What is the PVP framework? The PVP framework is like a big idea board that helps you figure out whether or not your product is something people actually want. You can think of it like a canvas where you stick notes to organise your thoughts about your product, your customers, and how it all fits together. At the centre of it all is the core technology — this is the main part that makes your product work. It’s like the engine in a car. If the engine doesn’t work, the whole car won’t move. actually To make sure your product succeeds, the core technology needs to be built by thinking carefully about two things: To make sure your product succeeds, the core technology needs to be built by thinking carefully about two things: What the customer really needs What your product must do to meet that need What the customer really needs really What your product must do to meet that need If your core technology doesn’t solve the problem well, the rest of your product won’t matter — it won’t work, and people won’t use it. That’s why core technology is the most important part of the PVP framework. According to Austin C. Eneanya, the Product Value Proposition (PVP) Framework is a strategic whiteboard canvas model designed to help businesses align their products with customer needs, ensuring that offerings provide genuine value. By focusing on customer understanding, differentiation, and clear communication, the PVP Framework guides product managers and entrepreneurs in crafting compelling value propositions that resonate with target audiences. According to Austin C. Eneanya, the Product Value Proposition (PVP) Framework is a strategic whiteboard canvas model designed to help businesses align their products with customer needs, ensuring that offerings provide genuine value. By focusing on customer understanding, differentiation, and clear communication, the PVP Framework guides product managers and entrepreneurs in crafting compelling value propositions that resonate with target audiences. Product Value Proposition (PVP) Framework Blocks Breakdown Product Block: (Experienced User Journey, Value Creation, and Outcome) The Customer Block --> Product Block (After the core technology has been established) Building Trust --> Value Created (This is established when the product has successfully addressed the pain point of the customer) a. Experienced User Journey: Product managers should map out the entire user journey, identifying touchpoints and interactions throughout the product's usage. Understanding this journey helps optimize user experience, identify pain points, and create opportunities to delight the user. a. Experienced User Journey: b. Value Creation: Define the unique value propositions that the product offers to the experienced user. These could be in the form of enhanced productivity, cost savings, improved convenience, or any other benefit that sets the product apart from competitors. b. Value Creation: c. Outcome: Describe the positive outcomes that users will enjoy from using the product. This could include achieving specific goals, increased satisfaction, improved efficiency, or the resolution of pain points. c. Outcome: User Block: (Pain Points, Building User Trust, Solution, and Use Case) Pain Point --> Experience (is established from the core technology of the product) Solution (Use case) --> Outcome (This is also based on the core technology of the product) a. Pain Points: Identify the specific pain points that the user experiences, which the product aims to address. Understanding these pain points is crucial as they form the foundation of the product's value proposition. a. Pain Points: b. Building User Trust: Detail the strategies to establish and strengthen user trust in the product. This could involve transparent communication, excellent customer support, security measures, and user testimonials. b. Building User Trust: c. Solution: Clearly articulate how the product solves the identified pain points. Highlight the product's features and capabilities that directly address the user's needs. c. Solution: d. Use Case: Present compelling use cases that demonstrate why users need the product. Real-world examples and scenarios help users visualize the value of the product in their own lives or businesses. d. Use Case: Product Market Fit Block: Business Model and Market Acceptance Once the product and the customer have been accepted by both parties, then the product is said to have achieved product-user fit. The Business model --> Value Created (Revenue and proof of concept is automatically achieved once product user fit has been achieved. Market Acceptance, Multiple Users in the same industry as the product has established trust for the product. a. Business Model (Traction): Define the business model that supports the product's value proposition. This involves assessing revenue streams, cost structure, pricing strategies, and distribution channels. a. Business Model (Traction): b. Market Acceptance: Analyze the product's acceptance in the target market. Measure user feedback, customer satisfaction, retention rates, and adoption metrics to gauge how well the product fits the market demand. b. Market Acceptance: Core Technology Block: UI, AI, Machine Learning, Coding Stack, and UX a. UI and UX: Describe the user interface (UI) design principles that enhance usability and user satisfaction. Explain how the product's user experience (UX) is optimized to provide a seamless and enjoyable interaction. a. UI and UX b. AI and Machine Learning: If applicable, highlight the role of AI and machine learning in the product. Explain how these technologies enhance the product's capabilities and provide personalized user experiences. b. AI and Machine Learning: c. Coding Stack: Briefly outline the technology stack that powers the product. This helps establish the product's technical robustness and scalability. c. Coding Stack: Note: The core technology is built and established based on the product user interface and the established user experience (user journey for that product), which runs on several or specific coding technologies to power the core technology Note: The core technology is built and established based on the product user interface and the established user experience (user journey for that product), which runs on several or specific coding technologies to power the core technology Note: What’s the multiplier effect in the Product Value Proposition (PVP) Framework? The multiplier effect happens when all three fits — founder-problem fit, problem-solution fit, and product-market fit — click together and feed into a solid product valuation proposition. Each one alone is good. Together, they make your growth exponential. Here’s what it looks like: 1 → 10 → 100 → 1,000 — not just 1 → 2 → 3. Marketing gets easier. Customers stay longer. Margins improve. Investors compete to fund you. Acquirers overbid. 