The Scenario
A new South African meal-kit delivery startup is about to launch. They deliver pre-portioned ingredients and recipes to working professionals in Johannesburg and Cape Town. They need to articulate who they are, who they serve, and why they are different.
The Brief
Write a brand positioning statement using the classic framework: "For [target audience] who [need], [brand] is the [category] that [key benefit] because [reason to believe]." Then defend each element.
Deliverables
- The positioning statement in one sentence
- A defense of each element: why this target audience, why this category framing, why this benefit over alternatives
- One alternative positioning you considered and rejected, with your reasoning
Submission Guidance
A positioning statement is not a tagline. It is an internal strategic document. It should be precise, not catchy.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.