Value Co-Creation Canvas

I’m a big fan of Business Model Generation and the Business Model Canvas. I find it rather useful in many situations to explain the essence of CRM Strategy, Customer Experience and the importance of the other building blocks to the blocks in the upper-right part of the Business Model Canvas.

I also find it not to provide the depth sometimes needed to explain how Company’s resources and capabilities need to be aligned with Customer’s resources and the Customer’s journey to result in a Customer’s experience that creates value for both companies and Customers.. co-creates as one should say.

Yesterday evening I played around with the canvas and came up with my own Value Co-Creation Canvas.. It’s far from finished or perfect, but I believe it’s good enough to present to you and ask you for feedback. I think it should be a self-explanatory canvas in the end, but am sure it isn’t yet. So please ask all questions you might have. It will help me improve it.

13 thoughts on “Value Co-Creation Canvas

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  5. Hi Wim,

    Great exercise!
    We have used the Business Model Canvas a lot over the last year and experienced it as a valuable tool.

    Some feedback on your Value Co-Creation Canvas:
    – Customer resources: why not rephrase it into Customer capabilities in contrast
    with the key capabilities of the company? The Customer capabilities would gather the possibilities and capabilities a Customer has or can have access to via the Touchpoints (see next item) when searching for the fulfillment of his needs.
    – Customer’s journey: the canvas is not well suited for dynamics within one of the building blocks. Why not rephrase the customer’s journey into touchpoints? Touchpoints as the place where a customer can exercise his capabilities.
    – Should the value proposition (perceived value) not be part of the middle block as part of the customer experience?
    It seems more logic to add key activities back into the model and move the key resources to the outmost left (iso value proposition). In this way the 3 building blocks (key activities, key capabilities, key resources) at the left together make the value proposition?

    Happy to hear your feedback on this. Next up: iteration with some real life examples?



  6. Hi Wim,

    great idea, indeed. I like the canvas for building my own business because it really helps in structuring thoughts. Coming from the angle that value needs to be created for both parties (the business and the customer) and that value for both parties needs to be higher than the cost for creating the value it might be interesting to make this explicit in the customer lifetime value field. You might want to rename it to something like “additional customer value created”.

    The cost/value comparison for the customer is reasonably clear to me in the customer value created field.

    The two cents from down under


  7. Hi Wim,

    great idea to use the Business Canvas for this.

    As Matt said, some of the boxes are maybe a bit hard to understand for someone who’s not a specialist in this matter.
    So if you plan on using this to explain your concept to prospects/customers, it might not completely do the job.
    I’m not an expert in this, but I do know the fundamentals, and I have some difficulties with “Key capabilities”.


  8. Wim,

    Great post and canvas. From the comments above, I wonder whether there is a need to diffentiate between the external delivery of value (value in use), which is a function of 1) the tangible functionality of the product/service to deliver the desired outcome, 2) the support mechanisms to permit the discovery and usage of these functions and 3) the perception of the ability of the product / service to deliver the outcomes desired VERSUS the internal delivery of value – the internal functions that support the value during the interactions with the company (marketing, sales, service, etc). Both impact the customer experience, but often times, it seems, customer experience is measured by the intereactions with the company, rather than the combination of both.

    Just a thought.



  9. HI,
    I think Business Model Canvas are based on Goods Logic and your Value Co Creation Canvas should be build/based on Service Logic, which probably means to find a differed way of presenting the Canvas.
    But a good start for finding a SL Canvas
    best regards


  10. I like where this is going Wim.

    Generally I think this could be a very helpful tool for organisations seeking to create customer-centered business models. Specifically I like how, through language, it forces me to think about every component on the canvas from a customer perspective eg. “Value proposition” – it’s not what you think your value is; it’s what your customer perceives it to be.

    I think the canvas might be able to be improved by clearer/simpler language (eg. had to look up “endogenous”) and the addition of icons to help with at-a-glance understanding. These things may improve the tool’s ability to stand on it’s own.

    Also I found the “Key Capabilities” component hard to understand. I’m not sure whether it’s talking about developing the company’s capabilities or the customer’s or both. In the phrase “leverage this understanding to develop her own key resources” who does the “her” refer to?

    Thanks for sharing.



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