Preaching the Good Word Startup Blender Chalk Talk #9

By Adam Berrey | ab@adamberrey.com | startupblender.com

Introductions

Your name

Company name and description (1 sentence)

1 thing you want out of the workshop

Favorite desert

Building a Business Strategy

1. What do your Customers “Need”?

4. Target Market

5. Product Functionality

7. Pricing & Editions 9. Positioning &

Messaging

10. Customer Acquisition

6. Ecosystem & whole product

12. Services & Support

11. Sales Channels

8. Competitive Strategy

2. User Discovery

3. Customer Discovery

2 Core Tools

Brand Essence Product Messaging Brief

Special

Spike

Standard

unique

different & better

cost of entry

What about the world is changing that makes us necessary?

What do we promise to customers at the most fundamental level?

Vision

Promise

Attributes What makes us distinctly valuable to our customers?

Personality If we were a person what would be like?

Style How would we present ourselves to the world?

Emotion

Brand Essence

Special

Spike

Standard

Performance

Technical Exel. Innovation

Style

Quality, price, ethical, etc.

Personal fitness movement

Achieve your athletic potential

Vision

Promise

Attributes

Personality Positive Intense Driven

Style In our workout gear

pushing our self to excel. Emotion

Brand Essence: Nike

What is it about the world that is changing?

Why should we care? Why does this matter? Why should you even bother to exist?

Vision

At it’s core, a brand is a promise of value

You full fill that promise in every customer interaction As your customers you have to keep earning our trust

Promise

Attributes

Special

Spike

Standard

unique

different & better

cost of entry

A brand is associated with a set of attributes. These are all reasons we should choose this brand over another.

Emotion

Personality & Style

Case Study: IntraLinks

Special

Spike

Standard

Intelligent Control

Agility Trust

Service Solutions

Scalable, reliable, secure, SaaS, easy, high-performance, global

The Extended Enterprise

Successful collaborations between businesses

Vision

Promise

Attributes

Personality Committed to Relationships Serious & Professional Resourceful & Pragmatic Self Confident

Style In a suit working with our sleeves rolled up and jacket on the back of the chair.

Emotion

IntraLinks Brand Essence

What is the name of the product?

What category does the product fit into?

Name

Category

Benefits

Differentiators

Product Messaging Brief

What are the 3-4 key statements benefits?

What are the 1-3 ways you are different than the competition?

Positioning What is the positioning statement?

25 Word One easy to say sentence that describes what you do in 25 words or less.

Eponymous is good.

Name

Category

Makes sense of complexity

Allows compare and contrast Shows scale and value Create, challenge, modify or disrupt

Rich Internet Applications

Online Video Platforms Social Networks

Benefits

Make three lists.

TribeHR Benefit Messages

Needs Attract talent Retain talent Great workplace Great culture Reduce hassle Ensure compliance Get automation

Features Recruitment Module Kudos & Social People Profiles Time tracking Payroll Automation Performance reviews

Build a culture of success

Build the best team

Focus on what matters

Differentitors

What makes your product or service different than the competition?

Social

Positioning Statement

For... (target customers)

Who… (statement of need and opportunity) The (product name) is a (product category) That… (most compelling reason to buy)

Unlike… (primary competitive alternative)

Our product… (Key differentiator)

For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real-time. Unlike other solutions, TribeHR is built for the social media era.

TribeHR Positioning Statement

25 Words

One sentence Plain English Easy to say Understandable

TribeHR provides SMBs with online HR software that helps them manage every aspect of HR and build a great company culture.

TribeHR 25 Words

TribeHR

Social HR Software

Name

Category

Benefits

Differentiators

Product Messaging Brief

Build a culture of success Build the best teams Focus on what matters

Social

Positioning For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real-time. Unlike other solutions, TribeHR is built for small business and the social media era.

25 Word TribeHR provides SMBs with HR software that helps companies build great cultures and eliminates the hassle of HR paperwork.

Brightcove

online video platform (OVP)

Name

Category

Benefits

Differentiators

Product Messaging Brief

Comprehensiveness Leadership Productivity Flexibility

Comprehensive

Positioning

For media companies and marketers who need to publish quality online video, Brightcove is an online video platform that provides everything you need to deliver great video experiences, unlike point solutions, Brightcove provides a compressive set of capabilities.

25 Word Brightcove is an online video platform that is used by media companies, businesses and organizations worldwide to publish and distribute video on the Web.

Exercise

How likely are you to recommend this workshop to a colleague or friend?

0 1 2 3 4 5 6 7 8 9 10 Not likely at all

Extremely Likely

Preaching the Good Word Startup Blender Chalk Talk #9

By Adam Berrey | ab@adamberrey.com | startupblender.com