2. Mission
• Who we are:
– Education company gone corporate
– Online provider of wellness programs
• What we offer:
– Full programs for fitness/health
– Tailored solutions for companies’ wellness needs
• Who benefits:
– Companies
– Employees
3. Positioning Statement should address:
• For [target end user]
• who needs [compelling reason to buy]
• the [product name] is a [product category]
• that provides [key benefit].
• Unlike [main competitor],
• the [product name] provides [key
• differentiation].
4. Resonating Personal Values
Key Benefits/Emotional Hot Points
Consumer Insight (What “unlocks” this category
Brand Legacy Distinctive Consumption
Attributes Situations