This is an important question you need to ponder over ­ What do you want people to think of when they are presented with your product?

There are 4 positioning options that Indian companies selling to global markets can take:

• Category Creator Strategy: Wingify is a leader in A/B testing which was a non-­existent category when the company launched "Visual Website Optimizer" 5 years ago.
• Innovator Strategy: While BPM is not new, KiSSFLOW came up with a new way of creating and managing business process workflows, much like GMail's new mail client approach. Similarly, GrexIt entered the crowded customer support and project management market with a lightweight email centric approach.
• Low Cost Strategy: "Low Cost" is not necessary pants down "Drop the Price" approach or being "Cheap". It is really about taking the "India Advantage" and going after global markets and disrupting an existing category. Freshdesk in 2010 started as a low­ cost alternative but has transformed itself into one of the top helpdesk management solutions in the world. Remember, you want deals and your customer wants too!