Introduction To Entrepreneurship [ENT 208 / ENT602] Desai Sethi - PowerPoint PPT Presentation

Introduction To Entrepreneurship [ENT 208 / ENT602] Desai Sethi Centre for Entrepreneurship

Today’s Session Elements of Marketing 1  Class Discussions  Go To Market for Startups  Problem Identification  Customer Identification  Mini Case : NeXT Customer Identification

CL ASS DI SCUSSI ONS

ST ART UP CHAL L E NGE S Research by Harvard Business School’s Shikhar Ghosh* shows up to 95% of startups fail to meet their own projections !! (*http://hbswk.hbs.edu/item/why-companies-failand-how-their-founders-can-bounce-back)

WHY ST ART UPS F AIL ? http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

CL ASS DISCUSSION 2 Suc c e ssful IIT Bombay Star tups past 2 ye ar s ? 2 bar r ie r s for IIT Bombay Star tups ? 2 c r itic al he lp YOU ne e d?

GO T O MARK E T F OR ST ART UPS

WHAT IS MARKE T ING ? Marketing is the activity , set of institutions, and processes for creating, communicating, delivering , and exchanging offerings that have value for customers, clients, partners , and society at large. American Marketing Association

CUST OME R UN- KNOWN ? mar ke t e ntr y SOL UT ION SOL UT ION UN- KNOWN KNOWN ne w pr oduc t pr oduc t upgr ade launc h CUST OME R KNOWN

GO T O MARKE T F OR ST ART UPS – DISCOVE RY T O DE L IVE RY

PROBL E M I DE NT I FI CAT I ON (B2C)

PROBL E M = UN- F UL F IL L E D NE E D

PROBL E M I DE NT I FI CAT I ON (B2B)

Re puta tion Risks Ca pita l Profits Re ve nue s Sha re holde r Va lue

T E CHNOL OGY & MARK E T I NSI GHT S

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SMART CITIES- A MASSIVE OPPORTUNITY

CUST OME R I DE NT I F I CAT I ON

Proof of Conc e pt Marke t

CASE : NE XT CUST OME R SE GME NT S

Ne XT was founde d in 1985 by Jobs afte r he le ft Apple . T he c ompany de ve lope d and manufac tur e d a se r ie s of c ompute r wor kstations inte nde d for the highe r e duc ation & busine ss mar ke ts. Ne XT intr oduc e d the fir st Ne XT Compute r in 1988, and the smalle r Ne xt Station in 1990. Apple pur c hase d Ne XT in 1997 for $429 million and 1.5 million shar e s of Apple stoc k, and Ste ve Jobs r e tur ne d to Apple , T he founde r pr omise d to me r ge softwar e fr om Ne XT with Apple 's har dwar e platfor ms, e ve ntually r e sulting in mac OS, iOS, watc hOS and tvOS

ASSI GNME NT

T E AM “______________________” CUST MOE R PROBL E M / PE RSONA / MARKE T 208, 2 ND Apr an 2018, IIT (E NT B COE , Workshe e t 1) CUST OME R CUST OME R CURRE NT CUST OME R T OT AL ADDRE SSABL E POC UNME T NE E D URGE NCY CHOICE PE RSONA MARKE T MARKE T MARKE T PICT URE AUDIO VIDE O

Today’s Session Elements of Marketing 1  Class Discussions  Go To Market for Startups  Problem Identification  Customer Identification  Mini Case : NeXT Customer Identification

TEAM “______________________” CUSTMOER PROBLEM / PERSONA / MARKET (ENT 208, 2 ND Apr an 2018, IITB COE, Worksheet 1) CUSTOMER CUSTOMER CURRENT CUSTOMER TOTAL ADDRESSAB POC UNMET URGENCY CHOICE PERSONA MARKET LE MARKET MARKET NEED PICTURE AUDIO VIDEO

CLASS DISCUSSION 2 Successful IIT Bombay Startups past 2 years ? 2 barriers for IIT Bombay Startups ? 2 critical help YOU need?