Strategic Workbook — USP, Target, Offer · Luz Marketing

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Strategic Positioning Workbook · Luz Marketing

Clarify your Positioning, define Who you want to speak to and shape your Offer

You have a business, or you are about to start one, but when you have to explain what you do, who you do it for e why a customer should choose you, do you end up sounding too generic?
Often, the problem is not a lack of value, but the difficulty of identifying what makes your business different, relevant, and recognizable.

This interactive workbook guides you through a series of strategic questions to help you define the fundamental elements of your positioning: your USP, your Target, your Core Offer and your Tagline.

Your answers will then be organized and processed to create an initial positioning summary, which you can use to communicate your business more effectively and as a foundation for the next steps in your strategy.

How to use this workbook

You do not need to have all the answers yet, and you do not need to complete everything in one session. Answer with what you know today, even if they are notes, ideas that still need developing, or incomplete sentences, but try to be specific.
Your answers will then be organized and processed to create an initial positioning summary, which you can use as a foundation for communicating your business and developing the next steps of your strategy.

Complete the workbook in your browser
It works on desktop and mobile, and you do not need to download or install anything.
You can type your answers or dictate them by voice.
If you want to use voice dictation, you can try Wispr Flow with one free month through this link: https://wisprflow.ai/r?ANNA4354
Work at your own pace
Your answers are saved automatically, so you can pause your work and resume it later. To be safe, do not close your browser while you are working.
Do not look for the perfect answer
Write what you think, what you know, and even what you are not yet sure about. The refinement work comes later.
The more specific and concrete your answers are, the more useful the final summary will be.
Receive your summary
Once you have completed the process, your answers will be organized and processed to create an initial positioning summary.
You will receive:
- USP, your distinctive value proposition.
- Target Summary, a summary of the customer or segment you should focus on.
- Offer Summary, a definition of your core offer and the transformation you provide.
- Tagline, a short phrase that translates the heart of your positioning into a clear and memorable message.
- Positioning Summary, an overall summary that connects your USP, Target, and Offer.
You can download the result as a PDF whenever you want, even if the workbook is not yet fully completed.
Use the summary as a starting point
The workbook outputs are an initial strategic analysis based on the information you have provided, which you can use to refine your communication, make marketing decisions, and develop your brand.

What happens next

The information you collect here can become the foundation for two more in-depth strategic documents:

Discovery Brief: a structured snapshot of the business, brand, market, and current positioning.
Opportunity Map: a map of the main growth opportunities, the root causes limiting results, and the strategic priorities to address.

Moving from the workbook to these documents allows you to go beyond what you currently think about your business and compare your assumptions with the market, customer needs, and available opportunities.
In some cases, it will be precisely the gap between how you currently perceive your business and what emerges from the analysis that generates the most important insights.

PART 1

Your brand & business

Objective: understand what you do, what you sell, and what you want to build.

1. In a few sentences, how would you describe your business? What do you do, who do you do it for, and through which products or services?

2. If your brand were famous for just one thing, what should it be?

3. What three words would you like people to immediately associate with your brand?

4. Why did you create this business? What motivated you to start?

5. What is the brand's mission today?

6. Which values would you never compromise on?

7. Which product or service best represents your business today? Why?

8. Which product or service would you like to sell more of? Why?

9. What is the main transformation you offer your customers? Do not just describe what you sell, but what changes for the customer as a result of your work.

10. What would you like to change about your business over the next 12–24 months?

PART 2

Your distinctive element

Objective: understand why a customer should choose you instead of the alternatives.

11. Why should a customer choose you over a competitor?

12. What do you think you are particularly good at? What can you do today that few other professionals in your field can do, or can do equally well?

13. What combination of experience, skills, methods, or approach makes your work different?

14. What part of your work is the hardest to copy?

15. What do you do that customers appreciate, but that you communicate very little or almost take for granted?

16. Competitor Map

Chi sono i tuoi competitor, o, se non li conosci ancora, a chi altro potrebbe rivolgersi il tuo cliente ideale al posto tuo? Includi anche alternative indirette: un altro fornitore o professionista, ma anche "fare da sola/o", o semplicemente "non fare nulla".

Se non conosci nomi specifici: cerca su Google o sui canali rilevanti per il tuo settore i termini che useresti tu per descrivere la tua attività + il tuo mercato target, e annota i primi 3–5 risultati prima di compilare la tabella. Non serve un'analisi approfondita, bastano prime impressioni.

Name / Brand

What they do well

Where they are weak / what is missing

PART 3

Customer & Offer

Objective: identify your priority customer and what they are actually buying from you.

An effective target is not simply a demographic group. It is a group of people or companies that shares a sufficiently relevant problem, need, situation, or purchasing context.

17. Who is the customer you most want to attract? (Age, role or profession, industry, geographic area, customer type: B2B/B2C)

18. Who makes the purchasing decision?

19. Who will actually use the product or service?

20. What situation or stage of their life, business, or career are they in when they look for a solution like yours?

21. What problem, need, or desire leads them to look for you?

22. What convinces them to choose you? (e.g. quality, sustainability, speed, authenticity, accessible pricing)

23. What could prevent them from purchasing?

24. What question or objection are you asked most often before purchase?

25. What guarantees or proof can you show to reduce this hesitation? (Reviews, case studies, results, certifications, portfolio, testimonials, demos)

26. What do you currently do to make the first purchase easier?

27. What feedback do you receive most often after they have worked with you? (Look for specific examples, not generic ones.)

