This nice article gives insightful perspectives on how to build a product positioning.
The central idea is that the positioning statement contains the core elements not only of a product, but also of its marketing and sales strategy. It's therefore very important for companies created around a tech idea to make the product value tangible, precise and attractive in order to win a specific audience. This simple model can help you (read the article for a full perspective).
Product Positioning Statement:
(Our Product) is for (target customers)
Who (have the following problem)
Our product is a (describe the product or solution)
That provides (cite the breakthrough capability)
Unlike (reference competition)
Our product/solution (describe the key point of competitive differentiation):
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