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 would summarize a positioning statement?

 

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Host: What would summarize a positioning statement?

David Krauskopf: So to summarize, a positioning statement helps you to determine your market positioning. You going to determine what set of target customers your products or services are best matched with. This will allow you to be much more efficient in actually going out there and utilizing this statement in your marketing activities. The second part is that you will use this statement as the core basis that you use for the messages that you put out in front of those customers. So if I build a website, I want those headlines on the website and the things that come out to that customer first to be actually my positioning. I want to talk to them to show that I recognize who you are so they see that quickly and that my product or service has value and benefits to you. Then once I catch their attention with the overall positioning statement then I can add all that long list of details that will backup and give more explanation of the product in order to maybe finally close that deal. But the positioning statement is to get just overall off to that strong start of a relationship with the customer. 1

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