1 → 10 → 100 → 1,000 — not just 1 → 2 → 3. Marketing gets easier. Customers stay longer. Margins improve. Investors compete to fund you. Acquirers overbid. Let’s explore the cycle through the journey of real companies. 1. Idea Stage — Founder-Problem Fit What’s happening here? At this stage, the founder needs deep personal insight into the problem. They’re not outsourcing the idea — they’re the first customer. The founder’s connection drives mission, empathy, and resilience. What’s happening here? PVP Framework Impact: Even without a product yet, the founder’s clarity on the problem becomes the seed of a future compelling value proposition. PVP Framework Impact: Real-Life Example: Canva Melanie Perkins was teaching design software in college and saw how hard it was for students. She didn’t just see the problem — she lived it. That insight birthed Canva: "Design made simple for everyone." Real-Life Example: Canva 2. Validation Stage — Problem-Solution Fit What’s happening here? The founder builds an MVP, talks to users, and tests if their solution solves the problem in a meaningful way. Here, value is tested. What’s happening here? PVP Framework Impact: The team refines what actual benefits resonate with users. They’re now learning which specific features, messages, or outcomes users care about. PVP Framework Impact: Real-Life Example: Dropbox Instead of building a full product, Dropbox shared a 3-minute demo video. It explained the concept so well that thousands signed up. They validated the problem-solution fit before scaling development. Real-Life Example: Dropbox 3. Early Traction Stage — Product-Market Fit What’s happening here? Now, you’re seeing repeat usage. Customers are sticking around. Referrals are starting. The product isn't perfect, but the market wants it. What’s happening here? PVP Framework Impact: A tight value proposition here lets you scale without bloating the product. You now know exactly what’s valuable — and double down on it. PVP Framework Impact: Real-Life Example: Airbnb hit product-market fit when users began listing and booking organically. They weren’t just solving the problem — they’d become the default way to book unique stays. Real-Life Example Airbnb 4. Growth Stage — PVP Drives the Multiplier Effect What’s happening here? You’re scaling teams, operations, and marketing. Growth is accelerating. The clarity and simplicity of your value proposition is now your greatest weapon. What’s happening here? PVP Framework Impact: Your value proposition drives: PVP Framework Impact: Your value proposition drives: Lower CAC (customer acquisition cost) Better word-of-mouth Stronger retention Clear marketing messages Higher revenue per customer Lower CAC (customer acquisition cost) Better word-of-mouth Stronger retention Clear marketing messages Higher revenue per customer Real-Life Example: Notion didn’t try to be everything at once. Their PVP? “The all-in-one workspace for notes, docs, tasks.” That clarity helped them win teams and go viral, even with zero marketing for years. Real-Life Example: Notion 5. Scale & Expansion — Valuation Grows with PVP Clarity What’s happening here? You’re raising later-stage funding, entering new markets, or launching new products. Your product narrative must now hold across departments and markets. What’s happening here? PVP Framework Impact: At this stage, a sharpened value proposition becomes your moat: PVP Framework Impact: It justifies premium pricing It builds investor trust It informs M&A and product line expansion It justifies premium pricing It builds investor trust It informs M&A and product line expansion Real-Life Example: Stripe’s PVP has always been laser-focused: "Payments infrastructure for the internet." That single statement helped them expand from payments into tax, fraud, and billing with confidence — because the core narrative was strong. Real-Life Example: Stripe 6. IPO Stage — Public Markets Value the Multiplier What’s happening here? Now you’re listing your company. Investors, analysts, and markets want to see strong fundamentals, compelling growth, and a clear narrative. What’s happening here? PVP Framework Impact: The value proposition becomes a financial multiplier: PVP Framework Impact: Tells the market where future growth will come from Explains product defensibility Anchors valuation multiples Tells the market where future growth will come from Explains product defensibility Anchors valuation multiples Real-Life Example: Snowflake’s IPO was the largest software IPO in history. Why? Because their PVP was crystal clear: “The data warehouse built for the cloud.” The simplicity, combined with real traction, gave investors confidence in long-term compounding growth. Real-Life Example: How the Multiplier Effect Amplifies Business Growth When the elements of the PVP Framework align effectively, they create a Multiplier Effect—a scenario where the combined impact of these elements leads to exponential business growth. What Leads to It? Synergy Between Components: Each element of the PVP Framework reinforces the others, creating a cohesive and compelling value proposition. Customer-Centric Approach: By