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Positioning

A summary of key positioning frameworks, definitions and guides.
April Dunford - Positioning Canvas
1
Product Name
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2
1 Line Description
​
3
Market Category (and sub category)
The macro market and submarket you compete in
​
4
Competitive Alternatives
Who would customers use if your product didn’t exist
​
5
Unique Attributes
What features/capabilities does your product have that alternatives do not?
​
6
Values
What values do these attributes enable to the customer?
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7
Who cares a lot?
What are the characteristics of a customer that makes them care a lot about the value you deliver.
​
There are no rows in this table
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Product positioning is a company's internal strategy for defining where their product fits in the market and what benefits it offers compared to alternatives.
When done well, it also serves as a key alignment mechanism. For example, a great product positioning strategy creates org alignment when it explicitly connects what was built to why it was built. This connection provides the organization with a unified view of why this product drives a company’s strategy forward, serving as a rallying point.
Great product positioning also creates enablement, both with how customer-facing teams, such as sales and customer support, communicate the product to an audience, as well as for product marketing’s eventual go-to-market work
“For [target audience] that needs [pain point], our product is a [market category] which provides [differentiated benefits].”
Common Pitfalls:
Positioning based on stakeholder opinion and intuition, and not data.
Positioning without identifying strategic emphasis.

Positioning Map

Use Case Map
1
Problem
​
Open
2
Persona
​
Open
3
Frequency
​
Open
4
Alternatives
​
Open
5
Why
Functional, Emotional and Accrued Benefits
Open
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Note:
Functional benefits are what the product enables users and customers to do. This might include specific features, the reliability of the product, or the price compared to alternatives.
Emotional benefits are about what the product enables users and customers to feel, such as desires for money, knowledge, social approval, or connection.
Accrued benefits are the what the user value more as they use and experience the product more.
Unique Value Proposition
1
Functional Benefit
​
Open
2
Relevance
​
Open
3
Impact
​
Open
4
Differentiating Attributes and Features
​
Open
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Positioning Statement
Name
Details
Notes
1
Who
Use persona from use case map
​
Open
2
What
Use functional benefits from value prop
​
Open
3
Why
Use emotional benefit from why section of use case map
​
Open
4
How
Use differentiating attributes and features
​
Open
5
Positioning Statement
​
Open
6
​
​
Open
There are no rows in this table
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April Dunford - Positioning Canvas
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Use Case Map
Unique Value Proposition
Positioning Statement
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