Article · 9 min read

How B2B SaaS startups can reposition now to win

Henry Mason · Dawn Capital Free Intermediate

A short, practical take on changing the business case you lead with (close more deals becomes reduce operating cost) without changing the product, which is most of what repositioning actually is.

  • Repositioning is shown as fast and concrete: AccuRx built video calling in a weekend and it hit 35,000 uses a day within a month.
  • Showpad moved from making sales collateral available to coaching sellers on how to sell from home.
  • Karma flipped from transactional B2B2C to B2C subscription veg boxes, changing the revenue model, not just the message.
  • Cheetah went from wholesale supply for restaurants to selling direct to consumers, then closed a 36 million dollar Series B.
Open on medium.com ↗

The question it answers

  1. We pivoted, but the market still knows us for the old thing. How do we reposition without losing the customers we already have?

Read with it

  1. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford
  2. A founder writing up her own repositioning in detail, including naming Intercom and Customer.io directly and landing on a... Userlist Article · 16 min read How We Used April Dunford's 10-Step Method to Overhaul Positioning at Userlist Jane Portman
  3. The clearest Indian example of a company outgrowing its own product name and building an umbrella brand over Freshservice,... Forbes India Article · 7 min read Freshdesk rebrands as Freshworks to reflect bigger business management software ambition Harichandan Arakali
  4. Podcast · 24 min New Thinking on Market Categories April Dunford
eChai Partner Brands The partnership →