Welcome to Continuous Improvement, the podcast where we explore strategies and techniques for personal and professional growth. I’m your host, Victor, and in today’s episode, we’ll be diving into the topic of positioning and how it can help us stand out in a saturated market.

Positioning is all about identifying the unique attributes of our service or product, differentiating it from competitors, and effectively articulating that positioning into a compelling sales pitch. Today, we’ll be focusing on creating a differentiated value proposition based on our service’s unique features and capabilities.

Now, let’s address a common challenge many of us face when it comes to positioning. We may find that some clients view us as technology consultants, while others see us as software developers. So, how do we compete in both categories and stand out against fully staffed software vendors?

The answer lies in effective product positioning. In a market saturated with technology consultants, even the best ones struggle to secure projects. Clients often wonder why they should choose our consultancy over the alternatives. Effective positioning can help us capture the unique value of our service in a crowded market.

Now, let’s define our ideal customers. We’re targeting CEOs and founders of growth-stage fintech startups who have a strong technical background. These individuals prioritize team expansion and product scaling, and they’re seeking solutions to their technical challenges.

To understand our positioning better, let’s take a look at some of the alternatives our target customers might consider before choosing our service.

• Alternative 1: Outsourcing to consulting firms like Accenture, Deloitte, or Capgemini.
• Alternative 2: Searching online for technical answers on platforms like Stack Overflow, Quora, or Reddit.
• Alternative 3: Hiring in-house roles such as software developers, business analysts, or architects.
• Alternative 4: Self-learning through videos on platforms like YouTube, Udemy courses, or online coding bootcamps.

So, with these alternatives in mind, how can we differentiate ourselves? Let’s explore some unique attributes that set us apart.

• First, we have our blog content that is concise and valuable, condensed into an Amazon Kindle book for easy reading.
• We also bring product management skills and proven experience in product development to the table.
• Our technical expertise is hands-on, ensuring we have the capabilities to deliver high-quality software solutions.
• And finally, we have strong business acumen, which includes skills in stakeholder management, leadership, and communication.

But it doesn’t end there. Our blog serves as an effective lead generation tool and offers insights and best practices specifically tailored to the banking industry. We also provide personal stories that reveal our experience in technology consulting, allowing clients to gauge our approach before engaging our services. And let’s not forget about our video content, where we share stories with a touch of humor.

So, armed with these differentiated values, how do we align our blog within a framework that resonates with our target audience? Here’s the breakdown:

• First, we identify the competitive alternatives, such as DIY approaches that our ideal customers may consider.
• Second, we highlight our unique attributes, focusing on concise and valuable blog posts, expertise, and thought leadership.
• Third, we communicate the differentiated value we bring to the table, which includes our expertise and how it benefits our target customers.
• Next, we define our best-fit customers, which are CEOs of Series A and Series B fintech startups.
• And finally, we position ourselves within the market category of technology consultancy for financial companies.

So, what are the next steps in our positioning journey? By April 2022, we plan to update the landing page messages on our website, add more case studies, and conduct interviews with our top-five clients to refine our messaging.

By May 2022, we aim to create a sales pitch focused on technology consultancy, respond to Requests for Proposals, and continue adding more technology and business content to our blog for increased brand awareness.

In summary, we’re repositioning ourselves as specialized technology consultants for financial companies. Through our proven agile methodology, we aim to help these companies architect and develop software solutions that improve their business performance. Our services range from software development for startups to consulting for larger tech companies and custom product management.

Thank you for joining me on this episode of Continuous Improvement. If you’d like to learn more about our services, please visit our website at victorleungtw.com. And don’t hesitate to reach out to discuss how we can assist your team in both business and technology.

Remember, continuous improvement is the key to success. So let’s keep evolving and finding new ways to stand out in our respective fields.