1. Elements
of
a
Product
Posi2oning
Statement
MN
Product
Camp
Oct
19,
2013
Rolf
R.
Olson

2. Product
Posi+oning
Statement
• As
wriDen
in
• Crossing
the
Chasm:
Marke(ng
and
Selling
High-­‐Tech
Products
to
Mainstream
Customers
(Copyright
1991,
rev
1999
by
Geoffrey
A.
Moore,
HarperCollins
Publishers)

3. Product
Posi2oning
Statement
• For
______,
who
need_______,
Product™
is
a
________
which
provides_________.
• Unlike
______,
______,
and
______,
Product
provides
_________,
as
shown
by
___________.

4. Product
Posi2oning
Statement
• For
________
– Describe
this
group
of
people
–
target
customers.
– Who
are
the
end
users
of
the
product?
– Who
are
the
decision
makers
in
buying
this
product?
– This
is
your
Market.
(too
broad?
too
narrow?)
– This
will
target
your
campaign
– This
will
direct
your
sales
folks

5. Product
Posi2oning
Statement
• Who
need
____
– What
is
the
need
your
product
fulfills?
– What
pain
does
it
alleviate?
– What
is
the
opportunity
to
provide
a
benefit?
• Save
lives,
save
2me,
save
money
– Is
it
real?
Is
it
urgent?
How
big
is
it?

6. Product
Posi2oning
Statement
• Product™
– Name
your
product!
• Unique?
• Memorable?
• Logical?
• Is
a
________
– What
is
the
generic
defini2on,
category,
classifica2on,
clarifica2on
of
what
Product
is?
– i.e.
facial
2ssue,
not
Kleenex®

7. Product
Posi2oning
Statement
• which
provides_________
– What
does
Product
do?
– What
is
Product’s
key
benefit?
(3
max.)
– What
is
Product’s
compelling
reason
to
buy?
– Does
it
clearly
address
the
need
or
pain
described?
– How
good
is
it?
Metrics
-­‐
numbers?
– What
is
it’s
appeal?
Your
proposi2on?

8. Product
Posi2oning
Statement
• Unlike
______,
______,
and
______,
– Name
your
compe22on
• Specifically
if
compe2ng
products
• Or
if
a
compe2ng
alterna2ve
solu2on
exists,
describe
it
• Product
provides
_________,
as
shown
by
___________.
• What
is
your
product
differen2a2on?
• How
is
it
unique
and
superior?
• What
claim
can
you
make?
• What
evidence
can
you
cite?

12. • For
professional
and
family
care
providers
who
care
for
chronically
ill
or
frail
pa2ents
• who
need
to
monitor
a
remote
pa2ent
over
2me
and
be
alerted
to
the
need
for
interven2ons
and
will
benefit
from
improved
quality
and
efficiency
of
care
and
from
gaining
a
compe22ve
advantage
with
enhanced
pa2ent
and
family
caregiving,
• GrandCare™
is
an
internet
device,
web
portal
and
secure
server
used
to
communicate
with
remote
pa2ents.
• Unlike
Healthsense,
QuietCare,
Wellaware,
Independa,
and
others,
• GrandCare
provides
telehealth,
ADL
monitoring,
smart
home,
communica2on
and
socializa2on
in
an
integrated
solu2on.
• GrandCare
is
unique
because
it
is
a
mature
product
and
has
a
friendly,
intui2ve
touchscreen
interface,
SKYPE™,
and
senior-­‐
oriented
web
content
to
engage
persons
with
no
interest
in
using
standard
computers.
The
HIPPA
compliant
system
was
designed
with
APIs
(applica2on
programming
interfaces)
ready
to
exchange
data
with
other
systems.

13. ZETA
Surface
Condi2oning
System

14. Product
Posi2oning
Statement
– For
300
mm
semiconductor
fabs
who
need
photoresist,
silicide
and
general
film
stripping
stripping
– ZETA
300mm
is
a
batch
spray
cleaning
system
that
offers
the
highest
performance
and
lowest
cost.
– Unlike
immersion
systems,
ZETA
is
a
spray
processor
with
reduced
chemical
consump2on
and
the
flexibility
to
blend
chemicals
or
change
mix
ra2os
and
temperatures
within
a
recipe.
–
ZETA
is
a
fully-­‐automated
solu2on
for
300mm
wafers.
It
can
be
configured
with
up
to
8
different
chemical
inputs.

15. Product
Posi2oning
–
Job
Seeker
• For
______
(describe
your
hiring
manager,
target
company
characteris2cs,
loca2on,
etc.)
• who
need
help
in_______(describe
the
role
that
you
will
fulfill),
• Jane
Doe
is
an
experienced
_________
(describe
the
job
2tle
you
are
seeking)
• With_______
(describe
the
value
you
will
bring).
• Unlike
those
other
turkeys
who
apply,
Jane
is
____
(what
makes
you
unique,
with
some
proof).

16. Wafer
Level
Reliability
Posi2oning
• For
semiconductor
process
technologists
who
encounter
long
term
reliability
concerns
• WLR
is
a
process
qualifica2on
strategy
that
provides
short
cycle
2me
and
specific
solu2ons
• Unlike
internal
solu2ons
that
are
costly
and
require
a
long
learning
curve
or
tradi2onal
reliability
that
takes
too
long
• WLR
provides
a
rapid
startup
and
short
cycle
2me
of
process
qualifica2on

17. Conclusion
• Moore’s
format
provides
a
useful
structure
for
a
concise
posi2oning
statement
• Acknowledgements:
– Steven
C.
Grady
–
Cymbet
Corpora2on
– Jane
B.
Olson
–
Communica2ons
Mid
America
– Ann
Krzmarzick
–
Lutonix,
C.R.
Bard
– The
gang
at
SamsNet

18. Quality
–
Phil
Crosby
• Crosby's
response
to
the
quality
crisis
was
the
principle
of
"doing
it
right
the
first
(me"
(DIRFT).
He
included
four
major
principles:
– The
defini(on
of
quality
is
conformance
to
requirements
(requirements
meaning
both
the
product
and
the
customer's
requirements)
– The
system
of
quality
is
preven(on
– The
performance
standard
is
zero
defects
(rela(ve
to
requirements)
– The
measurement
of
quality
is
the
price
of
nonconformance
• His
belief
was
that
an
organiza2on
that
established
a
quality
program
will
see
savings
returns
that
more
than
pay
off
the
cost
of
the
quality
program:
"quality
is
free".
• Quality
is
Free.
New
York:
McGraw-­‐Hill.