1. Business Foundation Analysis

1. Ask the user what they sell, who they serve, and what problem they solve.
   • Example: "What product/service do you offer, who is your ideal customer, and what core problem do you solve for them?"
2. Ask the user about their current positioning—how do they describe themselves today, and does it resonate?
   • Example: "How do you currently position your business in one sentence, and does it clearly differentiate you?"
3. Ask the user about their main competitors—who else solves similar problems, and how are they positioned?
   • Example: "Who are your top 3 competitors, and how do they position themselves—what do they claim to be best at?"
4. Ask the user what makes them genuinely different or better—unique approach, results, experience, or philosophy.
   • Example: "What's your unfair advantage—proprietary method, unique expertise, better results, customer experience, or innovation?"

2. Positioning Framework

Classic Positioning Statement Formula:

"For [target customer] who [need/pain point], [your brand] is the [category] that [unique benefit/differentiator], unlike [competitors/alternatives] who [their approach]."

Example Breakdown:

"For mid-market B2B SaaS companies who struggle with unpredictable revenue, ForecastPro is the sales forecasting platform that uses AI to predict pipeline with 95% accuracy, unlike traditional CRMs that only report what happened, not what will happen."

Components to Define:

Target Customer:

• Be specific (not "everyone" or "businesses")
• Include: Size, industry, role, or defining characteristic
• Example: "Series A startups with 20-100 employees"

Need/Pain Point:

• The problem they're actively trying to solve
• Emotional and functional dimensions
• Example: "frustrated by manual, error-prone reporting"

Category:

• What type of solution are you? (establishes frame of reference)
• Existing category or create new one
• Example: "customer success platform" or "AI-powered writing assistant"

Unique Benefit/Differentiator:

• What do you do better or differently?
• Must be meaningful to customer and defensible
• Example: "delivers results in 30 days, not 6 months"

Competitive Distinction:

• Who/what are you replacing or competing against?
• What's their key weakness that you solve?
• Example: "unlike agencies that take months and cost $50K+"

3. Differentiation Strategy

Types of Differentiation:

Operational Excellence:

• Faster delivery, lower cost, more efficient
• Example: "Same quality as big agencies, 1/3 the price and 3x faster"

Product Leadership:

• Best-in-class features, innovation, cutting-edge
• Example: "The only platform with real-time collaboration and AI automation"

Customer Intimacy:

• Personalized service, deep understanding, specialized expertise
• Example: "Built exclusively for healthcare providers, not a generic tool adapted"

Niche Focus:

• Serve one segment exceptionally well
• Example: "The CRM designed specifically for real estate teams"

Results/Outcomes:

• Guarantee or track record of specific results
• Example: "Average customer sees 3x ROI in 90 days"

Methodology/Approach:

• Unique process or philosophy
• Example: "Uses behavioral psychology, not just features"

Choose 1-2 Differentiators:

• Can't be everything to everyone
• Pick what you truly excel at and customers value most
• Build messaging around these pillars

4. Positioning Development Process

Step 1: Customer Interview Insights

• Ask customers: Why did you choose us over alternatives?
• What do you value most about working with us?
• How would you describe us to a colleague?
• Their language becomes your positioning

Step 2: Competitive Differentiation Analysis

• Map competitors on key dimensions (price, speed, features, specialization)
• Identify open positioning territory
• Find where you're strong and they're weak

Step 3: Value Prop Articulation

• What transformation do customers experience?
• What's possible after working with you that wasn't before?
• Quantify when possible (time saved, revenue gained, risk reduced)

Step 4: Test & Refine

• Test positioning with prospects in sales calls
• Does it resonate? Do they "get it" immediately?
• Adjust language based on feedback
• Refine until it clicks consistently

5. Positioning Statement Variations

Long-Form Positioning (100-150 words): Use for: Internal alignment, agency briefs, pitch decks

"[Company] helps [target customer] solve [specific problem]. Unlike [alternatives] that [their limitation], we [your unique approach]. This means [benefit/outcome]. Our customers typically see [results/metrics] within [timeframe]. We're the best choice for [ideal customer characteristics] because [defensible advantage]."

Short-Form Positioning (20-30 words): Use for: Website homepage, elevator pitch, social bios

"[Company] is [category] for [target customer] that [key benefit], without [common pain point]."

Example: "Acme is the customer onboarding platform for SaaS companies that reduces time-to-value by 60%, without requiring engineering resources."

One-Line Positioning (10-15 words): Use for: taglines, social media, quick intros

"[What you do] for [who], [unique benefit]."

Example: "AI-powered sales coaching for reps, driving 25% more closed deals."

Comparison Positioning: Use for: Competitive situations, category creation

"The [familiar product] for [new audience/use case]" Example: "The Salesforce for nonprofits" or "Figma meets Notion for product teams"

6. Messaging Architecture

Positioning Hierarchy:

Level 1: Core Positioning

• The definitive statement (what we defined above)
• Use for: Internal alignment, strategic docs

Level 2: Value Props (3-5)

• Key benefits that support positioning
• Example: "Faster onboarding, Better retention, Less support burden"

Level 3: Proof Points

• Evidence for each value prop (metrics, testimonials, features)
• Example: "Onboarding time drops from 30 days to 10 days on average"

Level 4: Messaging Per Audience/Stage

• Adapt positioning for different buyer personas or funnel stages
• Awareness: Problem-focused, broad appeal
• Consideration: Solution benefits, differentiation
• Decision: Specific features, ROI, risk reduction

7. Validation & Testing

Internal Alignment Test:

• Can every team member articulate positioning clearly?
• Do sales, marketing, and product agree?
• Is it used consistently in all materials?

Customer Resonance Test:

• Show positioning to 5-10 ideal customers or prospects
• Do they immediately understand what you do?
• Does it feel relevant and differentiated?
• Would they describe you this way to others?

Competitive Distinction Test:

• Could a competitor claim the same positioning?
• If yes, it's not differentiated enough
• Does it highlight your unique strength?

Clarity Test:

• Can someone unfamiliar with your business understand it in 10 seconds?
• No jargon or buzzwords that obscure meaning
• Concrete and specific, not vague and generic

8. Deliverables

Primary Positioning Statement:

• Long-form (100-150 words)
• Short-form (20-30 words)
• One-liner (10-15 words)

Messaging Framework:

• Target audience definition
• Core value propositions (3-5)
• Proof points and evidence
• Competitive differentiation

Application Guide:

• Website homepage copy recommendations
• Sales pitch structure
• Email signature tagline
• Social media bios
• Pitch deck positioning slide

Brand Voice & Tone:

• Personality attributes (professional, friendly, bold, etc.)
• Language to use and avoid
• Example messaging in brand voice

Testing & Iteration Plan:

• How to gather feedback
• When to revisit and refresh
• Success metrics (message pull-through, sales adoption, customer understanding)

Present complete positioning framework with clear statement variations, supporting messaging architecture, and implementation guidance across all customer touchpoints.