Lisa Enckell (Approach) - Getting your App Off the Ground
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The document discusses go-to-market strategies for new apps, focusing on positioning. It emphasizes that positioning involves designing how an app will be perceived in a customer's mind in terms of who it is for, what category it fits into, and what benefits it offers. The document advises targeting a specific audience, determining the appropriate category for the app, identifying one main competitor, and establishing three points of parity and three points of difference between the app and competitor.
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Lisa Enckell (Approach) - Getting your App Off the Ground
- 1. Getting your app off the ground Techsylvania, Cluj, May 23, 2016 Lisa Enckell, @enckelli
- 2. What’s your go-to market strategy?
- 4. Positioning
- 5. “The act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind” Positioning
- 6. Who is it for (target audience)? What is it (category)? What does it offer (benefits)? Positioning
- 8. Target audience Pick your “Katie”
- 9. Category
- 10. The period tracker Clue
- 11. Create a new category
- 12. Who are the competitors?
- 13. POP and POD
- 14. 1. Your category 2. One competitor 3. Three POPs (points of parity) 4. Three PODs (points of difference)
- 16. Thank you! Techsylvania, Cluj, May 23, 2016 Lisa Enckell, @enckelli