You know your technology is
changing the world but ...
does anyone else understand its impact?
You see the world differently. Your innovation is purposeful and future-focused. While other leaders think purely about selling their product, as a forward-thinker, you’re constantly asking the big questions: ‘What does this technology mean for society at large?’, ’What does it mean for the planet?’
Your innovation offers a vital breakthrough in humanity and how we function today. Yet it still remains a mystery for your website visitors. You may dedicate your life to it, yet your purpose is unseen, invisible, and not accessible. That means your technology is out of sight for people.
Unfortunately, even the best-intended innovation won’t sell with bad messaging. Even the best growth strategy won't overcome a faulty positioning.
Do you wish people would immediately grasp the impact of your product?
Do you want to captivate audiences with your conference pitch or be proud to show your website?
Do you want to feel excited about making sales calls, because now you know your pitch brings value to people?
Do you want to impress investors that are making snap financial decisions about your future?
Ultimately you want to create a better world. Perhaps you wish marketing is out of the way so you can focus on advancing your innovation, focus on making a shift in society, and changing people’s lives.
Product Founding Lab
Stellar positioning & messaging are key to selling your innovation fast, attracting investors, and changing the world
The 12-week Product Founding Lab is an execution and coaching program where I help you and your team become in-house product marketing experts. I offer you practical and easy-to-follow mental map for you and your team. It's tailored specifically to your company and it’s meant to make marketing easy for you. With clear guidance, you can easily do product marketing.
The Product Founding Lab is built upon 4 pillars. Each founding pillar brings a special source of strength to your product. This methodology prevents you from building a product that nobody will use, spending lots of money on advertising on a message that doesn't stick with an audience.
The Product Founding Lab is built upon 4 pillars. Each founding pillar brings a special source of strength to your product. This methodology prevents you from building a product that nobody will use, spending lots of money on advertising on a message that doesn't stick with an audience.
12-Week Execution & Coaching Program
Product Funding Lab is a systematic, repeatable methodology to identify your USP and find the best messaging
Clarify your USP and help people grasp the impact of your product
Build a strong product foundation that will bolster sales, scale your technology & help you pitch better
Pack your excitement for science, show your product is a vital breakthrough in today's world
Reveal the deep-rooted innovation that is lingering behind an average, common website
Translate the novelty of your product into a compelling story. Make your innovation’s messaging extremely contagious.
Positioning →
Use a systematic approach to gather market insights and find your position in the right market
➡️ Analyze the market landscape to find an audience that truly cares about the problem you’re solving
➡️ Look for trends, competition dynamics, and differentiators to bolster your own USP
➡️ Analyze the market landscape to find an audience that truly cares about the problem you’re solving
➡️ Look for trends, competition dynamics, and differentiators to bolster your own USP
User Research →
Stop relying on brainstorming sessions and instead turn to your audience for answers
➡️ Have meaningful short conversations that reveal your customers’ experiences, beliefs, desires & expectations about your product
➡️ Gather the missing information you need to make your product 10x better
➡️ Have meaningful short conversations that reveal your customers’ experiences, beliefs, desires & expectations about your product
➡️ Gather the missing information you need to make your product 10x better
Messaging →
Help your customers understand why your product matters to them
➡️ Break positioning into components, and features, and have detailed product descriptions
➡️ Translate your positioning into an effective messaging doc that will help you write copy
➡️ Break positioning into components, and features, and have detailed product descriptions
➡️ Translate your positioning into an effective messaging doc that will help you write copy
Copywriting →
Use copy to move your customers to take action
➡️ Translate your message into sticky copy bits that make your story extremely contagious
➡️ Apply persuasion techniques to write an effective website, sales pitch, or any type of front-facing text
➡️ Translate your message into sticky copy bits that make your story extremely contagious
➡️ Apply persuasion techniques to write an effective website, sales pitch, or any type of front-facing text
Foundational Thinking
Establish a foundation before jumping to branding
Lots of your peer leaders focus on building the technology but ignore marketing. Others, jump straight to investing in branding or advertising, before knowing What problem are we solving? Do people understand our impact?
Think about your house for a moment. The foundation of a building is the strongest part of the structure. It is also the invisible part, but it’s the load-bearing part that holds your house up. Without it, your house would quickly sink into the ground unevenly.
If you can’t firmly stand behind your USP it’s harder to create a solid product offering. Your product strategy will sway left and right from month to month, your pitch will change from meeting to meeting after each sales pitch, and your messaging will have no consistency.
