Product Positioning Problems

Are you facing challenges in finding a unique Position for your Solution?

What can you do when you don’t have any USPs and your value proposition is the same as your competition's?

Let’s assume the following case that I have been working on recently: You have developed a new solution but there is no differentiation in the value proposition from your competitors.

So what to do now?

First let’s list up some key elements of a value proposition:

-??????? Target group

-??????? Value offer

-??????? Commercial model

Quick fix

• The commercial model could be a starting point. Check if you differentiate by the price range or business model (free use, pay per use, fixed price, etc.).
• Maybe you can bundle the solution and adding an added value to it?
• You could differentiate by the service you offer as well.

Root cause fix

One obvious cause of the problem lies in the value proposition itself. Why does it not differentiate from your competitor's solution?

Let’s have a closer look at it. What exactly is the value proposition?

“A value proposition contains the unique benefits and value that a product, service, or offering provides to its target customers. It answers the fundamental question, "Why should a customer choose your product or service over others?”

If you would like to develop or adapt a solution, you can use the Value Proposition Canvas:

• Starting at the right side you need to figure out the “Jobs-to-be-done” by your target group.
• What pains and gains do they have?
• Now describe your solution. What is it?
• Find pain relievers and gain creators for your solution.

Adapting the value proposition has the strongest impact to set you apart from competition. Creating a product with a unique value proposition from the start is the Root-Cause fix.

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What if it is too late, like in my case?

Going back in time and tailoring your solution to your target group needs is off the table. But, you can go to your target group, try to find out their pain points and needs (also in context of a competitor’s solution) and shape the value proposition differently.

DO NOT ASSUME!? We are not at a gambling event. Having a Product-Market misfit is one of the most common reasons why a product fails to gain acceptance.

Try to analyse the competitions’ solution before you develop the product (in case your product isn’t a completely new/innovative solution).

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The worst thing you can do:

In my experience, the worst thing is trying to use a marketing communication concept that is far from reality in an attempt to bridge the gap of acceptance.

There is a saying in Marketing: “Value before communication” – and it means, if you pretend to sell gold, but instead it is painted wood, people will recognize.

The end-result is that you will lose your credibility within your target group!