Positioning Strategy Statement

April 13, 2006

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A small business positioning strategy statement can be as simple as a one-page document that will act as a guideline to measure the consistency of all marketing programs.

For example, Joe's Redhots, a street vendor selling hotdogs in an office area, struggled with defining the future of the business. Joe knew that he wanted to grow his business beyond a single cart, but was uncertain about where his business growth would come from. For now, he stated the following business positioning strategy:

Joe's Redhots Business Positioning Strategy

Joe's Redhots will sell premium-quality hot dogs and other ready-to-eat luncheon products to upscale business people in high-traffic urban locations. Joe's Redhots will be positioned versus other luncheon street vendors as the "best place to have a quick lunch." Reasons why are that Joe's Redhots have the cleanest carts, the most hygienic servers, the purest, freshest, products, and the best values. Prices will be at a slight premium to reflect this superior vending service. Joe's Redhots will also be known for its fun and promotional personality, offering consumers something special every week for monetary savings and fun.

A carefully crafted business positioning strategy can be used as a guideline for judging the appropriateness of all marketing programs, especially for promotion, advertising, and PR events. It will ensure that your business image is consistent to your target buyers/end users and help to build an enduring, memorable (and hopefully unique) message to sell your business products. The following checklist can be used to help you organize the information needed to create a workable business positioning strategy.

Business positioning strategy checklist

What products or services do you offer?
Who are your target buyers or end users?
Where will products or services be delivered or performed?
Who are your direct competitors?
What unique attributes of the products or services that you offer distinguish your business from those of your competitors?
Are prices set by reference to what your competitors are doing and, if so, are they higher, lower or the same?
What are your business's "personality traits?"