# Startup Positioning

Market positioning strategy using the April Dunford framework, enriched with JTBD...

- Repository: https://github.com/ferdinandobons/startup-skill (1247 stars)
- Category: Design
- License: MIT
- Last updated: 2026-07-01
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add ferdinandobons/startup-skill --skill startup-positioning -g -a claude-code -y`
Codex: `npx skills add ferdinandobons/startup-skill --skill startup-positioning -g -a codex -y`
Cursor: `npx skills add ferdinandobons/startup-skill --skill startup-positioning -g -a cursor -y`
Gemini CLI: `npx skills add ferdinandobons/startup-skill --skill startup-positioning -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add ferdinandobons/startup-skill`

## Description

Market positioning strategy using the April Dunford framework, enriched with JTBD discovery, Moore positioning statement, and Neumeier's Onliness Test. Produces a complete positioning document, positioning statement, competitive alternatives map, and market category analysis. Use when the user wants to define or refine their market positioning, find their unique position, differentiate from competitors, craft a positioning statement, choose a market category, or figure out "how should we position this product." Triggers for "positioning", "how to position", "market position", "differentiation strategy", "positioning statement", "competitive positioning", "category strategy", "where do we fit in the market", "how are we different", "unique value proposition", or any request to define, sharpen, or rethink positioning. Works standalone, no prior startup-design or startup-competitors session needed, but leverages their output if available.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Startup Positioning

Market positioning strategy that produces a complete positioning document, Moore + Neumeier positioning statements, competitive alternatives map, and market category analysis. Built on April Dunford's framework, enriched with JTBD discovery and stress-tested with Neumeier's Onliness Test.

## How It Works

```
INTAKE → RESEARCH (2 sequential waves) → POSITIONING SYNTHESIS
```

The process: understand the product and its customers, research competitive alternatives and market context, then build positioning through Dunford's 5+1 components. Typical runtime: 10-15 minutes in Claude Code (parallel agents), 20-30 minutes in Claude.ai (sequential).

### Language

Default output language is **English**. If the user writes in another language or explicitly requests one, use that language for all outputs instead.

---

## Phase 0: Resume Check

Before anything else, check if a `PROGRESS.md` created by this skill exists in the working directory or a project subdirectory (the skill name field says `startup-positioning`). If it does, read it and resume from the last incomplete phase. Tell the user: "I found progress from a previous session. You completed [phases]. Picking up from [next phase]."

If no progress file exists, or the one found belongs to a different skill, start from Phase 1.

---

## Phase 1: Intake

Short and focused, 1-2 rounds of questions. The goal is enough context to research alternatives and build positioning.

### Check for Prior Work

Before asking questions, check if prior sessions have been completed. Look for these files in the working directory or subdirectories:

**From startup-design:**
- `00-intake/brief.md`, product description and context
- `01-discovery/competitor-landscape.md`, competitor profiles
- `01-discovery/target-audience.md`, customer personas, pain points
- `02-strategy/positioning.md`, initial positioning work

The rest: https://github.com/ferdinandobons/startup-skill/blob/HEAD/startup-positioning/SKILL.md