Product positioning and messaging exercise @illumine

I conducted a product positioning exercise to firmly position ourselves in the best-fit market segment.

Step 1
Understanding our customers: I started by delving into the hearts and minds of our happiest customers. Through in-depth discussions with the sales team, I identified key market segments (e.g., scale, industry), user types (teachers, parents, directors), and the features they loved most.

Step 2
Creating Hypothesis: I formed a few hypotheses about our ideal customer profiles and product value propositions based on these insights.

Step 3
User Validation: I validated these hypotheses directly with real users through interviews to ensure we were on the right track.

Step 4
Positioning & Messaging: Armed with validated insights, I crafted targeted messaging for each user segment (small, medium & enterprise childcare centre). This messaging focused on clarity, highlighting our unique selling proposition (USP), and how our product perfectly positioned itself to solve their specific needs.

This experience showcased my ability to:

• Collaborate across departments (Founders, Sales & Users) to extract valuable customer insights.

• Craft and refine product positioning hypotheses.

• Validate assumptions through user research.

• Develop targeted messaging that resonates with different audiences.