Template · Marketing & customer
Segmentation, Targeting, Positioning (STP) template
For dividing a market into groups, choosing which to serve, and giving them a clear reason to prefer you. Leave it alone when the market is too small or too uniform to divide; one well-made offer may serve it better. Instead The Value Proposition Canvas, to make one well-made offer for a market too small or too uniform to divide.
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What you may do with it
This sheet, meaning our drawing and layout of it, is released under Creative Commons Attribution 4.0 International. Use it commercially, put it in a client deck, print it for a workshop, adapt it. Keep the attribution line that is printed on the sheet and you have met the licence.
Originator: Wendell R. Smith (segmentation); Al Ries and Jack Trout (positioning); sequence codified and popularised by Philip Kotler. The framework itself is not ours to license, and the written entry behind this page, its worked example, critiques and sources, stays all rights reserved. The full licence position is set out in plain English.
Before you fill it in
A blank template is the easy part. The entry behind it covers how to run Segmentation, Targeting, Positioning (STP) properly, a worked example, the pitfalls real teams hit, and the situations where it is the wrong tool and something else would serve better.
Read the full Segmentation, Targeting, Positioning (STP) entryAll templates