Product positioning template - Mironov



This template was contributed by Gary Pine of Ashford House Consultants Ltd. (Bristol, UK). It was cleared of real customer information by Rich Mironov, with the substitution of a mythical fruit trading system, and lives with other product management tools and templates on .

|Vision Statement |International fruit shipments will be openly bought, sold and traded in a real-time, global marketplace. |

|Positioning Statement |FruitOnline is a software infrastructure company that enables agribusinesses and global food purchasers to |

| |efficiently manage the supply chain of perishable fruits and vegetables. It is more efficient than other |

| |services, provides better trade visibility, and is not controlled by any single country or buying bloc. |

|Value Propositions |Efficiency |Business Visibility |Independence |

|Key Messages |FruitOnline significantly cuts the |FruitOnline delivers increased |FruitOnline provides independent |

| |cost of ordering, tracking and |control and real-time visibility of |third party clearinghouse and payment|

| |delivering fruits for both buyers and|transportation costs, operations and |guarantees, speeding trade |

| |suppliers. |new business opportunities. | |

|Proof Points |FruitOnline Management Application |Real-time profitability reporting |FruitOnline Financial Management |

| |Suite (FMAS) enables agribusinesses |agribusiness revenue and fruit buyer |Application (FFMA) |

| |to get perishable fruits and |costs |Real-time credit rating enables |

| |vegetables to market more efficiently| |agribusinesses and buyers to avoid |

| |FruitOnline Order Entry |Case Study: GlobalBanana |losses |

| |FruitOnline Order Tracking |Boosted profitability on Latin Am |Trade reconciliation saves on foreign|

| |FruitOnline ForEx Trading |shipments |exchange fees |

| |FruitOnline International Weather |Reduced re-orders and overstocks with|“Honest broker” mediation provides |

| |Data |improved GPS tracking |level bidding mechanism |

| |Browser-Based Access | | |

| | |FruitOnline Management Application |Security and fraud management for |

| |FruitOnline Order Entry |Suite (FMAS) platform delivers |encryption and credit limit tracking |

| |Instant bid prices by country, grade,|visibility and control of | |

| |ripeness date, import time |transactions with real-time analysis.|FruitOnline Financial Management |

| |Real-time closing of trade/purchase | |Application (FFMA) delivers |

| |with participating growers |Account modifications and changes can|objectivity |

| |Escrow and credit check reduce |be approved based on management |Independently audited transaction |

| |payment risk |hierarchies or other business rules. |records |

| | |Usage reports for consolidated |Not tied to any national government |

| |(Etc for each part of system) |services by varietal, fruit, country |Secured hosting in bank-protected |

| | |of origin, supplier, etc |Caribbean |

| |Case Study: GreenGrocer UK saves |Alarm thresholds for currency | |

| |£60,000 in Chilean grape spot market |movements and major weather updates | |

| |System payback in two trade | | |

| |Spoilage reduced 31% | | |

This is an imagined service for ordering and tracking fruit shipments internationally. For your own product or service, you would:

• Provide a vision statement (plain language about what you hope to provide)

• Add a classic position statement. This might be of the form: {Product} is a {category name} that helps customers to {do something important}. Unlike {competitors}, it has {features and benefits}.

• For each major value proposition, lay out the elements of your product/service that support your positioning and some proof points: case studies, statistics, quotes from third party opinion leaders

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Positioning Template

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