The Competitive Positioning Framework is a strategic tool for mapping your company's market position and core differentiators. Understanding how you stack up against competitors is the most important first step in developing effective positioning and messaging.

This framework helps you analyze three key types of players in your space:

B2B Example

	Silicon Valley Bank	American Express	CapitalOne	Ramp
Solution / Benefit Statements	We help you... get the banking, tools, and community access you need
so you can... scale and reach your next round faster	We help you... access the most powerful and flexible tools for internet commerce
so you can... scale your business faster	We help you... get a powerful range of business tools,
so you can... meet your business vision and goals	We help you... automate your finance operations
so you can... spend less time and money
Core Differentiators	• Range of business tools
• Renowned concierge support, purchase protection, and chargebacks	• Comprehensive payments toolkit for any type of internet business
• Truly global, powers 100+ countries and across all industries
• Tailored to company sizes, scalable solutions	• Access to founder/investor networks
• Education for financing + tailored startup solutions	• AI-powered insights
• Unified finance platform and business model aligned with customer savings
Business Category	Financial services	Payments platform	Commercial bank	Spend management platform
Position in Market	Upmarket	Downmarket (secured the long-tail and are moving up)	Downmarket	“Peer”

From Kira Klaas (kiraklaas.substack.com)

B2C Example

	Nike	Allbirds	On Running	Hoka
Solution / Benefit Statements	We help you... perform at your highest level
so you can... push your limits and achieve athletic excellence	We help you... experience sustainable comfort
so you can... feel good about your footwear choices and impact	We help you... discover revolutionary cushioning
so you can... enjoy both performance and recovery in one shoe	We help you... maximize cushioning with minimal weight
so you can... go further with less fatigue and injury
Core Differentiators	• Cutting-edge performance technology
• Athlete endorsements and cultural cachet
• Vast product ecosystem	• Sustainable natural materials
• Carbon footprint transparency
• Minimalist design aesthetic	• CloudTec® cushioning technology
• Swiss engineering and precision
• Performance meets everyday wearability	• Oversized, lightweight midsole
• Meta-Rocker geometry for smooth transitions
• Embraced by athletes and medical professionals
Business Category	Athletic footwear	Sustainable casual footwear	Performance running shoes	Maximalist running shoes
Position in Market	Market leader	Challenger/disruptor	Premium specialist	Specialist/technical niche

From Kira Klaas (kiraklaas.substack.com)

Template

	Competitor 1	Competitor 2	Competitor 3	Competitor 4
Solution / Benefit Statements	**We help you...

so you can...** | **We help you...

How to Use This Framework

Start with the "We help you... so you can..." format to clearly articulate each company's value proposition. This simple structure forces clarity around who they serve and what outcomes they deliver.
List 2-3 core differentiators that make each company unique. Focus on meaningful differences that customers actually care about, not just features.
Note their business category and market position to understand where they play and who they target.
Look for patterns and gaps:
- What white space exists in the market?
- Which differentiators are truly unique vs table stakes?
- How do value propositions evolve as companies move upmarket?
Apply what you learned—use these insights to:
- Craft messaging that clearly communicates your unique value
- Identify opportunities to differentiate
- Guide product and market expansion decisions
- Inform partnership strategies
- Shape your competitive narrative

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Good positioning isn't just about being different—it's about being different in ways that matter to your target customers and align with your business strategy.

</aside>

This was created by Kira Klaas. 👩🏼‍💻 Please do not sell, repackage, or distribute this template. Visit notion.so/@kira and subscribe on Substack for more templates. 👋🏼 Looking for brand strategy & marketing resources? Check out my courses on Maven and Reforge.

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