<!-- Value proposition canvas (per buying-group role) · from Chapter 12 of The Product 360 Handbook -->

# Value proposition canvas · [Product] · [Role] · v[n] · [Date]

**Segment:** [segment]   **Role in the deal:** End user / Champion / Economic buyer / Technical evaluator / Procurement / Partner
**Owner:** [PM]   **Evidence:** [number of interviews, pilots, data sources]   **Status:** Hypothesis / Partly confirmed / Confirmed

## Customer profile
### Jobs (ranked)
| Rank | Job | Type (functional / social / emotional) | Evidence |
|---|---|---|---|
| 1 | | | |

### Pains (ranked, measurable)
| Rank | Pain | Measurable form (how much, how often) | Evidence |
|---|---|---|---|
| P1 | | | |

### Gains (ranked, measurable)
| Rank | Gain | Measurable form | Required / expected / desired / unexpected | Evidence |
|---|---|---|---|---|
| G1 | | | | |

## Value map
### Products and services
-

### Pain relievers
| Pain reliever | Addresses (pain ID) | Proof available today |
|---|---|---|
| | | |

### Gain creators
| Gain creator | Addresses (gain ID) | Proof available today |
|---|---|---|
| | | |

## Fit
- Top pains and gains with no reliever or creator:
- Relievers or creators that address nothing ranked:
- Gains that feed the economic value model (economic buyer canvas only):

## Untested assumptions
1. [Assumption] · Test: [how] · Signal: [what would falsify it]