Positioning Canvas
Adapted from April Dunford — one page, one product.
For Series B SaaS growth leads managing 3-6 experimenters who currently use spreadsheets, generic project tools, hiring a consultant, we are a Experimentation platform for growth teams that delivers ship 5x more experiments without adding headcount, because purpose-built for growth teams, shared creative library, one-click variants.
Why it works▾
Positioning is a decision, not a description. Choose your competitive alternatives and everything downstream gets easier.
When to use▾
Before rewriting a homepage, launching a new product, or entering a new segment.
Steps in detail▾
Competitive alternatives
What would customers use if you didn't exist? This is your real market — not the category analysts assigned you to.
Unique attributes
The capabilities you have that the alternatives don't. Features, not benefits, at this stage.
Value
Translate each attribute into value the customer cares about. If you can't, the attribute doesn't belong on the list.
Best-fit customer
Who cares most about that value? Narrow, specific, ideally a segment with a name and a budget line.
Market frame
The category you win in. Sometimes you fit an existing one, sometimes you define a new one — the second is harder but wins bigger.
Pitfalls▾
- 01Positioning against your aspiration instead of your actual alternatives.
- 02Trying to be for everyone.