Use this two‑part template to crystallise your positioning and visually spot open territory. Duplicate the doc for each product or segment.
Block 60–90 minutes with your core product‑marketing team.
Complete Part A – Positioning Canvas first. If any boxes feel fuzzy, pause to gather quick customer input before moving on.
Agree on two customer‑relevant axes for the White‑Space Map, then plot every serious alternative—competitors, substitutes and DIY work‑arounds.
Discuss clusters vs gaps and decide which white space you can credibly own within the next 12–18 months.
Convert the chosen position into roadmap, pricing and messaging updates, and schedule a quarterly refresh to keep the canvas and map current.
| Target Segment (Who is this for?) | |
|---|---|
| Primary Job / Pain (What burning problem are they trying to solve or outcome do they crave?) | |
| **Current Alternatives | |
| (**Direct competitors, DIY hacks, status quo) | |
| **Unique Value Promise (**How you solve the job uniquely <15 words) | |
| Core Benefits | |
| (Functional and Emotional | |
| Proof Points | |
| Features, evidence, social proof) | |
| Pricing & Business Model (How you capture value) | |
| **Positioning Statement (**For [target segment] who [has X need], [product] is the [category] that [unique promise] because [reason to believe].) |
💡 Tip: If any box feels shaky, interview 3‑5 users and iterate.
A quick way to see where you and competitors cluster, and where gaps exist.
Examples:
• Ease of Use vs Depth of Insight
• Price vs Performance
• Implementation Time vs ROI.
| Player / Alternative | X‑Axis Score (1–10) | Y‑Axis Score (1–10) | Notes (strengths, weaknesses) |
|---|---|---|---|
| You (current) | |||
| Competitor A | |||
| Competitor B | |||
| Competitor C | |||
| DIY / Status Quo |
| Axis 1 | ||
| Axis 2 |