Chapter 5 Nailing Your Go-to-Market Positioning • Your audience segments: Whom are you designing your product for and what is most important to them? One size rarely fits all, especially in business software, so it’s important to clarify your unique target customer segments. You also can’t serve every segment right away. Prioritizing your target segments will help you focus your product, marketing, and sales efforts where you can make the biggest impact. A worksheet is available at the end of this chapter to help you work through this target audience process. • Your channels: Where are your prospects looking and learning? Who influences your target buyer, what other solutions do they rely on, and where do they go to discover new solutions? Most importantly, how do they expect to buy business software? Do they want to trial and set up the product without having to talk with anyone? Or, do they expect to be able to speak to a sales rep who will help them during the evaluation process? • Product messaging: What is the best way to talk about the value your product provides? What are your unique strengths and the top reasons your target buyers would take some time to look at your product? What is the bottom line impact your solution helps them make for their company? A worksheet at the end of this chapter will help you work through your product module messaging. • Pricing and packaging: One size rarely fits all for pricing so it’s important to offer “right-size” packaging for your target customer segments. Pricing and packaging should also emphasize your strengths and can sometimes even be structured in a way that makes your competitors irrelevant. • Customer acquisition costs (CAC) model: Your CAC model is an important reality check for your go-to-market positioning. You could develop great positioning, but if it tees up a go-to- market strategy and business model that isn’t viable, you won’t be able to grow and scale the business. Company positioning is a critical piece of your overall go-to-market strategy and you must make sure your CAC model is sustainable.