focusing on genuine customer needs and feedback, products become more relevant and desirable. Synergy Between Components: Each element of the PVP Framework reinforces the others, creating a cohesive and compelling value proposition. Synergy Between Components Customer-Centric Approach: By focusing on genuine customer needs and feedback, products become more relevant and desirable. Customer-Centric Approach Outcomes and Benefits: Accelerated Growth: A well-aligned value proposition attracts more customers, leading to increased revenue and market share Enhanced Investment Appeal: Clear and compelling value propositions make startups more attractive to investors. Sustainable Competitive Advantage: Differentiation and customer loyalty contribute to long-term success. Accelerated Growth: A well-aligned value proposition attracts more customers, leading to increased revenue and market share Accelerated Growth: Enhanced Investment Appeal: Clear and compelling value propositions make startups more attractive to investors. Enhanced Investment Appeal Sustainable Competitive Advantage: Differentiation and customer loyalty contribute to long-term success. Sustainable Competitive Advantage The Explosive Outcome of Founder's Fit + Solution Fit + Market Fit When you're building a startup, there are three big things you want to get right: 1. Founder-Problem Fit This means the founder really understands the problem they’re trying to solve — maybe they’ve faced it themselves. They care about it deeply. Why it matters: The founder is driven and passionate. They won’t quit easily because this isn’t just a business—it’s personal. Example: Melanie Perkins created Canva because she struggled with design software as a student. She was the user. Example: Melanie Perkins created Canva because she struggled with design software as a student. She was the user. 2. Problem-Solution Fit This is when your product actually solves a real, painful problem in a way that makes people say, “Finally!” Why it matters: If you don’t solve a real problem, no one will care about your product. Example: Uber solved the problem of finding a quick, reliable ride with a few taps. People instantly got it. Example: Uber solved the problem of finding a quick, reliable ride with a few taps. People instantly got it. 3. Product-Market Fit This means not only is the solution good, but a lot of people want it, use it, and tell others. It’s flying off the shelves (or getting downloaded like crazy). Why it matters: You now have proof that your product fits a real market. It’s ready to grow. Example: Once Airbnb got listings in major cities, bookings started blowing up. They didn’t have to chase users — users came to them. Example: Once Airbnb got listings in major cities, bookings started blowing up. They didn’t have to chase users — users came to them. What Happens When All Three Fit Together? When these three things connect, they don’t just add up — they multiply. Here’s how: The founder deeply understands the problem → they build the right solution The solution perfectly solves the problem → people love it People love it → the market pulls it forward, fast The founder deeply understands the problem → they build the right solution The solution perfectly solves the problem → people love it People love it → the market pulls it forward, fast This is called the multiplier effect. The Multiplier Effect: Each piece boosts the others: Each piece boosts the others: A passionate founder builds faster and smarter A great solution gets talked about The right market scales it quickly A passionate founder builds faster and smarter A great solution gets talked about The right market scales it quickly Instead of growing one step at a time, your startup starts to explode with growth. Customers tell friends. Investors notice. Revenue jumps. It’s like lighting a match in a room full of fireworks. Product-User Fit To achieve product-user fit, a product must first identify and deeply understand its ideal target audience. Without this clarity, pitching or selling to the wrong user group can lead to wasted resources, missed opportunities, and difficulty gaining market traction. That’s why the product owner’s first critical step is to define who the product is for: Is it built for individual consumers (B2C)? For businesses (B2B)? A mix, like B2B2C (businesses that serve consumers)? Or perhaps it’s aimed at government agencies (B2G) or even businesses that serve governments (B2B2G)? Is it built for individual consumers (B2C)? For businesses (B2B)? A mix, like B2B2C (businesses that serve consumers)? Or perhaps it’s aimed at government agencies (B2G) or even businesses that serve governments (B2B2G)? Getting this foundation right can mean the difference between struggling for relevance and unlocking real product-market fit. Product-user fit is about how well your product serves the specific needs of the people using it. If you misunderstand who those people are, no matter how great your product is, it won't connect. Product-user fit Think of it like planning a party—you need to know who’s coming so you can pick the right music, food, and vibe. If you throw a corporate-style networking event when your guests wanted a backyard BBQ, it won’t matter how great the food is—they’ll leave. who’s coming By clearly defining whether your product is for consumers (B2C), businesses (B2B), a mix (B2B2C), governments (B2G), or businesses that serve governments (B2B2G), you build a roadmap that guides your messaging, distribution, pricing, and even feature development. Conclusion When you hit founder-problem fit, problem-solution fit, and product-market fit all at once, you create something powerful. Each part makes the other stronger. This is how small ideas become global companies. So if you're a founder, focus on the problem you care about, build something people need, and find the market that’s hungry for it. When those things line up — boom. That’s the multiplier effect. That’s when growth goes from slow... to unstoppable.
