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FletchPMM: Homepage Positioning for B2B Software Startups

Anthony Pierri and Robert Kaminski · fletchpmm.com Paid Beginner

Their public teardowns and positioning strategies are the fastest way to see the same product framed four or five different ways. Steal the framing patterns even if you never buy the sprint.

  • Fletch delivers 4 to 6 positioning options ranked by risk, drawn from your site, demo, sales calls and competitors.
  • The output is a 6 slide internal positioning deck plus a homepage wireframe with production ready copy.
  • The engagement asks about seven hours of your team's time over two weeks.
  • They deliberately skip customer interviews, arguing the founding team is already the expert on its customers.
Open on fletchpmm.com ↗

It answers 3 questions

  1. What does category actually mean in go-to-market, and why does everyone keep telling me to pick one?
  2. How do I write the one line that says what category we are in?
  3. We named the problem instead of the product. Is that a positioning mistake?

Read with it

  1. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford
  2. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky
  3. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet
  4. The standard reference for B2B positioning, and short enough to finish in a weekend. The chapter on choosing a market frame is... Ambient Press Book · 200 pages Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It April Dunford
  5. The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as... Mission.org Essay · 11 min read The Greatest Sales Deck I've Ever Seen Andy Raskin
  6. Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning... MKT1 Newsletter Newsletter · 20 min read The MKT1 Guide to Positioning Emily Kramer
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