How to Write a Positioning Statement for Starting a Business

A positioning statement is helpful when you want to clarify positioning both within your business and to the public or investors. A positioning statement will explain the manner in which you want your business to be identified, as well as what steps you will take to both produce and uphold this recognition. A positioning statement will allow you to define how you will market your business, as well as the way you want potential customers, clients and colleagues to perceive your business.

Instructions

1. Carve out a time to meet with your business partners or core staff members. Plan on meeting for between 2 and 3 hours. Brainstorm to come up with the answers to the following questions to define your positioning statement.

2. Write down who you are and what you do. You do not have to put a lot of thought into this step. Simply jot down your business' name and what type of business it is.

3. Determine who your business benefits and what it is that they need. It might be petite women who need shoes or exotic pets who need toys. Decide what your niche is and write it down.

4. Establish who your competition is and why your business will be different. You might be competing against Spendlesson Shoes, but you will have shoes only in petite sizes and keep a database of your customer's favorite styles, for example.

5. Put it all together and create a concise, catchy positioning statement, such as, for instance, "Petite Pumps--the shoe store that caters to the littler lady."

Tips & Warnings

• If you cannot settle on a positioning statement, write down a few and test them on potential customers or clients.

Resources

• Business Plan Slideshow Template