The value proposition is the core of any startup idea. This lesson is a rich explanation of the concept and the suitable tool to use in order to develop and validate a proper value proposition for the generated startup idea. It starts with what a value proposition is, elements of a value proposition, how businesses are essentially based on their value added/proposed, factors impacting Value Proposition strength. Then, going to the canvas, the lesson covers: Formulating customer jobs, pains, and gains, translating customer pains into pain relievers, assuring startup’s pain relievers are actually relieving, translating customer gains into gain creators, and finally validating your gain creators are relevant and relatable by customers.