The document discusses go-to-market strategies and positioning. It provides guidance on defining the target audience, category, and benefits of a product to position it distinctly. It also discusses determining competitors' points of parity and difference. The document outlines components of an effective go-to-market strategy including phases of launch, situation analysis, objectives, target audience, value proposition, and tactics. An example strategy for a social gifting app called Wrapp is also provided.

1. Go-to-market strategy
and positioning
EIA, July 14
Lisa Enckell
@enckelli
lisaenckell@gmail.com

2. govote.at
Use the code 503 12

3. Positioning

4. “The act of designing the company’s
offer and image so that it occupies a
distinct and valued place in the target
customer’s mind”
Positioning

5. Who is it for (target audience)?
What is it (category)?
What does it offer (benefits)?
Positioning

6. Everyone
Target audience

7. Category

8. Why is the category important?
– Determines when our product gets considered
– Defines the competition
– Shapes expectations
– Guides evaluation

9. The period tracker Clue

10. Create a new category

11. Who are the competitors?

12. POPs and PODs
Points of parity Points of difference

13. 1. Your category
2. One competitor
3. Three POPs (points of parity)
4. Three PODs (points of difference)

14. Go-to-market strategy

15. How are you launching this thing?Or:

16. Who are you selling to?
What are you selling?
What are the benefits?
How will you promote your product?
Where will you sell it?
Questions to answer in your go-to-market strategy:

17. Phase 1
Invite only
Phase 2
Public launch
Phase 3
Growth
Testers Influencers Early Adopters Early Majority Late Majority
Make a plan

18. Situation
Objectives
Goals
Target audience
Value proposition (main benefit)
Strategy
Tactics
Timeline
Go-to-market strategy outline:

19. Value proposition

20. Example: Wrapp
Situation – Totally un-known (no brand awareness).
Give away “free money”, risk of being seen as shady
Objectives – Establish the category “social gifting” and
become the number one
Goals – 20,000 redemptions within three months

21. Example: Wrapp
Target audience – “Katie” - loves shopping with her
friends and spends a large share of her disposable income
on expressing herself with clothes and accessories
Value proposition – Save money and get rewarded for
shopping at your favorite stores

22. Strategies – Ride merchant partners’ brand coattails
Tactics – Co-written press releases, campaigns in retailers’
social-media and email channels
Example: Wrapp

23. 1. Plan
2. Execute
3. Adjust

24. Thank you!
EIA, July 14
Lisa Enckell
@enckelli
lisaenckell@gmail.com