For product managers and marketers in tech companies:
Faster Market Capture
through Unique Positioning with Go–to–Market Roadmap and Briefing Package
Discover how you and your team can uniquely position your product and make it irresistible to your target audience — all within just four days:
- without weeks of cross–functional team debates
- without costly marketing and sales experiments
- with a clear USP and strategic direction
Speed up your product launch with clear positioning and a solid roadmap. Give your sales team the tools they need with persuasive messaging and powerful advertising. Make working with your agency seamless. Rally your team around a shared success story. Capture market share faster and hit your payback target sooner.
Axel Werner, founder of the Business Profiler program
Faster Market Capture
through Unique Positioning with Go–to–Market Roadmap and Briefing Package
Discover how you and your team can uniquely position your product and make it irresistible to your target audience — all within just four days:
- without weeks of cross–functional team debates
- without costly marketing and sales experiments
- with a clear USP and strategic direction
Axel Werner, founder of the Business Profiler program
Speed up your product launch with clear positioning and a solid roadmap. Give your sales team the tools they need with persuasive messaging and powerful advertising. Make working with your agency seamless. Rally your team around a shared success story. Capture market share faster and hit your payback target sooner.
You want to launch a new product in the market
Your challenges:
You want to expand the market for an existing product
Your challenges:
Your product fits into one of these five categories
Technical product, machine, system, facility
Product line,
product portfolio, program
Technology,
platform, ecosystem
Softwareprodukt, Suite, SaaS package, IT–System
Complex service packaged as a "product"
Your product fits into one of these five categories
Technical product, machine, system, facility
Product line,
product portfolio, program
Technology,
platform, ecosystem
Software product, suite, SaaS package,
IT system
Complex service packaged as a "product"
You have the choice:
Risks Without the Business Profiler
Unclear priorities, too much trial and error
A sea of interchangeable arguments
Frustrating friction within the team
Losing key market share
Time chaos and firefighting during bottlenecks
Budget wasted through a scattergun approach
Inconsistent messaging in the market
Aimless pursuit of opportunities
Overwhelming profit expectations
NEGATIVE CONSEQUENCES
Undifferentiated positioning in the market
Chaotic actions that miss the target audience
Everything takes longer and demands more effort
Benefits of the Business Profiler
Precise targeting with optimal timing
Clear, unique, and compelling messaging
A fully motivated team aligned with common goals
Distinct competitive differentiation
Structured and realistic timelines
Maximized impact with allocated resources
Clear guidelines for marketing, sales, and PR
Systematic market entry strategy
Payback is realistically achievable
BOOSTING SUCCESS
Clear and persuasive positioning
Go-to-market roadmap and agency briefing included
Targeted execution with maximum focus on success
Risks without the Business Profiler
Unclear priorities, too much trial and error
A sea of interchangeable arguments
Frustrating friction within the team
Losing key market share
Time chaos and firefighting during bottlenecks
Budget wasted through a scattergun approach
Inconsistent messaging in the market
Aimless pursuit of opportunities
Overwhelming profit expectations
NEGATIVE CONSEQUENCES
Undifferentiated positioning in the market
Chaotic actions that miss the target audience
Everything takes longer and demands more effort
Benefits of the Business Profiler
Precise targeting of the audience with optimal timing
Clear, unique, and compelling messaging
A fully motivated team aligned with common goals
Distinct competitive differentiation
Structured and realistic timelines
Maximized impact with allocated resources
Clear guidelines for marketing, sales, and PR
Systematic market entry strategy
Payback is realistically achievable
BOOSTING SUCCESS
Clear and persuasive positioning
Go-to-market roadmap and agency briefing included
Targeted execution with maximum focus on success
Learn how to develop a unique product positioning, complete with a go–to–market roadmap and agency briefing, in just 4 days. Achieve focused product marketing that accelerates your path to profitability.
Four key results you'll unlock with the Business Profiler
With these tools, you'll gain a clear direction in product marketing, energized teams, and measurable outcomes.
1. One–Pager
The One–Pager delivers your fully developed positioning, featuring ten sharp, concise statements that define your product with precision. This document becomes your new go–to communication guideline.
