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The Unfair Advantage Method

4 weeks

Unfair Advantage Sprint

Alignment
Segmentation
Value Proposition
Positioning
Brand point of view
Messaging
Buying funnel

6-8 weeks +

Optional:
Qualitative Validation

Detailed primary research to uncover new insights

1-2 months

Quantitative Validation

A/B message testing
in paid media
Sales conversations

2 weeks

Sprint workshops

Alignment
Segmentation
Value Proposition
Positioning
Brand point of view
Messaging
Buying funnel

£15k

6-8 weeks

Optional:
Qual interviews

Detailed primary research to uncover new insights

from £25k

1-2 months

Validation

A/B message testing
in paid media
Sales conversations

from £15k

We know that having a great product isn't enough.

Who you choose to sell to, why they buy, how you position yourself and how you go to market can, together, become a significant Unfair Advantage.

We will create the machine that makes such an advantage a reality in 4 stages:

1
2
3
4
First, we align your team around Credibility challenges that hamper growth.
Then we uncover New Insights which product and marketing can immediately use.
With this information we can Position the business in a fresh and relevant way
Finally, we help you execute a simple Go To Market plan with a sustainable Growth Machine and other Marketing Operations support.

Unfair Advantage Sprint

Quickly align your team with clear Segments, Value Propositions and Messaging

Our methodologies create clarity on who to target and what to say to them.

We deliver concise positioning and messaging strategy in 4 workshops with your founding team and business leaders. By the end of our Positioning Spring sessions, you’ll have segmented personas and value propositions ready to test in the market.

Who’s it for
Founding teams who have insights into the product and target market but no alignment on positioning, value proposition or message.

What you get

  1. 4 personalised workshops
  2. Personas
  3. Segmentation
  4. Value Propositions

Qualitative Research '20'

De-risk your marketing with validated insight into your market.

Up to 20 interviews with customers, prospects, opinion influencers, your investors and team

By gathering new insight using the Jobs To Be Done methodology, founders get the qualitative evidence that they need to provide insight into prospect needs.

We go through our Unfair Advantage Sprint before testing your Value Propositions and Messaging insights with a series of targeted interviews with prospects and customers alike.

Who’s it for
Founders who need evidence that they know their market.

What you get

  1. 5-10 Expert/Influencer Interviews
  2. 5-10 Customer Interviews
  3. Evidence based Value Propositions
  4. Go-To-Market workshop
"EF play an instrumental role creating sustainable unfair advantages for our portfolio companies."
Manu Gupta
Founder of Blue Lion, ex-founding partner of Lakestar

Qualitative Research '50'

De-risk your marketing with validated insight into your market.

Up to 50 interviews with customers, prospects, opinion influencers, your investors and team

We go through our Unfair Advantage Sprint before testing your Value Propositions and Messaging insights with a series of targeted interviews with prospects and customers alike.

Deeper research uncovers new segments and Jobs To Be Done that Product and Marketing teams can use immediately.

Who’s it for
Founders who need evidence that they know their market.

What you get

  1. 5-10 Expert/Influencer Interviews
  2. 40-45 Customer and Prospect Interviews
  3. Evidence based value propositions
  4. Go-to-market workshops
“With EF’s support we were able to identify the risk exposure in launching a product and make informed decisions”
Avi Schechter,
Founder of Pixomi

Messaging Validation

Test your Value Propositions so you have conviction in all your messaging

We take your Value Propositions and generate multiple headlines.
We then run split tests for several weeks to deliver winning headlines and messages for use in pitching, sales and wider advertising. 

Bring in more leads and make your media buying process more efficient with the clarity of validated messaging.

Who’s it for 

Founders making decisions on media investment

What you get

  • Statistically validated winning headlines
  • A/B split tests

Delivered through our partner GrowthRocks

“It’s really efficient and focused work so I’d highly recommend him to get your positioning, messaging and sales funnels sorted!”
Ashleigh Tennent,
Founder More Happi

Trusted by

Case studies

Segmentation and customer research, brand positioning and value propositions for multiple products and markets.

Segmentation and customer research, brand positioning and value propositions for multiple products and markets.

Value proposition research, category positioning, new product business modelling, channel strategy.

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Get a free review of your sales deck

Submit your current sales deck and we’ll run it through our methodology in a free 15min review.

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Get an one-to-one zoom call with Noah (Executive team member)

I'm Interested in
"Unfair Advantage Sprint"

I'm Interested in
"Qualitative Research '20'"

I'm Interested in
"Qualitative Research '50'"

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"Messaging Validation"