A two week process clarifies priority users, core situations, and alternatives to form a positioning hypothesis the team and market can test.
Who it suits: Early products gaining features while the team has differing views on whom they serve and what problem they solve.
What you receive
Positioning work helps a team make choices it can carry out. The two week engagement begins with existing demonstrations, feedback, sales records, and market assumptions, turning them into evidence for discussion.
Deliverables include audience priorities, core tasks and alternatives, a value proposition structure, a home page outline, and three hypotheses for the next six weeks. Each records sources and uncertainty so the team can keep it current.
The process
- A ninety minute kickoff establishes business constraints and decisions.
- Review existing user material and interview four to six frontline team members.
- Map the relationships among users, situations, alternatives, and value.
- Run two workshops to identify what to retain, set aside, and test.
- Deliver a positioning memo and a communication framework for the website, pitches, and sales.
Scope
The engagement develops evidence based judgments with explicit uncertainty. Teams with no contact with real users begin with a narrower round of basic research before positioning decisions.
Good positioning helps suitable users quickly recognize whether a product fits them.