2. Go–to–market Roadmap
Your Go–to–market Roadmap pinpoints the optimal market entry window, driven by your GTM strategy and backed by proven benchmarks. It lays out a 12–month plan targeting your top–priority audiences and niches.
3. House of Messages
The House of Messages ensures that your key messages are delivered clearly and quickly to:
- Your employees
- Distributors and reps
- Service providers
4. Execution Briefings
Get all the crucial details to your agencies, content teams, and sales force, covering:
- Product branding
- Web, print, presentations & more
- GTM ad campaigns
- PR & social media
- Sales playbook
Here's how it works:
You get three solution packages with a simple step–by–step guide
The Business Profiler is the leading expert program for breaking into new markets.
The program consists of three packages, each with a logical sequence of steps. With these, you'll independently craft a unique positioning for your product and prepare for its market launch across marketing, sales, and PR. And we’re with you every step of the way with intensive professional support.
Online program for analysis, profiling, and messaging
In–depth analyses of competitors, product features, and target audiences, along with 24 benchmark profiling techniques, will help you carve out a unique competitive position and create strong demand within your target group. It's incredibly powerful.
Single player und team player modes
The program can be completed solo or with a cross–functional team. We've designed it with different roles in mind to ensure efficient division of work. This approach is motivating because it produces a collective output that makes an impact.
Structured, plan-based guidance
You’ll receive 22 modules with 8 hours of video instructions, plus checklists, practical formulas, and examples. You set your own pace. Typically, it takes four full days to complete. You can power through it in one workweek or spread it out over several weeks (recommended).
Best industry practices included
The methodology is built on over 1,000 projects worldwide. It’s been developed from the most complex requirements, making it extremely robust. Industry transfers, benchmarks, and best practices are all included, clearly organized.
12 weeks of professional support
You’ll have full access to the program for 12 weeks. During this time, Axel Werner and his coaches are available for two live calls per week to answer any questions, even highly specific ones. You’ll never walk alone.
2024 Gold Award:
For its innovation, the Business Profiler was honored with the Entrepreneur of the Future Award.
Entrepreneur of the Future: Axel Werner - Business Profiler
by German Insitute of Innovation for Sustainability and Digitalization
Why the Business Profiler is invaluable for managers with time constraints:
The team has a plan
Structured guidelines direct the cross–functional team toward a unified result. Endless meetings and friction are a thing of the past.
The expertise stays in–house
The knowledge gained remains entirely within the company. While you have access to professional support at any time, your investment in product & people stays in–house.
Quick ROI of at least 100%
Typically, the project pays for itself within a few weeks. If your business case becomes profitable even a month sooner, the gains can be substantial.
Success stories
Does this work in my industry?
Every industry is unique, but decision–makers tend to think alike. The key lies in learning transfers across different sectors.
The Business Profiler has proven itself in the most complex industries.
For MTU Aero Engines AG, Axel Werner and his agency completely repositioned a business unit with over €4 billion in revenue.
At Infineon Technologies AG, the methodology has been applied multiple times for new products and technologies across the globe.
Airbus AG used the positioning process to reach thousands of engineers and specialists in an international rollout.
Successful mid–size businesses, startups and agencies
have sharpened their target focus and accelerated their market entry using the Business Profiler:
“The method helped us clearly articulate the many complex aspects of our business. What I especially appreciated was the relentless focus at the end of the messaging phase. It really accelerated our progress.”
Dr. Stefan Plesser
Managing partner
synavision GmbH, Bielefeld
Leading cloud platform for digital quality management from planning to operations
“Axel and his team have been supporting our startups for many years. Thanks to his positioning work, my co-investors and I have achieved quite successful exits. For us, there's no investment without strategic due diligence using the Business Profiler.”
Christian Marchsreiter
Tech-Investor and Serial Entrepreneur, Munich
Software development and transaction platforms
“We faced maximum complexity with two companies and two teams, and Axel Werner provided us with both methodological and technical support in our positioning efforts. Without the Business Profiler, we wouldn't have advanced as quickly or be as well-positioned as we are now.”