If you ever feel like:
Think about your house for a moment. The foundation of a building is the strongest part of the structure. It is also the invisible part, but it’s the load-bearing part that holds your house up. Without it, your house would quickly sink into the ground unevenly.
If you can’t firmly stand behind your USP it’s harder to create a solid product offering. Your product strategy will sway left and right from month to month, your pitch will change from meeting to meeting after each sales pitch, and your messaging will have no consistency.
If you ever feel like:
.png)
You aren't sure how to talk about your USP?
Do you and your team often change your mind on product strategy only to learn that this constant pivoting is exhausting all your resources?
Do you have inconsistent and confusing messaging in marketing and sales materials?
Is your team constantly asking how to talk about the product, and how to explain the value to a potential customer?
This often happens because the product’s foundation is unclear to you and your team. Not because you haven't chosen the right growth strategy, but because you don't know your product's value.
Specific for Exponential Technologies
You’re building an exponential innovation. Show it to the world
There is a novelty to your product. Novelty is crucial to transforming society. But novel technologies are often hard for audiences to understand.
- The newness causes a gap in thinking between your vision and your audience's perception.
- The Product Founding Lab allows you to make the value of your exponential technology obvious to the masses today!
Research Driven Approach
Ship new features because you know better. Not because you're guessing
- When your go-to-market strategy isn’t working, do you have an impulse to build more features just to ‘make the product better’?
- Often products fail because they didn't solve an actual customer need. Use a methodology that prevents you from building a product that nobody will use, spending valuable development resources solving a problem that nobody has. Next time you push features to your engineering team’s PM tool wont be based on guessing, but based on qualitative research.
Rapid Implementation
Hands-on execution to progress confidently
- Execution first - supported by learning
- Knowledge is not enough for you. You need someone who’s quickly going to enter into your workflow, get what you’re doing, and adjust to your & your team's way of working. You need someone that’s going to get straight to the point and avoid waste of time and value. And then teach you how to do it.
"Brilliant work! Branka was adding value from the Meeting One! She was onboarded so fast that we didn't need to explain things many times as usually with consultants - it was very quick."
Andrea Orani, Co-founder & Chairman
DaVinci Salute
Andrea Orani, Co-founder & Chairman
DaVinci Salute
Team coaching
Turn your team into
in-house experts
- Deepen your people's expertise with hands-on educational workshops
- Not everyone can hire a Full-Time Senior Product Marketer. And you don’t need to. I believe everybody in your company can acquire product marketing skills to make their own job more efficient.While executing the 12-week Product Founding Lab together, I provide your team with educational workshops. These are sets of hands-on tasks curated for your specific product and goals. Built for your commercial team. Leaders, executives, SDRs, or marketers, from junior to senior.
“Our team, especially the juniors have a much clearer idea on how to progress their work"
Andrea Orani, Co-founder & Chairman
DaVinci Salute
DaVinci Salute
What leaders say about me
"It really exceeded our expectations!"
This was very, very useful for us. The workshop was very condensed & rich in content.
Branka was adding value from the Meeting One! She was onboarded so fast that we didn't need to explain things many times as usually with consultants - it was very quick."
Branka was adding value from the Meeting One! She was onboarded so fast that we didn't need to explain things many times as usually with consultants - it was very quick."
Andrea Orani, Co-founder & Chairman
@ Davinci Salute
"Just amazing! The positioning & messaging workshop was very useful. Branka is a good presenter, professional and friendly at the same time!
I learned that there is a process behind choosing a message and positioning, and it is necessary to have a guide!It opened my eyes to the unused potential of DaVinci Salute. In regards to my project, it gave me some guidance I needed to deliver a final proposal.
The Product Core Sheet was very practical because it gave me a mental order, a format to follow: Problem, Offer, Benefits”
Elisa - Growth Marketer
@ Davinci Salute
Trusted by
Sentiance is a data science and behavior change company turning motion data into deep insights and creating positive changes for a better life
➡️ health tech, insurtech, Smart city, Smart cars, mobility-as-a-service, e-commerce, Artificial Intelligence, Machine Learning
Froomle provides AI-Driven Recommender Software to News, Media and e-commerce enterprises
➡️ Artificial Intelligence, Machine Learning, Recommender Systems, e-commerce, news, media
Digital studio managing doctors and general practitioners' daily activities
➡️ health care, insurtech
Trusted by
Sentiance is a data science and behavior change company turning motion data into deep insights and creating positive changes for a better life
➡️ health tech, insurtech, Smart city, Smart cars, mobility-as-a-service, e-commerce, Artificial Intelligence, Machine Learning
Froomle provides AI-Driven Recommender Software to News, Media and e-commerce enterprises
➡️ Artificial Intelligence, Machine Learning, Recommender Systems, e-commerce, news, media
Digital studio managing doctors and general practitioners' daily activities
➡️ health care, insurtech
"Just amazing! The positioning & messaging workshop was very useful. Branka is a good presenter, professional and friendly at the same time!
