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. | |
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