Positioning Map

A visual diagram that plots competing products or brands along two axes representing different attributes, showing where each sits relative to competitors and revealing gaps in the market.

A positioning map makes competitive landscape analysis tangible. It visually exposes where the market is crowded, where there are unexplored positions, and whether a brand's claimed position is genuinely differentiated or too similar to existing players.

A founder maps her coaching competitors on two axes: price (low to high) and approach (group to individual). She discovers that affordable individual coaching is entirely unoccupied. She positions her business in that gap, immediately differentiating from every competitor without changing her core offer.