what is it
The value proposition canvas is a framework that helps designers ensure that there is a fit between the product-service idea and the market. It gives a detailed look at the relationship between customer segments and value propositions, highlights roles involved, pains and gains and how the service eventually matches with the proposition and its pain relievers and gain creators.
use it to
Validate and strenghten a concept solution before moving forward with development.
Look at gains as hidden ambitions and goals (not simply the opposite of pains).