1. Unique Value Proposition 2 Solutions 3 Unfair Advantage 7
What defensible strength do we have that competitors can't copy or buy?
How do we make money?
Specific pricing plans
What is LTV?
What is the return on investment justification? How much money/time/etc. will product save a customer? Ideally, the return a customer gets will be greater than their total cost of ownership.
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
What are the Customer Acquisition Costs
What are the top 3 problems we are solving? What problem or pain in their lives today do we promise to resolve?
How serious are these problems? What is the scope and cost of this problem? Does it affect a single person or the whole organization?
Do customers know they have this problem? Are they ready to pay for it? Is the customer unaware they have a problem, aware, actively seeking a solution, creating their own, or has budgeted funds to buy a solution?
How do customers solve the problem now?
What essential features solve the problem(s)?
What’s the smallest set of features customers will pay?
What’s the final product vision
A single, clear compelling message that states why we are
different and worth buying.
What benefit do we provide? in terms of the customer's emotions rather than features. It will be at the heart of both the elevator pitch and sales material
Analogs What other companies and products do we want to borrow ideas and behaviors from? How are they related?
Antilog Which companies are we actively doing the opposite of?
Who are we selling?
Who are the early evangelists? i.e. willing to pay for early version
Purchase Decisions Who is involved in making a purchase decision? Identify each person as a user, influencer, recommender, economic buyer, or decision maker.
Budget How are funds allocated for this type of purchase?
Current Customer Workflow
Future Customer Workflow
Other Similar Customer Problems
How do customers find & buy our product?
Sales or acquisition funnel  What are the stages of intent a new customer goes through and how do we move them from curiosity to purchase decision?
Who are our distribution and sales partners?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
What key activities of the company creates values?
What assets are required to offer and deliver the value proposition?
What key performance indicators are used to measure success?
Problems 1
Key Resources/Activities/Metrics 6
Unique Value Proposition 2
Solutions 3
Unfair Advantage 7
Channels 4
Revenue Model 5
Cost Structure
Customer/User Segments

2. Key Resources/ Activities/Metrics Unique Value Proposition Solutions
Problems
Key Resources/ Activities/Metrics
Unique Value Proposition
Solutions
Unfair Advantage
Channels
Revenue Model
Cost Structure
Customer/User Segments
Project Name: Version Customer Segment Date

3. Unique Value Proposition Unfair Advantage Customer/User Segments
Project Name: Version 1.0 Customer Segment Date
Problems
Solutions
Unique Value Proposition
Unfair Advantage
Customer/User Segments
Central Problem
Why Significant?
Seriousness?
Who has the problem?
Why no solution from current players?
Smallest set of features:
Final Product Vision:
What We Do:
What Benefit do you provide:
Analogs:
Antilog:
Who are we selling?
Who are the early evangelists?
Current Customer Workflow:
Future Customer Workflow:
Key Resources /Activities/Metrics
Channels
Channels:
Sales Partners:
Most Efficient:
Integration with routines: .
KPI’s:
Key Activities :
Key Assets:
Cost Structure
Revenue Model
Most Important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
What are the Customer Acquisition Costs?
How do we make money?
Pricing plans: Product Mix:
Assumptions:
Return: LTV: