Case notes
Three projects, each drawn on its own positioning map: where customers placed the client before, the move we chose and what happened in the year after. Client names withheld (sample).
By hand
Quick
Everyday
Special
Before
After
Twelve neighbourhood bakeries
The problem
Customers saw the chain as one more bakery between the supermarket and the sourdough shops. Prices were fair, but nobody could say why to choose it.
The move
Bake by hand overnight and say so: the early, handmade bakery at everyday prices. Doors open at 6:30, loaves carry the baker’s name.
What happened
Within a year customers placed the chain in the handmade corner of the map, and morning sales grew faster than the rest of the day (sample).
For racers
For commuters
Sells bikes
Keeps you riding
Before
After
An independent bike shop
The problem
Two shops competing with online stores on racing bikes, and losing on price every time.
The move
Keep commuters riding: same-day repairs, a yearly service plan and a loan bike while yours is in the workshop.
What happened
Repairs became the reason people visit; bike sales now come from service-plan customers (sample).
Sold on saved hours
Sold on features
For any business
For one trade
Before
After
Scheduling software
The problem
A capable scheduling tool sold to any business, described by its feature list, compared with ten others on price per seat.
The move
Pick one trade, dental practices, and sell the hours saved on the front desk each week instead of the features.
What happened
Shorter sales calls and a clear story for the sales team; the generic plan stays for existing customers (sample).
Book a 30-minute strategy call
Tell us what is stuck. We will say plainly whether positioning is the problem, and if it is not, who could help. The call is free (sample).