Once you have segmented and prioritised market opportunity and have considered your value proposition for each segment, the Market Positioning Canvas is a way to capture how you want marketing and sales to position this value to your target market.
The canvas is a great way to communicate your positioning for any given B2B segment on one page. It can be reviewed by sales before going to a meeting with a target buyer in the segment or by the marketing team when they are crafting their marketing communications strategy to drive leads in this segment.
There should be one canvas for each prioritised market segment.
Copy the template onto your collaboration wall (print or use online) and use post-its to collaborate with team members. Alternatively you could copy into a spreadsheet or document and then overlay text boxes on the template to complete each piece of the canvas.
The left hand (white) portion of the canvas should describe the market challenge you are addressing, the needs of your buyers and their fears and motivations, the competition (direct and indirect) and what you feel the issues are with the competitive solutions . The right hand (orange) side of the canvas should describe your solution to the market need, the revenue opportunity for your business and your differentiators.
Enjoy using this template and get in touch with feedback or suggestions or if you would like support in moderating a workshop to complete this canvas with your team.
