marketing-strategy

name	marketing-strategy
description	Product marketing, GTM strategy, positioning, competitive analysis, and launch planning. Use when Travis asks about marketing, positioning, or launching a product.
agents	["research_agent","deep_research_agent"]

Marketing Strategy & GTM

When Travis asks about marketing, launching, or positioning a product (especially Diaspora AI):

Positioning Framework (April Dunford Method)

Answer these 5 questions in order:

1. Competitive alternatives — What would customers use if your product didn't exist?
2. Unique attributes — What do you have that alternatives don't?
3. Value — What does that uniqueness actually DO for customers?
4. Target customers — Who cares most about that value?
5. Market category — What frame of reference makes your value obvious?

Example for Diaspora AI:

1. Alternatives: Google Flights + manual visa research + travel agents
2. Unique: AI-powered visa database + diaspora-specific routes + voice booking in local languages
3. Value: Book complex multi-country trips without visa surprises or language barriers
4. Target: African diaspora in UK/US/EU traveling to/within Africa
5. Category: AI travel platform for diaspora communities

ICP (Ideal Customer Profile)

Build the profile with:

• Demographics: Age, location, income, occupation
• Psychographics: Values, pain points, goals, frustrations
• Behavior: How they currently solve this problem, where they hang out online
• Trigger events: What makes them look for a solution NOW

Competitive Analysis

Tiered Approach

• Tier 1 (direct competitors): Same product, same market
• Tier 2 (indirect): Different product, same problem
• Tier 3 (potential): Could enter your market

Battlecard Template

For each competitor:

• Their strengths (be honest)
• Their weaknesses (be specific)
• How you win against them
• What they say about themselves
• What their customers complain about

Launch Planning

Tier 1 Launch (major feature, new product)

• 4-6 week lead time
• Press outreach, Product Hunt, social campaign
• Landing page, demo video, documentation
• Email sequence to waitlist

Tier 2 Launch (significant update)

• 2 week lead time
• Blog post, social posts, email to users
• Changelog update

Tier 3 Launch (minor update)

• Same week
• Changelog, tweet, done

Messaging Hierarchy

1. One-liner: 10 words max. Used in headlines, social bios
2. Elevator pitch: 30 seconds. Problem → solution → proof
3. Full narrative: 2-3 paragraphs. For about pages, press kits

Pricing Strategy

• Value-based: Price based on customer value, not cost
• Anchoring: Show the expensive option first
• Free tier: Only if it drives paid conversion
• Annual discount: 2 months free on annual = 17% discount

When Travis Asks...

• "How should I position X?" → Run the April Dunford framework
• "Who's my competition?" → Tiered competitive analysis
• "How do I launch X?" → Tier-appropriate launch plan
• "Help me with pricing" → Value-based pricing analysis
• "Write marketing copy for X" → Use positioning as input, humanize-text skill for output