Product positioning
Articulate the key benefits of your product and the problem it solves
Use templateAbout the product positioning template
Product positioning is a strategic exercise that defines where your product or service fits in the marketplace and why it is better than other options. The goal is to demonstrate an understanding of who your audience is, what they need, and how your product makes a difference in their lives.
Use this template to create an internal document that will then anchor your product marketing activities in the actual value you offer, going beyond product features and functionality. You will want to involve both product management and product marketing in this exercise.
Once your positioning is defined, create a short product positioning statement that distills the essential information. Here is an example you can build on:
For [group of users] that [need/want], [company/product] is a [category/solution] that uniquely solves this by [benefit].
Best practices
Position your company and product for success.
Craft your positioning Articulate what makes your company and product unique. Define your vision, mission, market category, what your target customers need, and how you want to be known.
Customize the layout Make the template your own. Rearrange the order of the components and edit names and colors. Easily add new ones and remove existing ones as needed.
Share with the team Once your positioning is complete, share it broadly with internal teams so everyone understands your product’s unique value.
Shape your messaging Use your positioning to inform how you tell your product story externally, crafting messages that are rooted in the truth of your offering and how it helps your customers.
- What is a business model?
- What is customer experience?
- What is the Complete Product Experience (CPE)?
- What is a customer journey map?
- What is product-led growth?
- What are the types of business transformation?
- What is enterprise transformation?
- What is digital transformation?
- What is the role of product management in enterprise transformation?
- What is a Minimum Viable Product (MVP)?
- What is a Minimum Lovable Product (MLP)?
- What is product vision?
- How to set product strategy
- What is product-market fit?
- What is product differentiation?
- How to position your product
- How to price your product
- What are product goals and initiatives?
- How to set product goals
- How to set product initiatives
- What is product value?
- What is value-based product development?
- 10Ps marketing matrix
- 2x2 prioritization matrix
- 5 Whys
- Business model
- Customer journey map
- Decision tree
- Fit gap analysis
- Gap analysis
- Lean canvas
- Marketing strategy
- OKRs
- Opportunity canvas
- Porter's 5 forces
- Pricing and packaging research
- Pricing plan chart
- Pricing strategies (Kotler)
- Product positioning
- Product vision
- Segment profile
- SMART goals
- Strategic roadmap
- Strategy mountain
- SWOT analysis
- Value proposition
- VMOST analysis
- Collections: Business model
- Collections: SWOT
- Collections: Objectives and key results (OKR)
- Collections: Product positioning
- Collections: Market positioning
- Collections: Marketing strategy
- Collections: Marketing messaging
- Approaches table
- Competitive analysis
- Customer empathy map
- Customer interview
- Customer journey map
- Customer research plan
- Opportunity canvas
- Personas
- Problem framing
- Pros and cons
- SWOT analysis
- Target audience
- Collections: Customer research
- Collections: Competitor analysis
- Collections: Marketing competitor analysis
- 2023 monthly calendar
- 2024 monthly calendar
- 2x2 prioritization matrix
- Approaches table
- Feature requirement
- Kanban board
- Market requirements document
- Problem statement
- Product requirements document
- Pros and cons
- Release roadmap
- ROAM board
- SAFe® Program board
- Stakeholder analysis
- Stakeholder map
- Timeline diagram
- User story
- User story map
- Collections: Product development process
- Collections: MRD
- Collections: PRD
- Collections: Gantt chart
- Collections: User story
- Collections: User story mapping
- Collections: Feature definition checklist
- Collections: Feature prioritization templates
- Collections: Marketing plan templates
- Collections: Marketing calendar templates
- Common product development methodologies
- Common agile development methodologies
- What is agile product management?
- What is agile software development?
- What is waterfall product management?
- What is agile transformation?
- Agile vs. lean
- Agile vs. waterfall
- What is an agile roadmap?
- What is an agile retrospective?
- Best practices of agile development teams
- What is a burndown chart?
- What is issue tracking?
- Introduction to agile metrics
- Agile glossary
- What is scrum?
- What are scrum roles?
- What is a scrum master?
- What is the role of a product manager in scrum?
- What is a sprint?
- What is a sprint planning meeting?
- What is a daily standup?
- What is a sprint review?
- Product release vs. sprint in scrum
- Themes, epics, stories, and tasks
- How to implement scrum
- How to choose a scrum certification
- What is a product?
- What is product development?
- What is product management?
- What is portfolio product management?
- What is product operations?
- What are the stages of product development?
- What is the product lifecycle?
- What is a product management maturity model?
- What is product development software?
- How to create internal product documentation
- Introduction to marketing
- What are some marketing job titles?
- What is the role of a marketing manager?
- What is the role of a product marketing manager?
- How are marketing teams organized?
- Which tools do marketers use?
- Interview questions for marketing managers
- Typical salary for marketing managers
- How to make a career switch into marketing
- How to structure your product development team
- Best practices for managing a product development team
- How to structure your product team meeting
- 15 tips for running effective product team meetings
- Which tools do product managers use?
- Tips for effective collaboration between product managers and engineers
- How do product managers work with other teams?
- Approaches table
- Brainstorming meeting
- Brainstorming session
- Creative brief
- Daily note
- Daily standup meeting
- Marketing calendar
- Meeting agenda
- Meeting notes
- Mind map
- Organizational chart
- Presentation slides
- Process improvement
- Product feature kickoff meeting
- Product operations meeting
- Product strategy meeting
- Pros and cons
- Sprint planning meeting
- Sprint retrospective
- Sprint retrospective meeting
- Sticky note pack
- Timeline diagram
- Workflow diagram
- Collections: Product management meeting
- Collections: Diagrams, flowcharts for product teams
- Collections: Whiteboarding
- Collections: Templates to run product meetings