STP Framework

Apply the classic Segmentation, Targeting, Positioning framework to identify your most valuable market segments and craft differentiated positioning.

When to Use This Skill

• New product launches

• Market entry strategy

• Repositioning initiatives

• Competitive strategy

• Marketing planning

Methodology Foundation

Based on Kotler's STP Model and Michael Porter's competitive strategy, providing:

• Market segmentation techniques

• Segment attractiveness criteria

• Targeting strategy options

• Positioning development

What Claude Does vs What You Decide

Claude Does You Decide

Structures segmentation analysis Segmentation variables

Evaluates segment attractiveness Target selection

Develops positioning options Final positioning

Creates positioning statements Resource allocation

Maps competitive positions Go-to-market approach

Instructions

Step 1: Segmentation

Segmentation Variables:

Type B2C Variables B2B Variables

Demographic Age, income, education Company size, industry, revenue

Geographic Region, urban/rural, climate HQ location, market presence

Psychographic Values, lifestyle, personality Culture, decision style

Behavioral Usage rate, loyalty, benefits sought Buying process, use case

Effective Segment Criteria:

Criterion Question

Measurable Can we size and quantify it?

Accessible Can we reach and serve it?

Substantial Is it large enough to be profitable?

Differentiable Does it respond differently to marketing?

Actionable Can we develop effective programs?

Step 2: Targeting

Targeting Strategies:

Strategy Description When to Use

Mass Target entire market Commodity products

Differentiated Target multiple segments differently Resources for variety

Concentrated Focus on one segment Limited resources

Micromarketing Individual customization High-value customers

Segment Evaluation Matrix:

Factor Weight How to Assess

Size 20% TAM/SAM/SOM

Growth 20% CAGR, trends

Profitability 20% Margins, price sensitivity

Competition 15% Intensity, barriers

Fit 15% Capabilities, mission

Accessibility 10% Channel, reach

Step 3: Positioning

Positioning Statement Template:

For [target segment] Who [need/problem] [Product/Brand] is the [category] That [key benefit] Unlike [competitors] We [key differentiator]

Positioning Dimensions:

• Attributes (features, specs)

• Benefits (functional, emotional)

• Values (what brand stands for)

• Use occasions (when to use)

• Users (who uses it)

• Against competitors (explicit comparison)

Examples

Example 1: Complete STP Analysis

Input:

Develop STP strategy for:

• Product: AI writing assistant
• Current customers: Mix of freelancers and enterprises
• Competitors: Jasper, Copy.ai, ChatGPT

Output:

STP Analysis: AI Writing Assistant

PART 1: SEGMENTATION

Market Segmentation Map

             PROFESSIONAL USE
                   │
   Enterprise      │      Agency
   Marketing   ────┼────  Teams
      │            │         │

Low ──────┼────────────┼─────────┼────── High Tech │ │ │ Tech Savvy │ │ │ Savvy │ │ │ Content ───┼─── Individual Creators │ Professionals │ PERSONAL USE

Segment Profiles

Segment A: Enterprise Marketing Teams

Jobs to Be Done:

• Produce more content without more headcount
• Maintain brand voice across team
• Speed up content approval workflows

Pains:

• Content bottleneck at scale
• Inconsistent brand voice
• Slow review/approval cycles

Segment B: Agency Teams

Jobs to Be Done:

• Serve more clients without proportional hiring
• Switch between client voices easily
• Draft faster, edit better

Pains:

• Client variety requires context switching
• Margin pressure from fixed-fee projects
• Quality vs. speed tradeoff

Segment C: Individual Professionals

Jobs to Be Done:

• Write professional content without writing skills
• Produce content volume of larger team
• Save time on first drafts

Pains:

• Limited time for content creation
• Can't afford dedicated writer
• Writer's block, blank page fear

Segment D: Content Creators

Jobs to Be Done:

• Generate ideas quickly
• Repurpose content across formats
• Maintain publishing cadence

Pains:

• Creative burnout
• Platform algorithm pressure
• Time vs. quality tradeoff

PART 2: TARGETING

Segment Evaluation

Evaluation Notes:

Recommended Targeting Strategy

Primary Target: Agency Teams

• Best combination of ARPU and accessibility
• Multi-seat expansion opportunity
• Word-of-mouth potential (agencies talk)
• Faster sales cycle than enterprise

