MARKETING FOR ENTREPRENEURS LECTURE 7
RECAP
WHAT ? Course Structure DISCOVER CUSTOMER NEED DEFINE CUSTOMER VALUE DELIVER CUSTOMER VALUE STARTUP. SCALEUP. SUCCEED !
WHAT ? The Startup Life Cycle
ENT : Marketing for Entrepreneurs AY 2016-2017 - Spring Semester2017 Half Semester Course - 2 January, 2017 to 18 February, 2017 Themes Dates Topics Assignments Reading (AUTHORITY) Video (AUTHORITY) a. Introductions, Course Overview; Why Startups Fail ? Can Entrepreneurship be Taught? 02-01-2017 -M 1 b. Evolution of marketing (FORTUNE) .Eric Ries (AUTHOR) Team Formation a. Problem identification for Starting Up; Best Ways to think of a Disrutpive Innovation Explained. 05-01-2017 -T 2 b. Quick & Rough Market Research Startup (FORBES) Problem Definition Clayton Christiansen (HARVARD) The Innovators Dilemma. a. Customer Segmentation & Targeting; Creating a 09-01-2017 -M 3 Clayton Christiansen NEXT Market Segmentation. Steve b. Focus: The Entrepreneur’s Advantage Customer Discovery Customer Value (HARVARD) Jobs (APPLE) a. Customer Value Proposition Proposition Lean Startup and Design Mapping Customer Pains to Vlaue b. Agile Product Development - Guest Lecture Thinking: Getting the 12-01-2017 -T 4 Proposition. Alex Osterwalder Best Out of Both (AUTHOR) Minimum Viable Product (STANFORD) Team Presentations 1 16-01-2017 -M 5
ENT : Marketing for Entrepreneurs AY 2016-2017 - Spring Semester2017 Half Semester Course - 2 January, 2017 to 18 February, 2017 Themes Dates Topics Assignments Reading (AUTHORITY) Video (AUTHORITY) a. Lean Marketing Strategy b. Case Study Market Entry & Where to Brand Positioning & Values. 19-01-2016 - T 6 Marketing Strategy Startup (INSEAD) Steve Jobs. (APPLE) a. New Brand Launch & Market Position Missed Call Marketing in Holy Grail of Marketing. Guy 23-01-2017 -M 7 b. Frugal Communication Branding, Communicating India (WHARTON) Kawasaki (AUTHOR) 26-01-2017 -T 0 Republic Day - Holiday a. Customer Acquisition & Lifecycle Management Customer Relationship; SPIN Selling. Neil Customer Needs. Clayton b. Route to Market for New Ventures 30-01-2017 -M 8 Channel Management Rackham (AUTHOR) Christiansen (HARVARD) a. Pilot Planning & Success Criteria Testing your Product the b. Market Testing Lean Startup Way. Eric Apple iPod Launch. Steve Jobs. Ries (AUTHOR) 02-02-2017 -T 9 Test Marketing (APPLE) Delivering the Startup Cardinal Sins -- Pricing Principles for New Product Customer Value Under-Pricing Your Product Offering. Bryan Stolle, Proposition Revenue Models. Steve Blank Serial Entrepreneur 06-02-2017 -M 10 Pricing Strategy (STANFORD) (FORBES) Lean Startup Metrics. Eric Ries Facebook Ads vs Google 09-02-2017 -T 11 Marketing investment & ROI Marketing Scorecard (AUTHOR) Adword (WORDSTREAM) a. Creating a First Mover Advantage Snapdeal - Connecting b. Route to Market for New Ventures the Dots between Supply Business Model Canvas. Steve 13-02-2017 - M 12 Competition Strategy & Demand (WHARTON) Blank (STANFORD) a. Scaling Up Profitably Scaling Up with Excellence. b. Pivoting : From Failure to Success 16-02-2017 -T Sutton & Singh Keys to Success. Jack Ma (STANFORD) 13 Market Expansion (ALIBABA) 18-02-2017 - 14 Final Presentations Saturday
BRAND “____________________________” ( ENT 210, 2nd Jan 2017, IITB COE, Worksheet 1 – Personal Branding) Dreams Values & Attitude & Unique Behave & Communicate Emote & & Commit & Passions Beliefs Skills Value Interact Relate Proposition What do I Want to ‘Give’ To Whom ? What do I Want to ‘Get’ From Whom ?
