Struggling to concisely communicate what your startup is and does?

→ Use Minimum Viable Positioning 👌🏻

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1️⃣ What is Minimum Viable Positioning (MVP)?

→ the smallest amount of information required for positioning to take hold in the minds of customers

Unlike holistic positioning which contains the entire end-to-end story (i.e. all eight boxes are filled out), minimum viable positioning contains...

✅ 1-2 elements from the top row (the market)

✅ 1-2 elements from the bottom row (the product)

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2️⃣ Where does Minimum Viable Positioning show up?

→ This mini-positioning (ideally) lives within the H1 and H2 tags on your homepage

(i.e. the main headline and sub-headline on the "hero" screen)

→ It also is what spreads in word-of-mouth growth

(i.e. "You've got to try Mercury — it's basically a business bank account for startups")

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3️⃣ If Minimum Viable Positioning requires one element from the top and one element from the bottom... which elements should I choose?

→ This is a GREAT question, and one that

Robert Kaminski 🎯 and I haven't fulled solved (YET!)

→ Our short term answer is... you need to try them out and see what fits your product/market best.

(and by "best," you're shooting for what is MOST CLEAR to the audience you're trying to reach)

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To give you an example of how different pairings shake out, here are four pairings anchored on the product category (in the bottom row) and different market elements in the top row.

Examples used:

→ChurnZero

→Mercury

→ConvertKit

→ Basecamp (by 37signals)