One or two people from the organization should write a positioning statement that summarizes the organization's market niche.

• Review marketing team's discussions about market niche.


• Write at least five clear, easily understood phrases that you could use to complete each of the following statements:
   
  

  Another one
   
  

  Community role: We're the organization that . . .
  Action: No one but we can ___________________ as well as we do.
  Reputation: We want to be seen as the . . .
   


• Circle four phrases that strongly communicate your organization's unique role.


• Develop a short statement, using the circled phrases, that conveys this role, your organization's reputation, and a sense of action.
  
  
  

  Example: Strategic Advice - Front-line Trainer  and Internet service provider for fast access to internet.
   



• Pretest your positioning statement with representatives from your staff, board, donors, clients, and community opinion leaders. Ask them:
  
  
  
  • In your opinion, does the statement represent our organization accurately?
  
  
  • Does it present a helpful position in the community?
  
  
  • Do you have suggestions for improving it?
  
  
  • Are there other people whose opinion we should ask?
     


• Revise your statement, based on useful comments.


• Use your statement internally to provide focus and externally to build community recognition for your organization's role.