I learned that there is a process behind choosing a message and positioning, and it is necessary to have a guide!It opened my eyes to the unused potential of DaVinci Salute. In regards to my project, it gave me some guidance I needed to deliver a final proposal.
The Product Core Sheet was very practical because it gave me a mental order, a format to follow: Problem, Offer, Benefits”
Elisa - Growth Marketer
@ Davinci Salute
Not knowing where to start is frustrating!
You’ve been focusing on building the product, but now you need to bring in sales.
You don't have a background in marketing, yet your marketing needs to be built. Your team is waiting for a clear action plan to move forward.
With that product launch around the corner, you don’t have time to follow any training. Besides, courses are too vague for what you’re trying to achieve. You’re skeptical to follow generic marketing advice - and rightfully so!
You don't have a background in marketing, yet your marketing needs to be built. Your team is waiting for a clear action plan to move forward.
With that product launch around the corner, you don’t have time to follow any training. Besides, courses are too vague for what you’re trying to achieve. You’re skeptical to follow generic marketing advice - and rightfully so!
Exploding Markets
Having a solid product-market fit has never been more urgent
Meanwhile, with today's competitive landscape, markets are shifting left and right more than ever. You may need to reconsider your positioning more often than you needed 5 years ago. More breakthroughs are popping up and reaching the masses every day.
More markets are becoming technology-powered and that accelerates the pace of innovations and creates more competition.
More markets are becoming technology-powered and that accelerates the pace of innovations and creates more competition.
Foundational Thinking
Positioning has a lousy reputation
Organizing a product launch is cool. Planning a PR campaign is cool. Building a foundation is boring. Everyone wants new leads or the best-looking website, but nobody wants to inspect their product or the problem they are solving.
Positioning is an unpopular exercise that most companies skip.
It’s an unpopular exercise because it takes detailed inspection, and getting your team to align on product strategy. But after this exercise, your growth efforts will flourish. This is the foundation that you need to do before jumping into heavily investing in growth.
And the good news is that it only takes 12 weeks, but the benefits last forever.
Positioning is an unpopular exercise that most companies skip.
It’s an unpopular exercise because it takes detailed inspection, and getting your team to align on product strategy. But after this exercise, your growth efforts will flourish. This is the foundation that you need to do before jumping into heavily investing in growth.
And the good news is that it only takes 12 weeks, but the benefits last forever.
Qualitative User Research
80% of your data is missing! You’re drowning in the wrong data!
You’re doing everything right but still not getting results?
You’re gathering data from internal brainstorming sessions or market insights?
Are you focussing too much on your competitors? Is your competitor analysis convoluted, you track all competitors’ moves, looming over their website, especially stalking their pricing pages? While your competitor might have a great website - who says they are solving a real need?
It’s good to follow market trends and competitors, but you need to prioritize gathering data from qualitative customer interviews.
You might instinctively recoil from this idea of doing customer interviews.But if you listen, observe and understand your customers’ needs, beliefs, and behaviors, you’ll be able to fill in the gap and gather the missing information you need to make your product 10x better.
You’re gathering data from internal brainstorming sessions or market insights?
Are you focussing too much on your competitors? Is your competitor analysis convoluted, you track all competitors’ moves, looming over their website, especially stalking their pricing pages? While your competitor might have a great website - who says they are solving a real need?
It’s good to follow market trends and competitors, but you need to prioritize gathering data from qualitative customer interviews.
You might instinctively recoil from this idea of doing customer interviews.But if you listen, observe and understand your customers’ needs, beliefs, and behaviors, you’ll be able to fill in the gap and gather the missing information you need to make your product 10x better.
Hi, I'm Branka! 👋
As a Mechanical Engineer & Product Developer, I’ve designed various products, from heavy machinery and kitchen appliances to healthcare apps.
I realized that you can have the best product idea, spend years on perfecting the technology, R&D every component of your product AND it still won't make the product a success if:
I realized that you can have the best product idea, spend years on perfecting the technology, R&D every component of your product AND it still won't make the product a success if:
1️⃣ a product doesn't solve a real need
2️⃣ it promotes the wrong message
This is where my love of product marketing grew. I understood that saying the right words, and solving a real problem for a real person is what moved the needle - and suddenly both the product & the marketing sides formed a full circle.
