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Positioning exercise

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  • 1. Positioning ExerciseTechBA, San JoseApr 21, 2010
    Brant Cooper
    @brantcooper
    marketbynumbers.com
  • 2. For (target customer)
    Who (statement of the need or opportunity)
    The (product name) is a (product category)
    That (statement of key benefit – that is, compelling reason to buy)
    Unlike (primary competitive advantage)
    Our product (statement of primary differentiation).
    (via Geoffrey Moore, Crossing the Chasm)
  • 3. For (startup founders, project managers, freelancers, independent service providers)
    (Who) -- anyone inundated with communicating tasks, projects, activities with a network of people—
    (HubKick) is a (personal and team productivity web service)
    That (helps users organize, track & share important activities)
    Unlike (burdensome task & project management products)
    Our product (HubKick tells you who is doing what, what is due when, and what needs attention now. All without changing the way you work today.)
    Target Customer
    Statement of need (pain)
    Product Name & Category
    Key Benefit
    Competition
    Differentiation

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