Use segmentation, targeting, and positioning to assess customer situations, delivery capability, and meaningful differences, then test the resulting offering.
STP combines segmentation, targeting, and positioning: grouping customers, selecting whom to serve, and defining a comparative position.
Connect actual use contexts to deliverable work rather than merely filling a template. Record the selected group and position as hypotheses to test.
OpenStax explains STP as customer grouping, selection, and product positioning. (OpenStax: Product Positioning)
Consider group size, frequency, and tasks related to product choice.
Compare required work, staff capacity, and coverage to select feasible groups.
Describe included tasks, delivery methods, and supported evidence against alternatives.
Compare prices, scope, and preparation for the same task. Website appearance does not establish competitor revenue or satisfaction.
Distinguish evidence from untested assumptions. Similar age or industry does not imply identical tasks.
Test whether likely users understand service scope and price. Keep applications and use records separately.
Log unexpected questions or tasks and revise the group or offering. Publish specific work and supporting evidence on the site.
For turning the selected offering into delivery choices, see aligning the offering through the four Ps for practical detail.
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A: Segmentation, targeting, and positioning.
A: Include use contexts, tasks, and frequency.
A: Choose according to capability and explain differences between groups.
A: Test understanding, applications, and use and revise hypotheses.
Express a website concept through the actual service
WordPress Websites: Plan Content Editing and Ongoing Maintenance
Keep published website content aligned with business operations
Jimdo Creator: Assess Domains, Editing, and Ongoing Website Work
Problem Framing: Define the Gap before Choosing a Solution
