Positioning statement

A positioning statement defines how the team and customers should think about the product/service within the market compared to its competitors. Generally a positioning statement is written in the final step of Segmentation, Targeting, and Positioning (STP).

A positioning statement should include these 6 elements: :—:

  1. The target customer segment
  2. The unmet needs and wants of those customers
  3. What the product is
  4. A key benefit of the product
  5. Alternatives to the product
  6. Why the product is better than the alternative

This template is a good starting point for crafting a positioning statement:

  • For [Target customers]
  • Who are dissatisfied with [products they have used]
  • our product is a [Product type or category]
  • that provides [key benefit]
  • Unlike [competing products]
  • we have [features that competing products don’t have]