MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 10 - PowerPoint PPT Presentation

MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 10

RE CAP

T he Star tup L ife Cyc le

Cour se Str uc tur e DISCOVE R CUST OME R NE E D CRE AT E YOUR VAL UE PROP DE L IVE R VAL UE T O CUST OME R ST ART UP. SCAL E UP. SUCCE E D !

ENT 210/604: Marketing for Entrepreneurs AY 2017-2018 - Spring Semester 2018 Course Plan Dates Day Topics Assignments 22-01-2018 Monday a. Design Thinking 6 b. Rapid Prototyping Rapid Protyping 25-01-2018 Thursday 7 a. Customer Acquisition & Lifecycle Management b. Route to Market for New Ventures Branding, Communicating 29-01-2018 Monday 8 a. New Brand Launch & Market Position b. Customer Relationship; Frugal Communication Channel Management 01-02-2018 Thursday 9 a. Pilot Planning & Success Criteria Delivering the b. Market Testing Test Marketing Customer Value 05-02-2018 Monday 10 Pricing Principles for New Product Proposition Pricing Strategy 08-02-2018 Thursday 11 Marketing investment & ROI Marketing Scorecard 12-02-2018 Monday 12 a. Creating a First Mover Advantage b. Route to Market for New Ventures Competition Strategy a. Scaling Up Profitably 15-02-2018 Thursday 13 b. Pivoting : From Failure to Success Market Expansion 19-02-2018 Monday 14 Marketing of High-tech Products & Digital Marketing 22-02-2018 Thursday 15 Final Presentations

CL ASS ASSIGNME NT S • Se lf Disc o ve ry • T e a m Build ing 1,2 • Custo me r Pro b le m Id e ntific a tio n • Custo me r Pe rso na De finitio n 3,4 • Custo me r Va lue Pro po sitio n • Ra pid Pro to typing 5.6 • Custo me r Bra nd ing & Po sitio ning 7,8 • Custo me r Va lid a tio n • Custo me r Pric ing • Go T o Ma rke t 9,10

T OT AL MARKE T SE RVE D T ARGE T BE ACH HE AD CUST OME R PE RSONA

D E SIGN T HINKING

Ac k: Ste ve Blank

ST ART SUP SE L L ING

BRANDING

RE VE NUE MODE L S F OR ST ART UPS • Pr oduc t or se r vic e is fr e e , r e ve nue fr om ads (e g. F ac e book) : • F r e e mium mode l. (e g. L inke dIn) • Subsc r iption mode l. (e g.Outlook 365) • Pr inte r c ar tr idge mode l. (e g. HP) • Channe l pr ic ing (e g. Offline / Online / App) • + Cost- base d mode l (e g. Commoditie s, Unbr ande d) • Custome r Value mode l (e g. IT E S) • Pr oduc t line or fe atur e pr ic ing (e g. MS Offic e , Air line s) • T ie r e d pr ic ing (e g. Banks) • + Ope n book pr ic ing (e g. 3PL s) • T r ansac tion pr ic ing (e g. Br oke r age s) •

GROWTH HACKING NETWORK MARKETING RAPID MARKETING PRODUCT MANAGEMENT CUSTOMER DISCOVERY RAPID PROTOTYPE

RAPID MARKE T ING

HOW T O SCAL E UP YOUR T E AM T O GRE AT NE SS ? ROBE RT SUT T ON(ST ANF ORD PROF E SSOR, AUT HOR) L E ADE RSHI P / DE SI GN YOUR L I F E JI M COL L I NS (AOT HOR) / BI L L BURNE T T (ST ANF ORD PROF E SSOR)

SCAL I NG UP

WHY ? Star tUps F ail http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

STRONG CUSTOMER NEED RETURN HIGHLY CAPABLE ON CAPITAL TEAM GREAT NEW SOLUTION

NE T PROMOT E R SCORE RE T URN ON CAPIT AL CUST OME R SHARE HOL DE R VAL UE VAL UE PE RSONAL VAL UE HUMAN E MPL OYE E VAL UE VAL UE SE DE X CE RT IF ICAT ION E MPL OYE E SAT ISF ACT ION

CL ASS E XE RCI SE

L E ADE R E MPL OYE E E MPL OYE R F OL L OWE R

F I NAL PRE SE NT AT I ON

T E AM “______________________” GO T O MARKE T SUMMARY 210, 22 ND F (E NT e b 2018, IIT B COE , Workshe e t 10) UNME TNE E D CUST OME R MARKE T VAL UEPROP SOL UT ION UNIQUE NE SS PRICE PE RSONA SIZE DE SIGN  ---MARKE RY--   ---PRODUCT SIGN-  T & CUST OME R DISCOVE & SOL UT ION DE SUMMARY 1. De e p insig ht ? 1. K e y De sig n e le me nts ? 2. Custo me r p ro b le m & unme t ne e d ? Ha rd wa re / So ftwa re / Se rvic e Wha t • 3. Custo me r p e rso na ? 2. Uniq ue ne ss a nd Ad va nta g e s ? Pro b le m will De mo g ra p hy / Ge o g ra p hy Co mp e tito rs / Sub stitute s • b e So lve d F o r • 4. Size o f the ma rke t: 3. Minimum Via b le Pro d uc t(s) ? Who m & Ho w T o ta l / Se rve d / Ad d re ssa b le 4. Custo me r te st re sults ? • with Why is it 5. Curre nt c usto me r c ho ic e s 5. T a rg e t Pric e ? Diffe re nt? Co mp e tito rs / Sub stitute s T a rg e t Co st / • • Pric ing struc ture • GO T O MARKE T MARKE T ING PART NE RSHIP 1. Bra nd ing : L o g o / T a g line 1. Distrib uto rs : Online / Offline 2. Co mmunic a tio n : Online / Offline 2. Sup p lie rs : HW / SW / Se rvic e s

T E AM “______________________” GO T O MARKE T SUMMARY 210, 22 ND F (E NT e b 2018, IIT B COE , Workshe e t 10) UNME TNE E D CUST OME R MARKE T VAL UEPROP SOL UT ION UNIQUE NE SS PRICE PE RSONA SIZE DE SIGN GO T O MARKE T MARKE T ING PART NE RSHIP