Experimenting with positioning and messaging frameworks for a Chrome extension
Positioning and messaging for SheBonk -- a ridiculous Chrome extension that lets you hit random elements on web pages with a hammer
This whole newsletter might be just a personal labubu hate projection. Or it may really be a helpful step in my PMM upskilling journey. Time will tell.
SheBonk’s role in my PMM journey + demo
Aside from being a helpful comedic relief for myself, creating SheBonk with Lovable was an interesting (and possibly useful) experience. Tamara, the
, told me a while ago that product marketers and managers are using Lovable to build MVPs for new product features. This saves them and their design team time, so I figured it is a useful skill to have as a content marketer learning PMM.Anyway, here’s the full logic behind this useless Chrome extension and what I plan to do with it.
Loom didn’t pick up on the sounds, so here’s a better demo of how it works.
Lite positioning: SheBonk vs. the internet
SheBonk is essentially a meme-esque Chrome extension. Its biggest quality is its futility and ridiculousness➡️low-stakes, frictionless fun. Users don’t have to think twice before installing this because:
It’s useless, taking pressure off decision-making
It’s quirky and somewhat fun
Its entertainment quality can be amplified in a group context (i.e., sharing it with colleagues)
Meet Abby, SheBonk’s first user persona.
In the context of over-consumerism trends, such as buying freaking furry Chucky dolls, there’s a countermovement: people who don’t get the trend and have strong opinions of those who do get it and buy the dolls, the bags, the AI water bottle, the next mainstream product.
I’ve seen it on YouTube. I’ve seen it on Instagram. It’s real: people like to complain about other people.
This Chrome extension has virality potential because of that virtual war on consumerism. It can be used in reaction videos, vlogs, or TikToks as a literal tool for ranting about bad takes and dumb trends. Its futility is the point.
SheBonk has a place in meme culture and needs a voice to match.
Here’s what NOT to read when learning about positioning.
Messaging for SheBonk: A harmless tool for online knee-capping
Given SheBonk’s meme quality and harmless violent vibes, I took the liberty of being rude and snarky. I used the PAS (problem, agitate, solution) messaging framework with added elements of empathy and (niche?) humor.
I used Canva to create a mockup landing page. Here’s how it turned out.
Next steps for SheBonk
Once (or if) 🤞🏼it goes live in Chrome Web Store, I’ll work on product strategy, launch plan, GTM, and content for all the social channels SheBonk will have a presence on. We’ll do it together, here on Substack.
We’ll look at adoption metrics, user feedback, and all that fun jazz. Until then, we wait for approval and continue studying product marketing.
Thanks for reading! If you’re new and made it this far, something must’ve pulled you in. If you’re curious to see where this is going, make it official.