Positioning & Pricing
Positioning is the decision every other marketing decision inherits. Get it wrong and the channels amplify the wrong message faster. Pricing is the same decision expressed in money, which is why I do not treat them as separate jobs.
How I use it
FocusHouse — subscription pricing for a music product
Positioned focus radio against the ad-supported streaming it competes with, and priced it around a catalogue I generate rather than licence — so listening hours do not carry a per-play cost. The pricing only works because the product decision came first.
Warrior WP — packaging hosting and care as a subscription
Recurring web hosting and WordPress care sold to owners who cannot evaluate an hourly rate. Positioned around the problems that cost them revenue and packaged as fixed scope, so the buying decision is about an outcome they recognise.
GutChek — branding and positioning across a growing range
Took over the brand from an agency and set the positioning, pricing and identity as the range expanded from one product into GutChek, PetChek and HorseChek. Three audiences sharing one underlying product needed a brand architecture that let each stand on its own without fragmenting the parent.
E-commerce pricing and merchandising
Storefront pricing is positioning at the SKU level — price laddering across a catalogue, where the entry product sits, and what the range communicates before anyone reads a description. On Wee Rock Art that meant reconciling prices that had drifted years out of date with what the work was actually worth.
Throughline — one positioning statement, one screen
A brand-storytelling consultancy whose whole site had to land its positioning above the fold. Building it took an afternoon; deciding what the single sentence had to be took considerably longer, which is the correct ratio.
Squish Biscuit — positioning with no distribution budget
Built around one dog with a defined character rather than generic pet content. With no paid distribution, being specific enough to be re-findable is the whole strategy.
What I use
- Stripe
- Square
- Shopify
- WooCommerce
Where you can see it
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.