STP
STP
Also known as: segmentation targeting positioning
Segmentation, targeting and positioning: split the market, pick one part, and claim a place in that group's mind.
Planning without guessing starts with deciding who you sell to. STP splits that into three steps.
Segmentation is more useful when it splits by problem rather than by age or region. Targeting picks the cell where market size meets your strength. Positioning makes that group remember you in one sentence.
A positioning line has to contain a difference from competitors. Words anyone could say, like quality product, claim no ground.
- OrderSegment, target, position. Reversing it loosens the message.
- A checkIf swapping your name for a competitor's still reads true, rewrite it.