My noteboek
I read and write about sales, marketing, product development. In addition, here I share my experiences about living with Traumatic Brain Injury (TBI) caused by a brain tumor. On this site you will find a small part of my notes but also the tools I use. I wish you much reading pleasure and inspiration!

Positioning Canvas

The postioning canvas helps organizations segment distinctively. Segmenting based on traditional criteria unfortunately have poor predictive value for success. A better approach is to select based on problems customers are struggling with. You look for problems that cause your customers to make insufficient progress. Progress they do crave. Because customers are always striving to solve their problems.

Duration:

± 30 minutes

Difficulty:

Participants:

± 1-3

Author:

Ruud Olijve

Download as a pdf (free)

How to use the Positioning Canvas?

The first step is simple. Grab a stack of blank paper. On a sheet of paper, draw a simple system of axes. A horizontal x-axis and a vertical y-axis. The axes intersect in the middle creating a grid of four planes. You now have your first segement map ready! Repeat drawing these grids so that you have at least five sheets of paper with a grid. Now take the first paper and give it the number 1. Write the first paper on the x-axis the price as a unit where the left side represents a low price and the right side represents a high price. On the y-axis, the unit is "convenience. The bottom represents low convenience and the top represents high convenience. Within the four planes you can place your competitors. Does one or more planes emerge with very many competing flags? Then there is no good and winning segmentation.

Never fear, it's a matter of filling out the next segmantation card. The perseverer always wins! Take a second sheet of paper to set up a new segmentation card. On this sheet, put the number "2. On this new sheet of paper, substitute the axes 'price' and 'convenience' for other types of issues. For example: health, performance, skill, popularity, efficiency, effective, speed, safety, taste, status, privacy, fear, smart, responsibility, friendship, etc. Finally, you know your own market well enough to make the right choice for the axes. Continue completing the segementation maps until you see only a limited number of competing flags within the planes. Now you have the segmentation maps that represent a market in which you can differentiate yourself. Here on this map you can plant your flag. You are ready to claim your area.

Arrange in advance:

  1. Assemble the right team
  2. Reserve a large piece of wall or space
  3. Print or draw the canvas on a large sheet of paper
  4. Have plenty of Post-it's and markers at the ready
  5. Allow yourself undisturbed time 

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