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 create a successful brand and build customer 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 focussed 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. You next product evolution can be determined in the Commercial Agile Frameworks 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
Video
This video provides an overview of the Market Positioning Canvas.
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 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
Brand equity - How your brand is well your brand is understood, how its quality is perceived and how loyal your customers are