After years of working as a marketer, I made lots of mistakes. I’ve put too much focus on branding and design, extensively worked on event management, and created PR and influencer strategy - aiming to generate sales-ready leads. And guess what, I ended up overworked and burned out, having little results. 👎
That led me to learn specific skills important to selling a product - 🦄 positioning & messaging 🦄. The ability to construct a product that solves a real customer need and to give products soul using the most persuasive story. I also found a practical and predictable way of testing new product ideas, before investing in development.
Engineering Thinking
Get results by having systems instead of guessing
Engineering thinking always stuck with me. Thinking of practical problem-solving, and designing a repeatable process, while using the least resources along the way.
I created a systematic methodology for tech founders to identify their USP - every single time. A methodology that prevents you from building a product that nobody will use, spending lots of money in advertising on a message that doesn't stick with an audience.
Website
Copywriting
Easily assemble a page using 80 pre-built content blocks.
Landing Page
Copywriting
A complete UI Kit makes completely rebranding the design simple.
Email
Copywriting
With Webflow it’s easy and instant to launch your website.
Pricing Pages
Expertise
With Webflow it’s easy and instant to launch your website.
How does it work?
12 Weeks, 4 Pillars & 4 Instruments
You, Me & Your Commercial Team
During the 12-weeks we use 4 instruments that will help us execute the whole project:
✅ Positioning Core Doc - a mental declutter map that will help you define the USP, and position in the market in response to customer needs, competitive mapping, and market trends.
✅ Product Core Sheet: a practical document containing all information your customer needs to make a decision about your product. A document you can use when you’re creating marketing campaigns or when you need to onboard someone.
✅ Ultimate User Audit - comprehensive, yet practical tool that makes you see your audience in detail. A resource you can use when you’re writing a landing page or even a social media post.
✅ Messaging Doc - approved wording that you can use when you are creating marketing or sales material.
🎓 Educational workshops with little theory and lots of execution. I provide your team with guidelines on how to do the positioning themselves after our project is done. Build in-house expertise, and teach your team skills that will bolster your strategy long after these 12 weeks. Up to 4 people.
✅ Positioning Core Doc - a mental declutter map that will help you define the USP, and position in the market in response to customer needs, competitive mapping, and market trends.
✅ Product Core Sheet: a practical document containing all information your customer needs to make a decision about your product. A document you can use when you’re creating marketing campaigns or when you need to onboard someone.
✅ Ultimate User Audit - comprehensive, yet practical tool that makes you see your audience in detail. A resource you can use when you’re writing a landing page or even a social media post.
✅ Messaging Doc - approved wording that you can use when you are creating marketing or sales material.
🎓 Educational workshops with little theory and lots of execution. I provide your team with guidelines on how to do the positioning themselves after our project is done. Build in-house expertise, and teach your team skills that will bolster your strategy long after these 12 weeks. Up to 4 people.
Agenda
📩 Receive a detailed agenda right after our intake call
🏛 Intro to team & Stakeholder meeting
We inspect the gaps and missing links in your positioning and messaging.
We inspect the gaps and missing links in your positioning and messaging.
🏛 Pillar 1 - Positioning
We dive deep into your USP and understand in detail which problem you are solving. Unpack all your key attributes and features in detail. Inspect the customer journey, market insight, trends, and competitor research.
Break positioning into components, and features, and write detailed product descriptions.
We dive deep into your USP and understand in detail which problem you are solving. Unpack all your key attributes and features in detail. Inspect the customer journey, market insight, trends, and competitor research.
Break positioning into components, and features, and write detailed product descriptions.
✅ Start with the Positioning Core Doc
✅ Creating the Product Core Sheet
✅ …more
✅ Creating the Product Core Sheet
✅ …more
🎓 Intro to Positioning
🎓 How to create a firm product foundation
🎓 …more
🎓 How to create a firm product foundation
🎓 …more
🏛 Pillar 2 - User Research
Conducting qualitative user research to reveal your customers’ experiences, beliefs, desires & expectations about your product. Observe your audience's interaction with your product. Make lasting product decisions based on user data.
Conducting qualitative user research to reveal your customers’ experiences, beliefs, desires & expectations about your product. Observe your audience's interaction with your product. Make lasting product decisions based on user data.
