Writing Your Company Positioning Statement

Posted on | April 28, 2010 | 2 Comments

I learned many things while live-blogging the latest New Ventures BC seminar on Market Research and Product Marketing at SFU School of Business in downtown Vancouver. One particularly good piece of advice that applies to writing content for your website, newsletter, blog or other marketing materials is to ensure that your positioning statement truly differentiates you from your competitors.

Thus, the acid test:

Can a competitor’s product name be substituted? If so, you haven’t differentiated yourself.

The seminar also included some excellent overviews and self-assessments entrepreneurs ought to be taking while refining their messaging and taking their product to market. Definitely worth a read.

On related news, here’s a quick shout out to a few of the very cool entrepreneurs I’ve met at the NVBC seminars over the past month. All of these people seem to have big ideas, solid business plans and bright futures (Angel investors, where are you?).

Bradley Coleman, co-founder of ProxyDemocracy. Think “corporate governance”. ProxyDemocracy provides a set of tools to help investors use their voting power to produce positive changes in the companies they own. Seems timely, eh?

Eric Brooke, owner of Ignitia. Eric is frequently engaged in a leadership capacity or as a strategic adviser to executives, as well as to offer his wealth of expertise in communications and marketing. Very smart guy.

John Gray, CEO of SKRIPT Foundry. SKRIPTfoundry specializes in multifaceted solutions using Web standard coding practices. John’s got serious ambitions for this company and it sounds like they’re on the cusp of big things.

Ian Clark, President of RealSpace. His company creates innovative solutions for interactive 3D. Good for training in a virtual 3D world for employees in a range of industries. Their offering sounds awfully useful.

Positioning: How to Stand Out in a Cluttered Market

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