SFS_08Startup Foundation System™ 2–3 weeks

Value Proposition & Positioning

Target market focus. Value positioning. Competitive positioning. Brand strategy alignment.

Why it matters

A weak positioning statement costs you 50% of your CAC. We use Strategyzer's Value Proposition Canvas, April Dunford's positioning method, and JTBD outcomes to land a one-sentence position that customers actually repeat.

Scope covered

Strategyzer Value Proposition Canvas (Pains/Gains × Pain-Relievers/Gain-Creators)

April Dunford 5-step positioning (alternatives → attributes → value → segment → category)

JTBD outcome statements per persona

Messaging hierarchy (one-liner / elevator / narrative)

Brand strategy alignment with positioning

Objection-handling library

How we run it

Our methodology

A senior-led delivery sequence — not a template dump. Each phase is operated with your team, not handed over as a deck.

1
JTBD interviews
Week 1
Run 10–15 jobs-to-be-done interviews to extract the real progress customers are trying to make.
2
Value proposition canvas
Week 1–2
Build gain-creator / pain-reliever map per segment; align product, marketing and sales on a single VP.
3
Positioning statement
Week 2
Write the April Dunford-style positioning statement: market category, alternatives, unique value, ICP.
4
Messaging hierarchy
Week 2–3
Translate VP into the messaging hierarchy — headline, sub-head, RTBs, proof — across web, sales, product.