STP Builder
STP stands for segmentation, targeting, and positioning, the three moves that take a marketer from a whole market to one clear claim. Segmentation divides the market into groups with similar needs, targeting chooses the group to serve, and positioning writes the statement that group will hear. The tool draws on the STP framework taught in Week 2 of The Evidence-Based Digital Marketer, FlairMI’s open digital marketing textbook, where the dot-cluster diagram first appeared as a static figure.
Everything above runs in your browser and stays there.
Frequently Asked Questions
What is STP marketing?
STP marketing stands for segmentation, targeting, and positioning. Segmentation divides a market into groups with similar needs, targeting chooses which group to serve, and positioning designs the claim that group will hear.
What makes a good market segment?
A good market segment is measurable, large enough to be worth serving, reachable through channels you can use, and different enough in its needs to justify its own offer.
How do you write a positioning statement?
A positioning statement names the target segment, the frame of reference, the point of difference, and the evidence: for [segment] considering [frame], this is the option that [point of difference], evidenced by [proof].
What comes after STP?
The marketing mix comes after STP. This tool saves the positioning on your device, and the 7Ps Marketing Mix Planner and the Campaign Brief Generator read it from there.
Is this STP Builder free?
Yes. The STP Builder is free and opens straight away in any modern browser, including on a phone. Everything you enter is processed in your browser and stays on your device.