Build a market position you can defend.
I help B2B service businesses reposition their offers so they are ready to go to market.
Positioning strategy is about finding the unique gap in the market you can claim as your own.
Then you build your offer, messaging and go-to-market strategy around it.
The problem is that most businesses do this in the opposite order.
They spend money on advertising, outbound, content, sales teams and new marketing channels before they have worked out exactly where they fit in the market, what makes their offer different and why the right customer should choose them.
Before you scale your go-to-market, get the positioning right.
We analyze tens of thousands of competitor websites to uncover the strongest gaps in your market.
We look at how competitors position themselves, what they sell, who they target, what they promise and how they communicate their value.
Then we identify the opportunities that are being underserved, poorly positioned or ignored altogether.
From there, we build your USP, positioning, messaging and offer architecture around the opportunity with the greatest potential.
Understand what your competitors are selling and how the market is currently positioned.
Identify an attractive position that competitors are not already dominating.
Define where your business should sit in the mind of the customer and what you want to be known for.
Create a clear reason for the right customer to choose you instead of the alternatives.
Package your expertise into an offer that is easier to understand, value and buy.
Translate the position into language that makes the value immediately clear to your market.
Build your marketing and sales strategy around the position you have chosen.
We guarantee a minimum of $250,000 in additional revenue from your positioning strategy and will continue advising you at no cost until that target is reached.
Discuss Your Positioning StrategyI have spent more than two decades selling B2B products and services across very different markets, business models and price points.
That matters because there is no universal go-to-market strategy.
Selling a $97 monthly membership requires a very different offer, message and sales process from selling a $36,000 accelerator or a $250,000 advisory engagement.
Understand the market. Find the right position. Build the right offer. Get it in front of the right people.
My positioning and go-to-market experience does not come from advising companies from the sidelines.
It comes from building, selling and marketing B2B businesses myself.
Founded in 2009, The Harbour Club brought M&A education and advisory into the small and medium-sized business market.
Over the years we have built and sold everything from memberships and digital products through to workshops, accelerators and six-figure advisory services.
More than 3,000 founders have been through our training programs.
A Dubai-based management consulting business working with companies on strategy, growth and value creation.
The role provides continued exposure to the challenges involved in positioning and selling professional services where expertise is difficult for buyers to compare before purchasing.
A Singapore-based private equity group investing in small and medium-sized businesses.
Across the wider group, $230M has flowed through completed transactions, with 197 acquisitions closed and 98 companies taken public.
That experience provides another perspective on positioning: not simply how to generate leads, but how to build businesses that become more valuable.
Good positioning is not a branding exercise.
Eventually somebody has to turn the strategy into campaigns, landing pages, advertising, outbound, content, sales materials and conversations with real prospects.
I have spent more than a decade building and managing distributed marketing teams to do exactly that.
More than $1M in freelancer contracts have been managed personally across specialists in research, data, copywriting, design, development, advertising, automation and lead generation.
That means the recommendations are made with execution in mind.
The objective is not to produce a clever positioning document.
It is to create a market position that can actually be taken to market.
Because increasing traffic to an offer the market does not understand rarely fixes the underlying problem.
And adding more salespeople does not make an undifferentiated service easier to sell.
First, decide where you can win. Then build the rest of your go-to-market strategy around it.
This is designed for established B2B service businesses that already know how to deliver good work but need a stronger commercial proposition around it.
It is particularly relevant if:
Positioning strategy is about finding the unique gap in the market you can claim as your own.
Once that position is clear, everything else becomes easier to build around it:
I help B2B service businesses reposition their offers so they are ready to go to market.
Discuss Your Positioning Strategy