You're losing to competitors who just explain themselves better
Right now your product is moving faster than your story. Positioning is the project where you decide where the product is going, what your salespeople actually promise, and what your website and campaigns keep saying.
What bad positioning actually costs you
This isn't abstract. Every feature, service and campaign you launch on top of fuzzy positioning makes your story messier. You're bleeding the right customers, burning budget and still explaining the basics on every call.
You've been building this for years.
That's exactly the problem.
You're too close to your solution to think like a new prospect. Fresh eyes help you see what truly makes you different. This project gives you a sharp point of view and simple story your product, website, sales and marketing all follow.
Who you're for: "Companies that need better solutions"
What makes you different: "We're customer-focused and innovative"
Why they choose you: "Quality and results"
Who you're for: "Small HR teams at 50-200 person companies drowning in onboarding paperwork"
What makes you different: "Only onboarding software that auto-generates local employment contracts for all Nordic countries"
Why they choose you: "HR spends 30 minutes, not 3 days, on new hire paperwork"
Your positioning is not something you outsource to AI.
It's not a slide number 18 of your brand refresh deck.
It's way more important than that.
What is positioning exactly?
It's the shared answer to a few simple questions: what you do, who you're for (and who you're not), what makes you different and why people should choose you now. It becomes the cornerstone for your website, product roadmap, sales pitches and the campaigns you keep repeating instead of reinventing every month.
Sain yllättäen poikkeuksellisen kiinnostavan sähköpostiviestin, jossa kuvattiin palvelu yhdessä viestissä niin osuvasti – osui omiin kipupisteisiin ja tarpeisiin – että päätin viestin avattuani sopia puhelimitse juttuajan.
Parasta tässä projektissa oli yksinyrittäjälle harvinainen palvelu, tapaamisten välillä tekstejä oli lisätty, muokattu ja viimeistelty. Suorastaan harvinaista luksusta!
Aijan positiointimallissa koko työ oli avoinna, samalla voi keskittyä vaihe vaiheelta työstämään hommaa eteenpäin.
Sain enemmän kuin olisin ikinä osannut toivoa. Löysin Aijan avulla uuden ihanneasiakkaan profiilin, tunnen kilpailijat, tiedän miten erotun muista saman alan toimijoista ja sain valmista tekstiä käytettäväksi eri tarkoituksiin.
Huippua! Kiitos Aija!
Olen erittäin tyytyväinen Freimin kanssa toteutettuun projektiin, jossa kartoitettiin yritykseni markkinapositio, kilpailuedut sekä asiakashankintastrategia.
Projektin aikana Aija osoitti vahvaa ammattitaitoa ja analysoi liiketoimintaani perusteellisesti. Erityisesti arvostin sitä, miten selkeä ja tehokas prosessi oli alusta loppuun.
Aija tuotti täsmälleen sen, mitä oli luvannut ja toimitti perusteellisen raportin, joka auttoi minua ymmärtämään paremmin markkina-asemaani ja miten erottautua kilpailijoista. Lisäksi projektissa huomioitiin asiakkaan ostoprosessin helppous, minkä koin tärkeänä.
Voin lämpimästi suositella Freimin palveluita kaikille, jotka tarvitsevat asiantuntevaa ja selkeää analyysiä liiketoimintansa kehittämiseksi.
Positiointiprojekti oli hyvä, opettavainen ja ajatuksia herättävä kokonaisuus.
Lopputuloksesta on meille varmasti hyötyä! Aijan kanssa on myös helppo ja mukava tehdä töitä.
10+
Projektin ansiosta yrityksen vahvuudet selvitettiin ja saatiin myös suunnitelmat niiden esiin tuomiseen, nyt voidaan alkaa keskittyä olennaiseen.
We highly recommend Freimi if you are a new company and are unsure about yourself.
Aija has been extremely helpful and professional. Before the positioning project, we had some rough ideas, we knew what we wanted to do, what services we wanted to provide and what sort of pricing we wanted to bill the customers and also our strengths and weaknesses.
