Positioning Sprint
An 8–12 week project to decide who you're for, who you're up against and why you win. We start with your customers, then work through April Dunford's method with your team. You leave with positioning and messaging your team can use the next day.
You might need a sprint if…
Everyone describes the product differently
Prospects compare you to the wrong competitors
Your homepage could belong to five other companies
Sales rewrites the deck before every call
You win deals but can't say why
The product changed and the story didn't
What you leave with
Discovery report
Market fit by segment, company size and deployment model. Churn drivers, your best-fit customer profile and the buying triggers that bring them to you. Every finding shows whether it came from customers or from your team.
Positioning document
Competitive alternatives, unique value and proof, target customer and market category. One per product where needed, plus whether they're sold together or separately.
Messaging framework
Headline messages, value pillars and proof points for each audience, ready for your website, deck and campaigns.
Pricing and packaging
Where it's needed, pricing for new products and a review of your packaging, with options and a recommendation.
Two workshops
A readout with your CEO and core team after discovery, and a final session so sales, marketing and product tell the same story.
Discovery comes first
Discovery is €6,000 fixed, then €6,000 a month. You see the findings after four weeks and decide whether to continue.
You work with me, start to finish
“Jenna helped us nail our product positioning and built a clear messaging strategy for our new launch. It has proved invaluable to our business.”
Three phases, one owner
I run the project end to end. You get a written update every Friday and a check-in every two weeks.
Discovery
Weeks 1–4. One-to-ones with each team lead, then deal and churn data and customer interviews. It ends with a 2-hour readout for your CEO and core team, and you decide whether to continue.
Positioning
Weeks 5–8. A product walkthrough, then workshops on best-fit customers, real competitors, unique value and market category. Pricing and packaging where it's needed.
Messaging
Weeks 9–12. I turn the positioning into a messaging framework, then test it with your sales team before we finalise it.
Four questions every interview answers
Asked of your best-fit customers and the ones who left. The answers come from customers themselves, not from what the team believes about them.
01
What were you trying to get done?
02
Why did it become urgent when it did?
03
What else did you consider?
04
Where did your previous approach fall short?
Other ways to work with me
Sprint questions
Still unsure? That's what the intro call is for.
Why does it take 8–12 weeks?
+Discovery takes about four weeks because customer interviews take time to book. The rest depends on how quickly your team can meet for workshops.
Who needs to be involved?
+A core team with one person each from Sales, Customer Success, Product and Marketing, and your CEO to review at the end of each phase. I work on the project 2–2.5 days a week.
What if discovery shows we don't need a sprint?
+Then I'll tell you, and you only pay the discovery fee. Sometimes the fix is GTM strategy or a sales enablement problem.
Do you write the website copy?
+The sprint gives you the messaging framework. Website copy can be added as a follow-on, or your team can write from the framework.
What happens after the sprint?
+Most teams roll the messaging out themselves. If you want someone to own it, we can move into fractional work.
What data do you need?
Won and lost deals with reasons for the last 2–3 years, a customer list with tier and churn history, search and analytics data, and a product demo. Usage data and call recordings help, but I can work around them.
Do you sign an NDA?
Yes, before I receive any customer or CRM data. A services agreement also covers confidentiality and data protection.
Can interviews run in other languages?
Yes. I work in English, and your team can run interviews in other languages using my guide.
Ready to take a sharp stance?
Tell me where you're stuck. In 20 minutes we'll work out whether a sprint, GTM strategy or fractional support makes sense.