Product positioning templates

The way that people perceive your product is critical to its success. Where does your product or service fit in the marketplace? How do you want it to be known long-term? These are important questions that every product manager should be asking — you want the unique value of your product to be clearly articulated. Product positioning helps you define and capture exactly that.

Product positioning is a strategic exercise intended to define how you can present your product or service in the best possible way to different target audiences. It can be a complex and comprehensive exercise or a more lightweight practice. This depends on what you are using it for, the maturity of your product, or where your organization is in the product lifecycle.

For a robust positioning strategy, try capturing it in Aha! Roadmaps — as shown in the screenshot below.

Set product positioning with Aha! Roadmaps — free for 30 days.

An example of how businesses can use Aha! Roadmaps to build their strategic positioning

The example above is a positioning template in Aha! Roadmaps. We also offer a whiteboard template that is similar.

What is product positioning?

Positioning is typically written for internal teams. It is the basis for all of your product marketing — from pricing decisions to competitive analysis to brand messaging.

Developing product positioning is a collaborative effort that involves product management and product marketing teams. The goal is to align the broader team around how to communicate the value of your product to customers.

The key components of product positioning are:

  • Vision — the overall direction of where your product is headed

  • Mission — how your vision will become a reality

  • Market category — your market and key customer segments

  • Tagline — the slogan used to describe your company or product

  • Customer challenges — primary pain points felt by your customers

  • Company and product differentiators — the unique qualities of your company or product that bring value

  • Brand essence — the core aspects you want your company or product to be recognized for

Mature product organizations use a collaborative web-based tool like Aha! to capture product positioning. If your team is not ready for purpose-built software, you can download the free templates below to craft your positioning.


Types of product positioning templates

Here are a few templates you can use to capture the key components that will help you define your product positioning. You can jump ahead to different templates here:

Product positioning template on a whiteboard

The first is a positioning template on an Aha! whiteboard — designed to help you articulate top product benefits and the customer challenges you plan to solve.

Product positioning large

Product positioning Excel template

Download this version if you would rather use an Excel template.

Product positioning template

Product positioning Word template

In addition to defining your product positioning, the template below also includes a section for competitors.

Strategic positioning

Positioning statement template

At a high-level, a positioning statement describes your product and how it meets the needs of your audience. Your positioning statement should include:

  • A description of your target market

  • A description of your target market's needs

  • How your company will meet those needs

  • What differentiates your product from competitors

  • Why customers in your target market should trust your company

Positioning statement

Segment positioning template

Segmentation refers to dividing customers into groups based on their needs or buying characteristics. Some examples of segmentation include geography, demographics, psychographics, and behavioral characteristics. Ultimately, segmentation helps you prioritize product features and tailor messaging to each subset of customers.


Positioning map template

A positioning map is a visualization of how you want your product to be perceived in the market. You can use a positioning map to plot where you fit as part of an intentional positioning strategy. You can also add your competitors to get a better sense of the market landscape.

Positioning map template

Today vs. future positioning template

As your product or organization matures, you may want to reevaluate your product positioning. Or perhaps your product has already been brought to market but you don't have a solid positioning framework. These free templates will help you assess your product positioning today and in the future.

Today vs. future positioning

Need to quickly prepare a product positioning document? These templates are a convenient starting point. When you are ready to tie your strategy directly to your product roadmap, try purpose-built product development software to explore your positioning, set your goals, and then build your product plans — all in one place.