Business plan · Marketing

Writing a startup description fill-in-the-blanks -- where can I find this?

Geoff Tucker Is your marketing automation working for you -- or against you?

March 10th, 2015

This is probably a basic question for most on this board so hopefully the answer is easy.

About two months ago I was reading The Lean Startup and some blogs around agile marketing. Along the way I came across a blogger who wrote a formulaic statement to use when explaining what your startup does. He wrote it as a fill-in-the-blank statement. It captured all the basics of what your product does, who it's for, why they benefit from using it, how it differs from the competition, etc.

Normally I bookmark things like this but I didn't for this item. Could anyone point me to what I'm talking about? I'm hunting through browser history to find it but no luck.

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Michael Brill Technology startup exec focused on AI-driven products

March 10th, 2015

http://www.thebuzzfactoree.com/how-to-write-a-kick-butt-brand-positioning-statement/

There are really quite a few variants of this. I stated to google "positioning statement examples" but FD deleted my response. I mean it, googling is the best source to find examples until you find exactly the format you want.

Paul Paetz Startup Advisor, Consultant in Disruptive Innovation, Adjunct Professor

March 12th, 2015

The link given to Buzz Factoree is a good general template for an existing business. It is much less effective for a startup, especially one that is targeting a new market. The best way to position in that case is to have a thorough understanding of the unique and must-have JTBD (job to be done) that your product addresses, and work from there, because it results in authentic positioning as a category + market leader. You can certainly use the template at this site -- but, it doesn't give enough guidance on filling in the blanks to define a position which is aligned with the natural way that customers will view you and that will help you maximize growth.

Try this book if you're still looking for help: http://www.amazon.com/Disruption-Design-Products-Disrupt-Dominate. Tip: On Amazon, you can use the "look inside" feature to view the part about positioning without actually needing the buy the book. You just have to know what you're looking for, and you can get it to show you any part of the book. Click on "look inside" and in the "search inside this book" box type "nothing is good or ill" and then hit the search button. You'll get the first several pages of that chapter, and you can reposition to a later page by searching for another unique phrase. (A few pages will remain hidden, but you can read almost everything this way.) It's obviously easier to buy it if you like what you see, but this is a free way to sample why you might want to. You'd also benefit from the chapters describing how to capture and articulate JTBD (What Should My Product Do) and Segmentation, as these are positioning inputs.

Geoff Tucker Is your marketing automation working for you -- or against you?

March 11th, 2015

Hi Arthur - this is the link Michael shared above. It's quite good.

http://www.thebuzzfactoree.com/how-to-write-a-kick-butt-brand-positioning-statement/

Geoff Tucker Is your marketing automation working for you -- or against you?

March 10th, 2015

Thanks Michael. This is the example I originally saw but couldn't remember well enough to get good search results. Thanks for the quick response.

Arthur Veytsman Founder at Immerss, 6x Entrepreneur & Angel Investor. Building relationships with Angel Investors worldwide.

March 11th, 2015

Geoff, can you please post the link to the tool you found.  Need one as well.  Thanks.

Dave Gray Founder at XPLANE

March 10th, 2015

It might be the elevator pitch game from Gamestorming.

Geoff Tucker Is your marketing automation working for you -- or against you?

March 12th, 2015

@Paul Paetz Thanks for the great response. I will check out the book.

On another note, how do I close down a discussion thread? This one seems to keep being polluted by spammers (e.g., Christina Aldan - see above). I'm reporting them as spam but they don't seem to be going away.