<aside> 💡 Looking for a way to organize your April Dunford positioning workshop? Here’s a totally free template that follows her process (plus includes some of my own insights).
Need a refresher on the workshop? Check out this blog post: https://userlist.com/blog/positioning-overhaul/
Need help facilitating? Reach out to me at [email protected]. Happy to get together over Zoom and get this show on the road.
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What you’ll find on this page:
This page outlines the full process we went through to determine our market position. You can comb through it carefully, if you want to get a full picture of the landscape. Or you can simply read the yellow box below.
Important to note: this information is for internal use only. Please see the Messaging page to see how we discuss our company externally, using our brand voice
Table of contents
<aside> 💡 The TL;DR: our positioning statement:
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To fully understand our market position, we have to understand our competitors, and competitive alternatives. Generally, our competitors and alternatives can be classified into the following groups:
Remember: your competitive alternatives aren’t necessarily your competitors. “Doing nothing” is often a competitive alternative. Ask yourself, “What would someone do if our product didn’t exist?”
What makes [company name] different and better than the 👆 alternatives? Here’s a map of the unique features of [company name], what the advantage of that feature is for the customer, and how that feature maps to a customer goal.
| Unique feature Something your product does or has. | Advantage What the feature enables for the customer. | Value How this feature maps to a goal the customer has | Proof point What evidence do you have for this feature? | | --- | --- | --- | --- | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |
It’s time to narrow in on who really cares about our value. This is how we determine who we’re going to write the bulk of our copy for.