MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 3 RE - PowerPoint PPT Presentation

MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 3

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T he Star tup L ife Cyc le

Cour se Str uc tur e DISCOVE R CUST OME R NE E D DE F INE CUST OME R VAL UE DE L IVE R CUST OME R VAL UE ST ART UP. SCAL E UP. SUCCE E D !

BRAND “____________________________” ( ENT 210 - 2017, IIT B COE, Wo r kshe e t 1) Communic ate Dr e a ms Va lue s & Attitude & Unique Be ha ve & E mote & & Commit & Pa ssions Be lie fs Skills Va lue Inte r a c t Re la te Pr oposition Wha t do I Wa nt to ‘Give ’ T o Whom ? Wha t do I Wa nt to ‘Ge t’ F r om Whom ?

T E AM “_________________________” (E NT 210, 8th Jan 2018, IIT B COE , Workshe e t 2) Na me Ba c kg r ound Skills T E AM IDE A Role T a sk T ime Wha t Will T he T e a m ‘Give ’ ? Wha t Will the T e a m ‘Ge t’ ?

T E AM ___________________________ : PROBL E M IDE NT IF ICAT ION (E NT 210, 8th Jan 2018, IIT B COE , Workshe e t 3) PROPOSE D CURRE NT T ARGE T PROBL E M CUST BE NE F IT T E AM E F F ORT SIZE OF PRIZE Ide ntifie d T e a m Proble m T E AM  - - DE ION- -   - - E ION- -  SCRIPT VAL UAT CHOICE

HOW T O DE F I NE YOUR T AGE T MARK E T : I NC MARK E T SE GME NT AT I ON ST E VE JOBS

CUST OME R ADOPT I ON

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MARK E T T ARGE T T I NG

Proof of Conc e pt Marke t

MARK E T SE GME NT AT I ON

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B2B SE GME NT AT I ON

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B2C SE GME NT AT I ON

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B2C CONSUME R PE RSONA

Pe rsona s Pe rso na s a re a wa y o f d e sc rib ing po te ntial use r g ro ups a nd sta ke ho ld e rs. Pe rso na s a re no t ne c e ssa rily spe c ific pe o ple , b ut the y a re the inte re sting wa ys o f c a te g o rizing a nd und e rsta nd ing the type s o f pe o ple who m a d e sig n mig ht ultima te ly a ffe c t Pe rso na s he lp inte rnal so lutio n d e ve lo pe rs visualize / e mpa thize a nd e xte rna l ma rke t d e ve lo pe rs b e tte r id e ntify po te ntia l c usto me rs

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B2B CUST OME R PE RSONA

#1 E c onomic Buye r sona : VP – F ina nc e , F ina nc e Ma na g e r, Pro c ure me nt Ma na g e r Pe r Ne e d : E c o no mic justific a tio n Que stions : Do we ha ve the Bud g e t ? Wha t is o ur re turn o n inve stme nt ? Be havior : T his b uye r a c ts a s g a te ke e pe r to the b ud g e t, whic h c a n le a d the m to b e inte re ste d in o the r lo ng -te rm a spe c ts, whic h the y inve stig a te fro m a risk pe rspe c tive . F o r e xa mple , if yo ur c o mpa ny g o e s o ut o f b usine ss, lo se s a ke y e xe c utive , o r g e ts a c q uire d , the y ne e d to kno w wha t e ffe c ts it willha ve o n the pro je c t.

#2 Use r Buye r sona: VP – Ope ra tio ns, Pla nt Ma na g e r, Ope ra to r Pe r Ne e d : Ope ra tio na l Suita b ility, Pe rfo rma nc e impro ve me nt Que stions : E va lua te use r e xpe rie nc e a nd o pe ra tio na l pe rfo rma nc e Be havior : T his pe rso n ne e d s to kno w ho w yo ur so lutio n will b e use d o n a d a ily b a sis, a nd who it will a ffe c t. T he y te nd to c o nsult with pe e rs in use r g ro ups o r c o mmunity site s to se e wha t o the rs who ha ve imple me nte d yo ur so lutio n a re sa ying a b o ut it. T he ir d ig ital b o d y la ng ua g e c a n b e ha rd to re a d , a s the ir inve stig a tio ns c a n b e e xte nsive a nd g ra nula r.

#3 T e c hnic al Buye r sona : Chie f T e c hnic a l Offic e r, Pro je c t Ma na g e r, He a d o f Qua lity, Pe r Sa fe ty Ne e d: E va lua te fe a sib ility. Que stions: Pro d uc t Spe c ific a tio ns, T e c hno lo g y use d , De sig n : T his is yo ur typic al te c hie , b ring ing spe c ialise d e xpe rtise to Be havior e valua tio n te a m. T he y wa nt to kno w a b o ut the spe c ific a tio ns, te c hnic al d e ta ils, imple me nta tio n a nd inte g ra tio n c halle ng e s, a nd e xpe c te d pro je c t c ha lle ng e s in tra nsitio n to yo ur so lutio n.

CUST OME R HYPOT HE SE S

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T E AM ASSI GNME NT

T E AM “______________________” CUST OME R PE RSONA (E NT 210, 11th Jan 2018, IIT B COE , Workshe e t 4) BE HAVIOR GOAL S PROF IL E PROBL E M CHOICE COST CHANNE L Wha t is the Whe r e in L ong T e r m? Who ha s the Pr oble m ? Wha t a r e Wha t a r e the Wha t is the the Imme dia te ? pr oble m ? c ur r e nt c ur r e nt c osts pla c e of a doption Wha t is the c hoic e s ? ? pur c ha se ? c ur ve ? E motiona l ? De mog r a phy ? Unme t Ne e d E c onomic ? Ge og r a phy ? or Wa nt ? Wha t One time or Wha t Se e king Cultur a l ? E duc a tion a dditiona l r e c ur r ing se r vic e s a nd fe a tur e s, Soc ia l ? Inc ome ? Implic a tion if c hoic e is c osts ? e xpe r ie nc e pr ic e or unsolve d? ne e de d ? dur ing va lue ? buying ? Be ne fit if solve d ? PICT URE AUDIO VIDE O

T E AM “______________________” CUST OME R PE RSONA (E NT 210, 11th Jan 2018, IIT B COE , Workshe e t 4) BE HAVIOR GOAL S PROF IL E PROBL E M CHOICE COST CHANNE L PICT URE AUDIO VIDE O

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T he Star tup L ife Cyc le

Proof of Conc e pt Marke t