Product Positioning template
Create your strategy for launching a new product or entering a new market.
To develop an effective product launch plan, you and your team should define how to position the product—this step is vital to set it apart from competitors, describe what the product uniquely brings to the market, and clearly communicate its benefits to your target audience. The product positioning template guides you to consider key topics such as defining your product and market category, identifying your target segment and competitors, and understanding your key benefits and differentiation.
About the product positioning template
What are product positioning exercises?
For better or for worse, your company’s chances for success hinge partially on your market. As such, before you start building products and planning strategies, it’s a good idea to conduct a product positioning exercise. A product position exercise is designed to situate your company and your offering within a market. While these exercises may vary, it’s generally helpful to have these goals.
1 - Define your customer. Who would buy your product or service?
2 - Define the problem. What pain point are you solving for your customer? How does this problem impact your customers? It can also be useful to think about your customers’ experience of this problem. What emotions might they feel when they encounter the problem? This will help you market and design your product offering.
3 - Define key market characteristics. What else do your customers usually buy? How do they buy it? What makes them switch products?
4 - List the other companies in your market. Are these companies your potential partners? Potential competitors? What is their business model? How have they been successful? How have they failed? What is their biggest pain point?
5 - Design an elevator pitch. Your pitch should encompass your customers, their pain points, and how your product is uniquely positioned to solve their problem.
6 - Narrow down your competitors. Now that you have your pitch, list your competitors and their strengths and weaknesses relative to your offering.
When should you conduct product positioning exercises?
You should conduct product positioning exercises any time you’re going to launch a new product or enter a new market. You may also want to periodically conduct product positioning to stay informed of what’s happening in the market and with your product in particular.
How do you use the Miro product positioning template?
The Miro product positioning template is fully customizable, so you can adapt it to your specific needs. Invite your team members to collaborate on the infinite board to organize your brainstorming sessions and information upload. You can discuss and share ideas by mentioning people in chat or using the video call feature. Once you’ve completed the exercise, you can make a presentation right from the board, print it out, or share with other stakeholders to get their input.
Product Positioning template
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