Value Proposition Workshop & Coaching

Many new products and services fail because the needs of clients have not been adequately understood. The more you know about your clients and their lives, the more likely you are to develop products and services with true value, to develop existing offerings further, and to market them in an appealing way.

Value Proposition Canvas

Value Proposition Canvas

The Value Proposition Canvas is an add-on to the Business Model Canvas describing customer segments and value proposition in more detail.


Solutions with added value are found with products and services that support relevant jobs of customers, relieve pains, or create gains.

Jobs-to-be-Done Framework

Jobs-to-be-Done Framework decision process

The basic idea of the Jobs-to-be-Done Framework is that customers "hire" products or services whenever they need to get a job done.


Apart from obvious functional jobs, it is crucial to understand their social, emotional, and personal aspirations.

Format of a Value Proposition Workshop

In the beginning of a value proposition workshop, you will get to know the Value Proposition Canvas and the Jobs-to-be-Done Framework with case studies. After this short theoretical introduction, you will actively apply the methods to your own products and services.


A Value Proposition Workshop can, by request, be combined with further elements. Learn to observe customers and hold problem and solution interviews. Combine a Value Proposition Workshop with Design Thinking to develop innovative ideas, or expand the Value Proposition into a complete business model. Whether you would like to invest a day, a week, or ongoing time in coaching, we will coordinate the exact sequence of the workshop in a preliminary discussion.


  • Preliminary discussion
  • Planning and realization of the workshop
  • Provision of prototyping materials
  • By request arranging for a location and catering
  • Documentation and follow-up

Target groups

  • Product Managers
  • Innovation and Business Development Managers
  • Marketing Managers
  • Managing Directors
  • Founders

Contact me if you'd like to try applying the Value Proposition Canvas and the Jobs-to-be-Done Framework in your organization. If desired, I support you in working out a detailed concept after the workshop and I coach you along in implementation.

Katrin Mathis, Service Designer based in Freiburg

Katrin Mathis
MBA in Service Innovation & Design, has worked as a consultant for digital services for over 10 years. With a lot of empathy, she designs solutions with added value.