Positioning Strategy for Start Ups

1. er
POSITIONING STRATEGY FOR
START-UPS
Alexander Krawczyk, Partner & Founder
(c) ideenparc GmbH, 2013
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2. NOW IS THE TIME TO ESTABLISH
YOUR FOOTPRINT IN THE MARKET!
You have a great idea that the world is waiting for
You have a business model how to monetize that idea
You have identified your target group and how you can reach them
Why should the customer choose YOU?
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4. A POSITIONING TAKES A
STRONG STAND
Complicated
Conservative
Serious
Mainstream
Old School
Steady
Easy Going
Innovative
Cool
Different
Simple
Young
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5. A POSITIONING
SELECTS AND ATTRACTS CUSTOMERS
DYNAMIC
COMFORTABLE
JOY
ELEGANT
DRIVING
PLEASURE
CLASSY
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6. A POSITIONING
CREATES VALUE
1 KILO
45.000 €
120.000 €
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7. THE GOAL
CLARITY, RELEVANCE, DIFFERENTIATION
A strong positioning communicates:
WHAT WE STAND FOR
HOW WE CREATE UNIQUE VALUE
FOR CUSTOMERS
WHY WE CAN DO THIS BETTER
THAN ANY COMPETITOR
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9. SIX COMMANDMENTS
FOR A GREAT POSITIONING
1.
Keep it simple and clear!
2.
Always put the customer first!
3.
Dare to focus - you can’t be all things to all people!
4.
Stand out from the competition!
5.
Never promise something you cannot deliver!
6.
Think about the future, make the positioning last!
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10. SIX COMMANDMENTS
FOR A GREAT POSITIONING
1.
Keep it simple and clear!
2.
Always put the customer first!
3.
Dare to focus - you can’t be all things to all people!
4.
Stand out from the competition!
5.
Never promise something you cannot deliver!
6.
Think about the future, make the positioning last!
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11. IDEAL REAL OPTIMAL
IDEAL Provider
©
REALity Check OPTIMAL Value Promise
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12. DEVELOPING THE POSITIONING STORY
CUSTOMER-FOCUSED, STRAIGHT TO THE POINT
IDEAL Provider
COLLECTING
Positioning Aspects
REALity Check
RANKING
Positioning Aspects
OPTIMAL Value Promise
COMBINING
Positioning Aspects
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14. IDEAL MARKET REQUIREMENTS
AND DEMAND DRIVERS
Customers
What are the essential success drivers?
What characterizes the true champions?
What are the big strategic bets
companies are taking?
What are the disruptive developments
and what are their effects?
What are the most important reasons
for a positive buying decision?
Who drives the buying decisions?
What is the underlying agenda?
What are customers’ pain points?
What makes them elated?
= All potential elements of an attractive value promise in a certain market
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16. REAL DIFFERENTIATION AND CREDIBILITY
Who rules the market or is generally
regarded as the benchmark?
What are your biggest strengths and
weaknesses against the competition?
What are their strategic strengths
and weaknesses?
What do the market and customers
think about your company?
Which new competitors are entering
the market? How do they differ from
the established players?
What is your line of attack for the
future? Where are you going?
Filter A
Differentiation potential
against competitors
QUALIFIED
POSITIONING
ASPECTS
Filter B
Credibility (current strengths
+ strategic direction)
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18. FEEDING THE CREATIVE BLACKBOX
At this stage, the strategic foundation comes together with creative
marketing thinking. The objective is to ideate combinations of 3-6
positioning aspects that form a compelling storyline to carry one
driving idea for a viable positioning story.
ASPECT
ASPECT
QUALIFIED
ASPECT
ASPECT
POSITIONING
ASPECT
ASPECT
ASPECTS
UNIQUE
POSITIONING
STORY
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19. CONSISTENT ACTIVATION
POSITIONING AS A BUSINESS DRIVER
COMPANY
STRATEGY
PORTFOLIO
MANAGEMENT
MARKETING
& COMMUNICATIONS
Translation of
strategy into action
plans and
guidelines for all
company functions
Successful products
due to targeted,
customer-centric
R&D and product
presentation
Higher impact due
to consistent and
effective
communication
messages
SALES
More leads and
higher sales because
the positioning
acts as a credible
“door-opener”
DELIVERY
Increased customer
satisfaction due to
recognizable and
consistently high
quality of service
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20. THE QUICK TEST "ARE WE THERE YET?“
WE HAVE TO WORK ON OUR POSITIONING
We didn’t only analyze the market situation and success drivers,
we also defined our strategic answers to future challenges.
We looked at all stakeholders on the customer side and have understood their
expectations of an ideal provider. We confirmed our opinion with neutral experts.
We thoroughly analyzed the value promise of all our competitors and didn’t only
look at their website and commercials. We know what they are really up to!
We focused our positioning on one central value promise and actively made clear
trade-offs. We have a great story to communicate the positioning to every stakeholder.
WE HAVE THE PERFECT POSITIONING – READY FOR ROLL-OUT!
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21. Any questions?
ideenparc GmbH
Lindwurmstraße 5a
80337 München
call
fax
+49 89.92 33 37 87-0
+49 89.92 33 37 87-9
mail
visit
info@ideenparc.net
www.ideenparc.net
© ideenparc GmbH
All rights reserved.
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