✅ Conduct 5-7 customer interviews
✅ Rebuilding product offer based on results
✅ …more
✅ Rebuilding product offer based on results
✅ …more
🎓 Intro to Qualitative User Research
🎓 How to conduct customer interviews
🎓 …more
🎓 How to conduct customer interviews
🎓 …more
🏛 Pillar 3 -Messaging
Finalizing positioning & messaging based on user feedback. Wrapping up the positioning in a compelling messaging. Creating Messaging Core Doc: that you can use when you are creating marketing or sales material.
Finalizing positioning & messaging based on user feedback. Wrapping up the positioning in a compelling messaging. Creating Messaging Core Doc: that you can use when you are creating marketing or sales material.
✅ Creating Messaging Core Doc
✅ Adjusting the Product Core Sheet
✅ …more
✅ Adjusting the Product Core Sheet
✅ …more
🎓 How to apply user research to messaging
🎓 Learn persuasion frameworks for messaging
🎓 …more
🎓 Learn persuasion frameworks for messaging
🎓 …more
🏛 Pillar 4 - Copywriting
Finally, we’re taking all the learnings, final positioning, and messaging to create the final Product Core Sheet. This is a very practical part of the workshop where you learn how to write persuasive copywriting frameworks that move clients to action - even if you have no copywriting experience.
Finally, we’re taking all the learnings, final positioning, and messaging to create the final Product Core Sheet. This is a very practical part of the workshop where you learn how to write persuasive copywriting frameworks that move clients to action - even if you have no copywriting experience.
✅ Finalizing Product Core Sheet, Messaging Core Doc
✅ …more
✅ …more
🎓 10 simple steps to writing persuasive copy
🎓 Learn persuasion frameworks for messaging
🎓 …more
🎓 Learn persuasion frameworks for messaging
🎓 …more
🏛 Action plan
Practical growth strategy suggestions on the next steps for your team. I give you frameworks that get you and equip you to project the future better.
Practical growth strategy suggestions on the next steps for your team. I give you frameworks that get you and equip you to project the future better.
Takes only 12-weeks, but provides benefits forever
Stop guessing and move confidently forward!
You and your team can have the confidence to write compelling marketing messages by yourself, without hiring a copywriter. Next time you need to launch a new feature, you’ll know how to evaluate market appetite internally.
Your senior decision-makers will learn how to use practical skills and listen to your customers’ Desires, Needs & Wants… Your juniors can acquire static thinking skills, so they help you in the product strategy, so you don't have to do everything yourself.
When the market shifts and you need to pivot, you can do positioning exercises internally, without hiring consultants. Because you’ll have the expertise in-house. Your team can confidently execute user research interviews on their own, forever, after these 12-weeks are done.
Your senior decision-makers will learn how to use practical skills and listen to your customers’ Desires, Needs & Wants… Your juniors can acquire static thinking skills, so they help you in the product strategy, so you don't have to do everything yourself.
When the market shifts and you need to pivot, you can do positioning exercises internally, without hiring consultants. Because you’ll have the expertise in-house. Your team can confidently execute user research interviews on their own, forever, after these 12-weeks are done.
- Is your team unable to explain the impact of your product to a potential customer?
- Are you looking to your competition’s website for inspiration on how to message your product? Or do you find yourself scrambling across the web trying to find attractive messages?
- Are you pushing features to your engineering team’s PM tool without first talking to your audience or running qualitative research?
- Do you and your team often disagree on whether you’re selling only one product with many features or many features separately?
Long-term Focus
Enjoy the benefits ...forever!
This company increased their performance when using this product – and here we are singing it from the rooftops.
Bring stories to life just the way you saw them in your head
Get the full 12-week of methodology with 4 pillars of Positioning, User Research, Messaging & Copywriting
Looots of educational and practical workshops with little theory and lots of execution
Get the Positioning Core Doc - a mental declutter map that will help you define the USP
Get the Product Core Sheet: a practical document containing sticky copy that moves customers to take action
Ultimate User Audit - comprehensive tool keeping all user needs and desires in one place
Messaging Doc - approved wording that you can use when you are creating marketing or sales material
Positioning
Use a systematic approach to gather market insights and find your position in the right market
User Research
Stop relying on brainstorming sessions and instead turn to your audience for answers
Messaging
Help your customers understand why your product matters to them
Copywriting
Use copy to move your customers to take action
Time to get growing?
Let’s start the journey together and get you a winning positioning and messaging ASAP. Because the world needs that unique technology that only you create ❤️
Thank you! I'll get in touch right away 🚀
Oops! Something went wrong while submitting the form.
