--- title: Create New Markets With Category Design description: Learn the tactics to execute on your Category Design Strategy. Rise above your industry crowd, find new spaces and opportunities, and drive up the value. --- - [![](https://toolkit.techstars.com/hubfs/Techstars_Logo_Black.png)](https://toolkit.techstars.com/../) - [| ← | Home | | --- | --- |](https://toolkit.techstars.com/../) - [| 1 | Build Your Lean Canvas | | --- | --- |](https://toolkit.techstars.com/build-your-lean-canvas) - [| 2 | Understand Your Customers | | --- | --- |](https://toolkit.techstars.com/understand-your-customers) - [| 3 | Give Your Elevator Pitch | | --- | --- |](https://toolkit.techstars.com/give-your-elevator-pitch) - [| 4 | Make Progress | | --- | --- |](https://toolkit.techstars.com/make-progress) - [| 5 | Check Your Progress | | --- | --- |](https://toolkit.techstars.com/check-your-progress) - [| 6 | Grow Your Business | | --- | --- |](https://toolkit.techstars.com/grow-your-business) - [| 7 | Master Your Pitch | | --- | --- |](https://toolkit.techstars.com/master-your-pitch) - [| 8 | Get More Done | | --- | --- |](https://toolkit.techstars.com/get-more-done) - [| 9 | Brand Your Business | | --- | --- |](https://toolkit.techstars.com/brand-your-business) - [| 10 | Blow Up Your Company | | --- | --- |](https://toolkit.techstars.com/blow-up-your-company) - [| 11 | Engage with Mentors | | --- | --- |](https://toolkit.techstars.com/engage-with-mentors) [![](https://toolkit.techstars.com/hubfs/ts-logo-white.png)](https://toolkit.techstars.com/../) ##### ENTREPRENEUR'S TOOLKIT # Topic 4. Create New Markets With Category Design Learn the tactics to execute on your Category Design Strategy. Featured thought leaders from [Category Design Advisors](https://www.categorydesignadvisors.com/the-experts/) Mike Damphousse and Kevin Maney, also co-author of Play Bigger book, will teach you how to use strategic Category Design to rise above your industry crowd, find new spaces and opportunities, and drive up the value in your company and attract investors. ##### WATCH THE TRAILER: ![](https://fast.wistia.com/embed/medias/2nwpkwo2do/swatch) ## What's Included in this Guide: Introduction: Category Design Strategy Focus on the Problem Create a Category Name Manage Your Suit Size Start New Conversations Set Your Process and Timeline Build Your Category Blueprint Develop Your Point of View Case Study: Replicon ##### Let's get started [Watch The Videos](https://toolkit.techstars.com/create-new-markets-category-design#chptr1) [Do the Exercises](https://toolkit.techstars.com/create-new-markets-category-design-worksheet) [Watch The Videos](https://toolkit.techstars.com/create-new-markets-category-design#chptr1) [Do the Exercises](https://toolkit.techstars.com/create-new-markets-category-design-worksheet) ##### Part 1. # Introduction: Category Design Strategy Category Design is not marketing or branding, it’s a company strategy that helps you create a new space in the market. In this section, you’ll be introduced to Category Design best practices and strategies that can launch your company ahead of the competition. ![](https://fast.wistia.com/embed/medias/15i0jd67s6/swatch) ##### Part 2. # Focus on the Problem Focusing on the solution and not the problem could lead entrepreneurs to build something the market doesn’t want or need. In this section, you’ll learn how focusing on the problem will help you communicate your solution differently to the market and attract customers. ![](https://fast.wistia.com/embed/medias/h565vjhlo7/swatch) ##### Part 3. # Create a Category Name If a category name is too complex, no one is going to use it and it’ll be hard to educate the market on what you do. In this section, you’ll learn how to develop a category name that is utilitarian, simple, and easy to understand. ![](https://fast.wistia.com/embed/medias/6wjo8bsqly/swatch) ##### Part 4. # Manage Your Suit Size When you’re developing your category name, don’t restrict your vision to now, look to grow into your suit size. This section will introduce the concept of Suit Size as it relates to Category Design strategies and how it functions to service your market today and in the future. ![](https://fast.wistia.com/embed/medias/u4u294ca62/swatch) ##### Part 5. # Start New Conversations Once you’ve developed a category name it’s time to mobilize your company. In this section, you’ll learn how to develop Lightning Strikes to shift people away from their current thought process and start thinking about your solution. ![](https://fast.wistia.com/embed/medias/3dwkd3wk7k/swatch) ##### Part 6. # Set Your Process and Timeline Developing a Category Design strategy doesn’t happen overnight, it takes ample time to set a process and timeline in place. In this section, you’ll learn how to use the category name framework and take the steps needed to accomplish your goals. ![](https://fast.wistia.com/embed/medias/luewrc9jbn/swatch) ##### Part 7. # Build Your Category Blueprint Showing, not just telling, your customers how you're solving their problem can be an effective way to communicate your vision. In this section, you’ll learn how to develop your category blueprint, the flow of your business and visual roadmap to success. ![](https://fast.wistia.com/embed/medias/znha3edtvw/swatch) ##### Part 8. # Develop Your Point of View Communicating your point of view to customers and investors is more effective when you have an emotional story that appeals to their instinct. In this section, you’ll learn how to think different, not just better, about how to articulate your category strategy. ![](https://fast.wistia.com/embed/medias/k2878nwr10/swatch) ##### Part 9. # Case Study: Replicon Learn how Category Design strategies helped this company redesign its marketing communication and create a new category instead of competing in a highly crowded space. ![](https://fast.wistia.com/embed/medias/rl4uw5vapc/swatch) # Apply Your Knowledge Continue to the worksheet where you can turn your knowledge into action. 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