OPPORTUNITY SEIZING - CRAFTING A POSITIONING STATEMENT -

CONCEPTUALIZING THE PRODUCT OR SERVICE OFFERING

OBJECTIVES;
Understand Opportunity Seizing:
● Define and explain the concept of opportunity seizing.
● Identify different types of opportunities in various domains.
Recognize the Importance of Opportunity Seizing:
● Explore the benefits and significance of seizing
opportunities in personal and professional contexts.
● Analyze case studies to understand the impact of successful opportunity
seizing.

Learn to Craft a Positioning Statement:

● Master the art of creating a clear and compelling positioning statement for a
product or service.
● Practice crafting positioning statements tailored to specific target audiences.

Develop Skills in Conceptualizing Product or Service Offerings:

● Gain the knowledge and tools needed to conceptualize innovative and market-
ready product or service offerings.
● Work on practical exercises to refine product or service concepts and align
them with market needs.

VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 "OPPORTUNITY SEIZING"
Opportunity seizing in entrepreneurship is the proactive and strategic process of
identifying, evaluating, and capitalizing on favorable circumstances or gaps in the market to
create new ventures or enhance existing ones. It involves recognizing moments where
innovative ideas, resources, or trends align with market needs, and then taking decisive action
to turn these insights into profitable business endeavors.
Opportunity seizing requires a keen entrepreneurial mindset that can spot
opportunities amidst challenges, adapt to changing landscapes, and leverage available
resources effectively. Successful entrepreneurs not only identify these opportunities but also
possess the agility and vision to seize them, transforming ideas into tangible products,
services, or solutions.

Manifestation of Seizing Opportunities In Diverse Domain

A. Market Opportunities: These involve Identifying gaps or underserved

segments within existing markets and developing products or services to cater to those
needs.
B. Technological Opportunities: These arise from advances in technology or
innovations that can be applied to create new products or improve existing ones.
C. Social and Cultural Opportunities: Changes in societal trends, values, or
demographics can lead to opportunities for businesses to address emerging social
needs or cultural shifts.
D. Environmental Opportunities: Increasing awareness of environmental
sustainability can create opportunities for businesses to develop eco-friendly products
and services.
E. Niche Opportunities: Recognizing specialized or niche markets that are not
adequately served by mainstream products or services can lead to unique business
opportunities.
F. Global Opportunities: Expanding into international markets or leveraging
global supply chains can open up opportunities for growth and diversification.

SIGNIFICANCE OF SEIZING OPPORTUNITIES

Recognizing the importance of opportunity seizing involves understanding how
seizing opportunities can positively impact both personal and professional aspects of one's
life. In personal contexts, it may lead to personal growth, fulfillment, and achieving
individual goals. In professional contexts, seizing opportunities can translate into career
advancement, business success, and financial growth. By exploring these benefits, individuals
gain motivation to actively seek and capitalize on opportunities that align with their goals and
aspirations. Recognizing the significance of opportunity seizing empowers individuals to be
proactive, adaptable, and open to new experiences, ultimately enhancing their overall quality
of life.
VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 " CRAFTING A POSITIONING STATEMENT "
A positioning statement is a brief description o product or service and an explanation
of how it fulfills a particular need of the target market. The goal of a positioning statement is
to align marketing efforts with a company's brand and value proposition.
Positioning statements are internal tools that help marketers appeal to their buyer
personas in a relevant way. They're a must-have for any positioning strategy because they
create a clear vision for your brand. Having a clear and concise positioning statement is
Important because it gives potential consumers the ability to understand your business at first
glance. Buyers want to know how your product and purpose differentiate you from the rest of
the market, without buying the product first.

What is the purpose of a positioning statement?

The purpose of a positioning statement is to convey a brand's value proposition to its
ideal customers. It also frames the brand's identity, goals, and distinguishing features within
the context of the buyer's experience.
To craft your positioning statement, you'll need to get clear on a few key facets of
your business:
● Who you serve
● What value you offer
● How you position your offer
● Why you're in business
● What makes you different from the competition

Positioning Statement vs. Mission Statement

A mission statement is the purpose your business serves in the market it's an inherent
part of the organization that guides every business function. When considering the "what,
why, and how" of your business, a mission statement answers the question "why" while the
positioning statement answers the "what."
Value Proposition vs. Positioning Statement
The value proposition and positioning statement are both key elements in a business'
marketing strategy, however, there are differences between these two. A value proposition
describes what sets your product or service apart from competitors. It gives an overview of
the benefits a product or service offers. While a positioning statement is broader and it's
created after you've developed your business' value proposition. It also identifies the primary
customer benefits why someone needs your product or service.

VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 The Core Elements of Strategic Market Positioning
As mentioned earlier in the article, if you want to craft your positioning statement, you must
first have a good understanding of your positioning as a whole. This Includes defining the
following core elements:
● Target market
● Market category. Customer pains
● Brand promise
● Brand identity and values
Target Audience
Your target audience is the "who" aspect of your positioning. Simply defined, it's the
group of consumers you're targeting with your product or services.
They say that "the riches are in the niches." This comes down to the idea that, even if
anyone can use your product or service, you should still be targeting specific buyers to
maintain integrity and differentiation within your brand.
One of the best ways to define a solid target audience is by creating a buyer persona
also known as your ideal customer.
Product Positioning
Product positioning should lead with the product's benefits rather than its features. A
smart way to do this is to Imagine your customer's life before and after using your solution.
Then, tell the story of what happens to them when they make that decision. That's the benefit
you'll include in your product positioning.
Market Category
A market includes buyers and sellers. A category defines a specific segment of that
market. Market categories can be as broad as "grocery store and as niche as "vegetarian
health food store." Market categories usually start out broad and get more niche as the
businesses occupying that market expand their product and service offerings to the consumers
in the market.
Whether your market category is developed or you're part of an emerging or niche
market, you'll need to define who the buyers are in the space, where they're searching for
goods and services, and who has their attention. You'll want to define what your competition
offers and how you can position your brand apart from those competitors.
Customer Pains
Customer pains are the problems or issues your target audience is experiencing that
could be solved with products or services available in your market category. Your product or
service should aim to address customer pains and offer a solution.

VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 Brand Promise
Your brand promise is ultimately what the target audience or buyer persona stands to
gain from using your product or service. It's what success looks like to them if their pain or
problem is resolved.
Brand Identity
Brand Identity is the personality of your business and includes both visible factors
(such as logo design) and invisible ones (such as values or voice).
Brand Identity is one aspect of strategic market positioning that will set you apart
from competitors and help you gain recognition from your target audience.
Values
Values guide how your business makes decisions within the context of your brand.
They create the culture of your organization and leave a favorable impression on your target
audience. They are the intangible methods with which you execute your mission and vision.
HOW TO WRITE A POSITIONING STATEMENT

1. Create a vision board.

2. Keep it brief.

3. Make the statement unique and memorable.

4. Remain true to your business's core values.

5. Include what the brand delivers to consumers.

6. Differentiate your business from the competition.

7. Keep it simple.

8. Consult a colleague.

Create a vision board.

Positioning statements lack visuals, making it difficult to communicate a business's
identity and services. To overcome this, create a vision board that represents the target
audience in the environment they need your product or service the most. Studying emotions,
people, and problem- solving strategies in these images can help bring your positioning
statement to life.
Make it brief
Your brand's positioning statement should be concise, no more than three to five
sentences, to avoid becoming aspirational and inflated, rather than grounded in truth.

VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 Make it unique and memorable
Craft a unique positioning statement for your company, emphasizing its unique
qualities and unique value to attract buyers, as many markets are already saturated with
similar products services.
Remain true to your business's core values
The positioning statement should accurately reflect the core values of your business,
ensuring alignment with consumers and guiding internal team members to deliver on brand
promises, rather than introducing new angles.
Include what the brand delivers to consumers.
Your brand offering is crucial for your positioning statement, highlighting who your
company serves and how you will help them, ensuring customers are drawn to your business.
Differentiate your business from the competition.
An effective positioning statement should highlight a brand's unique qualities and
how they serve customers. Consider niche marketing strategies, cause-related campaigns, and
serving underrepresented target audiences. Use competitive analysis templates to differentiate
your product offer from competitors. Survey competitors to find ways to stand out.
Keep it Simple
Your team should align business decisions with your brand's positioning statement,
making it simple and easy-to-understand. Ensure your business' value and offering are
unmistakable, attracting buyers.
Consult to a Colleague
Your positioning statement may be a masterpiece, but it may be filled with jargon and
acronyms that may confuse others. Despite not being public-facing, it should be easy to
understand for investors, new hires, and external agencies.

POSITIONING STATEMENT TEMPLATE

For [your target market] who [target market need], [your brand name] provides [main
benefit that differentiates your offering from competitors] because [reason why target market
should believe your differentiation statement.]
Reminders!
Each business is unique, and it's alright if your statement doesn't fit the template
exactly, but be sure to include the main points below:
● A description of the target market.
● A description of the target market needs. ● How your business will meet their
needs.
VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 ● What differentiates your product or service from the competition.
● Why consumers in your target market should believe your brand's claims.

" CONCEPTUALIZING THE PRODUCT OR SERVICE OFFERING "

After making an assessment of the competing products, the entrepreneur must then
conceptualize his or her own products.
VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”
 A concept is an idealized abstraction of the product or service to be offered to the
prefer market of the entrepreneur.
Conceptualizing is basically when the entrepreneur writes down the idea on paper to
identify the concepts which will later be helpful in laying the foundation of his business
model.

Example
● Attribute
● Feature
● Function
● Form
● Design
Meaning
● Vivo smartphone is touchscreen
● Can be use for a call and text
● Ocean blue color and 6.22 inch full-screen
● Creates feelings of connectedness, comfort, and
security

In order to come up with the product or service concept, the following options or
directions may be considered by the entrepreneur:

1. The first is to create a concept similar to the winning products and the market place
and ride with the obvious market trends..

2. The second is to find the market niche that has not been filled by the competitors.

3. The third is to conceptualize a product in a positioning category where the

participants are rather weak.

4. The fourth is to conceptualize a product that would change the way customers think,
behave and buy, thus making existing products "obsolete" and "old-fashioned"

VISION: “An advanced and adaptive university pursuing quality education, lifelong gender – sensitive learning environment, responsive research – based
community programs and transparent governance with sustainable resource generation by 2025.”
MISSION “To provide excellence in instruction, research, extension, and production that magnifies W.I.S.D.O.M in leadership through total quality
management system responsive to the challenges of the 21st century education.”