Alexander Köth
CEO immowelt Software/ immosolve GmbH, Berlin
Industry leader in CRM systems
“We work with technically demanding B2B brands. The Business Profiler guides teams to their success priorities, unleashing new energy for marketing and sales."
Roland Braun
Managing Partner
Flavour Kommunikation GmbH, Muncih
Full-service creative agency
“Axel's method has helped several of our clients achieve clear direction in their marketing efforts. It’s incredibly precise, all summarized on a single sheet of paper. Clients really appreciate this clarity."
Holger Friedrichs
Managing Partner
PB3C GmbH, Berlin
PR in Real Estate & Finance
“The Business Profiler helps our clients quickly gain clarity about their target audiences and messaging. This, in turn, saves us from multiple rounds of revisions during the creative and production processes.”
Björn Später
CEO ID Works AG, Konstanz
Technology and Design Agency
Many clients achieving first–class results come from technical industries
Automotive OEMs & suppliers
Machinery and tool manufacturing
Aerospace engineering
Information and communication technology
Construction & real estate
Transport & logistics
About Axel Werner
25 years of experience across 1,000+ projects condensed into a single tool
Axel Werner developed this program throughout his career as a strategy consultant, advertising professional, and entrepreneur. He is one of the leading experts in B2B positioning, earning a reputation as the "specialist for tough cases."
- Studied Business Administration in the U.S. and Germany
- Strategy consultant and startup manager for a DAX–listed corporation
- Founded his first company in 1999, expanding his strategy consulting and advertising agency over two decades
The driving force behind the positioning work was often unclear agency briefs from his clients. Business profiling and strategy sessions frequently led to long–term collaborations.
In 2018, Axel transitioned out of the day–to–day advertising business and refined the Business Profiler as a web–based program. This allowed clients in the electronics industry to speed up their product launches, helped founder teams optimize their product offerings, and enabled mid–sized technical professionals to expand their sales reach.
Every element of the Business Profiler follows the guiding principle of "Enabling Excellence," empowering teams to achieve exceptional results.
Axel Werner developed this program throughout his career as a strategy consultant, advertising professional, and entrepreneur. He is one of the leading experts in B2B positioning, earning a reputation as the "specialist for tough cases."
- Studied Business Administration in the U.S. and Germany
- Strategy consultant and startup manager for a DAX–listed corporation
- Founded his first company in 1999, expanding his strategy consulting and advertising agency over two decades
The driving force behind the positioning work was often unclear agency briefs from his clients. Business profiling and strategy sessions frequently led to long–term collaborations.
In 2018, Axel transitioned out of the day-to-day advertising business and refined the Business Profiler as a web-based program. This allowed clients in the electronics industry to speed up their product launches, helped founder teams optimize their product offerings, and enabled mid-sized technical professionals to expand their sales reach.
Every element of the Business Profiler follows the guiding principle of "Enabling Excellence," empowering teams to achieve exceptional results.
How you can work with us
We are committed to ensuring your success. Together, we’ll prepare a strategy workshop that provides you with pragmatic recommendations and clear direction.
Step 1: Form subission
Share some details about your product and the challenges you're facing.
Step 2: Potential analysis
We’ll conduct a 15–minute potential analysis with you, serving as thorough preparation for a strategy workshop. We’ll discuss your goals, bottlenecks, and options.
Step 3: Strategy workshop
In a 60–minute strategy workshop, we’ll show you the specific positioning levers that will drive your success and what actions you can take with your team. You'll receive a strategy checklist and a personalized roadmap—all with no obligation and highly valuable.
FAQ: What do I need to get started?
Basic knowledge of marketing and sales is all you need to craft a top–notch positioning. The Business Profiler already contains the most comprehensive and up–to–date positioning knowledge.
Any manager with market–facing responsibilities can easily do this.
Do I need to be an experienced advertising professional?
No, you don’t. You’ll have access to 24 best-practice techniques for profiling core messages. Just follow the steps. Your detailed analyses, for which you'll receive precise instructions, will be your foundation. This will enable you to develop clear messages. The advertising pros come in when it’s time to execute.
