Remember that your offering positioning differs from your company positioning: you’ll have multiple offers for different price points and slightly different needs.
We’ll want to take a look at your core offer or offer category to start. The one you’d lead with if you had the perfect customer – probably it’s most profitable, puts you in the best light, you have the best experience delivering the value, and if you could just offer one thing, this might be it. We’re not suggesting you only offer one thing, but we need to start with the best candidate to optimize your growth.
Here’s what we’re looking for:
- How your offer best reflects the intersection of your advantages and your customers’ desires and needs.
- The relative positioning of your offer with competition: direct competitors, substitutes, and newcomers.
- What components of your offer reflect core product, actual or whole product, and augmented solution (unique differentiators).
- Pricing approach: value vs. product vs. cost.
- The market reception to your offer: reviews, comments, history.
We could do a deep MBA-style dive on this if you’d like. Otherwise, we do a lean version of reviewing all aspects of your offer in the market.