Capabilities of Positioning Strategies

1. Strategy Development Capabilities and Consulting Experience ©2009 Positioning Strategies Four Forces of Positioning

6. Clients of Positioning Strategies Current and past projects of the firm include: splunk . >

7. Success Story Examples Repositioned for new segment, acquired at hefty price Identified core value sought by most IT users Updated desktop publishing vision to network publishing Gave “technology searching for market” a product strategy Evolved from generic category benefit claim to sharper ones Shifted R&D for more differentiated product lines Developed focused market entry strategy

10. Positioning Drives Overall Business Strategy Product Roadmap Marketing Sales Channels Manufacturing R & D Positioning Strategy

11. Strategy Development Sequence Organization and business model alignment, program implementation Positioning Strategy Brand Strategy Marketing Strategy Vision, Segmentation & Differentiation Brand Promise, Corporate ID, Architecture & Voice Pricing, Channel & MarCom

13. Strategy Development Model  Four Forces of Positioning Differentiation Vision Competition Risk

14. Positioning Strategy Development Process VISION DEFINITION RISK PROFILE ANALYSIS DIFFERENTIATION STRATEGY C O M I T I T E P O N A N A L Y S I S Identify, Evaluate Competing Solutions’ Features & Benefits Define Our Solution’s Features & Benefits Identify Potential Differentiators for Our Solution Match Differentiator to Needs in Positioning Statement Create Market Segment Penetration Plan Identify Potential Segments & Unmet Needs Identify Current & Potential Trends in Environment Articulate Unexpected Benefits & Alternative Future Identify Our Own Action Barriers & Engines Analyze Implications of Positioning on Business Model Develop Positioning Implementation Plans Create Roadmap for Technology & Product

15. Vision Definition: Route to an Alternative Future Visionaries define the engines and benefits of change The Present Alternative Future New Benefits Expected Future Familiar Benefits Trends Trends Barriers Engines

16. Vision Examples CRM software as a service circa 2000 E-commerce displaces significant part of bricks-and-mortar retailing circa 1997 Internet portal could provide a “home” for web users circa 1996 Open-standard RISC circa 1990 Vision Company

18. Early Segment Analysis Answers to all three major questions must be yes yes no yes no yes no yes no Segment has a need? Need justifies spending est. TCO? Segment lacks constraints that prevent adoption? Investigate variables and substitutes Confirm generalizable ROI projection Hypothesize reasonable barrier breakers if needed Model segment view around common need(s) Estimate importance to value proposition Specify requirement for MRD Model segment view around common need(s) Estimate importance to value proposition Specify requirement for MRD 1. 2. 3.

21. Contact Information Positioning Strategies 12055 Green Hills Court Los Altos, CA 94022 USA www.positioning.com Page Alloo Glenn Helton Partner Partner 650-917-9225 408-996-8660 phone/fax 650-949-4095 fax [email_address] [email_address]