Stop confusing customers and start positioning your SaaS right with April Dunford

Seven startups. All seven of them acquired. 16 launched products.
All 16 of them repositioned. Roles as varied as CEO, CMO and COO.
There has never been a dull moment in April Dunford’s career.
Throughout all that, she has become the world’s foremost expert
on positioning.


Improving the context a product creates for its customers became
April’s lifelong passion. It’s why she has taken on seemingly
very different roles in the various startups and their acquirers
she joined. As she puts it, positioning encompasses the entire
organisation.


Currently, April is working on a book, which she hopes will offer
the first scalable methodology for doing positioning right.


Listen on to hear:


Why so many startups and companies fail at positioning

What are the signs you are having a positioning problem

How to start fixing your positioning and create the right
context for your customers

Examples of product repositions April has executed

What is the best way to track the effect of repositioning



April is one of many speakers we will host in Dublin at
SaaStock18 taking place October 15–17. As we are coming to the
100th episode of the podcast soon, we are offering a €100
discount on tickets to listeners. Tune in to find out more. See
who else is speaking at SaaStock18 https://www.saastock.com


 


 


 


Check out the other ways SaaStock is helping SaaS founders move
their business forward: 


SaaStock Europe: 14-15 October 2025 | Dublin, Ireland
Book you tickets: https://saastock-europe.com/tickets/


SaaStock USA 2025: April 2026 | Austin, Texas
Join the waitlist: https://saastock-usa.com/


SaaStock Founder Membership: A private members group of B2B SaaS
founders between $100K - $10M ARR who are committed to growth and
helping others (https://www.saastock.com/founder-membership/)


SaaStock Local: Monthly meet-ups in cities all around the world,
bringing together SaaS enthusiasts and experts to discuss the
most pressing topics in SaaS (https://local.saastock.com/home)