Market positioning: choose where to compete

01 /

Choose a useful customer segment

Define customers by a meaningful need or buying situation rather than a broad label. Ask what triggers their search, how they compare options and what prevents them buying. Review actual enquiries, wins, losses and customer conversations. Do not assume the preferences of the loudest customer describe the whole segment.

02 /

Compare the real alternatives

Customers may choose a competitor, do the work themselves or defer the decision. Compare those options on the factors that matter to the buyer. Mark each statement as observed evidence or an assumption. Avoid unsupported claims about competitors or assuming that every difference is valuable to a customer.

03 /

Connect the promise to delivery

Draft a positioning statement that names the customer, need, offer and evidence of value. Then ask operations what must be true to deliver it. A promise of speed, specialist attention or reliability needs a supporting process. Test the statement in conversations and revise it when evidence changes.

Use this in your business

A positioning worksheet

For: the specific customer and buying situation.
Who needs: the problem or desired outcome in their words.
We offer: a clear description of the relevant service or product.
Because: evidence that supports the reason to choose it.
We must deliver: the operating requirements behind the promise.

Illustrative example

What this could look like

A supplier wants to position itself around dependable delivery. Before using that promise, review order lead times, exceptions and communication practices. If reliability varies by product, a narrower offer with clear boundaries may be more credible and useful than a broad claim.

Your next move

Bring the decision into focus.

Pivot Point lists market positioning and strategic priorities within its growth services. Bring customer evidence and the choices you are weighing.

Start a conversation Meet the advisory team

This guide is general preparation information. Advice on legal, tax and financial consequences needs to reflect your circumstances.