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Positioning for Advantage

How do you position your startup as a leader in a crowded noisy market? This presentation gives you a template and examples of how to get it done.

Positioning for Advantage

  1. 1. April Dunford RocketWatcher.com @aprildunford Positioning for Advantage
  2. 2. I’ve Run Marketing For a Bunch of Startups 6: Startups 4: Exits 3: Big Co’s (because, exits) $2B: Exit value 10: Launches 0 - $2M: Budgets
  3. 3. The first problem I had to solve was always the same
  4. 4. Weak Positioning
  5. 5. Life would be easier if you’d just started on the inside in the first place Weak positioning is like Racing in the outside lane
  6. 6. A Brief History of Positioning Coined by Ries &Trout in the late 70’s The Product Era: Focus on Product Features & Benefits The Image Era: Me-too Products could be sold with great brand image The Positioning Era: In an Over- communicated world, you have to create a position in a prospect’s mind that takes into consideration both your strengths and weakness but also those of the competitive alternatives
  7. 7. Positioning: A Definition Positioning describes how you are uniquely qualified to be a leader at something that an identified market segment cares a lot about
  8. 8. What Positioning Is NOT A tag line Messaging Brand A Vision Statement Value Proposition (although these flow from positioning)
  9. 9. Crap I learned in marketing books: The Classic Positioning Statement For <Target Market> who <Statement of Need>, the <Product Name> is a <Product Category> that <key benefit> unlike <competitive alternatives> our product <primary differentiation>
  10. 10. Hey let’s take this super important thing and turn it into the most awkward phrase in the English language!!
  11. 11. Amazon.com circa 2001 “For world wide web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional booksellers, amazon.com provides a combination of extraordinary convenience, low prices and comprehensive selection.”
  12. 12. Yeah, we can do better than this.
  13. 13. What is it As short as possible statement that describes what you are. Target Segment The specific target market you are targeting in the short term Market Category The market that you compete in Competitive Alternatives If your customers don’t use you, what do they use Key Benefit The biggest benefit that your target market derives from your offering Primary Differentiation The one thing that sets you apart the most from the competitive alternatives Product Name: Startup Positioning Template RocketWatcher.com Date:
  14. 14. Don’t Worry, there are still loads of ways to mess this up
  15. 15. Weak Positioning: Symptoms & Solutions Symptom Potential Solution What you are makes no sense Test it on more prospects. Simplify the language, test it again Your target segment is way too broad Focus on who would be the easiest prospects to close in the next year. What it is about them that makes them easiest to sell to? Your key benefit is weak What is the one thing that would motivate your prospects to buy? Your key benefit is just an opinion Do you have Proof? What proof could you have? Your unique differentiator is weak (or not that unique) What is the one thing that makes you different (hint: not price). Is it obvious to prospects? How would they describe it?
  16. 16. What is it Tulip Retail is an Omnichannel Platform that allows retailers to deliver consistent experiences across online, physical and mobile stores Target Segment mid to large retailers that want to deliver Omnichannel solutions such as order online pickup in store, reserve online and others. Market Category Omnichannel platforms Competitive Alternatives Hybris/SAP, Oracle, or a set of solutions that included warehouse management, order management, POS and others. Key Benefit The ability to quickly and easily deliver new retail experiences to customers Primary Differentiation A “modern” platform designed from the ground up to support digital and mobile Product Name: Tulip Retail Weak Positioning Example RocketWatcher.com Symptoms: Prospects didn’t get it, Competitors were large and strong, differentiation was weak
  17. 17. What is it A mobile platform for retail sales associates Target Segment Large retailers with more than 100 physical stores Market Category In-store retail platform for associates Competitive Alternatives Point solutions for payments or clientelling Key Benefit Put information in the hands of associates that they need to deliver better customer service and sell more Primary Differentiation A platform that can support everything an associate does including payment, product info lookup, customer info lookup, etc. Product Name: Tulip Retail Stronger Positioning RocketWatcher.com Advantages: Clear, Differentiated Value, weak competitors.
  18. 18. What is it A CRM Platform Target Segment Mid to large sized companies Market Category CRM Platforms Competitive Alternatives Siebel, Microsoft (and other contact managers), various segment-specific CRM platforms Key Benefit Our CRM would allow you to keep customer information consistent across various back-end systems for a more consistent experience for customers Primary Differentiation Integration with back-end systems where customer data is also used Cheaper Product Name: Janna Systems Weak Positioning Example 2 RocketWatcher.com Symptoms: Too many competitors, weak differentiation, complicated benefits.
  19. 19. What is it CRM for Investment banks Target Segment Large Investment banks Market Category CRM platforms Competitive Alternatives Siebel Systems Key Benefit We allow investment bankers to track many to many relationships providing them to deeply mine their contacts to close new business Primary Differentiation The Janna Hierarchy is the only CRM system that allows you to model many-many relationships Product Name: Janna Systems Stronger Positioning Example 2 RocketWatcher.com Advantages: Limited competition, Clear differentiation, Strong revenue-oriented value
  20. 20. April Dunford RocketWatcher.com @aprildunford Slideshare.net/aprildunford Questions?

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