# Setup Layer Positioning (B2B / Considered Purchases) Use this reference when the scorecard funnel is in setup-layered mode — the buyer needs the category framed before they will engage with an assessment. Draft the four parts in order, before any scorecard copy. ## The four-part positioning structure When in setup-layered mode, the page above the assessment runs a four-part positioning structure before the scorecard appears: 1. **Market Insight.** The unique perspective on how the category is changing or how the problem actually works. Not about your product. Frames how a smart buyer should think. 2. **Alternative Solutions Analysis.** Pros and cons of every current approach (including doing nothing). Name the alternatives explicitly. Honesty about trade-offs builds credibility. 3. **Perfect-World Scenario.** Description of an ideal solution, vendor-independent. This is where the buyer aligns with the value criteria you'll be measured on. 4. **Then the Scorecard.** Once the buyer is aligned with the worldview, the assessment becomes "let me see how I score against the ideal we just defined." Conversion rises because the scorecard is no longer the first ask. ## Where the setup work lives Setup work usually lives in the page above the scorecard CTA, in a long-form essay that links to the scorecard, or in the email sequence that drives traffic to the scorecard. It does not have to live inside the scorecard page itself — but the buyer must encounter it before they take the assessment. ## Hook pairing In setup-layered mode, use the **Market Insight hook** from the landing-page structure (see `funnel-build-specs.md`): "Here's what's changed about [category] — and what that means for how you should evaluate [solution type]." Use it when the buyer needs the worldview shift before they will accept the frustration framing. ## Differentiated value flows from the setup The three measured areas of the assessment should map to the value criteria established in the perfect-world scenario. The question the value proposition answers is not "what does this measure" but "why should I take this assessment instead of the other ones, the free articles, or just hiring a consultant?" In B2B, every value-proposition line should imply a comparison. ## Setup-layered output additions When this mode is active, the skill's output must additionally include: - The Market Insight statement. - The named alternatives with honest trade-offs. - The perfect-world scenario.