April Dunford
APRIL DUNFORD

Product Positioning So Clients Get It, Buy It, Love It

APRIL DUNFORD

25y+ in product positioning with IBM, MaRS, Sprintly & others, launched 16 products, author of product marketing fundamental bestseller “Obviously Awesome”
Starting date - To be scheduled in October - December

Positioning forms the foundation of a product’s Go To Market strategy – from customer segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing to competitive strategy.

Join April Dunford, product positioning expert with 25+ years of experience, to understand the methodology the tools needed to master positioning, and create your own product positioning roadmap.

Product leaders Product managers Marketing leaders Product marketers Sales managers CEOs
  • 2 live sessions
    3 + 1.5 hours
  • Develop your production positioning plan
  • 30 limited seats
  • €367 - Final Price
    10% OFF - for early bird tickets

ABOUT

THIS WORKSHOP

WHY TAKE THIS WORKSHOP?

Positioning forms the foundation of a product’s Go To Market strategy.

Your customer segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing, competitive strategy – each of these relies on positioning as a critical input.

In this workshop, you’ll learn from April Dunford, product positioning expert with 25+ years of experience, the methodology, and the tools needed to master positioning.

All How to Web workshops consist of live sessions with the instructor, with no recorded materials, so you can discuss your problems and get your questions answered.

 

WORKSHOP ACTIVITIES

Before the workshop
You will be provide with recommended reading on how to tackle product positioning.

1st session
During the 1st live session, April will walk you through each step of her positioning framework, and allocate Q&A time for each of them.

Homework
You will assemble your real-life team and discuss a roadmap to evaluate your product’s positioning.

2nd session
During the 2nd live session, you’ll discuss the challenges you’ve encountered in developing your product positioning plan.

 

MAIN TAKEAWAYS

Evaluating positioning
How to spot weak positioning and how to tell the difference between product problems and positioning problems

Positioning components
How to break positioning down into component pieces and how to bring those pieces together using a deliberate step-by-step positioning methodology

Running a positioning exercise
How to run a successful positioning exercise inside your company and how to avoid the common pitfalls

Positioning styles
How and when to use different “styles” of positioning including head to head, niche, and category creation

Leveraging positioning
How to leverage market trends to help customers better understand why your product is important right now

Timeline

Get ready for an interactive learning journey with one of world’s top specialists in product positioning.

Pre-workshop individual reading
Live interactive masterclass
Homework exercise
Live interactive follow-up and Q&A
finish

Who is

APRIL DUNFORD

April is a globally recognized positioning consultant, entrepreneur, author & speaker, with over 25 years of experience as an executive.

She launched herself 16 products and assisted companies in dozens of other product launches. Her 2019 book on positioning, “Obviously Awesome”, has become a worldwide Amazon Bestseller.

April bases all her masterclasses, talks, and consultancy on her vast and consistent work experience, sharing fundamental insights on Positioning, Market Strategy, and New Product Introduction.

WHAT IS

Product positioning

Positioning is the bedrock of your Go To Market strategy. Your positioning decisions determine your segmentation, messaging, marketing plan, sales strategy, product roadmap, pricing, or competitive strategy.

Discovering the right positioning for your project is essential, but also hard to find. Walk away from this live masterclass clearly understanding the methodology and the tools you need to master positioning.

WHAT YOU’LL LEARN

  • How to spot

    weak positioning and how to tell the difference between product problems and positioning problems

  • How to break

    positioning down into component pieces and how to bring those pieces together using a deliberate step-by-step positioning methodology

  • How to run

    a successful positioning exercise inside your company and how to avoid the common pitfalls

  • How and when

    to use different “styles” of positioning including head to head, niche, and category creation

  • How to leverage

    market trends to help customers better understand why your product is important right now

BOOK YOUR

LIMITED SEAT

Product Positioning So Clients Get It, Buy It, Love It

Starting date - To be scheduled in October - December
  • 2 live sessions
    3 + 1.5 hours
  • Develop your production positioning plan
  • 30 limited seats
  • €367 - Final Price 10% OFF - BY

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