Product Statement

Preproduction has commenced on my thesis project. Having taken some time to carve out a process for building my project, I determined that a creating a product statement of some kind would be the best place to start.

This product statement would act as a short summary or description of the project and my intents. Moving forward it would  serve as a broad foundation that guides my decision making in subsequent stages of my process. The following is my first draft:

“BioBits is a social media tool that gives users control of their own media narratives by making it easy for users to organize and share multiple photo albums as easy-to-browse linear stories.”

In marketing a statement is used to serve similar ends called a positioning statement. The main purpose of a positioning statement is to elucidate a product’s niche in relation to other market competitors and to serve as a guidepost for subsequent marketing efforts. I felt creating a positioning statement as well would also be useful especially since I’m introducing a new social media network concept in an already overcrowded space.

According to an article at WhatIs.com, the following template was proposed for creating a positioning statement in Geoffrey Moore’s book, Crossing the Chasm:

For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).

Using this template I created this positioning statement for my thesis project:

For mature social media users who relish stories past and present in their lives, BioBits is a narrative-centric social media network that makes it easy for users to organize and share social media posts as easy-to-browse linear stories. Unlike other prominent social media networks that compile all of a user’s posts into a single context, BioBits allows users to effortlessly assign their posts into separate contexts dedicated to a user determined narrative.

I also found this article on positioning statements helpful on eCornell’s blog – http://blog.ecornell.com/how-to-write-market-positioning-statements.