MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 6
RE CAP
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 YOUR VAL UE 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 04-01-2018 Thursday a. Introductions, Course Overview; 1 b. Evolution of marketing Team Formation 08-01-2018 Monday a. Problem identification for Starting Up; 2 b. Quick & Rough Market Research Problem Definition Creating the 11-01-2018 Thursday a. Customer Segmentation & Targeting; Customer Value 3 b. Focus: The Entrepreneur’s Advantage Proposition Customer Discovery 15-01-2018 Monday a. Customer Value Proposition 4 b. Agile Product Development Minimum Viable Product 18-01-2018 Thursday Team Presentations 1 5
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
T OT AL MARKE T SE RVE D T ARGE T BE ACH HE AD CUST OME R PE RSONA
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
T E AM “______________________” CUST OME R VAL UE PROPOSIT ION (E NT 210, 2nd Jan 2017, IIT B COE , Workshe e t 5 – Custome r Value ) E MOT ION BE NE F IT S F E AT URE S VAL UEPROP WANT NE E D GOAL COST S COMPARISON VS. CURRE NT ? VS. BE NE F IT S ?
MARK E T E NT RY AND WHE RE T O ST ART I NSE AD HOL Y GRAI L OF MARK E T I NG GUY K AWASAK I
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 15-02-2018 Thursday 13 a. Scaling Up Profitably 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
F AST CYCL E SOL UT I ON DE SI GN
DE SI GN T HI NK I NG (ACK : ST ANFORD UNI VE RSI T Y)
E MPAT HY SI MUL AT I ON
RAPI D PROT YT PI NG
WIRE F RAMING T OOL S F ra me r - Mo de rn pro to typing to o l • Indig o Studio - Ra pid, inte ra c tive pro to typing • Mo c king b ird - Wire fra me s o n the fly • Simulify - Inte ra c tive , sha re a b le wire fra me s, mo c kups a nd pro to type s • So lidify - Cre a te c lic ka b le pro to type s • L o ve ly Cha rts - Dia g ra mming a pp with de skto p a nd mo b ile ve rsio ns • F o re UI- E a sy to use UI pro to typing to o l • Cre a te ly - Re a ltime dia g ra m c o lla b o ra tio n • JumpCha rt - Arc hite c ture , la yo ut a nd c o nte nt pla nning • L umzy - Mo c kup c re a tio n a nd pro to typing to o l • Co nc e pt.ly - Co nve rt wire fra me s a nd de sig ns into inte ra c tive a pps • F ra me Bo x - E a sy, simple wire fra ming • UX T o o lb o x - Cre a te , do c ume nt a nd sha re wire fra me s a nd pro to type s •
WIRE F RAMING T OOL S
CL ASS E XE RCI SE
ACCE L E RAT E D 1 HR 1 DAY 1 WK PROT OT YING L OOKS L IKE F E E L S L IKE WORKS L IKE
T E AM ASSI GNME NT
T E AM “______________________” RAPID PROT OT YPE (E NT 210, 22nd Jan 2018, IIT B COE , Workshe e t 6) WORK L IKE F E E L L IKE L OOK L IKE VAL UEPROP F E AT URE BE NE F IT JOB ------HOW WIL --- ------WHAT DO--- L IT WORK WIL L IT COMPARE WIT H CURRE NT OPT IONS COST S ? BE NE F IT S ? ------HOW DOE -- S IT COMPARE
T E AM “______________________” RAPID PROT OT YPE (E NT 210, 22nd Jan 2018, IIT B COE , Workshe e t 6) WORK L IKE F E E L L IKE L OOK L IKE VAL UEPROP F E AT URE BE NE F IT JOB COMPARE WIT H CURRE NT OPT IONS COST S ? BE NE F IT S ?
RE CAP
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 YOUR VAL UE DE L IVE R VAL UE T O CUST OME R ST ART UP. SCAL E UP. SUCCE E D !
T OT AL MARKE T SE RVE D T ARGE T BE ACH HE AD CUST OME R PE RSONA
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 15-02-2018 Thursday 13 a. Scaling Up Profitably 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
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