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Introduction
While branding is the emotional half of marketing, positioning is the hyper-rational counterpart. Equally important, but often overlooked at the early stage, positioning is the bedrock for company strategy and product decisions down the line. Once your team is aligned around your crystal clear positioning, growth and scale are that much easier.
This chapter will cover discovering your company DNA, understanding your unique advantage over your competitors, and building a foundation for early-stage success.
Chapter Authors
What You'll Get
00 guides
00 tools
Tools in this chapter
TOOL |
Spreadsheet
Modern GTM Planner Calculator
This spreadsheet template will help you calculate the costs of marketing, sales, and demand gen to meet your revenue goals.
Spreadsheet
Modern GTM Planner Calculator
This spreadsheet template will help you calculate the costs of marketing, sales, and demand gen to meet your revenue goals.
TOOL |
Guide
The Unusual Salesforce (SFDC) Package
Installation and usage documentation for the Unusual Ventures Salesforce package.
Guide
The Unusual Salesforce (SFDC) Package
Installation and usage documentation for the Unusual Ventures Salesforce package.
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Spreadsheet
Outreach Conversion Calculator
Track how well your outreach campaign is performing with this simple tool.
Spreadsheet
Outreach Conversion Calculator
Track how well your outreach campaign is performing with this simple tool.
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Deck
Define your Market Segments
Define your market segments and get your GTM motion going.
Deck
Define your Market Segments
Define your market segments and get your GTM motion going.
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Guide
Modern GTM User/Buyer Journey Map
USERs in our framework have a specific hierarchy of needs and a behavior pattern that founders must understand. In this map, we walk you through a USER's self-service approach to finding and using new solutions to the point where they are ready to engage with Sales. We then continue the journey as Sales engages the USER and BUYER to build a business case and close a deal.
Guide
Modern GTM User/Buyer Journey Map
USERs in our framework have a specific hierarchy of needs and a behavior pattern that founders must understand. In this map, we walk you through a USER's self-service approach to finding and using new solutions to the point where they are ready to engage with Sales. We then continue the journey as Sales engages the USER and BUYER to build a business case and close a deal.
TOOL |
Checklist
Pre-Seed Gutcheck Questions
Questions to ask yourself, your potential co-founder(s), and about your product/market before you start your company
Checklist
Pre-Seed Gutcheck Questions
Questions to ask yourself, your potential co-founder(s), and about your product/market before you start your company
TOOL |
Guide
Sales Interview Questions
Set of interview questions to vet for a successful VP of Sales or CRO hire
Guide
Sales Interview Questions
Set of interview questions to vet for a successful VP of Sales or CRO hire
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Guide
Candidate Intent Assessment
Use this set of questions to assess candidate intent at each stage of the interview process.
Guide
Candidate Intent Assessment
Use this set of questions to assess candidate intent at each stage of the interview process.
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Worksheet
Customer Storytelling Worksheet
Articulate the "Three Why's" for your own company
Worksheet
Customer Storytelling Worksheet
Articulate the "Three Why's" for your own company
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Guide
Cohort Analysis Primer
Learn more about cohort analysis for consumer subscription businesses
Guide
Cohort Analysis Primer
Learn more about cohort analysis for consumer subscription businesses
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Guide
Consumer Subscription Evaluation Rubric
Evaluation Rubric for a Seed-Stage Consumer Subscription Company
Guide
Consumer Subscription Evaluation Rubric
Evaluation Rubric for a Seed-Stage Consumer Subscription Company
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Template
Product Testing Plan Doc
Share this document with your customer during your Product Testing Planning call.
Template
Product Testing Plan Doc
Share this document with your customer during your Product Testing Planning call.
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Calculator
Deal Scorecard
Use the deal scorecard to determine the likelihood of a deal closing.
Calculator
Deal Scorecard
Use the deal scorecard to determine the likelihood of a deal closing.
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Guide
Discovery Questions
List of common discovery questions. Feel free to use as a guide and customize for your startup.
Guide
Discovery Questions
List of common discovery questions. Feel free to use as a guide and customize for your startup.
