Girlboss: Leveraging Core Competencies as a Differentiator

I examined Girlboss' current product/brand strategy, where they live in the vertical, and how they can leverage their core competencies to stand out in terms of content, and how they can better promote their various ventures.

GirlBoss is a new media company that creates content and experiences to “inform, entertain, and inspire action” for all girls and women in a “shame-free, lame-free zone.” Unlike competitors in the new media space also with a female-centric audience, Girlboss emphasizes professional empowerment by leveraging a network of females to inspire and support one another in the quest to get shit done.

Competitive Analysis

Audience

From the Girlboss audience, I derived two key personas that Girlboss should target with their content--the Yuppie (high earners, not rich yet) and the Yuccie (money is good, but creative money is better). Girlboss is very much in line with what the target audience of Yuppies & Yuccies are looking for in a general editorial—however—to improve and differentiate Girlboss would have to really highlight its core competency , to be the leading thought leader in professional tools and networking for female millennial audience.