What should not be included in the positioning statement?
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What is a positioning statement and why do I need one to start a business?
What is included in this positioning statement?
How do I use this positioning statement in practice when starting a business?
What should not be included in the positioning statement?
What if I have more than one product or service?
What would summarize a positioning statement?
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David Krauskopf is an entrepreneur experienced in starting, financing and growing several companies with direct experience in travel, hospitality, software, computer, and retail industries. His specialties are in business planning, marketing (internet particularly) and financial management. David was the general manager of Apple Computer in Russia from (1993-1999) and owned the exclusive representative for Apple Computer in Russia and the Ukraine. He founded a printing and press room solutions company in Russia in 1996, and these combined companies in 2007 had over $300M in sales revenue. David helped start and was on the advisory board of Travelpost.com that was acquired by Sidestep in 2007. In 2000, David developed and now owns Hamanasi Adventure Resort (<a>www.hamanasi.com</a> ), a high-end boutique resort in Belize, Central America. This resort has 70 employees, high operating margins and is currently ranked number one in Belize and Central America by the hotel review web site TripAdvisor.com. Mr. Krauskopf lives in Northern Virginia, is an angel investor with New Vantage Group (<a>www.newvantagegroup.com</a>) , David is a volunteer SCORE (<a>www.score.org</a>) business counselor partnering with the Fairfax County Economic Development Authority and for two years has been an Assistant Wrestling coach at Langley High School. David holds an MBA from the Kellogg School of Management (2005) and a B.S. degree in Management from Miami University.
What should not be included in the positioning statement?
Host: What should not be included in the positioning statement?
David Krauskopf: A lot of people tend to try to put in multiple target customers, multiple products or a too long of a list of benefits and arguments to backup the benefit into their positioning statement. What that does is when a customer initially reads this positioning statement as I said, it should be that hook that gets them interested to go further and dig deeper into your company. It kind of muddies the waters and it makes it much more difficult for them to really understand who you are and what you do.
Transcripts
Host: What should not be included in the positioning statement?
David Krauskopf: A lot of people tend to try to put in multiple target customers, multiple products or a too long of a list of benefits and arguments to backup the benefit into their positioning statement. What that does is when a customer initially reads this positioning statement as I said, it should be that hook that gets them interested to go further and dig deeper into your company. It kind of muddies the waters and it makes it much more difficult for them to really understand who you are and what you do. If you are not clear in that, you are going to lose interest in most of your target customers. 1
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If you aren't passionate about your business, should you proceed?
Are there any other thoughts on passion as it relates to starting a business?
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