WHY: Identifying your unique selling proposition (USP) is key to differentiating your startup and getting noticed in the marketplace. Developing buyer personas and a messaging architecture that takes into account the competitive landscape are the underpinnings of effective positioning and differentiation.
WHAT: Participants in this 120-min HANDS-ON workshop will use findings from Customer Discovery Interviews (pre-customer startups) and/or customer feedback (feedback from existing beta customers, paying customers, etc.) to develop buyer persona(s) and user personas(s), draft key messages and develop a positioning statement.Â Â
- Two buyer personas custom to your company
- Your company’s messaging architecture
- Learn the factors that contribute to a company’s unique selling proposition and positioning Â
Educate Members MUST have completed Customer Discovery Labs, and must bring notes from Customer Discovery Interviews and notes about competitors to the workshop.
ATDC Accelerate and Signature companies must have customer feedback notes and/or prospect/customer insights from sales or marketing personnel.
Attendee Type: Open to Educate Members, ATDC Accelerate and ATDC Signature companiesÂ
Limited to participants from 15 companies.
As ATDCâs CMO-in-residence, Jacqui Chew provides marketing strategy counsel to ATDC Accelerate and Signature companies. She is an award-winning digital strategist and principal at iFusion, a go-to-market collective. Jacquiâs experience spans well-known brands and high-growth startups including Mark Cuban-backed Cycloramic,Â eBay, IBM, Stainmaster, PeopleSoft (now Oracle), and Venture Atlanta. As the senior marketing executive at Silverpop, a marketing automation pioneer, she oversaw its debut and supported the Series B round venture capital raise of $30 million. Jacqui is an avid TEDTalk fansÂ and organizes the acclaimed TEDxPeachtree conference in Atlanta.Â