A competitive positioning matrix is a required part of every business plan. This in-depth walk-through shows how to create your competitive positioning matrix, starting with how to identify your brand’s strengths—such as price, expertise, convenience, completeness or breadth of offering, and level of customization. Next, you’ll learn to pair your brand’s strengths and express them in the context of the X/Y axis of the matrix. Also covered is how to choose the competitors you’ll include and plotting them so that your business stands out. Both Christopher Elbow chocolatier and Tesla are used as case examples.