Product PositioningHow to craft your message

The 3 questions• What’s your product? (elevator pitch)• What are your key features?• What are your key differentiatorsIterate until you get it right

1. Elevator pitchDescribe your product in a nutshell1-2 sentences140 characters or less (a tweet)This is the essence of your message

2. Key FeaturesWhat’s cool about your product?3-5 bullet points, 1-2 words eachFor each bullet point:• One or two sentences• 140 characters or less (a tweet)

3. Key DifferentiatorsWhat’s unique about your product?3-5 bullet points, 1-2 words eachFor each bullet point:• One or two sentences• 140 characters or less (a tweet)

Why do this?Helps you get to the core of your messageBecomes your marketing and PR foundationCan be used:• To pitch the media (short)• For social media

Why do this?Can be adapted / expanded:• For HW and SW products, B2C and B2B• For crowdfunding• To different markets / regions / cultures• To pitch VCs

Example 1

Example 1

Example 2

Example 2

Example 2

Questions?Myriam Joiretnkgrl@gmail.com