# Positioning: [product] — [date] · owner: [name]

## The category decision (made explicitly — references/category-choice.md)
**We position as:** existing "[category]" / sub-niche "[category] for [segment]" / new "[frame]"
**Because:** [budget-line + search-behaviour + bake-off evidence]
**Price anchor this sets:** [what] — acceptable because [why]

## Competitive alternatives (what buyers do WITHOUT us — incl. spreadsheets/do-nothing)
1. …

## Unique attributes → value (attribute alone is not value)
| We uniquely have | Which enables | Who cares most |
|---|---|---|

## Best-fit customer (be exclusionary — positioning that fits everyone moves no one)
**Perfect fit:** [firmographic + situational markers]
**Bad fit (say no to):** [who we refuse and why]

## The statement
> For [best-fit], [product] is the [category] that [core value], unlike [primary alternative] which [gap].

## Proof
[3 pieces max: number, name, demo]

## Consistency check (all four must file us in the same cabinet)
Homepage H1: ✅/❌ · Deck slide 2: ✅/❌ · Pricing page: ✅/❌ · Sales talk-track: ✅/❌

**Revisit when:** [competitor move / segment shift / 2 quarters]
