IF: Module 3: Position

So we've focused on who you are. And then on who you do it for.

The next survey focuses on what Integrated Fibre does that others can't or don't.

A big part of telling your story in a simple and compelling way is getting clear on what Integrated Fibre does best.

Some call it the "purple cow," "blue ocean" or your "unique value position."

Bottomline is we want to answer the question "What's unique about what you do?"

It's that part of the story- your unique outlook and approach- that convinces people to choose Integrated Fibre.

List your main competitors. How do they position themselves?

Is there a specific process, benefit or attribute that Integrated Fibre could be a leader in when compared to other similar companies?

Is there an area that Integrated Fibre is well-suited to be #1 in when compared to other similar companies?

What are the unique resources, capabilities and characteristics that equip you to do what others can't?

List 7-10 one word attributes that describe your company.

“For-It’s-That”

The “For-It’s-That” sentence explains Integrated Fibre in less than an elevator ride.

"For” = Target Audience
“It’s”= Goal/Definition
“That”= Offered Product/Service/Feeling

An example “For-It’s-That” statement for Home Depot might be:
For home improvement enthusiasts, It’s the all in one store, That helps you do it yourself.

Here are a few examples of some other possible brand ideas. Many of these started by paying attention to what was missing in their respective markets.

Apple: For regular people, It’s innovative and creative technology, That is simple for you to use.
Starbucks: For everyone, It’s a European coffeehouse experience, That has good coffee too.
Target: For value conscious consumers, It’s the discount retailer, That has great design and great prices.
Pixar: For families, It’s animated entertainment, That appeals to audiences of all ages.

Try to write a “For-It’s-That” sentence for Integrated Fibre:

FOR:

IT'S:

THAT:

SWOT ANALYSIS

Use the "SWOT" grid to identify things Integrated Fibre is doing well and areas you might need to be careful of.

It's a map of your strengths, weaknesses, opportunities and threats.

Why is that important? Not only is it healthy to do this regularly for planning but it's also a great way to zero in on your uniqueness as a company.

It's a way to quickly get a snapshot of the positives and negatives about Integrated Fibre and your industry and the external factors that impacts your success.

What are your strengths? What are you really good at?

What are things you don’t do as well as your competitors?

List some trends in your industry today. Are there industry/customer needs that are unmet or unsatisfied?

What keeps you awake at night about Integrated Fibre and your industry in general?