Segmenting your market and positioning your product are key. Segmenting helps you to understand your potential customers and their expectations.
Positioning helps your potential customers to understand the benefits and determine if it’s right for them or not. Done well, product positioning can help a product succeed. Done badly, even a strong product can fail.
Before joining TheFamily as a partner, Balthazar de Lavergne worked at Rocket Internet at the department Global Venture Development and before as an entrepreneur.
26. LEARN TO SAY NO
✓ From fb to web: Menu Next Door
✓ From web to mobile: Deliveroo
✓ From iOs to Android: Instagram
27. POSITIONNING
✓ It’s a statement
✓ Comes down to clarity of vision
✓ Helps you stay focus
✓ Critical internally also
28. PURITY OF THE OFFER
✓ Easier to market
✓ Easier to onboard
✓ Strong is great: don’t be scared of loosing clients
29. ADDRESS THE
MARKET
✓ Benefit & differentiation
✓ Features (Dropbox), Pricing (Ryanair),
Product (Airbnb), Support (B2B with high
SLA’s)
30. FOR (TARGET CUSTOMER)
WHO (STATEMENT OF NEED OR OPPORTUNITY),
(PRODUCT NAME) IS A (PRODUCT CATEGORY)
THAT (STATEMENT OF KEY BENEFIT).
UNLIKE (COMPETING ALTERNATIVE)
(PRODUCT NAME)(STATEMENT OF PRIMARY DIFFERENTIATION).
31. THE ONLY MOTORCYCLE MANUFACTURER
THAT MAKES BIG, LOUD MOTORCYCLES
FOR MACHO GUYS (AND “MACHO WANNABES”)
MOSTLY IN THE UNITED STATES
WHO WANT TO JOIN A GANG OF COWBOYS
IN AN ERA OF DECREASING PERSONAL FREEDOM
32. PREPARE FOR LAUNCH
✓ SOCO (Single Overriding Communications Objective)
✓ Dropbox: “It just works”
✓ SOCA (Single Overriding Communications Avoidance)
✓ “like any other app”
33. :CREATE A SALES
STRATEGY
✓ Segment your market
✓ Pick your targets
✓ Position your product for each segment
✓ Keep one strong statement
34. KEY OUTCOMES
✓ Oversegment in the beginning
✓ Check profitability / expandability
✓ Sell before you build
✓ Analyse your value chain
✓ Stay focus
✓ Expanding is not a process