Let's go through it step by step, but it is quite self-explanatory.
We have split it in to two colors, the yellow stickers are for International Visitors, which is one side of our customers; the blue stickers are for Local People who are willing to offer their time and skills to take the tourists to enjoy an authentic experience when they are visiting the town.
For the right side of the map, we have current situation which our traget group has.
Customer Jobs: describes what the customers you are targeting.
Gains: describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
Pains: describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
For the other side of the map, we have features about our product, and its benefits.
Product & Services: list all the products and services your value proposition is built around.
Pain Relievers: describe how your products and services alleviate customer pains.
Gain Creator: describe how your products and services create customer gains.
The point where two arrows match is the Fit, where the Product and the Customer they find a perfect match, and complements each other in a harmonious way.
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