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April Dunford's Product Positioning Template

10-step process for product positioning

Created by April Dunford

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April Dunford's Product Positioning Template

About this template

In April Dunford's Obviously Awesome, she lays out a 10-step process for positioning your product effectively in the market.

Posted on Sep 16, 2022

April Dunford's Product Positioning FAQs

How often should you have april dunford's product positionings?

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Most april dunford's product positionings tend to occur one-off. As you go through a few iterations of them you may need to increase or decrease the frequency.

What should you discuss during an april dunford's product positioning?

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10 great things to discuss in your April Dunford's Product Positioning:

  • 1. Make a list of customers who love our product
  • 2. Form a cross-functional positioning team
  • 3. Align on positioning vocabulary and put aside positioning baggage
  • 4. List your true competitive alternatives
  • 5. Isolate unique attributes or features
  • 6. Map the attributes to value themes
  • 7. Determine who cares about your value themes
  • 8. Find a market frame of reference that puts your strengths at the centre and determine how to position it
  • 9. Layer on a trend
  • 10. Capture positioning so it can be shared

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About the Author

April Dunford

April Dunford is an executive consultant, speaker and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses.