Value Curve or Strategic Canvas is a framework inspired by the Blue Ocean strategy. It can help Business, Product, Sales and Marketing teams understand the Value Proposition of any product or service.
It's a way to detail the value proposition and display it graphically. It's very useful to compare different value propositions. For example, yours with one of your competitors, your current one and your future one, yours with the one of substitutes, and so on.
The term and tool "value curve" also called strategic canvas, appeared initially in three Harvard Business Review articles by Chan Kim and Renee Mauborgne and their best-selling 2005 book Blue Ocean Strategy.
How to use Value Curve?:- List down all value attributes in the X-axis, which can help you to compare with your competition. Feel free to list down any attributes like Pricing, Aesthetics, Marketing, Product design, Security, Safety, Discoverability and more.
The Y-axis shows how much of each value attribute is offered by this particular category of product or service, it's also called the level of offer.