Secondary Target: Enterprise Marketing

• Upmarket opportunity
• Higher ARPU offsets longer cycle
• Build case studies for credibility

Serve but don't focus: Individual Professionals

• Self-serve tier drives volume
• Potential upgrade to agency/enterprise
• Lower priority for resources

Deprioritize: Content Creators

• Lowest ARPU, highest churn
• Heavy competition
• Not worth dedicated focus

PART 3: POSITIONING

Competitive Positioning Map

    EASE OF USE
         │

Simple ─────┼───── Complex │ ┌───────┼────────┐ │ │ Us │ │ ChatGPT (target)│ │ │ │ │ │ Jasper │

GENERIC ─┼───────┼────────┼─ SPECIALIZED │ │ │ │Copy.ai│ │ │ │ │ └───────┴────────┘ │ Basic ─────┴───── Advanced MARKETING FEATURES

Positioning Options

Option 1: Agency Productivity

For marketing agencies Who struggle to scale content without scaling headcount [Product] is the AI writing platform That multiplies your team's output with consistent quality Unlike ChatGPT (generic) or Jasper (solo-focused) We're built for teams serving multiple clients

Option 2: Brand Voice at Scale

For marketing teams managing multiple brands Who need consistent voice across all content [Product] is the AI writing assistant That learns and maintains your brand voice Unlike generic AI tools We sound like you, not like a robot

Option 3: Draft-to-Done Speed

For content professionals under deadline pressure Who spend too much time on first drafts [Product] is the AI writing accelerator That gets you from blank page to publishable 5x faster Unlike basic AI generators We understand marketing, not just language

Recommended Positioning

For Agency Primary Target:

[Product] is the AI content platform for agencies that need to scale without sacrificing quality.

We help agency teams:

• Produce more content with the same team
• Maintain distinct brand voices across clients
• Go from brief to draft in minutes, not hours

Unlike generic AI tools, we're built for teams serving multiple clients—with workspaces, collaboration, and brand voice memory that makes switching contexts seamless.

Positioning Proof Points

Implementation Summary

Example 2: Quick Positioning Assessment

Input:

Assess this positioning: "For busy professionals who want to eat healthy, MealPrep is the meal kit that takes 15 minutes, unlike HelloFresh which takes 30+ minutes."

Output:

Positioning Assessment

Current Statement Analysis

Strengths

• Clear target segment
• Specific, measurable benefit
• Direct competitive comparison

Weaknesses

1. Single differentiator - Time alone is copyable
2. "Healthy" undefined - What does healthy mean?
3. No emotional benefit - Only functional
4. Price not addressed - Key for meal kits

Improved Positioning

For time-strapped professionals who won't compromise on nutrition, MealPrep is the 15-minute meal kit That delivers chef-quality healthy meals Without the prep, cleanup, or guilt Unlike traditional meal kits that feel like a second job We've done the hard work so dinner feels effortless

Key Changes

1. Added emotional benefit ("won't compromise")
2. Expanded "healthy" to "chef-quality healthy"
3. Added cleanup benefit (compounds time savings)
4. Emotional framing ("second job" → "effortless")

Skill Boundaries

What This Skill Does Well

• Structuring segmentation analysis

• Evaluating segment attractiveness

• Developing positioning options

• Creating positioning statements

What This Skill Cannot Do

• Research your actual market

• Know your competitive landscape

• Validate positioning with customers

• Guarantee market success

Iteration Guide

Follow-up Prompts:

• "Segment [market] using [variable]"

• "Evaluate these segments for targeting"

• "Develop positioning against [competitor]"

• "Create messaging for [segment]"

References

• Philip Kotler - Marketing Management

• Michael Porter - Competitive Strategy

• Al Ries & Jack Trout - Positioning

• Byron Sharp - How Brands Grow

Related Skills

• positioning

• April Dunford method

• competitive-analysis

• Deep competitive dive

• icp-matching

• Customer fit scoring

Skill Metadata

• Domain: Strategy

• Complexity: Intermediate

• Mode: centaur

• Time to Value: 2-4 hours for full analysis

• Prerequisites: Market knowledge, customer data