We have found ourselves in the press and in front of powerful people more than we are comfortable with lately. The first thing that people ask is “What is Gangplank”. Our problem has always been explaining it in a sentence or two without feeling like we are doing it a complete dis-service. We had been playing around with changing some branding, but ended up talking to Greg Head, of New Avenue, who has a bit of experience in positioning companies. It made sense to wrangle him in and ask him to help us regain our focus and tell our story.
We went through a great exercise with him. We started with trying fill out this template.
To target market, Gangplank is the category that provides unique benefit.
Unlike competition, Gangplank does x.
- Metro Phoenix
- Knowledge Worker
- Creative Class
- New Economy
Final: Innovative companies and creative people
- Infrastructure Creator
- Creative Economy Catalyst
Final: Collaborative Workspace
- New Economy Jobs/Companies Startups
- Infrastructure To Create
- People Who Can Help
- Fulfilling Work
Final: Infrastructure and community that creates the new economy
At this point we had hit the allotted two hours we set a side to start. We were all curious to see what we considered competition and we were on a roll, so we listed some competition, but we never came up with the final.
- Traditional Companies
- Social Media
- Lone Wolf Entrepreneurs
- Executive Suites
Final: Not yet defined
Additionally, we never got to talk about the Gangplank does… We hope to hit both these in the future. In the meantime, we came up with a pretty good focusing statement.
To innovative companies and creative people, Gangplank is the collaborative workspace that provides infrastructure and community that creates the new economy.
The most revealing thing to us and something that everyone else had clued in on better than us. Gangplank is indeed a PLACE at it’s very core.
We struggled a lot with the target market. Something that came up over and over in discussion was “people that get it” vs “people that don’t fit”. So we decided to break down what that meant as the discussion went on.
People That Get It
hungry, passion, encouraging, ethic, collaborate, participate, plugin, help, connect, cooperate, creative, social, the new way, inspired, tribe, community, danger, adventure, future-minded, non-traditional, post-industrial, un-machine, excellence, learn, share
People That Don’t Fit
bureaucrat, 9 to 5 mentality, ego too big, loner, not familiar with new ethic, secretive, greedy, old school
It is important to note that this is a work in progress.