Why investors should be invested in positioning

Strategically defined positioning helps startups validate market fit, mitigate risk factors, provides competitive advantage, fuels growth potential, and can significantly impact higher valuation.

Positioning is crucial for startup success

Positioning is the essential strategic process that defines how your business, brand or product differentiates you from competitive alternatives – not just in the minds of your buyers, but in the minds of your stakeholders, investors and employees. Positioning defines how your solution stands out from the crowd, who it serves, and the unique value it provides. For startups, effective positioning impacts funding, commercial traction, and overall growth.

Seed

For Seed Stage Startups a well informed and strategically defined positioning hypothesis is vital to informing strategic direction and shaping their initial brand, marketing and sales messaging.

Growth

Growth stage startups launching new products must focus on the value they can deliver and set marketing and sales up for success to drive commercial traction, satisfy stakeholders and gain additional funding.

Mature

Mature startups must sharpen their positioning to amplify brand awareness, increase positive perception and validate premium pricing and higher valuation.

Helping your portfolio companies succeed

My strategic positioning workshops, using a tried and tested framework are the key to enabling startups to grow.

Strategic positioning will enable the businesses to:

  • Laser-focus on ideal target markets

  • Differentiate in their competitive market

  • Develop clear messaging that sells

  • Make sales- & marketings more efficient

  • Build sustainable growth

Positioning is the core strategic foundation that will lead the business to commercial success.

Case Studies

  • ATLANT 3D

    ATLANT 3D is a pioneering deep-tech Series A startup based in Denmark. The business has developed revolutionary technology that will shape the future of advanced electronics. The key challenge in Positioning this business with its unique offer was alignment on competitive alternatives and gaining focus on initial market category targeting.

  • Insempra

    Insempra is a biotechnology-powered Seed Stage startup enabling businesses to transform their ingredient lists with superior products made with nature. After launching products into the market, the company’s positioning needed to be revisited to drive commercial traction and update key messaging.

  • MDO

    MDO is a cosmetic skincare brand that was originally positioned as a Hollywood brand focussed on a GenZ target group. Re-positioning the brand by connecting it clearly to renowned cosmetic dermatologist, Simon Ourian M.D. helped the business achieve clarity on product development and the right target groups, transforming marketing and sales effectiveness.

  • Neuromedex

    Neuromedex is a leading manufacturer of innovative medical devices for neurosurgery. As the business strove to enter new international markets, we re-positioned it by honing in on its core product capabilities and building out its customer service offer. Re-positioning enabled internal alignment and alignment of marketing and sales functions.

  • GOOGLE

    The Google News Initiative works with publishers and journalists to fight misinformation, share resources and build a diverse and innovative news ecosystem. In this project, the key objective was to develop a communications strategy to showcase the value of the GNI through video case studies to gain the support of key opinion leaders throughout Europe.

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