Create a value proposition canvas
AI generates a complete 1-page canvas mapping customer pains, gains, and how your product addresses them.
Create a value proposition canvas
River's Value Proposition Canvas Generator creates complete value proposition canvases that map customer needs to your product benefits. You describe your product and target customer, and the AI creates a structured canvas covering customer jobs (what they're trying to accomplish), pains (frustrations and obstacles), gains (desired outcomes), your pain relievers (how you solve problems), gain creators (how you deliver value), and products and services. You get a one-page strategic tool that clarifies product-market fit and guides messaging.
Unlike guessing at what customers want, this canvas forces clear thinking about customer perspective first, then how your product fits. The AI structures insights using the proven Value Proposition Canvas framework from Strategyzer, helping you articulate why customers should choose your solution. This clarity improves marketing messaging, sales conversations, product development priorities, and investor pitches. When you can clearly connect customer pains to your pain relievers, your value proposition becomes obvious.
This tool is perfect for product marketers defining positioning, founders clarifying product-market fit, product managers prioritizing features based on customer value, or anyone who needs to articulate why customers buy. If you're not sure how to connect product features to customer benefits, or if your messaging feels product-focused instead of customer-focused, this creates the strategic framework you need. Use it before writing marketing copy, building pitch decks, or making product decisions.
How Value Proposition Canvases Work
Value proposition canvases have two sides: customer profile and value map. Customer profile describes the customer: jobs they're trying to do, pains they experience, and gains they want. Value map describes your offer: products and services, how you relieve pains, and how you create gains. The magic happens when you map connections between customer pains and your pain relievers, customer gains and your gain creators. Strong fit means your product directly addresses real customer needs. Weak fit means you're building features customers don't care about.
Customer pains are anything that annoys customers before, during, or after getting job done: obstacles, risks, bad outcomes they fear, or characteristics of current solutions they dislike. Customer gains are outcomes and benefits customers want: functional utility, social gains, positive emotions, or cost savings. Be specific. 'Customers want to save time' is vague. 'Sales reps want to reduce time spent on data entry from 4 hours daily to under 30 minutes so they can focus on selling' is specific and actionable.
Use the canvas as strategic tool, not just documentation. When you see customer pains your product doesn't address, that's product roadmap input. When you see customer gains you don't create, that's marketing message you're missing. When pain relievers exist but customers don't know about them, that's communication problem. The canvas shows gaps between what customers need and what you deliver, helping you build better products and tell better stories. Update it regularly as you learn more about customers.
What You Get
Complete 1-page value proposition canvas
Customer profile with jobs, pains, and gains
Value map with products, pain relievers, and gain creators
Clear connections between customer needs and your solution
Strategic framework for messaging and product decisions
Professional format ready to use and share
How It Works
- 1Describe product and customerAI asks about your solution, target customer, and their needs
- 2AI builds canvasGenerates complete value proposition canvas in 5 minutes
- 3Review and refineAdjust based on customer insights, add specifics
- 4Use strategicallyGuide messaging, product decisions, and positioning
Frequently Asked Questions
Is this based on the Strategyzer Value Proposition Canvas?
Yes, this uses the Value Proposition Canvas framework developed by Strategyzer (Alex Osterwalder). It's a proven strategic tool used by thousands of companies to clarify product-market fit and value propositions. The AI creates the canvas structure and helps you fill it out based on your product and customer information. Think of it as having a strategic consultant guide you through creating your canvas.
Do I need to know my customer deeply first?
The more you know about your customers, the better your canvas will be. If you have customer research, pain point interviews, or usage data, that's ideal input. If you're early and still learning about customers, use this as hypothesis tool. Fill it out with assumptions, then validate with customer conversations. The canvas helps organize thinking and identifies what you need to learn. Update it as you gain customer insights.
Can I create canvases for different customer segments?
Yes, you should. Different customer segments often have different jobs, pains, and gains. A small business customer has different needs than enterprise customer. Create separate canvas for each major segment. This helps you tailor messaging and product positioning. You might discover your product serves one segment much better than others, guiding go-to-market strategy. One canvas per segment is best practice.
How do I use this canvas after creating it?
Use it to: (1) Guide marketing messaging (customer pains become your headline hooks), (2) Prioritize product features (build what addresses biggest pains or creates most valued gains), (3) Train sales team (they can articulate value in customer terms), (4) Align team (everyone understands customer perspective), (5) Pitch investors (show deep understanding of customer needs and how you address them). Share with whole company. Customer-centric thinking starts with understanding jobs, pains, and gains.
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