Stop confusing customers and start positioning your SaaS right2 min read

1_Ko7pvCdUN5myxKH4bKAaaA

The SaaS Revolution Show is a weekly podcast that brings insights and tactics from leading SaaS entrepreneurs and operators across the world. Hosted by Alex Theuma, the show is brought to you by SaaStock. You can subscribe on iTunesStitcherOvercast.

Seven startups. Six of them acquired. 16 launched products. All 16 of them repositioned. Roles as varied as CEO, CMO and COO. There has never been a dull moment in April Dunford’s career. Throughout all that, she has become the world’s foremost expert on positioning.

April is something of an accidental marketer. An engineer by education, an intro from a friend and a bit of luck got her a job in the marketing team of a startup shortly after university. Few months after, that startup got acquired, and her boss quit. April inherited a team and a budget she didn’t have the experience to manage.

April was not one to give up and was determined to crack that. As she did, April found herself intrigued by something peculiar — why do some very cool products remain vastly misunderstood by consumers and how to fix that. With time she would find the words for it: positioning. She would also realise that startups and established companies alike struggled with it. It was because buy cheap viagra with mastercard even though the theory hasn’t changed much since the seminal book on the topic, “Positioning: The Battle for the Mind” was published in 1983, there was never a methodology existing to help people.

Improving the context a product creates for its customers became April’s lifelong passion.

It’s why she has toaken on seemingly very different roles in the various startups and their acquirers she joined. As she puts it, positioning encompasses the entire organisation.

Currently, April is working on a book, which she hopes will offer the first scalable methodology for doing positioning right.

Listen on to hear:

  • Why so many startups and companies fail at positioning
  • What are the signs you are having a positioning problem
  • How to start fixing your positioning and create the right context for your customers
  • Examples of product reposition April has executed
  • What is the best way to track the effect of repositioning

April, who currently advises growth stage companies and established enterprises to launch new products, was one of many speakers we hosted at SaaStock18. We recorded all sessions, accumulating to over 40 hours of actionable content on marketing, sales, management and funding. You can rewatch all of them by getting lifetime access to our SaaStock On-Demand pack.

Sign up to our newsletter

LATEST | POSTS

Blog Post banners (23)

How to build a massive SaaS business selling to SMEs

If you are not subscribed, join the community by subscribing here and share it with your fellow SaaS enthusiasts. “Churn is the single most important metric in any recurring revenue business. That applies to enterprise, consumer, and SME”, said Mark MacLeod, Coach, Advisor and Investor, on SaaStock’s Dublin stage. Just take a cohort of 100K of…

Podcast Banner (Landscape) (28)

Lessons from 47 leaders in Growth, with Arthur Nobel (Knight Capital)

In this week’s episode of the SaaS Revolution Show, SaaStock’s Alexander Theuma is in conversation with Arthur Nobel, Principal at Knight Capital. Arthur shares lessons he’s learnt from 47 leaders in growth. Arthur shares: ✅ Findings of raising between Series A to C ✅ Strategic vs internal challenges SaaS companies are facing about scaling ✅…

Blog Post banners (22)

How to scale your SaaS Business with a Self-Service Knowledge Base

This is a sponsored post by Kovai.co. SaaS businesses encounter many problems as they scale, but one of the crucial problems to have is too many customers. Usually, when a business is just starting out they take pride in helping each individual customer personally. However, this strategy is not a long-term solution.  As the company…