2.1 The customer profile
The value proposition canvas is made up of two main blocks: the customer profile and the value map. These are represented in Figure 5. They each comprise three sub-blocks that are designed to show how the demands of customers are met by the offer of the organisation.
The customer profile shows which customer segments are served by the business model, whereas the Value Proposition shows the offer of the company.
The rest of this section will look more closely at the sub-blocks of the value proposition canvas, with a particular focus on designing them to convey a clear message.