Customer Positioning vs. Investor Positioning

It is a critical mistake to use the same positioning for both customers and investors. The two audiences have fundamentally different motivations and require different messages.

Customer Positioning

• Focus: Solving an immediate problem.
• Timeframe: Now.
• Goal: To get immediate value and relieve an immediate pain.
• Message: Should be focused on the product's features, benefits, and how it compares to Competitive Alternatives.

Investor Positioning

• Focus: The future potential of the company.
• Timeframe: 5-10 years from now.
• Goal: To get a return on their investment.
• Message: Should be focused on the company's vision, the size of the market, and the plan for growth and disruption.

The word "disruption" is a good example of the difference. For investors, it signals a massive opportunity. For customers, it can be a threat to their existing workflows and investments.

Your website, sales and marketing materials, and product roadmap should all be aligned with your customer positioning. Your investor pitch deck will tell a different story.

Related Concepts:

• Start with Your Best Customers
• Don't Start with the Product