Market positioning canvas
This canvas helps you optimise how you position a product or service offering in the market. It also contains detailed information on how to increase your customer’s awareness and build loyalty. Each canvas section has a detailed guide, which you can find below the canvas. Avoid the “tick-box” mentality of quickly filling in the sections.
New product development
This canvas is focused on improving existing products. If you are creating a new product, start with the New Product Generator Canvas. Once proven in the market, you will move to this canvas. Your next product evolution can be determined in the Commercial Product Framework’s Strategic Direction stage.
Market Positioning Canvas
Feel free to recreate the canvas in a tool of your choice. Please attribute the author (Timothy Field), the source of the canvas (this webpage) and add the CreativeCommons BY-SA license
Value Proposition - How you describe your product’s value in the market.
Vision statement - The aspirational future state of your organisation.
Tagline - A very succinct summary of your offering.
Strategic focus - Your overall strategy considering, cost (low-price), differentiation and target customer group size.
Benefits messaging - Why people should buy from you.
Target Market - The customers you are targeting.
Competition - The competition you need to actively target and those you should monitor.
Product equity - The value of your product, including how well your product is understood, how its quality is perceived and how loyal your customers are.