I read an interesting article on the Xero blog with the title Taking Pilates to new heights and I thought this was a good example of Positioning.
Positioning is a concept that Al Reis and Jack Trout invented 1969. The said “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect.
It’s a marketing concept but it’s so important that in GoalDriver.com we have it as one of the four elements of a Winning Strategy. Get your Positioning established and your brand is much easier to develop.
The article was about Phoebe Heyhoe, director of MatWorks Pilates, who ran a sunrise Pilates session on the SkyWalk overlooking Aukland. Phoebe positions her Pilates business as mobile and brings Pilates wherever people need it.
This is positioning off a Problem in the Business Model because accounting to data from Sport NZ time is the biggest barrier to Kiwis exercising.
If there are lots of other mobile Pilates business then Phoebe could Position her business as extreme mobile. Skywalk is an example because it’s 192 meters above the ground and you need safety harnesses.
If you’d like to improve your business by explore developing a Winning Strategy then get in touch and we can explore your Positioning strategy. Or, if you want to spend less time on your bookkeeping and be in more control then let me show you Xero.com. According to Phoebe, Xero saves 10 hours a quarter.
That’s enough to book time out of the business to think and plan to drive your business forward which could be hugely valuable.