The Fletch PMM crew joined Rowan and Morgan on the latest episode of The Marchitect which and did what they’re known to do:
Sharing absolutely killer positioning tactics, templates, along with examples.
One that I can’t help but share on here ahead of time is on how to position your solution against competitors at different stages of category maturity.
And what better example to use than the pseudo-craze of 2024 (which I’m fully addicted to)… ice baths! Here’s three different stages, and how you should position.
1. Concept Awareness
Imagine itβs the early 2000s. The concept of ice baths is relatively unknown.
π₯ The competition: The alternative isnβt another product, but a different activity.
π§ The positioning strategy: Educate the market about the activity itself.
π¬ Example: “Don’t spend hours in mindfulness meditation to build mental toughness. Instead, try daily cold plunges for faster and more effective results in mental resilience.”
2. Category Awareness
Itβs the 2010s, influential figures are starting to popularize cold plunges.
π₯ The competition: Other methods or DIY solutions like cold showers.
π§ The positioning strategy: Transition from education to convincing them the best way to engage this activity.
π¬ Example: “Why settle for a cold shower that’s incapable of reaching the temperatures needed for optimal benefits? Discover our ice bath solutions, designed for perfect, controlled cold plunges.”
3. Product Awareness
Fast forward to today. The market has a number of ice baths available.
π₯ The competition: Other existing ice baths in the market.
π§ The positioning strategy: Directly compare your ice bath product with other similar products in terms of features, quality, and price.
π¬ Example: “Why pay extra for overpriced, complicated models? Our Ice Pod offers all the necessary features at a fraction of the cost. It’s the practical choice for dedicated cold plunge enthusiasts”