positioning strategy for start ups - alexander krawczyk- meetup 02.12.2013

er

© ideenparc I SEITE 1

POSITIONING STRATEGY FOR START-UPSAlexander Krawczyk, Partner & Founder

POSITIONING STRATEGY FOR START-UPSAlexander Krawczyk, Partner & Founder

(c) ideenparc GmbH, 2013

NOW IS THE TIME TO ESTABLISHYOUR FOOTPRINT IN THE MARKET!

You have a great idea that the world is waiting for

You have a business model how to monetize that idea

You have identified your target group and how you can reach them


Why�should�the�customer�choose�YOU?

You have identified your target group and how you can reach them

A POSITIONING TAKES ASTRONG STAND

Complicated

Conservative

Serious

Easy Going

Innovative


Old School

Mainstream

Serious

Steady

Cool

Different

Simple

Young

A POSITIONINGSELECTS AND ATTRACTS CUSTOMERS

COMFORTABLEDYNAMIC


ELEGANT

COMFORTABLE

CLASSY

JOY

DYNAMIC

DRIVING PLEASURE

A POSITIONINGCREATES VALUE

1 KILO


1 KILO

45.000 € 120.000 €

THE GOALCLARITY, RELEVANCE, DIFFERENTIATION

A strong positioning communicates:

WHAT WE STAND FOR


HOW WE CREATE UNIQUE VALUE FOR CUSTOMERS

WHY WE CAN DO THIS BETTER THAN ANY COMPETITOR

SIX COMMANDMENTSFOR A GREAT POSITIONING

Keep it simple and clear! 1.

Always put the customer first! 2.

Dare to focus - you can’t be all things to all people! 3.



Stand out from the competition!4.

5. Never promise something you cannot deliver!

Think about the future, make the positioning last!6.

SIX COMMANDMENTSFOR A GREAT POSITIONING

Keep it simple and clear! 1.

Always put the customer first! 2.




Stand out from the competition!4.

5. Never promise something you cannot deliver!

Think about the future, make the positioning last!6.

©IDEALREALOPTIMAL


IDEAL Provider REALity Check OPTIMAL Value Promise

IDEAL Provider REALity Check

CUSTOMER-FOCUSED, STRAIGHT TO THE POINTDEVELOPING THE POSITIONING STORY

OPTIMAL Value Promise


COLLECTINGPositioning Aspects

RANKINGPositioning Aspects

COMBININGPositioning Aspects

IDEAL MARKET REQUIREMENTSAND DEMAND DRIVERS

What are the most important reasons for a positive buying decision?

Who drives the buying decisions?

What is the underlying agenda?

What are the essential success drivers?

What characterizes the true champions?

What are the big strategic bets companies are taking?

Customers


What is the underlying agenda?

What are customers’ pain points?

companies are taking?

What are the disruptive developments and what are their effects?

What makes them elated?

= All potential elements of an attractive value promise in a certain market

REAL DIFFERENTIATION AND CREDIBILITY

Who rules the market or is generallyregarded as the benchmark?

What are their strategic strengthsand weaknesses?

What are your biggest strengths andweaknesses against the competition?

What do the market and customersthink about your company?


Which new competitors are enteringthe market? How do they differ fromthe established players?

Differentiation potential against competitors

Credibility (current strengths+ strategic direction)

QUALIFIED

POSITIONING

ASPECTS

What is your line of attack for thefuture? Where are you going?

Filter A Filter B

FEEDING THE CREATIVE BLACKBOX

At this stage, the strategic foundation comes together with creative

marketing thinking. The objective is to ideate combinations of 3-6

positioning aspects that form a compelling storyline to carry one

driving idea for a viable positioning story.


UNIQUE

POSITIONING

STORY

QUALIFIED

POSITIONING

ASPECTSASPECTASPECT

ASPECT

ASPECT

ASPECT

ASPECT

CONSISTENT ACTIVATIONPOSITIONING AS A BUSINESS DRIVER


COMPANYSTRATEGY

Translation ofstrategy into action

plans and guidelines for all company functions

PORTFOLIOMANAGEMENT

Successful products due to targeted, customer-centric R&D and product presentation

MARKETING& COMMUNICATIONS

SALES DELIVERY

Higher impact dueto consistent and

effectivecommunicationmessages

More leads andhigher sales becausethe positioningacts as a credible“door-opener”

Increased customersatisfaction due torecognizable andconsistently highquality of service

THE QUICK TEST "ARE WE THERE YET?“

We didn’t only analyze the market situation and success drivers, we also defined our strategic answers to future challenges.

We looked at all stakeholders on the customer side and have understood their expectations of an ideal provider. We confirmed our opinion with neutral experts.

WE HAVE TO WORK ON OUR POSITIONING


We thoroughly analyzed the value promise of all our competitors and didn’t only look at their website and commercials. We know what they are really up to!

We focused our positioning on one central value promise and actively made clear trade-offs. We have a great story to communicate the positioning to every stakeholder.

WE HAVE THE PERFECT POSITIONING – READY FOR ROLL-OUT!

Any questions?


ideenparc GmbH

Lindwurmstraße 5a80337 München

call +49 89.92 33 37 87-0fax +49 89.92 33 37 87-9

mail [email protected] www.ideenparc.net

© ideenparc GmbH

All rights reserved.

© ideenparc I SEITE ‹Nr.›

positioning strategy for start ups - alexander krawczyk- meetup 02.12.2013

Marketing

great positioning

strong positioning

competitor ideenparc

positioning acts

seite nr

certain market ideenparc

strategic direction

viable positioning story