Master the fundamentals of product management, from user research and analytics to strategy, prioritization, communication, and execution.

Learn product management basics through practical lessons in user research, analytics, prioritization, strategy, and execution. Start on web, iOS, or Android.

Product Management Basics

Learn how to leverage AI in product management. Master AI fundamentals, prompt engineering, and practical applications for PMs.

Learn AI for product managers with practical lessons in AI fundamentals, prompt engineering, and everyday PM workflows. Start on web, iOS, or Android.

AI for Product Managers

Learn how to do competitive analysis. Master the fundamentals of competitive analysis and how to use it to make better product decisions.

Learn competitive analysis for product managers with practical lessons in market research and smarter product decisions. Start on web, iOS, or Android.

Competitive Analysis for Product Managers

## Make Customer Choices Visible

A positioning map shows alternatives on two relevant attributes. It helps a team discuss tradeoffs, clusters, and possible areas to investigate.

Define the audience first. A map of tools for small agencies may use total monthly cost and support for their core workflow. An empty area can reflect an opportunity, weak demand, or an expensive combination. The picture starts a research question; it does not answer it.

```productme-visual
{"asset":"resource:assets/content/ad03db7b-6f6e-4556-9ca0-e19ead3974e5/competitive-mapping-attributes.visual.json"}
```

<h2>Make Customer Choices Visible</h2>
A positioning map shows alternatives on two relevant attributes. It helps a team discuss tradeoffs, clusters, and possible areas to investigate.
Define the audience first. A map of tools for small agencies may use total monthly cost and support for their core workflow. An empty area can reflect an opportunity, weak demand, or an expensive combination. The picture starts a research question; it does not answer it.
<pre><code class="language-productme-visual">{"asset":"/content/ad03db7b-6f6e-4556-9ca0-e19ead3974e5/competitive-mapping-attributes.visual.json"}
</code></pre>

A positioning map shows how products compare using two key traits.

A positioning map shows how products compare using two key traits.

What does a positioning map typically help product teams do?

What does a positioning map typically help product teams do?

## Use Explicit Axes and Evidence

Choose two attributes customers use when deciding. Define how each is measured and compare equivalent plans, use cases, and dates.

For cost, specify seats and usage. For workflow coverage, define the tasks and scoring method. You do not need every feature on the map. You need defensible placement on the two selected axes, plus an indication of uncertainty where evidence is incomplete.

```mermaid
flowchart TD
  N0["Two relevant attributes"]
  N1["Consistent measurement"]
  N2["Comparable placements"]
  N0 --> N1
  N1 --> N2
```

<h2>Use Explicit Axes and Evidence</h2>
Choose two attributes customers use when deciding. Define how each is measured and compare equivalent plans, use cases, and dates.
For cost, specify seats and usage. For workflow coverage, define the tasks and scoring method. You do not need every feature on the map. You need defensible placement on the two selected axes, plus an indication of uncertainty where evidence is incomplete.
<pre><code class="language-mermaid">flowchart TD
 N0["Two relevant attributes"]
 N1["Consistent measurement"]
 N2["Comparable placements"]
 N0 --> N1
 N1 --> N2
</code></pre>

Which is a correct step in creating a positioning map?

Which is a correct step in creating a positioning map?

Positioning maps require you to evaluate every feature of each competitor.

Positioning maps require you to evaluate every feature of each competitor.

Choose two customer-relevant {{gap}} for the axes, then use consistent {{gap}} to place each product.

Choose two customer-relevant {{gap}} for the axes, then use consistent {{gap}} to place each product.

## A Fictional Positioning Map

In this fictional team-task example, the horizontal axis is workflow coverage and the vertical axis is normalized price.

- **A:** higher coverage, higher price.
- **B:** higher coverage, lower price.
- **C:** lower coverage, lower price.

B is the lower-price, higher-coverage option **in this scenario**. This does not establish overall quality, ease of use, or customer fit. Those require additional evidence.

```productme-visual
{"asset":"resource:assets/content/ad03db7b-6f6e-4556-9ca0-e19ead3974e5/competitive-positioning-map.visual.json"}
```

<h2>A Fictional Positioning Map</h2>
In this fictional team-task example, the horizontal axis is workflow coverage and the vertical axis is normalized price.
<ul>
<li>A: higher coverage, higher price.</li>
<li>B: higher coverage, lower price.</li>
<li>C: lower coverage, lower price.</li>
</ul>
B is the lower-price, higher-coverage option in this scenario. This does not establish overall quality, ease of use, or customer fit. Those require additional evidence.
<pre><code class="language-productme-visual">{"asset":"/content/ad03db7b-6f6e-4556-9ca0-e19ead3974e5/competitive-positioning-map.visual.json"}
</code></pre>

Which fictional product has higher workflow coverage and lower price?

Which fictional product has higher workflow coverage and lower price?

In the fictional map, C has both higher workflow coverage and higher price.

In the fictional map, C has both higher workflow coverage and higher price.

## Use the Map to Guide Investigation

A positioning map helps discuss differentiation and where a product might fit. Combine it with customer demand, unit economics, and delivery constraints before making a roadmap decision.

A low-price, high-coverage gap might exist because serving it is uneconomical. A premium niche might be viable when customers value a specialized outcome. Revisit the map when packaging, capabilities, or customer expectations change.

```mermaid
flowchart TD
  N0["Possible map gap"]
  N1["Demand and feasibility checks"]
  N2["Positioning decision"]
  N0 --> N1
  N1 --> N2
```

<h2>Use the Map to Guide Investigation</h2>
A positioning map helps discuss differentiation and where a product might fit. Combine it with customer demand, unit economics, and delivery constraints before making a roadmap decision.
A low-price, high-coverage gap might exist because serving it is uneconomical. A premium niche might be viable when customers value a specialized outcome. Revisit the map when packaging, capabilities, or customer expectations change.
<pre><code class="language-mermaid">flowchart TD
 N0["Possible map gap"]
 N1["Demand and feasibility checks"]
 N2["Positioning decision"]
 N0 --> N1
 N1 --> N2
</code></pre>

One benefit of positioning maps is guiding product development strategy.

One benefit of positioning maps is guiding product development strategy.

Which is a key benefit of using a positioning map?

Which is a key benefit of using a positioning map?