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POSITIONING: HOW TO TEST, VALIDATE, AND BRING YOUR IDEA TO MARKET

Posted on Wednesday, Nov 10th

In Entrepreneur Journeys, Volume 3 –Positioning: How To Test, Validate, And Bring Your Idea To Market, Sramana Mitra offers a close look at the process of sculpting your idea into a sharply defined “go to market” strategy. Clarity, Mitra confirms, is the ultimate tool in building a successful business. But such clarity cannot be purchased or assumed – it requires asking the right questions. Mitra showcases case study after case study of successful entrepreneurs who have answered these questions, analyzed their markets, and defined their value propositions through differentiation, competitive analysis, market sizing, and, among other core elements of a compelling strategic marketing plan, segmentation. The process she takes her readers through is akin to the grilling venture capitalists typically put entrepreneurs through. A grueling test to any business idea, Mitra’s book stimulates a due diligence exercise, which no matter if you are bootstrapping or raising venture capital, you must put yourself through to avoid wasting precious years and scarce resources.

“There is no better person to write a book on positioning. Sramana Mitra lays out the requirements for positioning and uses real world people and companies to illustrate her points. She is a no-nonsense leader in our industry who must be listened to.”
-Mark B. Hoffman,
Chairman and CEO, Enquisite;
Founder CEO, Sybase; CEO, CommerceOne

“Sramana, in her book Positioning: How To Test, Validate, And Bring Your Ideas To Market, provides the critical case studies that highlight how entrepreneurs should continually self-evaluate and refine their ideas. It’s a great reference.”
-Gus Tai,
General Partner, Trinity Ventures

“Sramana Mitra points out that an idea must be differentiated, and must be able to be targeted with laser accuracy at a specific market segment. Knowing the potential market prior to launch will save both time and money for an entrepreneur. Through the very intensive questioning technique, provided in the book, any idea can be given the same fundamental analysis expected by venture capitalists and other investors. The result is a clarity of vision that will lead to success.”
-Wayne Hurlbert,
Blog Business World

“Before you get too far down the line with your ‘next big idea,’ a reading of Positioning might do wonders to help you narrow your focus and improve your chances of success.”
-Thomas Duff,
Duffbert’s Random Musings blog

Clarify Your Story Excerpt

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