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Positioning Strategy for Start Ups
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© 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
© ideenparc I SEITE 2
Why�should�the�customer�choose�YOU?
You have identified your target group and how you can reach them
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A POSITIONING TAKES ASTRONG STAND
Complicated
Conservative
Serious
Easy Going
Innovative
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Old School
Mainstream
Serious
Steady
Cool
Different
Simple
Young
A POSITIONINGSELECTS AND ATTRACTS CUSTOMERS
COMFORTABLEDYNAMIC
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ELEGANT
COMFORTABLE
CLASSY
JOY
DYNAMIC
DRIVING PLEASURE
A POSITIONINGCREATES VALUE
1 KILO
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1 KILO
45.000 € 120.000 €
THE GOALCLARITY, RELEVANCE, DIFFERENTIATION
A strong positioning communicates:
WHAT WE STAND FOR
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HOW WE CREATE UNIQUE VALUE FOR CUSTOMERS
WHY WE CAN DO THIS BETTER THAN ANY COMPETITOR
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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.
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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.
Dare to focus - you can’t be all things to all people! 3.
© ideenparc I SEITE 10
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.
©IDEALREALOPTIMAL
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IDEAL Provider REALity Check OPTIMAL Value Promise
IDEAL Provider REALity Check
CUSTOMER-FOCUSED, STRAIGHT TO THE POINTDEVELOPING THE POSITIONING STORY
OPTIMAL Value Promise
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COLLECTINGPositioning Aspects
RANKINGPositioning Aspects
COMBININGPositioning Aspects
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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
© ideenparc I SEITE 14
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
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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?
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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
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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.
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UNIQUE
POSITIONING
STORY
QUALIFIED
POSITIONING
ASPECTSASPECTASPECT
ASPECT
ASPECT
ASPECT
ASPECT
CONSISTENT ACTIVATIONPOSITIONING AS A BUSINESS DRIVER
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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
© ideenparc I SEITE 20
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 I SEITE 21
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.›