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Taking new positioning projects from November (sample)

(555) 017-4400

[email protected]

Find the ground your competitors left open

Open Ground Strategy (sample) is a marketing strategy consultancy for growing companies. We map where customers place you and your competitors, choose the position you can own, and plan the campaigns that move you there.

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Read the case notes

Four senior strategists, no juniors on your account. Projects from six weeks (sample).

Drawing over the map: the hatched open ground in the handmade, everyday-price corner and a dashed line from the client before to the target position

Made slowly, by hand

Quick and handy

Everyday price

Special-occasion price

Sourdough micro-bakeries

Patisseries

Farmers’ markets

Coffee-chain pastries

Supermarket bakery aisle

Station kiosks

Our client before

Where they could stand

How to read it: each olive dot is a competitor, placed where 420 surveyed customers put it. The ring is our bakery client before the project, the raspberry dot the position we chose together, the hatched oval the ground nobody held (sample).

Signs you are standing in the crowded middle

Most companies drift there without deciding to. These are the four things owners tell us in the first call.

Customers compare you on price first

When nothing else separates you, the cheapest offer wins the argument and your margin pays for it.

Your website could be a competitor's

Swap the logo and nobody would notice. That is a positioning problem, not a design one.

Every campaign starts from a blank page

Without an agreed position, each brief reinvents what the company stands for, and each agency guesses.

Sales are flat while the market grows

Somebody else is winning the new customers, usually with a clearer promise than yours.

Three ways we work with you

Each piece of work ends with something your team can use on Monday: a map, a written position, a plan or a quarterly report.

Positioning

Customer interviews, a survey and a competitor audit, turned into a positioning map, one positioning statement and the message rules your team and agencies write from.

6 to 8 weeks

From $18,000

About positioning

Go-to-market plans

For a launch, a new market or a relaunch: who to reach first, through which channels, with what message and budget, month by month for the first six months.

4 to 6 weeks

From $14,000

About launch plans

Brand tracking

A short customer survey every quarter that re-plots your position on the same map, so you see whether the move is working before the year is out.

Every quarter

$2,800 a quarter

About tracking

Example prices.

Moves we have made

Three projects, each on its own map. The ring is where customers placed the client before; the raspberry dot is where they placed them a year later.

Drawing: a dashed move from the crowded middle to the handmade, everyday-price corner

By hand

Quick

Everyday

Special

Before

After

Twelve neighbourhood bakeries

From one more bakery to the early, handmade bakery at everyday prices. Opening at 6:30 became the headline.

Springfield, 2024 (sample)

Drawing: a dashed move from racing bike sales to repairs for daily commuters

For racers

For commuters

Sells bikes

Keeps you riding

Before

After

An independent bike shop

From selling racing bikes against online stores to keeping commuters riding: same-day repairs and a service plan.

Two shops, 2023 (sample)

Drawing: a dashed move from a feature list for any business to saved hours for one trade

Sold on saved hours

Sold on features

For any business

For one trade

Before

After

Scheduling software

From a feature list for any business to the hours it saves one trade: dental practices.

40 staff, 2025 (sample)

Read the case notes

How a positioning project runs

Four steps in this order. Most projects take six to eight weeks to the plan; tracking runs on after that.

1

Map the market

Weeks 1 to 3

Twelve customer interviews, a survey of 300 to 500 buyers and an audit of up to eight competitors.

2

Choose the ground

Week 4

A one-day workshop with your leadership team. The map goes on the wall and we pick one position together.

3

Plan the move

Weeks 5 and 6

The positioning statement, message rules and the first campaigns, channels and budget.

4

Track the move

Every quarter

The same short survey, re-plotted on the same map, with a one-page report.

Sticky notes grouped on a whiteboard during a strategy workshop

The positioning workshop

One day, your leadership team and the map on the wall. By five o’clock you have chosen one position and agreed what you will stop saying.

  • Who comes: the owner or managing director, sales, marketing and one person who talks to customers every day
  • What you bring: nothing; we send the research summary a week before
  • What you leave with: the chosen position, the open questions and who answers them
About the workshop

What it costs

Strategy call, 30 minutes

Free

Positioning project

6 to 8 weeks: research, workshop, statement and message rules

From $18,000

Positioning workshop on its own

One day, with your own research

$4,500

Go-to-market plan

4 to 6 weeks

From $14,000

Brand tracking

Per quarter, survey of 300 customers

$2,800

Example prices, before tax.

Every project includes

  • A fixed price agreed before we start
  • The same two strategists from first call to final plan
  • All research data, interview notes and the map files
  • A check-in call three months later
Book a strategy call

Strategy notes

All notes

Book a 30-minute strategy call

Tell us what is stuck. We will say plainly whether positioning is the problem, and if it is not, who could help. The call is free (sample).

Book a strategy call
Call (555) 017-4400
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Taking new positioning projects from November (sample)

(555) 017-4400

[email protected]

Book a strategy call