As the marketplace gets more crowded you need to find your unique 'position' within it in order to compete and earn profit.

Positioning goes much further than the traditional marketing approach of the fours P's of Product, Price, Place and Promotion. Positioning involves focussing on your customers needs rather than purely product. It is an outside-in approach rather than inside-out approach.

I would recommend reading the marketing classic 'Positioning' by Al Ries and Jack Trout if you want to learn more about this fantastic business concept.