Improve your SaaS website positioning and messaging. Anthony and Rob break down the product positioning process for better early-stage product marketing.

Your website is your startup’s front door — it’s the first place potential customers (and investors) look to understand who a company is.

So what does your front door look like?

Chances are your messaging confuses your ideal customers before they even talk to you.

In this discussion Robert Kaminski, Senior Product Strategist, and Anthony Pierri, Product Marketer at Headway, will walk through actionable steps you can take to instantly improve your message and create higher conversions of the right type of customers for your startup.

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Segments

00:00 - Introduction
00:52 - What is Product Positioning?
01:47 - Overview of the Website Audit Process
04:17 - Why is Positioning Important?
05:41 - Examples of Bad SaaS Positioning on Websites
07:00 - Product Category Positioning Examples
08:55 - Reforge Website Audit Example
24:23 - 6 Steps to Clear Positioning
32:00 - Positioning Development Flow
33:00 - How Do You Know If Your Positioning Is Good?
34:08 - Positioning Development for Reforge
35:25 - Prioritizing Market Segments
41:40 - Measuring Product Positioning Success?
43:34 - Create a Category vs. Pick an Existing One?
45:55 - Do You Do Live Audits for Startups?
47:15 - Brand First or Product First on Your Homepage?
51:15 - Wrap Up

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Startup Wisconsin Week

This event is part of Startup Wisconsin Week, an initiative organized by Headway to help tech founders, startups, investors, and talent get connected and discover events across Wisconsin since 2017.