Swanholm
Positioning & GTM strategy for a fall-detection vests producer.
Project Overview
Swanholm Tech is a Swedish hardware startup developing AI-powered safety vests for workers in high-risk environments. The product integrates fall detection, emergency alerts, and visibility directly into certified workwear.
While the technology was strong, Swanholm faced a common early-stage challenge. Their positioning was too broad, covering multiple industries and use cases, which made it difficult to clearly explain who the product was for, what problem it solved best, and how it differed from existing safety solutions.
Swanholm approached me to help sharpen their positioning, identify the strongest market focus, and translate a complex product into clear, credible messaging that would resonate with decision-makers rather than sounding like another safety gadget.
While the technology was strong, Swanholm faced a common early-stage challenge. Their positioning was too broad, covering multiple industries and use cases, which made it difficult to clearly explain who the product was for, what problem it solved best, and how it differed from existing safety solutions.
Swanholm approached me to help sharpen their positioning, identify the strongest market focus, and translate a complex product into clear, credible messaging that would resonate with decision-makers rather than sounding like another safety gadget.
Before
Broad target market covering multiple high-risk industries without a clear primary customer.
Messaging focused heavily on features and technology, making it hard to understand the real business value.
Product positioned alongside generic fall-detection devices and emergency buttons, despite solving different problems.
After
Clear positioning focused on two primary segments: port operators and road construction companies.
Messaging built around a concrete problem: unreliable fall detection and delayed response in high-risk, low-visibility environments.
A strong value proposition centered on automated, reliable safety that removes the need for external fall-detection devices, manual emergency buttons, and increased supervision.
Market Segmentation
ICPs
Competitive Alternatives
Value Proposition
Messaging Framework
Objectives & Activities
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