Business Development — Positioning

Decides who an agency or consultancy serves and what it promises, then backs the promise with proof: USP, spoken pitch, niche, mission, vision and a preeminence plan. Default market is Uganda and East Africa.

Use When

• Our agency sounds like every other agency and we need to decide who we serve and what we promise.
• We need a differentiating promise, a 30-second spoken pitch, and a mission and vision we can back with proof.
• We are choosing a niche by sector or service and want the checks done before we commit.
• I am a freelance social media consultant positioning my own practice: niche, USP testing, testimonials, LinkedIn thought leadership and a referral system.

Do Not Use When

• marketing-foundations-stp-positioning for a client brand's segmentation, targeting and value proposition.
• strategy-personal-brand for an individual's public profile, content and monetisation as a creator or executive.
• biz-dev-credentials for the credentials document and case studies that present the positioning.
• Stop before claiming awards, results or client names the practice cannot evidence; mark them as proof gaps.

Required Inputs