BoardSnap is an iOS app that reads positioning statement whiteboard sessions and captures every draft, the alternatives considered, the criteria used to evaluate them, and the final statement, along with the rationale for choosing it.
Positioning is one of those decisions where the process is as valuable as the output. The alternatives you considered and rejected tell you something important about your market. The criteria you used to evaluate them reveal your assumptions.
Positioning sessions on whiteboards capture all of this: draft statements, crossed-out alternatives, the argument about whether 'for developers' is too narrow, the moment the team realizes the real differentiator isn't what they thought.
A photo of the board is a flat image. BoardSnap captures the decision process, not just the final statement.
Use the Geoffrey Moore format or your own: 'For [target customer] who [need], [product] is a [category] that [benefit]. Unlike [alternative], [product] [differentiator].' Write the template, it anchors every draft attempt.
Fill in the template at least three times, varying the target customer or the differentiator. Write each draft as a distinct section on the board.
Write your evaluation criteria: Is it true? Is it believable? Is it differentiated? Is it specific enough to guide decisions? Score or annotate each draft against these criteria.
Draw an X through the drafts that don't make the cut. Write one line explaining why, 'too broad,' 'not differentiated from X,' 'we can't prove this yet.' The crossed-out alternatives are valuable documentation.
Circle the winning draft. Write the key arguments for why this positioning is right. These become the positioning rationale that the team can reference when positioning is challenged.
BoardSnap reads all drafts, evaluation criteria, elimination rationale, and the final statement with its supporting arguments.
A positioning document: the positioning template, all drafts with evaluation scores, elimination rationale for rejected alternatives, the winning positioning statement with supporting arguments, and a section on positioning implications for product, marketing, and sales. The document is complete enough for an investor presentation appendix or a brand guidelines foundation.
Five draft positioning statements, two rounds of evaluation, one winning statement with three supporting arguments. The crossed-out alternatives were shared with the advisory board as evidence of rigor, more convincing than a single polished statement would have been.
A B2B SaaS company repositioning from a broad tool to a specific category. The whiteboard mapped the tension between the current (broad) positioning and the target (specific) positioning. BoardSnap captured the transition rationale, used as the internal alignment document for sales, marketing, and product.
Core team plus one external perspective (an advisor, a key customer) tends to produce the best positioning. Full company sessions can work but tend toward consensus positioning, which is often the least differentiated. The whiteboard creates the shared space needed to challenge assumptions in real time.
At minimum: when you enter a new market, launch a major product change, or face a new category competitor. Many companies revisit annually. BoardSnap projects accumulate positioning sessions over time, useful for seeing how the positioning evolved and why.
Jumping to the tagline. Positioning is not the tagline, it's the internal strategic statement that the tagline is derived from. The whiteboard session should produce positioning; the copywriting session produces the tagline. Keep them separate.
Yes. With brand context set in the project, BoardSnap's output frames the positioning in your existing brand language. Useful for consistency, especially if the positioning session is one of many ongoing strategy sessions in the project.
Snap the board, ship the action items in ten seconds.