Create a Competitive Positioning Matrix for Your Salon in 3 Easy Steps

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When starting a new business, it’s important to distinguish yourself from your competitors. This step is especially true in the salon and spa industries, where beauty-conscious customers have plenty of options. What makes your biz unique, different, and better than all the rest? To answer those questions, you must first understand what your competitors are offering.

One tool marketers use to analyze and answer the questions above quickly is a competitive positioning matrix. If you’ve never created one before, “competitive positioning matrix” might sound like some complicated math equation, but it doesn’t have to be a headache. Here’s everything you need to know about creating your own competitive positioning matrix, step by step. A competitive positioning matrix is one of the most effective tools for understanding your salon's place in the market and building a competitive positioning strategy that sets you apart.

What is a Competitive Positioning Matrix?

A competitive positioning matrix is a strategic tool that helps salon owners visualize how their brand positioning compares to competitors across key attributes like price, service quality, and experience. It is a marketing tool used to compare multiple brands or companies in the same industry, typically fighting for the same customer base. Often taking the form of a spreadsheet — though it could also be a chart or graph — these tools identify strengths, weakness, positioning, unique features and services, and anything else that might give you a competitive advantage over other businesses.

Here’s some of the information typically included in a competitive positioning matrix:  

• Names and locations: Who are your competitors, and where are they located? More on this down below.

• Public messaging: What kind of message appears in each company’s marketing assets? Is there a commonly used tagline? How are you and your competitors presenting to target audiences?

• Value proposition: What do you do, and why is it worth it?

• Differentiators: Identify things that make each business unique. Common examples include services, pricing, customer service, or a plethora of other options that vary by industry.

Step 1: Define your salon competitive positioning strategy

Your competitive positioning strategy starts with defining what makes your salon unique, your value proposition, and the audience you are targeting. First things first: it’s time to tell the world what you’re all about. Figure out your unique value proposition and identify what makes your salon stand out. What are your company values? What problems can you solve effectively? Positioning is just a matter of communicating what sets your salon apart from the competition.

According to qlutch, “Your positioning strategy considers all aspects of your market: size, characteristics, demographics and psychographics, how you deliver value, and how you stack up against the competition.” Think about what you want to be known for, and track all of that information in your preferred format. A business description, substantiating points, types of services you offer — it all goes in the spreadsheet. If you’re starting out, having this positioning strategy in place will come in handy as you deploy your early marketing campaigns, too.

Step 2: Build your competitive matrix to identify salon rivals

Building your competitive matrix means identifying the right rivals. Focus on salons competing for the same clients, not every business in your area. Once your positioning is in place, it’s time to figure out who your competitors are. If a marketing pro at McDonald’s were whipping up a competitive positioning matrix, they would probably include other fast-food chains like Burger King, Wendy’s, and Shake Shack. Your competitors might be local salons, national chains, or likely some combination of the two, depending on your geographical location.

Of course, just identifying competitors by name isn’t enough. Next, you must collect the same kind of positioning information you just created for your own business — only this time, with a focus on competitors. Do your research: study these businesses’ marketing, scope out their websites for lists of services, and read customer reviews if they’re available. Once you have all of this information, you’ll better understand the current marketplace as we move on to the next step.

Step 3: Use your positioning matrix to compare and win

Your positioning matrix should reveal clear gaps in the market where your salon can own a distinct advantage over competitors. By now, not only do you have a firm grasp on your positioning, you’ve identified your nearest competitors and their value propositions. Now it’s time to review this information with a critical eye to see where your salon stands out — and find opportunities to improve. Going back to our fast food analogy, McD’s dollar menu and all-day breakfast would probably warrant direct comparisons to Burger King’s value menu and Sonic’s early morning offerings.

In other words, how do you stack up against other salons in the area when it comes to pricing, services, and other key metrics? Answer these questions honestly as you complete your matrix, and you’ll find yourself with a comprehensive tool that serves as a backbone for future marketing efforts.

Creating a competitive positioning matrix may feel intimidating, especially when comparing your salon to established businesses. Ultimately, though, this incredibly useful exercise will help set you up for success.

If you’re looking for another competitive advantage, Boulevard’s comprehensive business management platform can help take your salon to the next level. Designed specifically for premium salons and spas, Boulevard simplifies and connects all of your complex workflows, including scheduling, personalized customer details, and performance analysis.

See how Boulevard helps salon owners build a stronger competitive positioning strategy with the right tools and data.

FAQs:

What is a competitive positioning matrix?

A competitive positioning matrix is a strategic tool that helps business owners visualize how their brand compares to competitors across key attributes like price, service quality, and experience. It typically takes the form of a spreadsheet, chart, or graph and is used to identify strengths, weaknesses, and opportunities to differentiate your business in the market.

How do I create a competitive matrix for my salon?

Creating a competitive matrix for your salon involves three steps: first, define your positioning strategy by identifying your unique value proposition and target audience. Second, identify your key competitors — focus on salons competing for the same clients in your area. Third, compare your salon against those competitors across attributes like pricing, services, experience, and marketing to reveal where you have a distinct advantage.

What is the difference between a competitive matrix and a brand positioning matrix?

A competitive matrix compares multiple businesses side by side across specific attributes to identify competitive gaps and advantages. A brand positioning matrix focuses more narrowly on how a single brand is perceived relative to competitors on two key dimensions, typically plotted on an X and Y axis. Both tools serve competitive strategy but at different levels of detail.

How does competitive positioning strategy help salons grow?

A competitive positioning strategy helps salons grow by clarifying what makes them different and better than local competitors, allowing owners to make smarter decisions about pricing, services, marketing, and client targeting. When salon owners understand their competitive landscape clearly, they can focus resources on the areas that drive the most differentiation and attract the right clients.