April 6, 2020
Positioning is the unsung hero of the startup growth marketing stack. Unlike some other more tactical growth practices, your startup's positioning is the beating heart of your whole product and marketing strategy.
Without knowing how you fit into the market place, developing a strong product and distribution roadmap is shooting in the dark.
The ROI from testing positioning will be much higher than the ROI from any other downstream test. When done well, testing your positioning early could open up an entire new market you didn't know about.
Positioning relative to competitors can often lend guidance to where to start testing distribution channels. If you're in the market at the lighter/less expensive option, ads and couponing might be a good place to start. If you're the luxury brand, co-marketing with well0known influencers might make more sense.
User look for different attributes at different times. Customer preferences may change with societal changes, or even as they mature in their customer lifecycle.
If business was a game of Risk, then your positioning is where you decide to place your pieces at the beginning of the game. Your positioning will always give you inherent advantages and disadvantages, so it's up to you to choose them well given the landscape you find yourself operating in.