28. How do you currently determine the price of your offer?

29. What does it mean to your customer for a solution to be "worth it," to truly be worth the price?

30. List the main products or services you currently offer.

Name

Format

Who it is for (B2B / B2C)

Indicative price

31. Which product or service best represents your brand? Why?

32. Which one sells the most?

33. Which one generates the best margin?

34. Which one would you like to sell more of? Why?

35. Which factors most limit the profitability of the business?

36. If you had to eliminate 70% of your offer, what would you keep?

PART 4

Communication & Growth

Objective: understand how your positioning currently comes across in the market and where it can evolve.

Good positioning should also be recognizable in your communication. This section helps you understand how closely what you want to represent matches what the market actually sees.

37. How do you currently communicate your business? (Which messages, themes, and aspects of the brand do you talk about most often?)

38. When someone lands on your website or social media, what do you think they understand about your business?

39. What would you like them to understand immediately, but is not clear enough today?

40. Which part of your work does no one see, but contributes significantly to the final result?

42. Which channels generate attention and which ones actually generate sales? (If they are different, why do you think that is?)

43. Which channel, activity, or segment would you like to develop further over the next 12–24 months?

44. What is currently the main obstacle to the growth of your business?

45. Which important decision do you keep postponing?

46. If you could redesign the business from scratch, what would you do differently?

47. How do you envision the business five years from now?

48. Is there a geographic or international market you would like to develop? Why?

FINAL PART

Summary and next steps

Bring the three pillars together into a single vision

Your proposition in one sentence

Combine USP + priority target + core offer into 2–3 sentences that you could use in a bio, on your website, on LinkedIn, or when introducing yourself to a customer or partner.

Areas to explore further

Which questions in this workbook raised more doubts than certainties for you? That is a sign that they may deserve a dedicated working session.

Analysis of the responses

What emerges from your workbook?

When you are ready, click "If you use Claude, click here to analyze your answers" to receive an analysis of your responses: alternative versions of your USP, an indication of the priority segment, any contradictions, sections to complete, and follow-up questions.

Notes from the AI analysis

After reading the analysis on Claude.ai, paste or transcribe here the key points you want to keep in the PDF.

Your answers are automatically saved as you write. Once you have pasted the notes from the analysis, download the complete PDF.

What happens next

From your answers to a strategy

Once this workbook has been completed, even partially, your answers become the foundation for two strategic documents:

The Discovery Brief

A clear and organized snapshot of your business as it is today (or as you are designing it). It captures: who you are and what you offer, who you serve, which credentials and assets you have, and which open questions need to be clarified before a strategy can be built. It includes

Executive Summary: the brand's current situation, including key findings, critical issues, and opportunities
Brand DNA: definition of the fundamental elements that characterize the brand
Business Model: how the brand creates, delivers, and monetizes value
Offer Architecture: how products are organized in relation to customer needs
Customer Insights: understanding the customer, including who they are, what they consider important, and what motivates them to purchase
Competitive Landscape: overview of the competitive environment
Value Drivers: the factors that create perceived value and influence the customer's choice
Positioning: definition of the space the brand occupies, or wants to occupy, in the customer's mind relative to the alternatives
- Current and proposed positioning
- Positioning elements (Brand Promise | Tagline | USP | Value Proposition)
  - Guidance on how and where to use them
Open Questions: the unresolved questions that require further investigation

The Opportunity Map

It starts from the Discovery Brief and answers the question "why isn't the business already achieving the results it could?" (for businesses that are already operating) or "where do I start to build the right foundations?" (for businesses that are just starting out). It includes:

Executive Diagnosis: a diagnosis of the main issues limiting brand performance
Marketing Maturity Assessment: assessment of areas such as brand, digital presence, content, analytics, and acquisition. Each key area receives a score from 1 to 5, making it easy to see at a glance where you are more or less advanced.
Opportunity Matrix: a framework that ranks opportunities according to their potential impact and the effort required to implement them
Risk Register: overview of the main strategic and operational risks
Action Plan | Growth Marketing Roadmap: a timeline structured into 0–30, 30–90, and 90+ days, based on priorities, readiness, and expected impact

Visual examples — what they could look like for you

The examples below are illustrative and are not based on your actual data — we will build yours together once your responses have been collected.

Example 1 — Maturity assessment by area (1–5 scale)

Area	Score
Identity and narrative (USP, positioning)	2/5
Digital presence (website, social media, marketplace)	2/5
Funnel / customer acquisition process	1/5
Sales pipeline (proposals, sales)	1/5
Offer and pricing	2/5
Tracking and results measurement	0/5
Social proof / case studies / testimonials	1/5

Example 2 — Prioritized opportunity map

Opportunity	Time-to-Value	Priority
Define and publish the USP on the website, profiles, and presentation materials	0–14 days	Critical
Build 1 low-risk "entry-point" offer to acquire the first customers or test the market	0–30 giorni	Critical
Map 5 target channels or partners for distribution/visibility	30–60 days	High
Collect 3 case studies/testimonials in a reusable format	30–60 days	High
Set up basic tracking on the website/channels to measure leads	30–60 days	Medium
Develop a second distinct segment or channel	90+ days	Phase 2

These examples are only intended to show the format. The actual areas, scores, and priorities will emerge from your completed workbook and a brief follow-up discussion.

Next step

Turn these answers into a strategy

Completing the workbook is the first step. Here is how to turn it into a Discovery Brief and an opportunity map — even if some sections are still empty or uncertain.

Option A — We do it together

You send me the workbook as a PDF (even with empty sections or incomplete sentences).

I turn it into a structured Discovery Brief
I highlight what is clear, what is missing, and where there are contradictions
I build an initial opportunity map for you

€250

Option B — You do it yourself

Download the PDF and use it as a foundation for your strategic reflection.

When you are ready to go deeper, write to me: we can build the next steps together, starting from where you are.

anna.chiappini@luz.marketing

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