Do I need to be good at writing?
Logical thinking is more important. The Business Profiler separates CONTENT from WORDING. You’ll first develop the right content, and only then focus on messaging. Smooth phrasing will come from the templates, examples, and tools we provide, including continuously updated ChatGPT prompts.
Do I need to know all the marketing theory?
All the theory you need is explained simply in the video sessions. Marketing terms like "USP," "unique selling proposition," "feature-benefit analysis," "market segmentation," and others are made easy to understand.
I’m a technical expert, not a businessperson—can I still do this?
As long as you understand the costs and revenues in your business case, that’s enough business acumen. Even if you don’t see yourself as a communicator, you can still develop a brilliant positioning. The work is strategic and systematic.
Do I need to be creative?
Nope, you just need to stay focused and disciplined. Stick to the Business Profiler process, and creative results will emerge in a structured way. It’s helpful to have both sales creativity and communication creativity (like from an agency) on the team, as this can fuel the process. But the discipline of the Business Profiler ensures you get focused results.
I don’t have time for this—how can I fit it in?
The Business Profiler is designed for absolute time optimization.
In fact, it will help you save time and create new personal time slots. Your discussions are clearly defined and goal-oriented, avoiding long-winded debates. With precise task instructions, examples, and practical formulas, everyone knows what to do, eliminating time-wasting guesswork. You’ll make systematic decisions based on logic and reason, avoiding the meandering of “I think...,” “I feel...,” “I believe...”
Because you’ll develop a clear focus, you’ll avoid half-hearted experiments and the wasteful spread of budgets. Most projects lose weeks because they figure out what they want only while “doing” it. The Business Profiler eliminates trial and error, speeding up your progress. It frees you from many hours of unnecessary work, giving you valuable time for strategic thinking. This significantly eases your workday. Your entire team also saves time, accelerating the marketing process.
Bottom line: you won’t need to invest extra time—you’ll gain time for yourself and your team.
Strategy requires experience—can a tool really do the job?
Oh yes, it can—and very well. The Business Profiler is a refined practical method, not a crystal ball.
It’s built on 25 years of experience with over 1,000 projects and more than 100 B2B clients, all distilled into benchmarks, examples, formulas, and logical frameworks. Many companies have already benefited from it. By simply following the step-by-step guide, you’ll achieve your goals with maximum efficiency.
Remember those who could solve a Rubik's Cube in no time? You’ve probably learned by now that there are techniques to reach the solution from any position. The Business Profiler works similarly. It’s a system that considers your specific marketing requirements and guides you to the goal: a clear focus on success-maximizing messages in marketing and sales.
We need a neutral moderator—where can we find one?
A moderator typically has three roles:
1. Structure the discussion to lead to results
2. Keep individual participants from dominating the conversation
3. Organize and align the results from flip charts, meta-plan boards, or Miro boards
For #1: With the 22 defined modules, complete with video sessions and tasks, you’ll have a crystal-clear discussion guide, ensuring you stay on topic.
For #2: The video sessions include a guide on moderating team discipline, especially for handling supervisors who might tend to speak at length.
For #3: The provided workbook and template library give you pre-structured result documents that you’ll fill out step by step during the process—no need for additional notes or minutes.
So, an external moderator isn’t necessary. However, if you still prefer an external facilitator, consider bringing in a trusted person from your agency who will also help with execution afterward. This keeps the acquired knowledge within the team.
Why clear positioning determines revenue and profitability
You’ll save not only costs but, more importantly, time! You’ll move faster, and your budget will be more targeted. This leads to greater success. A unique positioning with clear focus helps you reach profitability faster.
Here's what you'll achieve with the Business Profiler:
Develop a USP that clearly differentiates your product from the competition
Identify the right target audiences for your go-to-market strategy
Craft compelling messages that immediately activate your target audience
Finally, a clear focus for sales, marketing, and PR
There’s a clear directive for all communication tasks
No more experiments, no more excuses
Everyone is motivated and aligned
Everyone delivers the same message
Everyone is working toward the same goal
Result:
You'll gain market share faster because your marketing is more effective and your sales are more powerful.
