What does clear startup positioning look like?

👀 Just take a peak at Spellbook.

They’ve just raised a $10.9M Series A led by Moxxie Ventures.

🧬 I used our positioning & messaging model to create a snapshot of their positioning strategy.

Here is a breakdown on the fundamental categories.

↳ and what shows up in their website messaging.

🛠️ Product Elements 🛠️

🟣 They are very dialed in on what they are:

↳ AI contract-drafting assistant

🔵 And the benefit they are promising:

↳ drawing legal contracts 3x faster

They do have multiple capabilities that seem to be for different use cases —  I’d be curious which of these matter the most to customers?

📈 Market Elements 📈

They are targeting legal professionals working on contract agreements — even going as far to say they are not for non-lawyers.

There were 2 elements that did NOT show up in the messaging:

🟡 Company Type

👉 Not having this narrowed to a specific company type doesn't hurt their positioning at all.

The value they provide doesn't change whether the business is a large pharmaceutical company or a data company:

→ They are all working on contracts.

🔴 Problem

This is the only element that could be improved.

I’m curious of the answer to the question:

“What problem would a lawyer have that would trigger them to seek out this new way of writing contracts”

→ Are they making mistakes writing them manually?

→ Do they hate writing certain parts of the contract?

→ Are they missing key deadlines on deals?

This is likely something they are discovering…

💪 And once they do, it’ll help dial in the capabilities to address these problem even more!

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Because the positioning of Spellbook is very clear…

This likely translates to very targeted Go-to-Market motions.

And the fact that they have 34,000+ lawyers signed up to their waitlists is a GREAT signal that this positioning is working.

Scott Stevenson and Daniel Di Maria — Congrats on the raise and progress so far!

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For other startup founders working on your positioning...

Give this exercise a try — and note where you are clear...

🧐 And where you have some things to figure out.