"Positioning" is a term that gets thrown around a lot but can often be confused with other marketing activities.“Very few startups have a firm grasp of what exactly positioning is, why it’s important and how to do it,” says April Dunford, an expert positioning consultant.

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"Positioning" means the place a brand occupies in the minds of its customers. That's important, but one of the main mistakes founders make when considering their position is doing so too late. After all, it's easy to get caught up on the product side of things. You start out building marketing strategies, complete with innovative ideas for how to captivate a wide audience. But in fact, the most crucial decision to make in those early days, is instead exactly what your message is, and how it fits into your marketplace.