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Go-to-market strategy
and positioning
EIA, July 14
Lisa Enckell
@enckelli
lisaenckell@gmail.com
govote.at
Use the code 503 12
Positioning
“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
Who is it for (target audience)?
What is it (category)?
What does it offer (benefits)?
Positioning
Everyone
Target audience
Category
Why is the category important?
– Determines when our product gets considered
– Defines the competition
– Shapes expectations
– Guides evaluation
The period tracker Clue
Create a new category
Who are the competitors?
POPs and PODs
Points of parity Points of difference
1. Your category
2. One competitor
3. Three POPs (points of parity)
4. Three PODs (points of difference)
Go-to-market strategy
How are you launching this thing?Or:
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:
Phase 1
Invite only
Phase 2
Public launch
Phase 3
Growth
Testers Influencers Early Adopters Early Majority Late Majority
Make a plan
Situation
Objectives
Goals
Target audience
Value proposition (main benefit)
Strategy
Tactics
Timeline
Go-to-market strategy outline:
Value proposition
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
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
Strategies – Ride merchant partners’ brand coattails
Tactics – Co-written press releases, campaigns in retailers’
social-media and email channels
Example: Wrapp
1. Plan
2. Execute
3. Adjust
Thank you!
EIA, July 14
Lisa Enckell
@enckelli
lisaenckell@gmail.com

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