To create easy yet bold positioning, come up with answers to these six questions:
- Who is the product for? Who is its target audience?
- What are the business problems of the target audience?
- What product are we offering, and what can it do?
- How does the product solve the target audience’s problems?
- Who are the competitors, and what are their weaknesses?
- What sets our product apart from the competitors’ offerings?
Make your answers flow naturally after the bold text in the table. Then, read it all from top to bottom—there you have it: your elevator pitch, positioning, and unique selling proposition (USP) all wrapped into one story. And it’s not just “our product has unique functionality and low pricing, blah blah blah.” Be very specific. Don’t try to cover everything with vague statements, even if you’re not entirely sure of the answers yet.