Olson.prod positioningcamp

Elements of a Product Posi2oning Statement

MN Product Camp Oct 19, 2013 Rolf R. Olson

Product Posi+oning Statement

•  As wriDen in •  Crossing the Chasm: Marke(ng and Selling High-‐Tech Products to Mainstream Customers (Copyright 1991, rev 1999 by Geoffrey A. Moore, HarperCollins Publishers)

Product Posi2oning Statement

•  For ______, who need_______, Product™ is a ________ which provides_________.

•  Unlike ______, ______, and ______, Product provides _________, as shown by ___________.


•  For ________ – Describe this group of people – target customers. – Who are the end users of the product? – Who are the decision makers in buying this product?

– This is your Market. (too broad? too narrow?) – This will target your campaign – This will direct your sales folks


•  Who need ____ – What is the need your product fulfills? – What pain does it alleviate? – What is the opportunity to provide a benefit? •  Save lives, save 2me, save money

–  Is it real? Is it urgent? How big is it?


•  Product™ – Name your product! •  Unique? •  Memorable? •  Logical?

•  Is a ________ – What is the generic defini2on, category, classifica2on, clarifica2on of what Product is?

–  i.e. facial 2ssue, not Kleenex®


•  which provides_________ – What does Product do? – What is Product’s key benefit? (3 max.) – What is Product’s compelling reason to buy? – Does it clearly address the need or pain described?

– How good is it? Metrics -‐ numbers? – What is it’s appeal? Your proposi2on?


•  Unlike ______, ______, and ______, – Name your compe22on •  Specifically if compe2ng products •  Or if a compe2ng alterna2ve solu2on exists, describe it

•  Product provides _________, as shown by ___________.

• What is your product differen2a2on? •  How is it unique and superior? • What claim can you make? • What evidence can you cite?

•  For professional and family care providers who care for chronically ill or frail pa2ents

•  who need to monitor a remote pa2ent over 2me and be alerted to the need for interven2ons and will benefit from improved quality and efficiency of care and from gaining a compe22ve advantage with enhanced pa2ent and family caregiving,

•  GrandCare™ is an internet device, web portal and secure server used to communicate with remote pa2ents.

•  Unlike Healthsense, QuietCare, Wellaware, Independa, and others, •  GrandCare provides telehealth, ADL monitoring, smart home,

communica2on and socializa2on in an integrated solu2on. •  GrandCare is unique because it is a mature product and has a

friendly, intui2ve touchscreen interface, SKYPE™, and senior-‐oriented web content to engage persons with no interest in using standard computers. The HIPPA compliant system was designed with APIs (applica2on programming interfaces) ready to exchange data with other systems.

ZETA Surface Condi2oning System

Product Posi2oning Statement –  For 300 mm semiconductor fabs who need photoresist, silicide and general film stripping stripping

–  ZETA 300mm is a batch spray cleaning system that offers the highest performance and lowest cost.

– Unlike immersion systems, ZETA is a spray processor with reduced chemical consump2on and the flexibility to blend chemicals or change mix ra2os and temperatures within a recipe.

–  ZETA is a fully-‐automated solu2on for 300mm wafers. It can be configured with up to 8 different chemical inputs.

Product Posi2oning – Job Seeker

•  For ______ (describe your hiring manager, target company characteris2cs, loca2on, etc.)

•  who need help in_______(describe the role that you will fulfill),

•  Jane Doe is an experienced _________ (describe the job 2tle you are seeking)

•  With_______ (describe the value you will bring). •  Unlike those other turkeys who apply, Jane is ____ (what makes you unique, with some proof).

Wafer Level Reliability Posi2oning

•  For semiconductor process technologists who encounter long term reliability concerns

•  WLR is a process qualifica2on strategy that provides short cycle 2me and specific solu2ons

•  Unlike internal solu2ons that are costly and require a long learning curve or tradi2onal reliability that takes too long

•  WLR provides a rapid startup and short cycle 2me of process qualifica2on

Conclusion

•  Moore’s format provides a useful structure for a concise posi2oning statement

•  Acknowledgements: – Steven C. Grady – Cymbet Corpora2on –  Jane B. Olson – Communica2ons Mid America – Ann Krzmarzick – Lutonix, C.R. Bard – The gang at SamsNet

Quality – Phil Crosby •  Crosby's response to the quality crisis was the principle of

"doing it right the first (me" (DIRFT). He included four major principles: –  The defini(on of quality is conformance to requirements (requirements meaning both the product and the customer's requirements)

–  The system of quality is preven(on –  The performance standard is zero defects (rela(ve to requirements)

–  The measurement of quality is the price of nonconformance •  His belief was that an organiza2on that established a

quality program will see savings returns that more than pay off the cost of the quality program: "quality is free".

•  Quality is Free. New York: McGraw-‐Hill.

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