Easier to choose features: when you start working with customers, you will (hopefully) receive a lot of feedback on features you should add.Clear positioning makes it easy to focus product management on specific goals and use cases. If you don’t have a clear vision to guide you, it is easy to be distracted by different directions and work on too many things at the same time. Better focus on initial product vision: there are a lot of directions to choose when building a new product.Positioning can help you quickly filter and identify which customers to focus on. It’s wasted time for both you and for your prospects to invest a lot of effort evaluating and piloting a product if they will not benefit from it. Identify customer fit during sales: one of the most important aspects of the sales process is identifying and ensuring prospects are actually a great fit for your product.Focusing on a specific market segment based on the product positioning can be a great way to identify matching niches and opportunities. Target and identify niche/marketing opportunities: it can be difficult to decide which marketing options to try, which campaigns to book and which niches to target.Positioning allows you to come up with clear messaging so you can explain and highlight unique selling points in few words. Clear message & benefits: it is not easy to stand out in a crowded market.Once you decide on the positioning, many marketing, product management and sales decisions become more straightforward. There are many benefits of coming up with and deciding on positioning for your new software product early on. ![]() Then rigorously optimizing for this initial customer segment allows you to establish a market presence and expand to other segments more easily later. It can also help you limit the initial product scope, so you can go to market faster. To come up with positioning for your new product, you can focus on a specific customer segment or niche that you think will be easier to market to or that you think is underserved by existing offerings. It will help you reach the right customers and ensures that customers remember you when they look for a new product to try. Especially if you are entering a crowded market, this allows you to better communicate the key benefits and features you have to offer. What does successful positioning mean for software products? It can mean identifying a unique angle to focus on so you can stand out with your product among other products and competitors. Positioning will allow you to better focus on a specific market segment to target, it makes it easier to build a clearer and stronger message to reach customers, and it helps develop the initial product vision and feature set. We were in exactly this situation when we initially thought about building and marketing our new test management tool. Thinking about product positioning (and matching branding) is especially important if you build a product for a crowded market with many established competitors (and there are many reasons why this can be a good idea). This is a guest post from serial software entrepreneur Dennis Gurock.
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