


Positioning
A few recent examples of corporate / product positioning:
Newfield Wireless
Newfield Wireless was ready to take their first product to market. Here are some of the steps I took to position the product, position the company, and sell the products:
![]() |
Developed corporate and product presentations; |
![]() |
|
![]() |
Formed initial position, evaluated competition, and identified differentiating factors. Initially focused on features, vision, alliances, and price; |
![]() |
|
![]() |
Developed a broader vision by instigating a wider set of products – 3 new products were identified and 2 were developed; |
![]() |
|
![]() |
Designed first collateral package – folder and brochures for products #1 and #2; |
![]() |
|
![]() |
Presented the product – then products, to a series of US and international prospects; |
![]() |
|
![]() |
Made first sales into US customers, for product #1 and product #2; |
![]() |
|
![]() |
Introduced company into Trade Shows – developed first signage; |
![]() |
|
![]() |
Built alliances with several concomitant companies; |
![]() |
|
![]() |
Designed and wrote new web site, including private customer login areas; |
![]() |
|
![]() |
Identified weakness of the first product, and developed a white paper to address the value proposition of product #1; |
![]() |
|
![]() |
Identified core weakness in the second product and pushed for correction. |
![]() |
MediaCloud
MediaCloud had received funding, but had not tested the product ideas with prospects. These are some of the steps taken to develop the market:
![]() |
Re-wrote corporate / product presentations; |
![]() |
|
![]() |
Tested original business model with first prospects. It did not have buy-in from customers – too nebulous; |
![]() |
|
![]() |
Developed a new business model with CEO. Tests with prospects were much more positive; |
![]() |
|
![]() |
Developed and managed more than 20 major media customers; |
![]() |
|
![]() |
Identified and managed two beta customers – ready to commit to extensive consumer trials; |
![]() |
|
![]() |
Determined value proposition and new pricing structure with customers; |
![]() |
|
![]() |
Modified web site to reflect new business model; |
![]() |
|
![]() |
Wrote brochure for new product. |
![]() |
<< Portfolio | Business Development >> |
