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Software Positioning by Mind Map: Software Positioning
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Software Positioning

Market Definition

What is the total market population?

What portion is interested? (Potential)

What portion is funded? (Available)

What is your specific target? (Targeted)

Who in your target has already purchase a product? (Penetrated)

What is our Market Environment?

How is the market now satisfying the need your software satisfies?

What are the switching costs for potential users for your market?

What are the positions of the competition?

What is our competitive advantage?

Is your company small and flexible?

Do you offer low cost and high quality?

Does your product offer unique benefits?

Are you the first on the market with this product (First mover advantage)?

Is your post-sales service better?

Do you have a larger network of experts?

Positioning Strategies

Product Attributes

What are the specific product attributes?

Benefits

What are the benefits to the customers

Usage Occasions

When / how can the product be used?

Users

Identify a class of users

Directly against a Competitor

Positioned directly against a competitor (Like the competition)

Away from a Competitor

Positioned away from competitor (Unlike the competition)

Product Classes

Compared to different classes of products.

Buyers

Identify a class of buyers

Segmentation

To identify a niche market, a series of 2 by 2 matrixes can be used to identify an area that is being overlooked by larger competitors. The competitors are mapped on this matrix and you can see where there may be some opportunities.

Mass Marketing or Undifferentiated Marketing

Go after the whole market with one offer and focus on common needs rather than differences

Product-variety Marketing or Differentiated Marketing

Target several market segments and design separate offers for each  

Target Marketing or Concentrated Marketing

Large share of one or a few sub-markets. Good when company’s resources are limited

Positioning Differences

The differences that are promoted for a product must be:

Important

The difference delivers a highly valued benefit to the target buyers

Distinctive

Competitors do not offer the difference, or the company can offer it in a more distinctive way

Superior

The difference is superior to other ways that the customer might obtain the same benefit

Communicable

The difference can be explained and communicated to the target buyer

Preemptive

Competitors cannot easily copy the difference

Affordable

Buyers can afford to pay the difference

Profitable

Company can introduce the difference profitably

Customer Value Perception

Basic

What are the basic features or benefits that must be present to satisfy the need?

Expected

What are the expected features and benefits for a product in your market?

Desired

What are the desired features and benefits for your market, either market-wide or for a specific vertical?

Unanticipated

What features or benefits does your market not expect from your product or even know they need?

Product Description

To (target audience), (product name) is the type of (product) that (performs this task)

One Liner

Full Description

Market Problem

Percieved

What do you think the market problems are?

Customer Quotes

What specific quotes have you heard from customers concerning their problems and needs?