Step seven. We build the VP as a canvas that STARTS from the market problem (not from our solution). Top-down logic: market → ICP problem → alternatives → service → value. In the client's language (verbatim from the Snapshot). Cold audit → hypothesis; proof numbers are empty at Stage 0 ("TBD from pilots"). No gate.
Input — 06 (positioning: anchor/enemy/category/statement — build the VP FROM it), 01 (verbatim/pains),
03 (market/persona/JTBD), 05 (competitor/whitespace), and 08 (offers) if available. Format — Viktor's VP canvas
(canvas-style). Read ${CLAUDE_PLUGIN_ROOT}/reference/agency-stages.md.
GTM enrichment (${CLAUDE_PLUGIN_ROOT}/reference/gtm-frameworks.md §4): Value Prop Canvas
(JTBD/Pains/Gains → mission-critical relievers, ≥10 interviews) · UVP = diff value · USP test
(valued AND unique; full position — step 06) · A/B message test (≥50 conv., one week) · Cialdini.
Reuse
value-prop-lister · offer-definer · deep-company-analyser (customer language) · anticopywriting-ai
(human tone, no AI clichés).
Canvas structure
Order in the output (Notion): 0 · Опис → VP-statements → A · The Market → B ICP problem chain
→ C alternatives → D service → E VP → F synthesis. Do the derivation bottom-up (first
market→problems→dream outcome), but present statements immediately after the description — this is the headline.
0 · Description. 1-2 lines: what this VP canvas is and for which market/persona (from step 03).
VP statements (Big Promise) — 3-6 variants using DIFFERENT formulas, each copywritten and grounded in the dream outcome as the big promise; mark the recommended one for the stage/channel. Formula menu:
- Big Promise (outcome + without): [dream outcome] without [main sacrifice].
- Result + timeframe + without (Hormozi): [big result] in [timeframe] without [pain].
- April Dunford: For [persona] who [problem], we [outcome], unlike [alt], because [proof].
- Geoffrey Moore: For [target] who [need], [brand] is a [category] that [benefit]; unlike [competitor], we [diff].
- Steve Blank (XYZ): We help [X] achieve [Y] thanks to [Z].
- Transformation (Before→After): From [before] to [dream outcome].
- Category / mechanism: A [category] that [unique mechanism], so you [dream outcome].
A · The Market (market problem).
- Market insight / changes: what you see in the market, what is changing, what the critical insight is (context).
- High-level problem: the main consequence of the insight — the problem at the market level (not our product's).
B · ICP problem chain.
- Situation / JTBD (briefly — full in 03) · Primary current solution (how they solve it now) · Limitations of current solution (opposite of our capabilities) · Problems & negative implications — ordered #1→#N (from direct and most probable to indirect/less obvious) · Dream outcome (ideal world for them).
C · Competitive alternatives (clusters) — briefly (full in 05, previous step): 3-4 alternatives (incl. "do nothing" / in-house) with pros і limitations (gap).
D · Your service.
- Product category (1 sentence — label "who we are") · Capabilities (reversal to limitations) — what the client CAN now · Top features (what enables each capability).
E · Value Proposition.
- Benefits (reversal to problems, #1→#3) · Social benefit · Emotional benefit · Why to buy (value in the context of their goals, 2-3) · Social proof (where there is none — "TBD from pilot") · Why you (unique differentiators) — what is absent in the alternatives · Why now / cost of inaction · Top 3 objections + handling.
F · Synthesis.
- Positioning category (from step 06 — do not invent anew; named) + anchors.
- Anti-VP: what the VP is NOT (≥3).
- (VP-statements are presented at the beginning, after the description; here just confirm the recommended option.)
Stage-adaptive depth
- Stage 0-1: A,B,D,E core + synthesis; alternatives (C) briefly; proof = "TBD from pilots".
- Stage 2: full canvas; proof from real cases; tested on 3 clients; persona variants.
- Stage 3-4: per-segment canvas; A/B test; optimization for inbound.
Quality checks
- The Market formulated as a market problem (a consequence of the insight), not as "we need clients".
- Problems і Benefits mirror (benefit = reversal of the problem of the same order).
- Capabilities = reversal of Limitations; Features "feed" Capabilities.
- Customer language verified against verbatim; category named.
Output (Notion)
Sub-page «07 · Value Proposition», order: 0·Description → VP-statements (Big Promise) → A·The Market → B-E → F·synthesis + block "Sources / assumptions" (tables for problems/benefits/ alternatives). In Ukrainian; hero/verbatim — in the original language (often EN for US).
Definition of Done
- A · The Market: insight + high-level market problem (explicitly).
- B: current solution → limitations → ordered problems #1→#N → dream outcome.
- D: category (1 sentence) → capabilities (reversal) → features.
- E: benefits (reversal #1→#3) + social + emotional + why-to-buy + why-you + why-now/cost of inaction + 3 objections+handling; proof "TBD" where there is none.
- F: 3-6 VP-statements by different formulas (based on dream outcome) + recommended; named category; Anti-VP (≥3).
- Customer language verified; Notion page created.