Go-to-market strategy and positioning

EIA, July 14 Lisa Enckell @enckelli

lisaenckell@gmail.com

govote.atUse the code 503 12

Positioning

“The act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind”

Positioning

Who is it for (target audience)?

What is it (category)?

What does it offer (benefits)?

Positioning

Everyone

Target audience

Category

Why is the category important?

– Determines when our product gets considered

– Defines the competition

– Shapes expectations

– Guides evaluation

The period tracker Clue

Create a new category

Who are the competitors?

POPs and PODsPoints of parity Points of difference

1. Your category

2. One competitor

3. Three POPs (points of parity)

4. Three PODs (points of difference)

Go-to-market strategy

How are you launching this thing?Or:

Who are you selling to?

What are you selling?

What are the benefits?

How will you promote your product?

Where will you sell it?

Questions to answer in your go-to-market strategy:

Phase 1Invite only

Phase 2Public launch

Phase 3Growth

Testers Influencers Early Adopters Early Majority Late Majority

Make a plan

Situation

Objectives

Goals

Target audience

Value proposition (main benefit)

Strategy

Tactics

Timeline

Go-to-market strategy outline:

Value proposition

Example: Wrapp

Situation – Totally un-known (no brand awareness).

Give away “free money”, risk of being seen as shady

Objectives – Establish the category “social gifting” and

become the number one

Goals – 20,000 redemptions within three months

Example: Wrapp

Target audience – “Katie” - loves shopping with her

friends and spends a large share of her disposable income

on expressing herself with clothes and accessories

Value proposition – Save money and get rewarded for

shopping at your favorite stores

Strategies – Ride merchant partners’ brand coattails

Tactics – Co-written press releases, campaigns in retailers’

social-media and email channels

Example: Wrapp

1. Plan 2. Execute 3. Adjust

Thank you!EIA, July 14 Lisa Enckell @enckelli

lisaenckell@gmail.com