The Goalkeepers South Africa community hosted its sixth session on 24 March, continuing an ongoing series of events aimed at increasing dialogue among members and fostering collaborations to advance the Sustainable Development Goals (SDGs). The session focused on a key tool for designing impactful solutions: the Value Proposition Canvas.
Facilitated by Brandon Paschal from LaunchLab, Stellenbosch University’s startup incubator, the workshop provided a practical, in-depth look at how innovators can refine their approach to defining and communicating value. With many Goalkeepers in the early stages of forming collaborations and developing projects, the timing was ideal to explore how well-defined value propositions can bridge the gap between good ideas and real-world impact by designing products and services that are closely aligned with what customers really want and need.
Drawing on his experience supporting over 300 startup teams, Mr. Paschal offered a step-by-step approach to using the Value Proposition Canvas. He explained how to identify customer “jobs”, unpack “pain points,” and define desired “gains” for the user before designing solutions. He also encouraged participants to ground their ideas in empathy and context, reminding the group that innovation only succeeds when it solves a real need.
A recurring message throughout the session was the importance of clarity and human-centred thinking—principles that align strongly with the design thinking framework underpinning the Goalkeepers’ collaborative projects to date. Mr Paschal challenged participants to shift their focus from the technologies they are building to the people they aim to serve. Using the simple yet powerful formula “We help X do Y by doing Z”, he demonstrated how clear, empathetic communication can unlock opportunities for support, funding, and meaningful collaboration.
The discussion also touched on broader challenges within the innovation ecosystem, including navigating intellectual property, accessing early-stage funding, and translating ideas into action in resource-constrained environments. Goalkeepers bring a wide range of experiences to the table. Some are based in academia, working within structured research environments and often navigating institutional IP frameworks. Others operate in civil society or private practice, where agility, stakeholder engagement, and practical implementation are central. This diversity enriched the conversation and highlighted the different pathways and barriers to innovation across sectors. Despite these differences, the shared emphasis on impact and collaboration created a common ground and reinforced the value of cross-sector dialogue in shaping inclusive, scalable solutions.
As Goalkeepers continue shaping their projects, the March session served as a powerful reminder that a clear, human-centred value proposition is the foundation of any meaningful intervention. With tools like the Value Proposition Canvas in hand, Goalkeepers are better equipped to turn their ideas into lasting impact.