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Worksheet
Hypothesis & Personas Exercise
Come up with your own hypotheses and personas
Worksheet
Hypothesis & Personas Exercise
Come up with your own hypotheses and personas
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Guide
Employee Guide Template
Ride Report's Employee Guide is a great template for creating your company's own guide
Guide
Employee Guide Template
Ride Report's Employee Guide is a great template for creating your company's own guide
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Guide
ICP and Personas Exercise
Questions to define your ICP and User and Buyer Personas
Guide
ICP and Personas Exercise
Questions to define your ICP and User and Buyer Personas
TOOL |
Checklist
Company/Candidate Checklist
A comparative checklist for companies vs. candidates
Checklist
Company/Candidate Checklist
A comparative checklist for companies vs. candidates
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Guide
Customer Interview Guide
Guide for interviewing customers
Guide
Customer Interview Guide
Guide for interviewing customers
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Worksheet
Brand Story Exercise
Messaging checklist and exercise to build your own brand story
Worksheet
Brand Story Exercise
Messaging checklist and exercise to build your own brand story
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Worksheet
Get to Aha! DNA Test
Test to discover your brand's DNA
Worksheet
Get to Aha! DNA Test
Test to discover your brand's DNA
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Template
Offer Letter Template
Offer letter template for early employees
Template
Offer Letter Template
Offer letter template for early employees
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Worksheet
"Why Buy Now" Framework
Framework for discovering your "Why Buy Now"
Worksheet
"Why Buy Now" Framework
Framework for discovering your "Why Buy Now"
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Three Why's Framework
Framework for discovering "Why Buy Now"
Three Why's Framework
Framework for discovering "Why Buy Now"
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Guide
Customer Research Guide
Guide to Conducting Customer Research
Guide
Customer Research Guide
Guide to Conducting Customer Research
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Guide
Product Requirements Template
Product Requirements Template
Guide
Product Requirements Template
Product Requirements Template
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Template
Amazon Press Release Template
Amazon Press Release Template
Template
Amazon Press Release Template
Amazon Press Release Template
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Deck
Project Review Template
Project Review Template
Deck
Project Review Template
Project Review Template
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Deck
Kickoff Meeting Template
Kickoff Meeting Template
Deck
Kickoff Meeting Template
Kickoff Meeting Template
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Guide
Consumer Social Evaluation Rubric
An evaluation guide for pitching your consumer social app
Guide
Consumer Social Evaluation Rubric
An evaluation guide for pitching your consumer social app
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Deck
Outline Seed Deck
Outline investor deck for a Seed Round
Deck
Outline Seed Deck
Outline investor deck for a Seed Round
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Deck
Outline Series A Deck
Outline investor deck for a Series A Round
Deck
Outline Series A Deck
Outline investor deck for a Series A Round
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Deck
Outline Series A Board Meeting Deck
Outline Series A Board Meeting Deck
Deck
Outline Series A Board Meeting Deck
Outline Series A Board Meeting Deck
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Template
Executive Memo Template
Simple template for aligning executive staff
Template
Executive Memo Template
Simple template for aligning executive staff
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Spreadsheet
Founder Prioritization Matrix
GPP Heatmap to sort and tackle competing priorities
Spreadsheet
Founder Prioritization Matrix
GPP Heatmap to sort and tackle competing priorities
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Filter
Deal Qualification Filter
Filter to qualify sales leads and discover real opportunity
Filter
Deal Qualification Filter
Filter to qualify sales leads and discover real opportunity
TOOL |
Calculator
Math of Sales Calculator
Calcuate needed outreach to reach revenue goals
Calculator
Math of Sales Calculator
Calcuate needed outreach to reach revenue goals
TOOL |
Deck
Outline Customer Deck
Outline deck for your first customer meeting
Deck
Outline Customer Deck
Outline deck for your first customer meeting
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Worksheet
Four Lists Worksheet
Exercise for defining your four lists
Worksheet
Four Lists Worksheet
Exercise for defining your four lists
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Worksheet
Focus Exercise
Exercise for finding your focus
Worksheet
Focus Exercise
Exercise for finding your focus
Emotional language and storytelling are important, but even creative messaging needs to be grounded in rational positioning. Discover who you are as a company and why you matter in the world with Positioning.
