Mario Cardinal

"The real voyage of discovery consists, not in seeking new landscapes, but in having new eyes" – Marcel Proust


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Market Positioning Statement

As I stated in a previous post, the first challenge facing startups is to find their Product/Market Fit. Product/Market Fit means that the solution (the product) is well suited to its target problem (the market who experienced the problem). To find the right Product/Market fit, you must not only fulfill a job-to-be-done but also ensure you have an obvious competitive advantage.

competitive-advantage

Startups that have a competitive advantage create a sustainable future for their businesses, with products that can grow and generate profits long after the initial launch.

During my master’s degree in Innovation and Technological Entrepreneurship, I learned to capture and formalize a competitive advantage using a “Market Positioning Statement”. Positioning is a choice of attributes that provides a credible, different, attractive and sustainable position within a marketplace and in the minds of customers. The positioning communicates what makes a product unique and different.

This statement usually comes in a form that looks something like this:

For [Target Market] who [Statement of Need], the [Product Name] is a [Product Category] that [Key Benefit / Reason to Buy] unlike [Competitors] our product [Primary Differentiation]

Here is the rendition of the Market Positioning Statement for To-Do Studio:

[Target Market]
Modern leader

[Statement of Need]
Want to avoid the hassle of follow-ups and tough talks that occur when pushing and pulling others to take initiative

[Product Name]
To-Do Studio

[Product Category]
Collaborative work management service

[Key Benefit / Reason to Buy]
Guides teams to self-organization

[Competitors]
Other current solutions such as chats, emails, calendars, to-do lists, kanban boards, spreadsheets or project managers

[Primary Differentiation]
Get things done because each teammate works in tandem with an automated guide (personalized coaching), that not only provides a daily schedule, but guides and directs the involvement (throughout the process)

Here is the positioning statement in sentence form:

For the modern leader who wants to avoid the hassle of follow-ups and tough talks that occur when pushing and pulling others to take initiative, To-Do Studio is a collaborative work management service that guides teams to self-organization. Unlike current solutions such as chats, emails, calendars, to-do lists, kanban boards, spreadsheets or project managers, To-Do Studio get things done because each teammate works in tandem with an automated guide (personalized coaching), that not only provides a daily schedule, but guides and directs the involvement (throughout the process).

The key competitive advantage of To-Do Studio is its automated guide (personalized coaching).