stp-framework

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---
name: stp-framework
description: Apply Segmentation, Targeting, and Positioning framework to identify market opportunities and craft differentiated positioning
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"
---

# STP Framework

> Apply the classic Segmentation, Targeting, Positioning framework to identify your most valuable market segments and craft differentiated positioning.

## When to Use This Skill

- New product launches
- Market entry strategy
- Repositioning initiatives
- Competitive strategy
- Marketing planning

## Methodology Foundation

Based on **Kotler's STP Model** and **Michael Porter's competitive strategy**, providing:
- Market segmentation techniques
- Segment attractiveness criteria
- Targeting strategy options
- Positioning development

## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures segmentation analysis | Segmentation variables |
| Evaluates segment attractiveness | Target selection |
| Develops positioning options | Final positioning |
| Creates positioning statements | Resource allocation |
| Maps competitive positions | Go-to-market approach |

## Instructions

### Step 1: Segmentation

**Segmentation Variables:**

| Type | B2C Variables | B2B Variables |
|------|---------------|---------------|
| **Demographic** | Age, income, education | Company size, industry, revenue |
| **Geographic** | Region, urban/rural, climate | HQ location, market presence |
| **Psychographic** | Values, lifestyle, personality | Culture, decision style |
| **Behavioral** | Usage rate, loyalty, benefits sought | Buying process, use case |

**Effective Segment Criteria:**
| Criterion | Question |
|-----------|----------|
| Measurable | Can we size and quantify it? |
| Accessible | Can we reach and serve it? |
| Substantial | Is it large enough to be profitable? |
| Differentiable | Does it respond differently to marketing? |
| Actionable | Can we develop effective programs? |

### Step 2: Targeting

**Targeting Strategies:**

| Strategy | Description | When to Use |
|----------|-------------|-------------|
| **Mass** | Target entire market | Commodity products |
| **Differentiated** | Target multiple segments differently | Resources for variety |
| **Concentrated** | Focus on one segment | Limited resources |
| **Micromarketing** | Individual customization | High-value customers |

**Segment Evaluation Matrix:**

| Factor | Weight | How to Assess |
|--------|--------|---------------|
| Size | 20% | TAM/SAM/SOM |
| Growth | 20% | CAGR, trends |
| Profitability | 20% | Margins, price sensitivity |
| Competition | 15% | Intensity, barriers |
| Fit | 15% | Capabilities, mission |
| Accessibility | 10% | Channel, reach |

### Step 3: Positioning

**Positioning Statement Template:**
```
For [target segment]
Who [need/problem]
[Product/Brand] is the [category]
That [key benefit]
Unlike [competitors]
We [key differentiator]
```

**Positioning Dimensions:**
- Attributes (features, specs)
- Benefits (functional, emotional)
- Values (what brand stands for)
- Use occasions (when to use)
- Users (who uses it)
- Against competitors (explicit comparison)

## Examples

### Example 1: Complete STP Analysis

**Input:**
```
Develop STP strategy for:
- Product: AI writing assistant
- Current customers: Mix of freelancers and enterprises
- Competitors: Jasper, Copy.ai, ChatGPT
```

**Output:**
```
## STP Analysis: AI Writing Assistant

### PART 1: SEGMENTATION

#### Market Segmentation Map

```
                     PROFESSIONAL USE
                           │
           Enterprise      │      Agency
           Marketing   ────┼────  Teams
              │            │         │
    Low ──────┼────────────┼─────────┼────── High
    Tech      │            │         │       Tech
    Savvy     │            │         │       Savvy
              │            │         │
           Content      ───┼───   Individual
           Creators