4.1
Francesca Toolkit
Circular Value Proposition Canvas
An adaptation of the Value Proposition Canvas integrating circular value elements. Helps define how durability, repairability, upgradeability, returnability and transparency generate customer gains and reduce pains.
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Phase
Format
Expertise
Objective
The Circular Value Proposition Canvas helps companies design value propositions that create customer value while embedding circular economy principles such as durability, repairability, reuse, refurbishment, and resource efficiency. It supports organisations in translating circular strategies into concrete customer benefits and aligning sustainability objectives with market expectations.
What the Tool Is
The Circular Value Proposition Canvas is a strategic design tool used to structure how circular products and services create value for customers while enabling environmental and economic benefits across the product lifecycle. It adapts the traditional value proposition logic to circular business models by integrating mechanisms such as extended product lifetimes, service-based offerings, take-back systems, and resource recovery.
When to Use the Tool
The Circular Value Proposition Canvas is particularly useful when companies are designing or redesigning products and services to integrate circular principles. It can be used when organisations are:
- Designing circular products or services
- Developing refurbishment or repair offerings
- Introducing product-as-a-service models
- Creating take-back or resale programmes
- Integrating circular features such as modularity or durability
- Aligning sustainability strategy with customer value
Expected Output
The exercise produces a structured Circular Value Proposition Map describing:
- Customer jobs, pains, and gains
- Circular products and service offerings
- Pain relievers and gain creators enabled by circular design
- Circular value mechanisms and differentiation logic
- Potential barriers to customer adoption
- Revenue and value capture mechanisms
- Evidence supporting the credibility of circular claims
This output helps organisations design circular offerings that create both market value and environmental impact.
Identify Customer Jobs
Define the functional, emotional, and social goals (we call them “jobs”) customers are trying to accomplish.
Analyse Customer Pains
Identify frustrations, risks, or barriers customers experience during product acquisition, use, maintenance, or disposal.
Identify Customer Gains
Define the outcomes customers value, such as convenience, reliability, savings, or sustainability benefits.
Define Products and Services
Clarify the product, service, or hybrid offering that delivers the circular value proposition.
Design Pain Relievers
Identify how circular features reduce customer pains.
Define Gain Creators
Identify how circular solutions create additional benefits.
Identify Circular Value Mechanisms
Determine which circular mechanisms differentiate the offering.
Assess Trade-offs and Barriers
Evaluate potential barriers to adoption.
Define Value Capture Logic
Clarify how the organisation monetises circular value.
Establish Proof and Credibility
Identify how the circular value proposition will be validated and communicated.
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