Every good positioning or product message starts with some customer insight that drives the product benefit statement. So ideally you would draft a concept board that has a statement like "Product X Brand makes your current snowboard more comfortable and convenient so you can perform at your top level." The presumed insight being that the problem of the hanging board weight and unattached lock are compelling pain points that may effect performance or cause injury? I am guessing at this because I don't know anything about snowboarding but the key is that you know or have done the research to find out that the problems you are solving are compelling and what compelling customer benefit they are a barrier to. Then you list on this concept board some (at least 3 reasons to believe this benefit statement). For example you might write , "1. Each year XX number of snowboarders strain their leg before they even hit the slopes due to the weight of the board on the chairlift. 2. Minor injuries such as leg strains are the #1 barrier to consistent practice and better performance on slopes. 3. Product X hook is made of a hard plastic resin that can safely hold the weight of any snowboard until you get to the slopes."
So the layout should be:
Reasons to believe:
Then show a product shot on a snowboard to show how to use.
You should conduct a survey with this concept board among 100 demographically balanced snowboarders asking purchase interest, believability, value (if you also show price) and evaluate if each piece of the statement (benefit, insights & RTB) are compelling to the respondent (i.e., does it make them more likely to purchase the product). Lastly, draft concept boards for a high competitive product benchmark and a lower competitive benchmark (one that you should beat) and conduct separate parallel surveys among 100 additional snowboarders each. So you should have 300 total completed surveys in the end, 100 on each concept board. Try not to script the competitive benchmark concepts poorly. They need to be true and accurate for those products to give you the best analysis in the end, otherwise you are just lying to yourself.
Let me know if you have any other questions.
All the best.