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Positioning Strategy for Start Ups - Alexander Krawczyk- meetup 02.12.2013

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Positioning Strategy for Start Ups

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Positioning Strategy for Start Ups - Alexander Krawczyk- meetup 02.12.2013

  1. 1. er POSITIONING STRATEGY FOR START-UPS Alexander Krawczyk, Partner & Founder (c) ideenparc GmbH, 2013 © ideenparc I SEITE 1
  2. 2. NOW IS THE TIME TO ESTABLISH YOUR FOOTPRINT IN THE MARKET! You have a great idea that the world is waiting for You have a business model how to monetize that idea You have identified your target group and how you can reach them Why should the customer choose YOU? © ideenparc I SEITE 2
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  4. 4. A POSITIONING TAKES A STRONG STAND Complicated Conservative Serious Mainstream Old School Steady Easy Going Innovative Cool Different Simple Young © ideenparc I SEITE 4
  5. 5. A POSITIONING SELECTS AND ATTRACTS CUSTOMERS DYNAMIC COMFORTABLE JOY ELEGANT DRIVING PLEASURE CLASSY © ideenparc I SEITE 5
  6. 6. A POSITIONING CREATES VALUE 1 KILO 45.000 € 120.000 € © ideenparc I SEITE 6
  7. 7. THE GOAL CLARITY, RELEVANCE, DIFFERENTIATION A strong positioning communicates: WHAT WE STAND FOR HOW WE CREATE UNIQUE VALUE FOR CUSTOMERS WHY WE CAN DO THIS BETTER THAN ANY COMPETITOR © ideenparc I SEITE 7
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  9. 9. SIX COMMANDMENTS FOR A GREAT POSITIONING 1. Keep it simple and clear! 2. Always put the customer first! 3. Dare to focus - you can’t be all things to all people! 4. Stand out from the competition! 5. Never promise something you cannot deliver! 6. Think about the future, make the positioning last! © ideenparc I SEITE 9
  10. 10. SIX COMMANDMENTS FOR A GREAT POSITIONING 1. Keep it simple and clear! 2. Always put the customer first! 3. Dare to focus - you can’t be all things to all people! 4. Stand out from the competition! 5. Never promise something you cannot deliver! 6. Think about the future, make the positioning last! © ideenparc I SEITE 10
  11. 11. IDEAL REAL OPTIMAL IDEAL Provider © REALity Check OPTIMAL Value Promise © ideenparc I SEITE 11
  12. 12. DEVELOPING THE POSITIONING STORY CUSTOMER-FOCUSED, STRAIGHT TO THE POINT IDEAL Provider COLLECTING Positioning Aspects REALity Check RANKING Positioning Aspects OPTIMAL Value Promise COMBINING Positioning Aspects © ideenparc I SEITE 12
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  14. 14. IDEAL MARKET REQUIREMENTS AND DEMAND DRIVERS Customers What are the essential success drivers? What characterizes the true champions? What are the big strategic bets companies are taking? What are the disruptive developments and what are their effects? What are the most important reasons for a positive buying decision? Who drives the buying decisions? What is the underlying agenda? What are customers’ pain points? What makes them elated? = All potential elements of an attractive value promise in a certain market © ideenparc I SEITE 14
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  16. 16. REAL DIFFERENTIATION AND CREDIBILITY Who rules the market or is generally regarded as the benchmark? What are your biggest strengths and weaknesses against the competition? What are their strategic strengths and weaknesses? What do the market and customers think about your company? Which new competitors are entering the market? How do they differ from the established players? What is your line of attack for the future? Where are you going? Filter A Differentiation potential against competitors QUALIFIED POSITIONING ASPECTS Filter B Credibility (current strengths + strategic direction) © ideenparc I SEITE 16
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  18. 18. FEEDING THE CREATIVE BLACKBOX At this stage, the strategic foundation comes together with creative marketing thinking. The objective is to ideate combinations of 3-6 positioning aspects that form a compelling storyline to carry one driving idea for a viable positioning story. ASPECT ASPECT QUALIFIED ASPECT ASPECT POSITIONING ASPECT ASPECT ASPECTS UNIQUE POSITIONING STORY © ideenparc I SEITE 18
  19. 19. CONSISTENT ACTIVATION POSITIONING AS A BUSINESS DRIVER COMPANY STRATEGY PORTFOLIO MANAGEMENT MARKETING & COMMUNICATIONS Translation of strategy into action plans and guidelines for all company functions Successful products due to targeted, customer-centric R&D and product presentation Higher impact due to consistent and effective communication messages SALES More leads and higher sales because the positioning acts as a credible “door-opener” DELIVERY Increased customer satisfaction due to recognizable and consistently high quality of service © ideenparc I SEITE 19
  20. 20. THE QUICK TEST "ARE WE THERE YET?“ WE HAVE TO WORK ON OUR POSITIONING We didn’t only analyze the market situation and success drivers, we also defined our strategic answers to future challenges. We looked at all stakeholders on the customer side and have understood their expectations of an ideal provider. We confirmed our opinion with neutral experts. We thoroughly analyzed the value promise of all our competitors and didn’t only look at their website and commercials. We know what they are really up to! We focused our positioning on one central value promise and actively made clear trade-offs. We have a great story to communicate the positioning to every stakeholder. WE HAVE THE PERFECT POSITIONING – READY FOR ROLL-OUT! © ideenparc I SEITE 20
  21. 21. Any questions? ideenparc GmbH Lindwurmstraße 5a 80337 München call fax +49 89.92 33 37 87-0 +49 89.92 33 37 87-9 mail visit info@ideenparc.net www.ideenparc.net © ideenparc GmbH All rights reserved. © I SEITE ‹Nr.› © ideenparcideenparc I SEITE 21

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