this can be a team (i.e. "sales") but ideally is a specific title (i.e. "VP of Sales")

3️⃣ Use Case

→ It's not enough just to have company type and persona

→ You also need to understand what the heck they are trying to do

Once you have the segment chosen, you need to understand what they are doing today (and why it's deficient).

❌ Current Solution

→ What do they have in place today?

→ Could be a product, a process, or even "nothing"

❌ Weakness of Current Solution

→ What are the downsides of this method?

❌ Struggling Moment

→ Paint a picture of when this became a problem for this person

→ It should be such a specific "moment" that they could point to it on a calendar

From here, you can pivot to your solution (the New Way of doing things):

✅ Product Category

→ Here you the category of your solution

→ If you're in a very new, not-so-well-known product category, you can also just use your product name

✅ Capability

→ This is the big "unlock" of your product

→ It's something you can now do that you couldn't do before

→ It should be the mirror image of the weakness

✅ Feature

→ This is what powers the capability and makes it possible

(𝘕𝘰𝘵𝘦 – Capability + Feature = your biggest 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿)

✅ Benefit

→ This is the outcome of enacting the capability

→ How do you increase something good or eliminate something bad?

→ This is the mirror image of the struggling moment

I've shown a filled out example using monday.com.

Please let me know if you'd like a blank version of this Figma file → I would be happy to share it 😊