stp-framework

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

| Attribute | Profile |
|-----------|---------|
| Company size | 500+ employees |
| Department | Marketing, Content |
| Budget | $50K+/year for tools |
| Users | 5-50 per company |
| Need | Scale content, brand consistency |
| Behavior | Long sales cycle, procurement |

**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

| Attribute | Profile |
|-----------|---------|
| Company size | 10-200 employees |
| Type | Creative, marketing, content agencies |
| Budget | $10-50K/year |
| Users | 5-20 |
| Need | Efficiency, client variety |
| Behavior | Multiple clients, fast turnaround |

**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

| Attribute | Profile |
|-----------|---------|
| Company size | 1-10 (solopreneurs, SMB) |
| Role | Founders, marketers, content creators |
| Budget | $20-500/month |
| Users | 1-5 |
| Need | Punch above weight |
| Behavior | Fast decision, self-serve |

**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

| Attribute | Profile |
|-----------|---------|
| Type | Bloggers, YouTubers, course creators |
| Budget | $10-100/month |
| Users | 1 |
| Need | Overcome creative blocks |
| Behavior | Price sensitive, try before buy |

**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

| Segment | Size | Growth | Profit | Competition | Fit | Score |
|---------|------|--------|--------|-------------|-----|-------|
| Enterprise | 8 | 7 | 9 | 6 | 7 | **7.4** |
| Agency | 7 | 8 | 7 | 7 | 8 | **7.4** |
| Individual Pro | 9 | 9 | 5 | 4 | 8 | **7.0** |
| Content Creator | 8 | 7 | 3 | 3 | 5 | **5.2** |

**Evaluation Notes:**

| Segment | Strengths | Weaknesses |
|---------|-----------|------------|
| Enterprise | High LTV, lower churn | Long sales cycle, complex |
| Agency | Multi-seat, expansion | Price sensitive, churn |
| Individual Pro | Large volume, fast sales | Low ARPU, high support |
| Content Creator | Viral potential | Very low ARPU, high churn |

---

#### 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 W