But it was just unorganized ideas and we had to think about it all the time when we wanted to talk about our company. During the project, Aija gave us a bunch of questions that served as a guideline. Those questions helped us think more about ourselves in a more systematic way.
Aija also helped us see clearer about some of our strengths and weaknesses and what to focus on, to build ourselves around, rather than just an all arounder. After the project, we have a clearer view of what we are trying to accomplish as a company and have a better, clearer and more systematic way to talk about ourselves when we want to.
How the positioning project works
Four meetings over four weeks. Each session cuts noise and adds clarity. You leave with positioning you can actually use and everyone telling the same story.
Competitor analysis
You need to know what choices your customer really has, not just the obvious competitors. Sometimes you are up against Excel, habits or doing nothing at all as much as other products.
- See the real alternatives. Identify who you are really competing against in the market and in people’s heads.
- Map how others tell the story. Analyse competitor messaging and positioning angles so we see how they frame the problem.
- Spot the gaps. Find places where you can stand out instead of sounding like everyone else.
Customer segments
You cannot serve everyone. We pick the customers who say “yes, this is exactly what I need” without a long explanation and design the story for them first.
- Choose who you’re really for. Identify your highest-value segments instead of chasing every possible use case.
- Learn how they decide. Understand their specific problems, language and triggers for deciding.
- Turn it into simple profiles. Create segment profiles that guide all later messaging choices.
Offer and messaging
When someone asks “why you instead of X?”, you need a concrete answer. We shape the offer and message so it is not “we are better” but clearly different.
- Sharpen the offer. Fine-tune your offer so it matches what your best-fit customers actually want.
- Write a clear promise. Craft a value proposition that explains why you are the right choice now.
- Make the words simple. Turn this into differentiated copy that people understand quickly.
Final review and handover
Everything comes together. We review the deliverables, you comment, and you leave with positioning you can actually use in product, sales and marketing.
- One place for everything. See your positioning deck, homepage wireframe and pitch examples in one view.
- Adjust until it sounds like you. Review, comment and tweak so the wording feels like you, not agency-speak.
- Handed over ready to use. Get final versions in a format that is easy to share with your team.
Work together in real-time
The entire project lives in Figma, open for you to check out, comment on, and participate at any point.
What you actually walk away with?
6-slide positioning deck
Everything in one place: competitors, your sharp ICP and the core story. A living reference for product bets, sales pitches and the campaigns you say “no” or “yes” to.
Homepage wireframe
Your positioning shown on your homepage. Wireframe layout that shows who you're for and what makes you different in the first 30 seconds.
Sales pitch & social examples
How your positioning shows up at work. Ready-to-use messaging for sales calls, social posts, and email outreach.
Remember, positioning is not a one-and-done task. The market changes all the time, and you might want to revisit this every now and then.
Ready to fix your positioning?
4 meetings. 4 weeks. 950€
If your product has already outgrown your current story, this is your next project. Book a 30-minute call to discuss your situation. Prices shown ALV 0%.
Frequently Asked Questions
Nope! This is positioning that actually changes how people think and act when they see your product. I focus on competitive differentiation, customer psychology, and proof points that prospects can verify in the first 30 seconds. No generic brand exercises - just clear strategy that drives results.
That's exactly what the first meeting is for! I'll map your competitive landscape together. Sometimes the biggest competitors aren't obvious - they might be indirect alternatives or "doing nothing." I'll help you see the full picture.
Great question! Most agencies focus on tactics and campaigns. I focus on the foundation - your positioning strategy and how it shows up in your product experience. It's like building a house: you need a solid foundation before you worry about the paint color.
Think of it this way: how much are you spending on marketing that isn't working? Clear positioning makes every marketing euro more effective. Plus, I can start with just one or two meetings if you want to test the waters first.
Yes! Early businesses need this just as much as others. The only difference is that the result comes more from assumptions and guessing than real customers. Which is totally fine. It gives you a clear starting point to test, and you can refine as you learn from actual customers.