I gave a talk at the Unbounce Conversion Road Trip a couple of weeks ago that focused on Market Strategy for startups. I decided to go a bit deeper into my thinking around how you would test the assumptions in your market strategy and positioning. In particular startups have to make a bunch of assumptions around which buyers to target and what market you are positioned in. In the talk I give a bunch of examples from particular challenges I have had in the past. One of the themes was that often things that look like marketing problems are actually bigger and more strategic than they appear. A flawed assumption around who your ideal customers are or how your customers compare you to other offerings in the market, can be deadly.

Here’s the presentation:

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