Case study

Product Positioning Project Section4

Learn how I researched product positioning for Stackbit and see my recommendations.

Where did everyone go?

Stackbit Challenge

The Challenge for Stackbit

While I don't have the experience of working for Stackbit to understand what their internal challenges are, I do have a great framework from the Section 4 Product Positioning sprint and I conducted a deep dive on all of the public marketing and Discord channel to see what customers were saying.

The problem I first noticed when I found Stackbit was that I wasn't sure who would spend money on this product. It's not because it is a bad product , because this was something that I was super excited to find as a developer and use in my own career. What didn't make sense to me was why the business solution was $500 a month, which would make it impossible for me to make money selling this product as a Freelance Full Stack Developer. I also noticed on Discord that there were many developers complaining about the $500 cost of their business solution.

I don't have access to the companies sales numbers or anything, but it would appear that Stackbit isn't attracting a large following yet, at least on social media. Since it's founding three years ago, it seems to me that Stackbit may still be figuring out their optimal positioning. I believe they could benefit from segmenting their best fit customers into groups, review and/or revise competitive alternaitves, updating their perceived unique attributes, and by better defining their differentiated value that can be used to better position Stackbit.

Best Fit Customers


Developers are the customers who will have the easiest time finding Stackbit and understanding the value of the product. The technologies that Stackbit uses are well understood by most developers. These three categories of developers are who I consider to be the best fit customers in this category:

  • **Jamstack Developers: Jamstack has been growing in popularity and there are many developers who are taking advantage of this tech stack that utilizes Static Site Generators and a Headless CMS. I have been using Jamstack a lot lately and that is actually how I came across Stackbit.

  • **NextJS and React Developers: Stackbit uses the React framework called Next JS to build user interfaces on the Sourcebit platform. Next JS and React developers would find value in Stackbit because it is a great way to be able to develop both locally and in the online editor of Stackbit. Plus, they won't have to go learn any new languages or frameworks to begin using the platform!

  • **Freelance Developers: Freelance developers who don't operate with a big budget would love the free option of creating websites on Stackbit. It is a great solution for developers that want more control over creating pages and content, than they would using WordPress or other CMS solutions.

*Note - none of these are actual categories created by Stackbit - but are actual categories created by me.


I struggled to find interactions with non-developers and so there isn't a lot of data I have on Stackbit's specific non-developer customer base. However, this segment of customers are the most important to Stackbit because they are teh ones who will be purchasing priced business and enterprise solutions.

  • Medium, Large, and Enterprise Business Customers: Businesses with anywhere from 20-20,000 people are the key target market. I discovered this in a post on Stackbit's Discord Serverby the CEO Ohad Eder-Pressman. He explains his rationing for the $500 a month cost of the business solution in response to feedback left by a developer who didn't understand why the pricing was so high:

Referencing the Positioning Canvas

Reference Canvas covers most of the sprint frameworks

What would customers use if Stackbit didn't exist?

What features/capabilities does Stackbit have the competitors don't?

What value do your unique attributes enable for customers?

Who cares a lot about that value?

What context makes the value obvious to your target segments?