/stp-framework

name: stp-framework
description: Apply Segmentation, Targeting, and Positioning framework to identify market opportunities and craft differentiated positioning
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

STP Framework

> Apply the classic Segmentation, Targeting, Positioning framework to identify your most valuable market segments and craft differentiated positioning.

When to Use This Skill

• New product launches
• Market entry strategy
• Repositioning initiatives
• Competitive strategy
• Marketing planning

Methodology Foundation

Based on **Kotler's STP Model** and **Michael Porter's competitive strategy**, providing:

• Market segmentation techniques
• Segment attractiveness criteria
• Targeting strategy options
• Positioning development

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures segmentation analysis | Segmentation variables | | Evaluates segment attractiveness | Target selection | | Develops positioning options | Final positioning | | Creates positioning statements | Resource allocation | | Maps competitive positions | Go-to-market approach |

Instructions

Step 1: Segmentation

**Segmentation Variables:**

| Type | B2C Variables | B2B Variables | |------|---------------|---------------| | **Demographic** | Age, income, education | Company size, industry, revenue | | **Geographic** | Region, urban/rural, climate | HQ location, market presence | | **Psychographic** | Values, lifestyle, personality | Culture, decision style | | **Behavioral** | Usage rate, loyalty, benefits sought | Buying process, use case |

**Effective Segment Criteria:** | Criterion | Question | |-----------|----------| | Measurable | Can we size and quantify it? | | Accessible | Can we reach and serve it? | | Substantial | Is it large enough to be profitable? | | Differentiable | Does it respond differently to marketing? | | Actionable | Can we develop effective programs? |

Step 2: Targeting

**Targeting Strategies:**

| Strategy | Description | When to Use | |----------|-------------|-------------| | **Mass** | Target entire market | Commodity products | | **Differentiated** | Target multiple segments differently | Resources for variety | | **Concentrated** | Focus on one segment | Limited resources | | **Micromarketing** | Individual customization | High-value customers |

**Segment Evaluation Matrix:**

| Factor | Weight | How to Assess | |--------|--------|---------------| | Size | 20% | TAM/SAM/SOM | | Growth | 20% | CAGR, trends | | Profitability | 20% | Margins, price sensitivity | | Competition | 15% | Intensity, barriers | | Fit | 15% | Capabilities, mission | | Accessibility | 10% | Channel, reach |

Step 3: Positioning

**Positioning Statement Template:**

For [target segment]
Who [need/problem]
[Product/Brand] is the [category]
That [key benefit]
Unlike [competitors]
We [key differentiator]

**Positioning Dimensions:**

• Attributes (features, specs)
• Benefits (functional, emotional)
• Values (what brand stands for)
• Use occasions (when to use)
• Users (who uses it)
• Against competitors (explicit comparison)

Examples

Example 1: Complete STP Analysis

**Input:**

Develop STP strategy for:
- Product: AI writing assistant
- Current customers: Mix of freelancers and enterprises
- Competitors: Jasper, Copy.ai, ChatGPT

**Output:**

## STP Analysis: AI Writing Assistant

### PART 1: SEGMENTATION

#### Market Segmentation Map

PROFESSIONAL USE │ Enterprise │ Agency Marketing ────┼──── Teams │ │ │ Low ──────┼────────────┼─────────┼────── High Tech │ │ │ Tech Savvy │ │ │ Savvy │ │ │ Content ───┼─── Individual Creators │ Professionals │ PERSONAL USE

#### Segment Profiles

##### Segment A: Enterprise Marketing Teams

| Attribute | Profile |
|-----------|---------|
| Company size | 500+ employees |
| Department | Marketing, Content |
| Budget | $50K+/year for tools |
| Users | 5-50 per company |
| Need | Scale content, brand consistency |
| Behavior | Long sales cycle, procurement |

**Jobs to Be Done:**
- Produce more content without more headcount
- Maintain brand voice across team
- Speed up content approval workflows

**Pains:**
- Content bottleneck at scale
- Inconsistent brand voice
- Slow review/approval cycles

---

##### Segment B: Agency Teams

| Attribute | Profile |
|-----------|---------|
| Company size | 10-200 employees |
| Type | Creative, marketing, content agencies |
| Budget | $10-50K/year |
| Users | 5-20 |
| Need | Efficiency, client variety |
| Behavior | Multiple clients, fast turnaround |

**Jobs to Be Done:**
- Serve more clients without proportional hiring
- Switch between client voices easily
- Draft faster, edit better

**Pains:**
- Client variety requires context switching
- Margin pressure from fixed-fee projects
- Quality vs. speed tradeoff

---

##### Segment C: Individual Professionals

| Attribute | Profile |
|-----------|---------|
| Company size | 1-10 (solopreneurs, SMB) |
| Role | Founders, marketers, content creators |
| Budget | $20-500/month |
| Users | 1-5 |
| Need | Punch above weight |
| Behavior | Fast decision, self-serve |

**Jobs to Be Done:**
- Write professional content without writing skills
- Produce content volume of larger team
- Save time on first drafts

**Pains:**
- Limited time for content creation
- Can't afford dedicated writer
- Writer's block, blank page fear

---

##### Segment D: Content Creators

| Attribute | Profile |
|-----------|---------|
| Type | Bloggers, YouTubers, course creators |
| Budget | $10-100/month |
| Users | 1 |
| Need | Overcome creative bloc