[Your company’s product here]
Positioning Map
Three Ways to Create a Positioning Map
1
SEGMETNATION MAP, TWO AXIS
2
POSITIONING MAP, 3-4 VARIABLES
3
COMPETITIVE LANDSCAPE MAP
Determine two measurable dimensions or determinant attributes (can be quantity or
quality) that will indicate who competes closest to you. A quantifiable axis may be
revenue or site visits. A qualitative metric may be perception it the marketplace.
Process is similar to the segmentation map, but instead of plotting points with “dots,”
you utilize shape to show a second dimension. These can sometimes be called,
“bubble maps.” You may plot price and age demographic (both low to high), then each
dot is a different size representing company revenue, or vary in color.
This map is designed for companies with a diverse product offering who compete with
many different types of companies. For example, Facebook competes with Google,
Twitter, and Web.com.
PROCESS
To segment the competitors, follow a 3 step process:
1. Identify attributes
2. Gather and organize data
3. Segment
Why do we segment competitors?
• Segmenting competitors enables you to perceive and take advantage of differences between product
offerings to better meet the needs and increase the conversion of customers visiting your site
• A segmentation of competitors will help indicate what currently drives success in the industry and may
lend insights into your company’s unique value proposition
STEP ONE
Step 1: Identify Attributes
• To begin segmenting competitors, you must identify which attributes of your product offering are
determinant attributes
• A determinant attribute must:
• Help customers differentiate between competitors (i.e. value presentation)
• Help customers determine product offering they prefer
• Relevant data may help illustrate current customer preferences (i.e. traffic levels)
• Basically, a determinant attribute must help customers determine their preference OR illustrate the
preference of current customers
STEP ONE
Step 1: Identify Attributes
• Choosing the determinant attributes
• Traditionally when conducting a competitive analysis, we try to narrow down the potential determinant attributes to
the two that the target consumer may value the most or that are indicative of current success of the competitor
• Example attributes:
• Traffic Volume - Good indicator of current success and popularity
• SimilarWeb - provides an estimate of current traffic volume
• Alexa - provides a traffic ranking compared to other sites
• Revenue
• Price
• Value Presentation - Helps customers differentiate between competitors and is a good indicator of a competitor
whose analysis will yield valuable insight
• BUT… These attributes are not always relevant or available and therefore we must often look for other
attributes to examine
STEP TWO
Step 2: Gather and organize data
• Segmenting by quantitative attributes such as traffic or revenue is straight forward
• But to segment by value presentation, you must first evaluate the value presentation score
• To determine value presentation score, rate 3 factors on a scale of 1-5. The total of the 3 is the value
presentation score
• Exclusivity: unique benefit(s) no other competitor offers. Why should someone buy from you? i.e. Price advantage,
simplicity of service, award winning service, etc
• Credibility: Using either third party sources to validate claims (testimonials, awards, etc.) or quantitative data and
proven track record, to strengthen argument
• Clarity: Demonstrating value and credibility in clear and concise manner that effectively communicates to the user.
User can digest value content quickly and efficiently.
SEGMETNATION MAP, TWO AXIS
Observations
• Point of analysis
• Point of analysis
High
350,000+
iStock Photo
Shutterstock
Fotosearch
Dreamstime
depositphoto
123rf
• Point of analysis
Unique Visitors
• Point of analysis
Getty Images
bigstockphoto
Veer
Corbis Images
Alamy
ImageSource
BlendImages
Low
fotolia
SuperStock
0
Low
Thinkstockphotos
RGB Stock
StockFresh
Value Proposition Communication Score
5
High
POSITIONING MAP, 3-4 VARIABLES
Observations
• Point of analysis
High
• Point of analysis
120,000
Pimsleur
• Point of analysis
Busuu
90,000
Pimsleur
Unique Visitors
• Point of analysis
Transparent
Language
60,000
LEGEND
•
•
•
Bubble size: number of languages
offered
Color: competitor business model
• One-time buy
• Subscription
Color shade: Value presentation score
• Light colors = weak VPS
• Strong colors = strong VPS
Rosetta
Stone
Mango
Languages
30,000
Berlitz
Voxy
Ouino
Low
Michael
Thomas
$1,200
$0
Low
Price
High
Competitive Landscape Map
Direct Competition
• Point of analysis
● Dovico
● Certify
● Intacct
● Cyma
● BellWetherCorp
● Peachtree
Inventory
● ClearlyInventory
● Fishbowl
• Point of analysis
● Avidian (NetSuite)
Accounting
● Asapsystems
● Gigatrak
Full
Service
●SpendMap (Sage)
Invoicing
● NetSuite
● OpenAir
Payroll
●SageAbra (Sage)
Quickbooks
● HarrisData
● Syspro
● SAP
• Point of analysis
Sales &
Expenses
Company X
●
• Point of analysis
● SageMAS (Sage)
(NetSuite)
Indirect Competition
• Point of analysis
• Point of analysis
●Kronos
●Sure Payroll
• Point of analysis
• Point of analysis
Two Ways to Improve your Competitive Position
Call for Research Partners
Online Certification Courses
We are currently building our 2017 research
calendar and are looking for companies
focused on finding out why customers say
“yes” in the areas of subscription, lead gen,
nonprofit and ecommerce.
Get the certified in MECLABS Institute’s
patented methodology for website
optimization and value proposition
development.
To learn more, visit:
MECLABS.com/Partners
To learn more, visit:
MECLABS.com/Courses