Product Positioning Workgroup
One of it's kind practical course to nail your product positioning and all what comes with it: landing pages, pitch decks and GTM strategy
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Course overview
Are you offering the right product to the right audience?
Many founders, marketers and product managers with great ideas or an amazing technology struggle to find the right customers for their product or grow it fast.
In fact, according to a CB Insights report, lack of market need is the most common reason for startup failure. In 42% of cases, failed startups created a product or service that didn’t meet a real felt need in the market.
It is also the case for feature or campaign launch.
Navigating product market fit is not just about having a great digital marketing campaign or building an advanced technology.
It starts from building the right product for the right group of people and communicating it in the best possible way.
That's where "Unique positioning for your product" course comes in.
In this course, you will:
🚀 Get clarity about market analysis, segmentation and trends to focus on
🔍 Master the art of customer interviews to get actionable insights.
🎯 Define clear product features and value propositions to communicate
💡 Set-up the testing for the product or feature
📖 Craft compelling product story for your pitch deck, demo, landing page or marketing plan
Over the span of 4 weeks you will have access to 20 modules, 2 guest lectures and bi-weekly live office hours with Tata.
Plus free access to:
🎁 Pitch deck or landing page review and feedback
🎁 Hands on positioning templates, GTM checklists and user interview guides
🎁 Practical guide "how to use AI for marketing"
All sessions are recorded - you can access it no matter what time zone you are in and how busy your schedule is.
Course is designed to be hands on with well rounded approach to product positioning and will include slide presentation, checklists, templates and live Q&As.
Ready to rewrite your product's value proposition? Enroll now and redefine success on your terms.
This course is
01
For early stage founders and tech leaders looking to bridge business knowledge gap, get pragmatic frameworks to build the right product
02
For product and marketing managers who are tasked to launch features and campaigns, create demos, landing pages and make it successful.
03
not a great fit for
serial entrepreneurs
professionals, not expecting to work hands on
What you’ll learn
Understand product positioning and it's impact on growth
Review the core principles of product design, product positioning frameworks
Look at industry and my practice examples how right product positioning drives growth
Chose market category and segment
Market analysis, segmentation and trends to focus on
Do research without a research team or a big budget
Or a big budget. Yes, you heard it right. Right after we cover some theory about types of research, guides questionnaire samples.
You will also run your own project customer research.
Use Communication hacks
How to talk about the product benefits and test messaging, using basic understanding of human psychology
How to leverage AI tools
We will get into the details how and which tools aside from ChatGPT to use to make your job faster.
Build website, pitch deck and GTM plans
Once you have product positioning defined, you can use industry leading examples of pitch decks and website wireframes to design yours.
You will also get access also my custom GTM frameworks and plan samples to define your product's strategy.
Interactive feedback & special material
Clear and easy to use frameworks and techniques + feedback on your website, pitch decks, GTM plans
What’s included
Live sessions
Learn directly from Tata (Tatevik) Maytesyan in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
4 live sessions • 34 lessons • 6 projects
Week 1
Introduction to Product Positioning and how you can use it
Product Design Framework and 6 building blocks of positioning
How Nike product positioning change helped grow the customer
Current product positioning assessment
What Market Do You Compete In?
- 📍
Week 1: Introduction to Product Positioning and how you can use it
- 📄
Case study: How Nike product positioning change helped grow the customer
- 🗺️
Week 1: Product Design Framework and 6 building blocks of positioning
- ✍️
Week 1: Current product positioning assessment
Submit by Jan 1 - ✍️
Week 1: What Market Do You Compete In?
Submit by Jan 1 Landing page template miro
- 📄
Templates: Landing page template (Miro board)
- 📄
Templates: Product positioning workbook (Google doc)
Jan
15
Product positioning workgroup: deep diving into your product
Introduction to Product Positioning
Learn about Product Positioning, Product design and assess your own product
Lectures:
Case study
Real-life projects:
Extra materials
Here are some templates to help you on your journey.
Templates:
Week 2
Unique Values and Attributes of Your Product
Competitive Analysis
Your product value proposition and How Your Can Differentiate
Competitive analysis: Who Are Your Competitors? What do they offer?
Value proposition of your product: key unique features and values
- 📄
Recap of Week 1 and Intro to Week 2
- 📄
Week 2: Market segments and Competitive Analysis
- 📄
Week 2: Unique Values and Attributes of Your Product
- 📄
Week 2: Cases Pal's, Metro Bank, Starbucks
- ✍️
Week 2: Competitive analysis: Who Are Your Competitors? What do they offer?
