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positioning-statement-generator
positioning-statement-generator/src/positioning.js

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positioning-statement-generator 🎯

Stop spending weeks on positioning. Nail it in 10 minutes.

Product positioning based on April Dunford's "Obviously Awesome" framework. Interactive CLI that generates your complete positioning document.

😱 The Problem

Week 1: "Let's nail our positioning"
Week 2: Still arguing about value props
Week 3: Sales makes up their own pitch
Week 4: Website says something different than the deck
Week 5: "What market category are we even in?"

Every company struggles with positioning. Most PMMs spend months on it. Most get it wrong.

✨ The Solution

$ npx positioning-statement-generator

🎯 Answer 5 questions (takes 10 minutes)
📄 Get complete positioning document
🚀 Ship consistent messaging everywhere

Based on April Dunford's proven "Obviously Awesome" framework. Used by thousands of B2B companies.

🚀 Quick Start

# No install needed
npx positioning-statement-generator

# Or install globally
npm install -g positioning-statement-generator
posgen

✨ AI-Enhanced Mode (Optional)

Set your OpenAI API key to unlock AI-powered insights:

# Set API key
export OPENAI_API_KEY='your-api-key-here'

# Run with AI enhancement
npx positioning-statement-generator

AI Features:

🤖 Intelligent problem inference from competitive alternatives
✨ Value proposition improvement suggestions
💡 Positioning critique from "April Dunford"
🔄 Alternative positioning variations
📊 Market category recommendations

Cost: ~$0.01-0.05 per generation (uses GPT-4o-mini)

💡 What You Get

✅ Complete Positioning Document

Core positioning statement
30-second elevator pitch
2-minute elevator pitch
Website hero copy (headline, subheadline, CTA)
Competitive positioning matrix
Messaging hierarchy (narrative → pillars → proof points)

✅ Export Formats

Markdown - For Notion, Confluence, GitHub
Text - For emails, docs
JSON - For programmatic use

✅ April Dunford's 5-Component Framework

Competitive Alternatives - What would customers use if you didn't exist?
Unique Attributes - What do you have that alternatives don't?
Value Themes - What value do those attributes enable?
Target Market - Who cares most about that value?
Market Category - What category makes your value obvious?

📖 How It Works

Step 1: Answer 5 Questions

📦 What's your product name?
→ Acme Analytics

🔄 List competitive alternatives (comma-separated):
→ Excel, Google Sheets, hiring a data analyst

⭐ List unique attributes (comma-separated):
→ real-time dashboards, no-code setup, AI-powered insights

💎 List value themes (comma-separated):
→ make data-driven decisions faster, reduce analytics costs, empower non-technical teams

🎯 Describe your target market:
→ B2B SaaS companies with 10-100 employees

📊 What market category are you in?
→ business intelligence platform

Step 2: Get Your Positioning

═══════════════════════════════════════════════════════════════════
           POSITIONING STATEMENT
═══════════════════════════════════════════════════════════════════

📦 Acme Analytics

🎯 Core Positioning Statement:
Acme Analytics is a business intelligence platform that helps B2B SaaS
companies with 10-100 employees make data-driven decisions faster. Unlike
Excel, Google Sheets, hiring a data analyst, we real-time dashboards.

⏱️  30-Second Elevator Pitch:
Acme Analytics helps B2B SaaS companies with 10-100 employees make
data-driven decisions faster. We're the only business intelligence platform
that real-time dashboards.

🌟 Website Hero Copy:
  Headline: make data-driven decisions faster for B2B SaaS companies with 10-100 employees
  Subheadline: Acme Analytics helps you make data-driven decisions faster, reduce analytics costs, empower non-technical teams
  CTA: Get Started

📊 Competitive Positioning Matrix:
┌──────────────────┬────────┬───────┬─────────┐
│ Feature          │ Acme   │ Excel │ Google  │
│                  │        │       │ Sheets  │
├──────────────────┼────────┼───────┼─────────┤
│ real-time        │ ✓      │ ✗     │ ✗       │
│ dashboards       │        │       │         │
├──────────────────┼────────┼───────┼─────────┤
│ no-code setup    │ ✓      │ ✗     │ ✗       │
└──────────────────┴────────┴───────┴─────────┘

💾 Export your positioning document?
→ Markdown (.md)

✓ Saved to positioning-acme-analytics-2025-01-15.md

🚀 Your positioning is ready! Go nail that messaging.

🎯 Use Cases

For Product Marketing Managers

✅ Onboard new PMMs with clear positioning
✅ Align sales, marketing, product on messaging
✅ Create positioning for new product launches
✅ Refresh positioning when market shifts

For Founders

✅ Nail positioning before fundraising
✅ Create consistent pitch across decks, website, sales
✅ Test positioning hypotheses quickly
✅ Educate team on "what we actually do"

For Sales Teams

✅ Get elevator pitches that actually work
✅ Understand competitive differentiation
✅ Stop making up your own positioning

🔥 Why This Works

Built on Proven Framework

April Dunford's "Obviously Awesome" is the gold standard for B2B positioning. Used by:

Y Combinator companies
Fortune 500 product teams
Top B2B SaaS companies

Forces You to Think

The 5 questions aren't random. They force you to:

Understand your real competition (not who you think it is)
Identify what actually makes you different
Articulate value, not features
Pick a winning market category

Instant Documentation

No more "positioning is in Sarah's head." Export to Markdown, share with team, iterate.

📊 Real-World Example

Before

Website: "We're an AI-powered analytics platform"
Sales pitch: "We help you understand your data"
Deck: "Business intelligence for modern teams"
Result: Nobody knows what you do

After (using this tool)

Positioning: "Business intelligence platform for B2B SaaS teams (10-100 employees) who need real-time dashboards without hiring analysts"
Result: Everyone says the same thing. Customers get it immediately.

🤝 Who This Is For

✅ Product Marketing Managers - Your job is positioning ✅ Founders - Positioning unlocks growth ✅ Product Managers - Need to position new features ✅ Sales Leaders - Tired of inconsistent messaging

⚠️ What This Isn't

❌ Not a branding tool (doesn't create logos/colors)
❌ Not a copywriting tool (you still write the final copy)
❌ Not magic (requires honest self-reflection)
❌ Not a replacement for customer research (validates, doesn't discover)

📚 Learn More

🛠️ Built With

inquirer - Interactive CLI prompts
chalk - Beautiful terminal colors
cli-table3 - ASCII tables

💬 Positioning Is Hard

But it doesn't have to take months. This tool gives you:

✅ Proven framework (not made-up questions)
✅ Complete document (ready to share)
✅ Consistent messaging (no more drift)
✅ 10 minutes (not 10 weeks)

Try it now:

npx positioning-statement-generator

👤 Author

Daniel Shashko

📄 License

🎯 Positioning Is Strategy

"Positioning is the single largest factor determining your success or failure in the market." - April Dunford

Stop guessing. Start positioning.

npx positioning-statement-generator