The document discusses go-to-market strategies for new apps, focusing on positioning. It emphasizes that positioning involves designing how an app will be perceived in a customer's mind in terms of who it is for, what category it fits into, and what benefits it offers. The document advises targeting a specific audience, determining the appropriate category for the app, identifying one main competitor, and establishing three points of parity and three points of difference between the app and competitor.

1. Getting your app
off the ground
Techsylvania, Cluj, May 23, 2016
Lisa Enckell, @enckelli

2. What’s your go-to
market strategy?

3. Strategy ≠ tactics

4. Positioning

5. “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

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

7. Everyone
Target audience

8. Target audience
Pick your “Katie”

9. Category

10. The period tracker Clue

11. Create a new category

12. Who are the competitors?

13. POP and POD

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

15. bit.ly/lisascourse

16. Thank you!
Techsylvania, Cluj, May 23, 2016
Lisa Enckell, @enckelli