Writing the statement

A positioning statement is one or two sentences with three parts, and it is written for you and your buyer rather than for a website header. For whom: a specific group, specific enough that a member of it would recognise themselves. Instead of what: the alternative they are currently using, which is the category decision from module 2. So that: the change they get, stated as an outcome rather than a feature.

Two are worth comparing. "We provide quality career guidance for students at affordable prices" excludes nobody, names no alternative, and promises nothing checkable. "For parents of Class 11 students who are choosing a stream and are getting conflicting advice from relatives and coaching centres, we give one written recommendation with the reasoning shown, so the decision is made once rather than argued about for a year." The second is longer, and it is doing work: a person either is or is not that parent.

Then test it in the only way that matters. Say it to five people who could plausibly buy, and ask each of them, an hour later, to tell you what you do. If they cannot repeat it approximately, it is too complicated, too abstract, or too long — and a statement that cannot survive being repeated cannot spread, because word of mouth is other people saying your sentence when you are not there.