Submit by Jan 8 - ✍️
Week 2: Value proposition of your product: key unique features and values
Submit by Jan 8 The list of AI tools for conducting market research
Feature value map
Competitive analysis
- 🔥
Bonus! AI tools for conducting market research
- 📄
Templates: Feature value map & Competitive analysis
Jan
22
Product positioning workgroup: market and customer research Q&A
Analysis, Unique Values and Value Proposition of your product
Learn about analysis, unique values and value proposition of your product and how you can differentiate from your competitors
Lectures:
Real-life projects:
Extra materials
Leverage the power of AI for research
🔥Bonus item:
And also, here're two templates to give you a hand
Week 3
Types of research
Audience segmentation for new and existing businesses, Jobs to be done
Crossing the chasm
Practical recommendations of how to collect and fill information
Target Audience and how to describe it on the basis of research
Choose a segment, use case and run 5 customer calls
Prepare your target audience description
- 📄
Recap of Week 2 and Intro to Week 3
- 📄
Week 3: Types of research, How to define Audience segments for research
- 📄
Case study: Practical recommendations of how to collect and fill information
- 📄
Case study: Target Audience and how to describe it on the basis of research
- 📄
Tools and useful resources for conducting research and JBTD
- ✍️
Week 3: Choose a segment, use case and run 5 customer calls
Submit by Feb 2 - ✍️
Week 3: Prepare your target audience description
Submit by Feb 2 Customer research summary + questionnaire/discussion guide
How to use AI to do customer research
Importance and peculiarities of context and market readiness
Materials to read (books, articles, research) and to listen
- 📄
Bonus! How to use AI to do customer research
- 📄
Bonus! Importance and peculiarities of context and market readiness
- 📄
📚 Bonus! Materials to read and to listen
- 📄
Templates: Customer research summary + questionnaire/discussion guide
- 📄
User research guides
- 📄
Videos and articles
Jan
29
Product positioning workgroup: revise your progress + Q&A
Research, Target Audience Definition, JTBD and Market Segmentation
Deep dive intro research, audience segmentation, jobs to be done framework and how to Cross the Chasm
Lectures:
Case study:
Real-life projects:
Extra materials
Everything you'll need to do a perfect research
Templates:
🔥Bonus items:
User reseach guides
Week 4
Practical application of positioning to communication channels
Various GTM models and how to understand which one to use
How to do a test of value proposition for B2B & B2C
- 📄
Recap of Week 3 and Intro to Week 4
- 📄
Week 4: Practical application of positioning to communication channels
- 📄
Week 4: Various GTM models and how to understand which one to use
- 📄
Week 4: How to do a test of value proposition for B2B & B2C
- 📄
Week 4: Wrap-up
- 📄
Product positioning course wrap-up
Feb
5
Product positioning workgroup: final presentations
Practical application of positioning, GTM models, and tests
All about practice: application of positioning to communication channels, GTM models and testing values proposition
Lectures:
Product positioning course wrap-up
Week 5
Bonus
Marketing & psychology: how it helps with messaging and value proposition
Video how to use AI and website builder to create a company website
List of tools and recommendations to design a pitch deck
Materials to read (books, articles, research), to watch and to listen
- 📄
Bonus! Marketing & psychology: how it helps with positioning messaging and comms
- 📄
Bonus! Video how to use AI and website builder to create a company website
- 📄
Bonus! List of tools and recommendations to design a pitch deck
- 📄
Bonus! Materials to read (books, articles, research), to watch and to listen
- 📄
Bonus! Video Demo examples and references
- 👋
Useful links
Extra materials
No module content yet
Extra materials
A handful pack of goods to read, watch, listen, and use
🔥Bonus items:
What people are saying
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Kate
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Meet your instructor
Tata (Tatevik) Maytesyan
Tata (Tatevik) Maytesyan
Hi! I am Tata, business growth expert and startup advisor based in Zurich.
Throughout my career I have worked in companies of various size and types, like Nike, Deloitte, Pangaia, Picsart and Sololearn and was always striving to create value and have an impact: for each individual user, team member. business and society overall.
In my 15 years of practice I have learned that no matter whether you work in a large multinational corporation like Nike, an early stage sustainability startup like Pangaia (from 0 to 70mln ARR in 2 years) or scale-ups like Picsart (150 mln active users, backed by Sequoia) or Sololearn (30 mln sign-ups) - you will always face similar problems: how to create or adjust your product offering to have your customers love it.
I have done dozens of lectures, taught hundreds of students in live lectures and workshops across globe from my hometown Yerevan to Oxford - all because sharing knowledge and growing people is my truest mission and joy.
My goal is to help early stage founders, product and marketing professionals to build the right products and set them up for growth.