에이프릴 던포드
Positioning consultant, author of Obviously Awesome
163 records in all
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4 basic records of 29
Episodes are real events from public sources, summarised by us.
The team realized that companies analyzing machine-generated data cared most about their speed. They shifted their frame of reference to Business Intelligence (BI), which made their analytical strengths obvious to the right buyers.
LessonA better market frame makes a product's unique features look like an 'awesome' solution rather than a 'lousy' version of something else.
April judged a pitch for a dashboard device that warns drivers of speed traps to save them money on tickets. She realized the company could either position itself in the 'ticket avoidance' business or the 'driver safety' business.
LessonThe same physical product can serve entirely different markets and price points depending on the chosen frame.
By dominating the investment banking niche, the startup grew its revenue from $2M to $65M in less than two years. Their former competitor, Siebel, eventually gave up trying to compete in that space and acquired them instead.
LessonDominating a specific context makes you a high-value acquisition target for larger competitors who cannot win in that niche.
April worked at a startup on a SQL database positioned as a 'Microsoft Access killer' that only sold 200 copies. She interviewed 100 customers and found that while 94 didn't use it, 6 were using it to sync mobile devices for field sales.
LessonDirectly interviewing customers can reveal high-value use cases that the original product vision missed.
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See membershipMarketing, brand and copywriting
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