---
description: Define market strategy through Segmentation, Targeting, and Positioning
---

# STP Marketing Strategy

Divide the market into segments, choose the most attractive ones, and craft a positioning for each.

## Steps

1. **Segment** the market using demographic, behavioral, psychographic, or needs-based criteria
2. Profile each segment with size, growth rate, needs, and willingness to pay
3. **Target** -- evaluate segments on attractiveness (size, growth, competition) and fit (capabilities, mission)
4. Select primary and secondary target segments
5. **Position** -- craft a positioning statement for each target: "For [segment] who [need], [product] is [category] that [differentiator] because [reason to believe]"

## Output Format

| Segment | Size | Key Need | Attractiveness | Fit | Priority |
|---------|------|----------|---------------|-----|----------|
| [Name] | [X] | [Need] | [H/M/L] | [H/M/L] | [1/2/3] |

**Primary target:** [Segment name]
**Positioning:** For [target] who [need], [product] is [category] that [differentiator] because [RTB].