Use the positioning canvas below to capture your high-level product positioning. Start by filling in the positioning ingredients. Then, use them to write your positioning statement.
| Product | What is your product called? |
|---|---|
| Market Category | What market category do you operate in? |
| Company Profile | What specific type of company cares about your value prop? |
| Target Persona | What specific type of people in these companies care about your value prop? |
| Job To be Done | Situation (When customer is) … Motivation (they want to) … Desired Outcome (so that they can)… |
| Competing Alternatives | What would a potential customer use instead of your solution? |
| Problem / Pain | What is the problem your solution solves? |
| Key Differentiators | What unique features and capabilities do you have? |
| Enabled Value | What differentiated value do you deliver for customers? |
| Positioning Statement | Using the ingredients above, write a concise description of where you solution fits into the market and how you differentiate. |
|---|
Use the messaging house below to capture your high-level product messaging. Don’t forget to also incorporate your positioning work above, especially in your one-liner, one-paragraph, and 100-word descriptions.
| One-Liner | A one sentence description of what you are/do and the greatest benefit you deliver. … |
|---|---|
| One-Paragraph Pitch | A one paragraph description of what you are, your top one or two value points, and some indication of your target market. … |
| 100-Word Description | Describe what you are, your top 2 to 3 value points, proof you can deliver that value, and an indication of your target market is. … |
| Feature → | Capability → | Benefit → | Proof → |
|---|---|---|---|
| What is the feature? | What capability does it unlock for the customer? | What is the benefit gained from the capability? | What evidence can you show that proves you are providing the benefit? |
Click the button below to add additional positioning and messaging canvases for additional segments.
Build a bank of common messaging used to answer questions from customers, prospects, analysts, press, etc.
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