Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is an event manager arranging a company reception. Their problem is that guest numbers, service times and dietary information arrive late. The desired practical outcome is a clear service plan matched to confirmed headcount and venue access.
The example is deliberately bounded: kitchen access and the final headcount deadline are fixed. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a staffed reception catering package |
|---|---|
| Buyer question | How will guest numbers and dietary requirements be confirmed? |
| Possible evidence | a sample menu, service schedule and documented dietary-information process |
| Useful asset | an event catering brief and headcount tracker |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | Corporate catering buyers, especially an event manager arranging a company reception, dealing with this issue: guest numbers, service times and dietary information arrive late. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a sample menu, service schedule and documented dietary-information process. |
| Evidence we can show | Use a sample menu, service schedule and documented dietary-information process; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For an event manager arranging a company reception, our a staffed reception catering package helps work towards a clear service plan matched to confirmed headcount and venue access. Evaluate it through review the service schedule and confirm a sample menu with the organiser. |
Review before using it
A useful operational measure in this example is delivery against agreed service times and confirmed requirements. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Confirm staffing, equipment, dietary handling, service times and cancellation terms.
- Use evidence rather than promises. Never promise an allergen-free environment without verified operational capability.
- Discuss the draft with someone who understands the buying situation. Start with: “How will guest numbers and dietary requirements be confirmed?”
- If the next step is a trial, define its purpose. One possible starting point is to review the service schedule and confirm a sample menu with the organiser.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | We want more menu options without increasing the spend. |
| Useful response direction | We can compare portioning, service format and menu complexity, then agree which choices matter most to the guests. |
| Evidence to collect | The buyer’s own account, a sample menu, service schedule and documented dietary-information process, and records relevant to delivery against agreed service times and confirmed requirements. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: Corporate catering buyers, especially an event manager arranging a company reception, dealing with this issue: guest numbers, service times and dietary information arrive late.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a sample menu, service schedule and documented dietary-information process.
Example: Use a sample menu, service schedule and documented dietary-information process; check whether it answers the buyer’s uncertainty.
Example: For an event manager arranging a company reception, our a staffed reception catering package helps work towards a clear service plan matched to confirmed headcount and venue access. Evaluate it through review the service schedule and confirm a sample menu with the organiser.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my corporate catering business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why guest numbers, service times and dietary information arrive late, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Never promise an allergen-free environment without verified operational capability.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a testable positioning statement and a list of evidence needed to support it. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.