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Positioning exercise

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Positioning exercise

  1. 1. Positioning ExerciseTechBA, San JoseApr 21, 2010 <br />Brant Cooper<br />@brantcooper<br />marketbynumbers.com<br />
  2. 2. For (target customer)<br />Who (statement of the need or opportunity)<br />The (product name) is a (product category)<br />That (statement of key benefit – that is, compelling reason to buy)<br />Unlike (primary competitive advantage)<br />Our product (statement of primary differentiation).<br />(via Geoffrey Moore, Crossing the Chasm)<br />
  3. 3. For (startup founders, project managers, freelancers, independent service providers)<br />(Who) -- anyone inundated with communicating tasks, projects, activities with a network of people—<br />(HubKick) is a (personal and team productivity web service)<br />That (helps users organize, track & share important activities)<br />Unlike (burdensome task & project management products)<br />Our product (HubKick tells you who is doing what, what is due when, and what needs attention now. All without changing the way you work today.)<br />Target Customer<br />Statement of need (pain)<br />Product Name & Category<br />Key Benefit<br />Competition<br />Differentiation<br />