Market Positioning
This is the key element of any business - yet it’s the one that most business owners don’t think about. I specialise in defining what your positioning. I don’t tell you what to do – I simply help you crystallise what is special about your business, and how to do more of it.
Why your market positioning is so important
Your market positioning defines everything about your business – what you sell, who will want to buy, how much they’ll pay, and who is in competition for your customers’ money. It tells you where you are now, and just as importantly where you are not. It gives you more insight into your customers – and as they pay for everything, that’s quite important.
Knowing your positioning gives you a way to build a strategy – a roadmap to get you from where you are now to where you want to be. If you’re happy with your business as it is now, it tells you what defensive steps you need to take as the world changes around you.
“But I know all this already”
Without exception, every client I’ve ever worked with has said this. But the truth is that businesses – particularly smaller businesses – rarely evaluate their positioning in a formal exercise. They know parts of it, but they don’t put the whole thing together.
My process
I have a simple process for capturing and defining your market positioning. It will show you how to find more customers - who to talk to and what to say.
Critically, it will give direction to your marketing programme, helping you choose what marketing activity to do and which to ignore. I find this is one of the biggest problems for smaller businesses, which naturally have limited marketing budgets – when you haven’t got much cash, you need to spend it wisely.