This professional course is designed to help marketers, strategists, and product teams accurately identify their ideal target markets and craft powerful positioning strategies that stand out in competitive environments. Through a mix of frameworks, tools, and real-world examples, participants will learn how to align brand, product, and market opportunity for maximum resonance and growth.
ICP (Ideal Customer Profile) and TAM Analysis Workshops
Positioning Map Exercises (Perceptual & Competitive)
Messaging Development Labs
Go-to-Market Strategy Simulation
Define and assess target market opportunities using proven frameworks.
Develop Ideal Customer Profiles (ICPs) and buyer criteria.
Use market segmentation and size models (TAM, SAM, SOM).
Create competitive positioning maps and white space analysis.
Build differentiated messaging aligned with customer pain points.
Strengthen product-market fit through positioning refinement.
Align sales, marketing, and product efforts around the positioning strategy.
Session 1 – Strategic Market Selection
Evaluating market attractiveness
Trends, competition, growth, and accessibility
Session 2 – Creating Ideal Customer Profiles (ICPs)
Defining key attributes and filters
Mapping needs, behaviors, and readiness to buy
Session 3 – Market Sizing: TAM, SAM, SOM
Quantifying opportunity and prioritization
Aligning business objectives with market scope
Session 4 – Positioning Strategy and Frameworks
Perceptual mapping and brand positioning matrices
Understanding direct vs indirect competition
Session 5 – Messaging Development and Validation
Translating positioning into compelling messaging
A/B testing positioning in campaigns
Session 6 – Strategy Lab: Build Your Targeting & Positioning Playbook
Design your market positioning canvas
Present to peers and receive feedback
We are open to customizing this program to align with your specific learning objectives. If your team has particular goals or areas they wish to focus on, we would be happy to tailor the course outline to meet those needs and ensure the program supports the achievement of your desired outcomes.