Positioning Template (April Dunford-style)
for B2B SaaS.
A positioning template based on April Dunford's "Obviously Awesome" framework. Anchored on ICP and competitive alternatives, not features.
Get the templateWhat's included
- Competitive alternatives
- Unique attributes
- Value
- Best-fit ICP
- Market category
Why this version
Anchored on ICP and competitive alternatives, not features.
Default positioning exercise we run with growth clients.
How B2B SaaS use this template.
For B2B SaaS, positioning anchors on ICP and competitive alternatives, not features. The April Dunford framework asks: what are competitive alternatives, what unique attributes do you have, what value do those create, who is the best-fit customer. Most B2B SaaS positioning is too feature-led — buyers don't care about features in isolation. They care about outcomes vs alternatives.
B2B SaaS-specific gotchas
- Competitive alternatives include status quo (do nothing)
- Unique attributes must be honestly differentiated
- Value is downstream of attributes — show the path
- Best-fit ICP is sharper than buyer persona
- Re-positioning is harder than positioning fresh — get it right early
A B2B SaaS uses the April Dunford positioning framework. ICP narrows from "B2B companies" to "B2B SaaS companies in their first scaling phase". Conversion improves 40% on the same traffic.
Common B2B SaaS questions
How often should we re-position?
Major repositioning every 18-24 months at most. Smaller refinement quarterly.
What about category creation?
Risky. Most successful B2B SaaS competes in existing categories with sharper positioning.
Templates are starts.
If you want senior practitioners filling in this template for a specific B2B SaaS engagement, brief us.
Brief us