April Dunford is the brains behind making a startups product sparkle. After noticing the disconnect that often happens when entrepreneurs are hyper-focused on their startup for months, even years, April created a framework and action plan to strategically position the result of determination and hard work. “You’ve built a thing, it’s amazing, it has special features. Now what you have to do is step back and think, what context do I put it in so my special stuff really shines?”  April is an experienced startup executive who’s deeply interested in positioning and creating and expanding into new markets. The founder of Rocket Launch Marketing, the Toronto-based mentor and author has held executive roles at global companies and is currently an Entrepreneur in Residence at the DMZ.  In this week’s #StartupPodcast, host Rivers Corbett talks to April about her role at the SaaS North conference in Ottawa and how she’s helping entrepreneurs make their products stand out.