Positioning from Database to Data Warehouse

This is a case study in the power of repositioning a product to find a better market fit.

A startup had developed a specialized database that was very fast at a specific type of data analysis. They initially positioned it as a "database," but they struggled to get traction. Potential customers already had databases they were happy with, and they didn't see the need for a new one. Investors were also skeptical, as the database market was mature and dominated by large vendors.

The breakthrough came when a customer told them they didn't see the product as a database at all, but rather as a "data warehouse" – a specialized system for data analysis. This was a revelation for the startup.

By repositioning their product as a data warehouse, they changed the conversation with customers. Instead of comparing their product to general-purpose databases, customers started comparing it to other data warehouses. In this new frame of reference, the product's strengths in data analysis became a clear and compelling advantage.

The results were dramatic:

Sales cycles shortened: Customers immediately understood the product's value proposition.
Close rates increased: The product was now seen as a superior solution for a specific problem.
The company's vision changed: The repositioning also changed how the company saw itself, leading to a new product roadmap focused on building a better data warehouse.

This story illustrates how a change in positioning can transform a struggling product into a market leader. It's a powerful example of Deliberate Positioning is a Choice.

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