Positioning with April Dunford

Positioning at a Startup Vs. a Big Company

42 snips
Sep 7, 2023
Positioning for startups and big companies, distinguishing between marketing and positioning problems, handling positioning after an acquisition, and aligning positioning strategy in a cross-functional team.
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ADVICE

Positioning Timing for Startups

  • For startups, wait for market traction before solidifying positioning.
  • Adjust positioning based on actual customer behavior, not initial assumptions.
INSIGHT

Overcoming Startup Challenges

  • Startups need strong differentiated value to overcome inertia and risk perception.
  • Address customer concerns about the risks of choosing a smaller, newer company.
ADVICE

Reducing Perceived Risk

  • Mitigate customer risk perception with case studies, trials, and flexible contracts.
  • Break down large deals into smaller phases to reduce initial commitment.
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