Whether you’ve been running your business for a while or not yet launched, this course will help you align your pricing strategy and selling strategies, your business and marketing strategies, and much, much more. You will learn who your target customer is and how to reach them, how to clearly communicate the value of your products and services to customers, how to align your pricing, and what selling and marketing tactics are ideal to reach your target customers.
Learn how to develop a winning go-to-market strategy that consistently drives revenue growth month after month using proven methodology and techniques.
When you think of going to market, what do you think about? Maybe launching a product. Perhaps, advertising. Or even SEO. Before you do any of that, however, you need a plan. An outline that lays out exactly how to do those things. That plan should be very specific and detailed. But can seem daunting if you don’t know where to start.
In this course, we’ll show you exactly where to start in creating your go-to-market strategy. Beginning with finding a quality about your business that separates you from the competition. You’ll also learn how to build a compelling value proposition, and properly define your target market. This course will teach you how to create a solid plan to beat out the competition, and enhance the customer experience through uniqueness.
Create a Unique Competitive Advantage
When we show up to the present moment with all of our senses, we invite the world to fill us with joy. The pains of the past are behind us. The future has yet to unfold. But the now is full of beauty simply waiting for our attention. What makes you unstoppable in the marketplace? That's the very thing that your unique competitive advantage answers. Crafting your unique competitive advantage gives customers a reason to buy from you, informs your positioning, and drives your business strategy. This overview of unique competitive advantage also includes a look at WOW air and what makes their unique competitive advantage differentiated, unique, sustainable, and relevant in the market.
Here are some great examples of companies that you will know and their unique competitive advantages. Included is an analysis of the unique competitive advantages of brands like Nordstrom, Amazon, IKEA, Apple, and more.
Your unique competitive advantage is what sets you apart from others in the eyes of your customers. You can build a resilient unique competitive advantage by following a four step process: evaluate your strengths and passions, analyze the competitive landscape, identify the core characteristics of your unique competitive advantage, and test it for sustainability, differentiation, and defensiveness.
We'll also review the common mistakes that so many entrepreneurs make when coming up with their UCA. Let's make certain these do not happen to you.
Position Your Product or Service in Action
How will customers perceive your products and services? How do you want them to? These two questions are at the heart of product positioning. This course provides a thorough walk-through of key product and service attributes, competitive positioning analysis, and crafting a solid positioning statement for your business.
Let's dig a bit deeper to see exactly what investors are looking for in your positioning statement. Investors want to know exactly how your customers will see your products or services. A great case study from one of the most well known brands in the world, Ben and Jerry's. We will walk through their positioning strategy.
Let's examine the keys to success in coming up with an incredible positioning statement for your business. You will learn step by step exactly how to position your product or service. There are a host of important attributes that you can use to position your product or service.
See how to apply a positioning strategy by learning how companies like Viking Cruises do it for their business. A great case study.
In addition to standard attributes, we highly recommend building custom positioning attributes specific to your industry that you can use to position your business against your competition. These can be very meaningful to your customers and help you differentiate against your competition.
Now lets take a look at how your attributes stack up so we can we can use them to your benefit. Each attribute you have picked now needs to be turned into a statement that you can use as part of your overall positioning strategy. How you write this statement will say a lot about your overall positioning statement. Finally, it's time to write your positioning statement. You can either write a single statement or a bulleted list that reflects your positioning attributes. To make sure you have an excellent positioning statement, we will review some of the common mistakes that many entrepreneurs make.
Determine Your Target Market
Which people are most likely to appreciate and buy your products or services? What is their age range, geography, and favorite hobbies? Your target market is that group of customers, fitting a certain profile, who are the ideal purchasers of your product or service. In this overview of demographics and psycho-graphics, you’ll learn how to clarify and refine the target market for your product or service. This Microcast includes a look at target markets of brands such as Supercuts, Rolex, and Lexus.
Who, exactly, are your customers? Here's an in-depth investigation of how to define and calculate your ideal target market. This Microcast walks through a four-step process for defining standard and custom attributes of your customer and validating those attributes to arrive at a well-crafted target market definition for your business. Attributes, demographics, and psycho-graphics are explored in depth, including a look at the target markets of real businesses.
Continue to refine your target market definition by developing a set of custom attributes that enables you to refine your target market even further. An important step in developing an effective target market is validating your definition. Does your target market actually make sense given your other business strategies, like pricing or product? If your target market needs to be adjusted given your other business strategies, now is the time to do it. All your strategies must be in sync in order for your business to work.
- I'm not graduate from economic bachelor and English is not my mother tongue. But this course and how Mr. Ken explained the content is really easy to understand for beginner like me. Thanks to Mr. Ken for answered all of my question with a fast and easy understandable answer! ~ Diantini S
- Perfect timing and the insights till now are those that I was exactly looking for.... Excited to learn more ~ Yogen P
- Such an amazing course. You'll be able to understand and create your own business plan and you'll get a lot of valuable advices ~ A Cerimagic
- Lot’s of info in this course. Ken really takes you from A to Z . Just what I needed for my business to take off. Thanks ~ Hugo M
- I'm new to the business world and have been looking for courses with practical guidance. This course definitely provides that and so much more ~ S Slawinski
- So far so good! A lot of challenges I'm facing in my work place Ken has highlighted the root course, which I was not expecting. He is clear, very engaging and breaks down the jargon. He is straight talking, right down to business attitude. I've just completed the first chapter and he's restoring a little faith in me so quite excited to keep learning (I know, I sound like a nerd) ~ Harrie T
- This course is the right match for me as I know some about business but believe in always improving. I also want to make sure I have a solid foundation for my business so I'm positioned right for the new year, and growth ~ E Jollymore
What you'll learn
- What cues can I take from my product or service offering to inform my positioning?
- What role does competition play in positioning?
- How can I identify which elements of the business to emphasize for positioning?
- How can I find out what matters to customers about my offering?
- Which areas of my go-to-market strategy are impacted by my target market definition?
- How does defining my target market impact the rest of my business plan?
- What attributes are most valuable when defining the demographics of my target market?
- Why psycho-graphic profile information should I consider, and why?
- How many target markets should I focus on?
- Which aspects of my business plan are driven by the unique value proposition?
- Which is more important — the uniqueness of my business, or the value it provides?
- What kinds of benefits resonate with customers?