April Dunford
April Dunford

April Dunford

Entrepreneur, speaker, consultant, board member, advisor. Former CEO Sprintly. I help companies launch innovative new products. http://aprildunford.com

Medium member since August 2018
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6.5K Followers
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Why You Should Not Let Customers Decide What Your Product Is

I was recently asked to name the biggest product positioning mistake a startup could make. My answer was that most companies don’t position…

Sep 11, 2018 · 5 min read

Why your investor pitch is ruining your sales pitch

Investors love disruption and lock-in. Customers want to know what you can do for them right now.

Apr 11, 2017 · 6 min read

Obviously Awesome: a product positioning exercise

A template and a process for putting your strengths at the centre of your positioning.

Feb 8, 2017 · 14 min read

How to transform your product by giving it context

A great product can be undone by lousy positioning

Oct 26, 2016 · 6 min read

B2B SaaS: Evolving from founder selling to a sales team

Are you hiring account managers too early?

Jul 6, 2016 · 7 min read

What the heck is your product really?

The same product can live in many categories and sometimes the default is not the best choice.

Jun 28, 2016 · 3 min read

If you think Positioning is a marketing exercise, you’re doing it wrong

Your offerings can’t be positioned by marketing alone — here’s how to every department is impacted.

May 18, 2016 · 5 min read

How product framing can help grow your startup (or kill it)

How explicitly giving prospects a frame of reference for what you do and why they should care can help your startup grow

May 3, 2016 · 9 min read

Everything You Know About Positioning is Wrong

The days where the marketing department developed positioning and dictated it to the market are over.

Oct 13, 2015 · 4 min read

Components of a Startup Marketing Plan

Jun 23, 2015 · 6 min read

Marketing Strategy Hacks for Startups

What to do when nothing you do in Marketing seems to work.

Jun 2, 2015 · 6 min read

Startup Market Segmentation: How to Select a Target Market

Breaking up your market into addressable segments is important. Here’s how to start.

May 6, 2015 · 4 min read

Startup Marketing in New vs. Established Markets

Established markets are very different from new markets. They require different tactics, executed in different ways with different results.

Apr 29, 2015 · 5 min read

When Describing Your Startup as “Uber for X” is a Big Mistake

While using an existing product to help describe your own might seem like a great shortcut, it comes with a pile of risk.

Mar 30, 2015 · 5 min read

Startup Positioning (A Template)

Defining how your startup is uniquely qualified to be a leader in something that an identified market cares a lot about.

Mar 16, 2015 · 7 min read

A Startup Marketing Framework

When we think about startup marketing we typically think about lead gen. But what marketers have to get their arms around go way beyond…

Mar 1, 2015 · 7 min read