/launch-positioning-builder

name: launch-positioning-builder
description: >
  Research competitors, analyze their messaging, and generate a positioning document
  with category definition, differentiation claims, value propositions, and proof points.
  Chains web research, competitor site analysis, and review mining to produce a positioning
  doc ready for website copy and sales deck use. Use when a product marketing team needs
  to define or refresh positioning ahead of a launch, rebrand, or competitive shift.
tags: [brand]

Launch Positioning Builder

Research the competitive landscape and produce a complete positioning document — category definition, differentiation claims, value props, proof points, and messaging hierarchy. Output is directly usable in website copy, sales decks, and investor materials.

**Built for:** First PMM hire at a seed/Series A startup, or a founder wearing the product marketing hat. The output should be opinionated, not a generic template.

When to Use

• "Help me position [product] against [competitors]"
• "We need a positioning doc before our launch"
• "How should we differentiate from [competitor]?"
• "Rewrite our positioning — it's too generic"
• "What category should we create or own?"

Phase 0: Intake

1. **Product name + URL** — What are you positioning? 2. **One-sentence pitch** — How do you describe what you do today? 3. **Top 2-3 competitors** — Names + URLs. Who does your buyer compare you to? 4. **ICP** — Title, company type, stage (e.g., "Head of Growth at Series A B2B SaaS") 5. **Key differentiators** — What do you believe makes you different? (even if not yet articulated) 6. **Existing proof points** — Customer wins, metrics, logos, quotes (anything you have) 7. **Positioning trigger** — Why now? (new launch, competitive pressure, rebrand, entering new segment)

Phase 1: Competitive Landscape Research

1A: Competitor Website Analysis

For each competitor, research and extract:

Search: "[competitor name]" site:[competitor-url]
Search: "[competitor name]" positioning OR "we help" OR "the only"
Fetch: competitor homepage, pricing page, about page

Extract from each competitor:

• **Tagline / hero copy** — their primary claim
• **Category language** — what category do they put themselves in?
• **Key differentiators** — what do they emphasize?
• **Proof points** — customer logos, metrics, case studies
• **Pricing model** — free trial, freemium, enterprise, usage-based
• **Target audience language** — who do they say they serve?

1B: Review Mining (if available)

If competitors have G2/Capterra reviews, scan for:

• What customers praise (their perceived strengths)
• What customers complain about (your potential wedge)
• How customers describe the category

1C: Ad Copy Analysis (optional)

Search for competitor ad copy:

Search: "[competitor name]" advertisement OR "sponsored"

Ad copy reveals what competitors believe converts — their sharpest positioning.

Phase 2: Positioning Framework

Build the positioning doc using April Dunford's framework adapted for early-stage:

2A: Category Definition

| Approach | When to Use | Example | |----------|-------------|---------| | **Existing category** | You compete head-to-head | "CRM for startups" | | **Subcategory** | You serve a niche better | "AI-native sales engagement" | | **New category** | You do something genuinely different | "Revenue orchestration platform" |

**Decision criteria:**

• If your ICP already searches for the category → use existing or subcategory
• If you'd spend 50% of sales calls explaining the category → don't create a new one
• If no existing category captures what you do → create one, but keep it intuitive

2B: Competitive Alternatives

What would your customer do if you didn't exist?

• Direct competitors (same category)
• Adjacent tools (partial overlap)
• Manual process (spreadsheets, hiring, doing nothing)

2C: Unique Attributes → Value Props

Map each differentiator to a customer value:

| Unique Attribute | Value to Customer | Proof Point | |-----------------|-------------------|-------------| | [What you have] | [Why they care] | [Evidence] | | [What you have] | [Why they care] | [Evidence] |

2D: Messaging Hierarchy

| Level | Message | Use Where | |-------|---------|-----------| | **Positioning statement** | For [ICP] who [pain], [Product] is the [category] that [key differentiator]. Unlike [alternative], we [unique value]. | Internal alignment, PR | | **Primary headline** | [Outcome-driven claim] | Homepage hero, ads | | **Supporting messages (3)** | [Value prop 1], [Value prop 2], [Value prop 3] | Feature sections, sales deck | | **Proof line** | [Metric or customer quote] | Below the fold, case studies |

Phase 3: Competitive Positioning Map

Create a 2x2 positioning matrix:

                    [Dimension A: e.g., Ease of Use]
                    High
                      |
         [You]        |       [Competitor A]
                      |
    ──────────────────┼──────────────────
                      |
      [Competitor C]  |       [Competitor B]
                      |
                    Low
        Low ──────────────────────── High
                    [Dimension B: e.g., Enterprise-readiness]

Choose dimensions where you win on at least one axis. Avoid dimensions where you lose on both.

Phase 4: Output Format

# Positioning Document — [Product Name]
Created: [DATE] | Trigger: [launch/rebrand/competitive shift]

---

## Positioning Statement

For [ICP] who [pain point],
[Product] is the [category]
that [key differentiator].
Unlike [primary alternative],
we [unique value that matters to ICP].

---

## Category

**Category:** [name]
**Approach:** [Existing / Subcategory / New]
**Rationale:** [1-2 sentences on why this framing]

---

## Competitive Landscape

### Direct Competitors
| Competitor | Positioning | Strength | Weakness (your wedge) |
|-----------|-------------|----------|----------------------