---
plugin: hormozi-gtm
plugin_version: {{plugin_version}}
command: positioning
version: 1
status: draft
created: {{ISO8601}}
client: {{company_slug}}
product: {{product_slug}}
competitors_mapped: {{N}}
frameworks:
  -value-equation
  -grand-slam-offer
  -pricing-playbook
  -niche-selection
humanizer_pass: false
humanizer_mode: n/a
voice: raw
language: {{language}}
audit_ref: {{path_or_null}}
parent_version: {{prior_version_path_or_null}}
---
 
# Positioning Map — {{product_name}}
 
## Positioning statement
 
> "{{Exact line. For [specific ICP], [company] is the only one that [unique value] without [common trade-off].}}"
 
**Single axis you defend:** {{1 line — e.g. "Implementation speed (5 days vs the market's 3-6 weeks)"}}
 
**Backing:** {{1 line — real case or structural reason — e.g. "3 documented cases (Acme, Northwind, Globex) + a 4-session onboarding framework"}}
 
---
 
## 1. Competitive Map
 
| Competitor | Stated positioning | Price | Primary ICP | Key message | Strength | Weakness |
|---|---|---|---|---|---|---|
| {{A}} | {{...}} | ${{...}} | {{...}} | "{{tagline}}" | {{...}} | {{...}} |
| {{B}} | {{...}} | ${{...}} | {{...}} | "{{tagline}}" | {{...}} | {{...}} |
| {{C}} (premium) | {{...}} | ${{...}} | {{...}} | "{{tagline}}" | {{...}} | {{...}} |
| {{D}} (cheap) | {{...}} | ${{...}} | {{...}} | "{{tagline}}" | {{...}} | {{...}} |
| Non-obvious substitute: {{e.g. "do it in-house"}} | n/a | ${{internal team cost}} | {{...}} | n/a | Control | Speed |
 
---
 
## 2. Your position
 
| Dimension | You |
|---|---|
| Positioning | {{1 line}} |
| Price | ${{...}} |
| Primary ICP | {{specific}} |
| Key message | "{{tagline}}" |
 
---
 
## 3. Differentiation axes (defensible with facts)
 
### Axis 1: {{e.g. Implementation speed}}
 
**Market status:**
-A: {{4-6 weeks}}
-B: {{3-4 weeks}}
-C: {{2-3 weeks}}
-**You:** {{5 days}}
 
**Backing:** {{Case story or structural reason. E.g. "3 documented cases (Acme, Northwind, Globex) where implementation took 5 days. Reason: a 4-session onboarding framework vs the 12 most use."}}
 
**How to say it:** {{Punchy line for hero copy. E.g. "Live in 5 days, not 5 weeks."}}
 
---
 
### Axis 2: {{e.g. Niche specificity}}
 
**Market status:**
-A: {{serves general B2B SaaS}}
-B: {{serves any B2B}}
-**You:** {{B2B fintech SaaS with a > 60-day cycle}}
 
**Backing:** {{12 of the last 14 clients are B2B fintech SaaS. Native founder-market fit.}}
 
**How to say it:** {{"The only framework built specifically for B2B fintech with a > 60-day cycle."}}
 
---
 
### Axis 3: {{e.g. Conditional guarantee}}
 
**Market status:**
-A: "satisfaction or money back" guarantee (generic)
-B: no guarantee
-C: guarantee limited to 14 days
 
**You:** "90 days with cycle cut by 40%, or we refund your investment + a $10k bonus."
 
**Backing:** {{The only player in the niche offering a conditional guarantee with a payout above the refund.}}
 
**How to say it:** {{"The only consultancy that pays you if it doesn't work."}}
 
---
 
## 4. Explicit trade-offs
 
A defensible position has to say **what you are not**. The client knows they picked the right trade-off:
 
-**You are NOT:** {{e.g. "a broad growth consultancy — we don't serve B2C, e-commerce, or B2C SaaS"}}
-**You do NOT promise:** {{e.g. "cultural transformation — we focus on operational sales metrics"}}
-**Who should pick someone else:** {{e.g. "pre-PMF founders with no sales data; clients who need M&A"}}
 
---
 
## 5. Copy derivatives
 
### Hero copy (LP) — 3 variations
 
**Variation 1 (speed focus):**
> "{{punchy line, 6-10 words}}"
> "{{sub-line, 15-25 words, with proof}}"
 
**Variation 2 (specificity focus):**
> "{{punchy line}}"
> "{{sub-line}}"
 
**Variation 3 (guarantee focus):**
> "{{punchy line}}"
> "{{sub-line}}"
 
### Cold email subject — 3 variations
 
1."{{specific subject, ≤ 50 chars}}"
2."{{subject 2}}"
3."{{subject 3}}"
 
### LinkedIn bio (1)
 
> "{{1-3 lines. Direct tone. Includes ICP + unique value + proof}}"
 
### Sales-call opening line
 
> "{{2-3 sentences. Not 'let me introduce myself'. Something that establishes authority + opens a curiosity gap in the first 30s of the call.}}"
 
---
 
## 6. Test plan
 
How to validate that the positioning works:
 
**Week 1-2:** ad with 3 hero-copy variations ($200 each). Measure CTR.
**Week 3:** the winner becomes the LP headline. Measure LP conversion.
**Week 4-5:** the winner becomes the cold-email subject. Measure reply rate.
**Criterion:** positioning is considered validated if CTR and reply rate rise ≥ 25% vs the prior baseline.
 
---
 
*Positioning map generated by the hormozi-gtm plugin. Alex Hormozi persona applied. Raw voice — an internal competitive diagnostic does not go through the humanizer.*