Go-to-market strategy and positioning
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Presentation on go-to-market strategies and positioning for startups held in Nice, France July 2015 at European Innovation Academy.
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Go-to-market strategy and positioning
- 1. Go-to-market strategy and positioning EIA, July 14 Lisa Enckell @enckelli lisaenckell@gmail.com
- 2. govote.at Use the code 503 12
- 3. Positioning
- 4. “The act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind” Positioning
- 5. Who is it for (target audience)? What is it (category)? What does it offer (benefits)? Positioning
- 7. Category
- 8. Why is the category important? – Determines when our product gets considered – Defines the competition – Shapes expectations – Guides evaluation
- 9. The period tracker Clue
- 10. Create a new category
- 11. Who are the competitors?
- 12. POPs and PODs Points of parity Points of difference
- 13. 1. Your category 2. One competitor 3. Three POPs (points of parity) 4. Three PODs (points of difference)
- 15. How are you launching this thing?Or:
- 16. Who are you selling to? What are you selling? What are the benefits? How will you promote your product? Where will you sell it? Questions to answer in your go-to-market strategy:
- 17. Phase 1 Invite only Phase 2 Public launch Phase 3 Growth Testers Influencers Early Adopters Early Majority Late Majority Make a plan
- 18. Situation Objectives Goals Target audience Value proposition (main benefit) Strategy Tactics Timeline Go-to-market strategy outline:
- 20. Example: Wrapp Situation – Totally un-known (no brand awareness). Give away “free money”, risk of being seen as shady Objectives – Establish the category “social gifting” and become the number one Goals – 20,000 redemptions within three months
- 21. Example: Wrapp Target audience – “Katie” - loves shopping with her friends and spends a large share of her disposable income on expressing herself with clothes and accessories Value proposition – Save money and get rewarded for shopping at your favorite stores
- 22. Strategies – Ride merchant partners’ brand coattails Tactics – Co-written press releases, campaigns in retailers’ social-media and email channels Example: Wrapp
- 23. 1. Plan 2. Execute 3. Adjust
- 24. Thank you! EIA, July 14 Lisa Enckell @enckelli lisaenckell@gmail.com