1. The Product You Analyse and How Yo...
3. Segmentation (criteria × segments)
4. Targeting (market appeal × your st...
High appeal × strengths do not help
High appeal × strengths help
Low appeal × strengths do not help
Low appeal × strengths help
6. Positioning Map (price × craft)
High price × ordinary craft
High price × strong craft
Low price × ordinary craft
Low price × strong craft
7. S - How You Split the Market
8. T - Where You Aim
9. P - What They Should Remember
STP Analysis Star...
How to use: (1) W...
The market you de...
How you split it ...
Problems and mark...
What you learned ...
The product you are analysing e.g. home-baked sweets sold online, $15 a box, 30 boxes a month How you sell it today e.g. photos on social media, orders by direct message. Most buye rs are people you already know. What is going wrong e.g. you cannot explain who the product is for, even to yourself , and the price is just copied from the shop down the road. 2. The Three STP ...
S Segmentation Split the market into look-alike groups e.g. use three criteria - age, occasion and what people value T Targeting Pick the one group you will aim at e.g. weigh market appeal against your strengths and settle on business gifts P Positioning Decide how you stand out in that group e.g. sweets you can hand over and explain, with every ingredi ent named A Treat for myself
B Business gift
C Present
Age
e.g. office workers in their 20s and 30s. They buy for th emselves and eat it themselves Their 30s to 50s. Handed to people they work with Over 40. Birthdays and thank-you gifts Occasion
e.g. a weeknight at home, winding down. One or two pieces at a time A gift on a visit or before a meeting. One box each time An anniversary present, delivered to the person's home What they value
e.g. an easy price, and light enough to keep eating Something to talk about when handed over. Keeps well Looks and wrapping. Nothing that could embarrass them 縦軸: Market appeal...
e.g. presents (C). The market is large, but the big names win on wrapping and delivery. Skip i t for now and look again once you can handle it. e.g. business gifts (B). Aim here. People buy a whole box at a time, and the story of the ingr edients is exactly what gets talked about. Growth and the number of rivals matter too, but the se two axes are enough to start. e.g. none of A, B or C landed here. Leave it empty. Decide that any market landing here is off the table. Time spent here stops the work on the market you chose. e.g. a treat for myself (A). The price is low, but the same people keep coming back. Keep it a s an add-on to the business gift box. 5. Empathy Map (k...
Persona (one person from the market you chose)… Think and feel What is going on in their h ead e.g. a safe box of sweets w ill not be remembered Hear What they hear around them e.g. a colleague says that one really went down well Gains The result they want (say t he value from board 3 in th eir own words) e.g. to be told they have … Say and do What they actually say and do e.g. buy in a rush at the s tation the day before a vi… Pains What troubles them and what they want to avoid e.g. everything looks the s ame, so they can only choo… See The surroundings they take in e.g. shelves of lookalike g ift boxes at the station 縦軸: Price (top = ...
e.g. the patisserie at the station. High on brand and location. You cannot win on that ground, so do not stand there. e.g. aim here yourself. Move to $19 a box and add a card that names where each ingredient come s from. e.g. supermarket baked sweets, $6 a box. Matching that price is not something you can keep up, so stay out of this square. e.g. small online sellers. Good ingredients at a low price. This is where you sit today. Build the reason to raise the price with the one line in board 9. Three criteria - age, occasion and what they value e.g. split into a treat for myself, a business gift and a pres ent If the reason to buy is different, it is a different group When in doubt, split by the occasion and you rarely go wrong e.g. aim at business gifts, people in their 30s to 50s handing them to work contacts Why - they buy a whole box, and the ingredient story travels w ell Keep the markets you skipped, each with the reason written nex t to it Aim at one only. Two targets blur every move you make e.g. sweets you can hand over and explain, with every ingredie nt named The price is $19 a box. You are not competing on being cheap e.g. take the words from pains and gains on board 5 and put th em on the product card and social media In three months, check whether that line still lands the way y ou meant it
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