Product Positioning So Clients Get It, Buy It, Love It
APRIL DUNFORD
25y+ in product positioning with IBM, MaRS, Sprintly & others, launched 16 products, author of product marketing fundamental bestseller “Obviously Awesome”Positioning forms the foundation of a product’s Go To Market strategy – from customer segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing to competitive strategy.
Join April Dunford, product positioning expert with 25+ years of experience, to understand the methodology the tools needed to master positioning, and create your own product positioning roadmap.
ABOUT
THIS WORKSHOP
WHY TAKE THIS WORKSHOP?
Positioning forms the foundation of a product’s Go To Market strategy.
Your customer segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing, competitive strategy – each of these relies on positioning as a critical input.
In this workshop, you’ll learn from April Dunford, product positioning expert with 25+ years of experience, the methodology, and the tools needed to master positioning.
All How to Web workshops consist of live sessions with the instructor, with no recorded materials, so you can discuss your problems and get your questions answered.
WORKSHOP ACTIVITIES
Before the workshop
You will be provide with recommended reading on how to tackle product positioning.
1st session
During the 1st live session, April will walk you through each step of her positioning framework, and allocate Q&A time for each of them.
Homework
You will assemble your real-life team and discuss a roadmap to evaluate your product’s positioning.
2nd session
During the 2nd live session, you’ll discuss the challenges you’ve encountered in developing your product positioning plan.
MAIN TAKEAWAYS
Evaluating positioning
How to spot weak positioning and how to tell the difference between product problems and positioning problems
Positioning components
How to break positioning down into component pieces and how to bring those pieces together using a deliberate step-by-step positioning methodology
Running a positioning exercise
How to run a successful positioning exercise inside your company and how to avoid the common pitfalls
Positioning styles
How and when to use different “styles” of positioning including head to head, niche, and category creation
Leveraging positioning
How to leverage market trends to help customers better understand why your product is important right now
Timeline
Get ready for an interactive learning journey with one of world’s top specialists in product positioning.
Who is
APRIL DUNFORD
April is a globally recognized positioning consultant, entrepreneur, author & speaker, with over 25 years of experience as an executive.
She launched herself 16 products and assisted companies in dozens of other product launches. Her 2019 book on positioning, “Obviously Awesome”, has become a worldwide Amazon Bestseller.
April bases all her masterclasses, talks, and consultancy on her vast and consistent work experience, sharing fundamental insights on Positioning, Market Strategy, and New Product Introduction.
WHAT IS
Product positioning
Positioning is the bedrock of your Go To Market strategy. Your positioning decisions determine your segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing, or competitive strategy.
Discovering the right positioning for your project is essential, but also hard to find. Walk away from this live masterclass clearly understanding the methodology and the tools you need to master positioning.
WHAT YOU’LL LEARN
-
How to spot
weak positioning and how to tell the difference between product problems and positioning problems
-
How to break
positioning down into component pieces and how to bring those pieces together using a deliberate step-by-step positioning methodology
-
How to run
a successful positioning exercise inside your company and how to avoid the common pitfalls
-
How and when
to use different “styles” of positioning including head to head, niche, and category creation
-
How to leverage
market trends to help customers better understand why your product is important right now
