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Market Positioning: The foundation of your business strategy

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Mar 1


4:00 pm - 6:00 pm


$20 – 375


67 Broadway St.
Asheville, NC 28801 United States
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Positioning is one of the most important “business” decisions you will make. In this workshop, Regina Connell, former Director of Communications at Heath Ceramics, will share why positioning is foundational for your business, how to do it, and how it will inform everything from your strategy, your brand, your pricing, your partnerships and your communications. Regina will draw on her experiences in the maker industry as well as from industry at large.

About the presenter

Regina Connell specializes in finding the unexpected connections between people, ideas, brands, and market opportunities. 

A connector with deep expertise in the intersection where strategy, brand, media, and experiences meet, Regina specializes in helping design, lifestyle and new luxury brands position themselves to define and intensify their relationships with customers old and new. Her particular expertise lies in illuminating unexpected connections between people, ideas, brands, and market opportunities. 

Over the course of a 20 year consulting career, she’s helped a wide range of clients create and launch first-of-their-kind initiatives.  Clients have ranged from large consumer products brands (Proctor and Gamble, LEGO, Ford, Toyota) to emerging designers, architects, and makers (UmeStudio, Fyrn, the NWBLK and others).  She’s also worked with social innovators to create hybrid investment/philanthropic opportunities (Calvert, Social Capital Markets, Social Venture Partners). 

Regina was also the Director of Communications at Heath Ceramics, where she led marketing, PR, events, and collaborations through a period of significant growth and product expansion. She is also a writer and editor: she founded the magazine Handful of Salt, which covers the intersection of art, craft, and design, and contributes to design and luxury industry publications, focusing on emerging artists and the future of consumption, connection, making and meaning.

Regina holds degrees in Law from Hastings and International Relations from Stanford University.


This workshop is part of the Entrepreneur’s Workshop: Craft Your Commerce Series being offered by the Center for Craft, UNC Asheville, and Mountain BizWorks. The series includes three workshops and a special Alpine Course for makers. The sessions work great on their own, but they’re also designed to build upon one another and we encourage you to consider participating in the full series. Get your tickets below. Limited financial need-based scholarships are available. To apply for a scholarship please continue to this form. UNC Asheville students are also eligible for scholarships; contact Brent Skidmore for details.

Ticket Package Early-Bird
Thru 2/12
Starts 2/13
Market Positioning Workshop: individual ticket na $20
SOLD OUT Series Pass: all 3 workshops $65 $75
Alpine + Series Pass: the full experience for makers wanting to take the next step (note: no longer includes access to 3/15 workshop as that has sold out) $345 $375



March 1, 2018
4:00 pm - 6:00 pm
$20 – $375
Event categories:


Center for Craft
67 Broadway St.
Asheville, NC 28801 United States
+ Google Map