With the Position Statement, the supplier of a product or service vividly positions herself in the minds of her current or future customers. The following scheme is helpful for the development of such a positioning:
| For ... (target customers) |
| ................................................................................................................................................................ |
| ..., who ... (customer needs) |
| ................................................................................................................................................................ |
| ... provide/s) (description of the product or service) |
| ................................................................................................................................................................ |
| ..., the ... (most important advantage or compelling reason to buy) |
| ................................................................................................................................................................ |
| ..., but in contrast to ... (comparison to alternative product or service) |
| ................................................................................................................................................................ |
| our produkt resp. service is ... (most important distinguishing feature) |
| ................................................................................................................................................................ |
The Position Statement is very similar to the Seven Key Questions:
| Key Questions | Position Statement |
| Who is your customer? | Target customers |
| Which problem can be solved? | Customer needs |
| Description of products and services | |
| What is the value of your solution? | Most important advantage or compelling reason to buy |
| Comparison to alternative products and services | |
| Why is your solution better? | Most important distinguishing feature |
| What is your market potential? | |
| How to make money with your solution? | |
| Is the timing right and does your solution suit you? |
Since the Position Statement applies to the target market, i.e. the customers, no elements appear that shall not interest (future) customers (like market potential and revenue model). Generally known, the key questions are directly addressed to such entrepreneurs for which market potentials and revenue models have a central meaning.