Different, Better: a Blog about Modern, Practical Positioning
We’ll be posting regularly on topics including positioning an offering or a startup, selecting the best market to position yourself in, how to narrow down target customers and how to communicate your positioning to ensure your best prospects understand what you do and why they should care. We’ll also be publishing case studies and interviews with entrepreneurs and marketers. Subscribe to stay in the loop (plus we will send you some exclusives). You can follow us on Twitter or Facebook.
Startups often have a set of assumptions that their market positioning is based on. How do you test that those assumptions are correct? This is a presentation I gave at the Unbounce Conversion Roadtrip on how to test the assumptions that underpin your market strategy.
The standard positioning statement used to drive me so crazy I decided to craft my own template to use as a worksheet when I worked on Positioning. Here’s what it looks like
Describing what your startup does, particularly when that product is something the world has never seen before, is hard. One of the first steps for a startup positioning an offering is to establish a frame of reference for prospects or investors. By describing your offering as being similar to something else, you can build on what prospects already know and use that to help them make the leap to understanding what you’ve got. But be careful – if you build your positioning around something that already exists in the market, you bring the baggage of that frame of reference along with you.