Product positioning
Articulate the key benefits of your product and the problem it solves
Use template
About 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 users are, what they need, and how your product makes a difference in their lives. Use this template to create an internal document that will anchor your product marketing activities in the actual value you offer — going beyond product features and functionality.
Included in the product positioning template
This template includes everything you need to define your product positioning:
Pre-built table to capture foundational elements
Customizable layout (add new components and edit existing ones)
Area for capturing your positioning statement
Example for inspiration
Tailor the product positioning template to match your needs. Then, share your whiteboard with as many people as you want to streamline collaboration. This template also includes the following capabilities to help you define product positioning:
Collaborate live or asynchronously on your positioning
Invite stakeholders to provide input and comments
Lock editing once you finalize your positioning
Present your positioning directly from your whiteboard
Make your whiteboard available as a shared webpage
Overview of product positioning
Product positioning is a core component of product strategy. It helps you distill who your target users are, what they need, and how your product can uniquely help. You will want to involve both product management and product marketing when formulating your positioning. Both groups have a different perspective on the marketplace and how your own product fits in.
Once you define your positioning, create a short product positioning statement that distills essential information. Here is an example you can build on: For [group of users] that [need/want X], [company/product] is a [category/solution] that uniquely solves this by [benefit].
Be sure to revisit your product positioning regularly (quarterly or annually, for example) or after significant market changes. Communicate changes across the organization — it is important for everyone to hone in on what makes your product truly special.
How to use the Product positioning template
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.
FAQs about the product positioning template
Why is product positioning important?
Strong product positioning articulates and clarifies your offering's unique value. Positioning also informs your strategic product and product marketing efforts, guiding how you approach everything from pricing to brand messaging. When the team understands how your product brings value, everyone can better communicate its benefits to prospective customers.
What are some product positioning best practices?
Start by deeply knowing your customers and market. This will likely require that you create personas, conduct competitive analysis, and perform a SWOT analysis, to name a few examples. Using a collaborative tool such as Aha! software greatly streamlines the process of creating product positioning. Get started quickly with templates, collaborate live or asynchronously on a whiteboard, and easily share insights with the rest of the organization.
Who is this product positioning template for?
Product management and product marketing teams work together to craft positioning. But everyone in the organization benefits from understanding what sets your offering apart from alternatives. Once you fill out the product positioning template, be sure to share it with the broader team and update it when necessary.
Is this template free to use?
To use this product positioning template, sign up for a free 30-day trial of Aha! Whiteboards. (You can also try this template in Aha! Roadmaps if you need a complete product management solution.) Easily customize the template to suit your needs, and then share it with as many people as you want (for free) to streamline collaboration.