TEAM “______________________” (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 2 – Team Formation) Name Background Skills TEAM IDEA Role Task Time What Will The Team ‘Give’ ? What Will the Team ‘Get’ ?
TEAM “______________________” (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 3 – Problem Identification) PROPOSED CURRENT TARGET PROBLEM CUST BENEFIT TEAM EFFORT SIZE OF PRIZE Identified Team Problem
TOTAL MARKET SERVED TARGET BEACH HEAD CUSTOMER SEGMENTS
TEAM “______________________” CUSTOMER PERSONA (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 4 – Customer Discovery) BEHAVIOR GOALS PROFILE PROBLEM CHOICE COST CHANNEL PICTURE AUDIO VIDEO
TEAM “______________________” CUSTOMER VALUE PROPOSITION (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 5 – Customer Value) EMOTION BENEFITS FEATURES VALUE PROP WANT NEED GOAL COSTS COMPARISON VS. CURRENT ? VS. BENEFITS ?
TEAM “______________________” RAPID PROTOTYPE (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 6 – Rapid Prototyping) WORK LIKE FEEL LIKE LOOK LIKE VALUE PROP FEATURE BENEFIT JOB COSTS COMPARISON VS. CURRENT ? VS. BENEFITS ?
HOW ? High Engagement CLASS PARTICIPATION : 20% TEAM PRESENTATIONS : 20% FINAL PRESENTATIONS : 60% WHEN ? 2 ND Jan – 18 th Feb
CUSTOMER DEVELOPMENT
WHAT ? The Startup Life Cycle
Ack: Steve Blank
Ack: Steve Blank
THE CUSTOMER CONTINUUM Subtitle
THE CUSTOMER CONTINUUM RETUR ETURNS NS OWNINGTHE ‘NEED’ SETTING THE ‘STANDARDS’ CONSULA ONSULATIV TIVE E SE SELLING ING SOLUTI SOL UTION ON SEL SELLING NG BEN ENEFI EFIT T SE SELLI LLING FEA FEATU TURE E SE SELLI LLING LIST LIS T SE SELLI LLING EFFOR EF ORT
BRANDING
FORBES - WORLD'S MOST VALUABLE BRANDS (May 2016) #BRAND RANK BRAND SALES PROFITS MARKET VALUE BRAND VALUE 1 APPLE 233 54 586 154 2 GOOGLE 69 83 3 MICROSOFT 86 10 407 75 4 COKE 44 7 192 58 5 FACEBOOK 18 4 314 53 6 TOYOTA 235 19 177 42 7 IBM 80 13 142 41 11 SAMSUNG 177 16 162 36
STEVE JOBS VIDEO – MARKETING VALUE & BRANDING
CLASS ASSIGNMENT Subtitle
De Desi sign gn a Bi a Biscu scuit Br Bran and d & & Tagline ne For or Ind Indian an Mar arket et
POSITIONING
STEVE JOBS VIDEO – MARKETING VALUE & BRANDING
Ack: Steve Blank
Ack: Steve Blank
Ack: Steve Blank
TEAM ASSIGNMENT
TEAM “______________________” BRANDING (ENT 210, 2nd Jan 2017, IITB COE, Worksheet 7 – Branding PROOF PROMISE PURPOSE VALUE PROP FEATURES BENEFITS JOB <-EMOTIONAL ATTRIBUTE-> <-PHYSICAL ATTRIBUTE-> BRAND LOGO TAGLINE
WRAPUP
Ack: Steve Blank
ENT : Marketing for Entrepreneurs AY 2016-2017 - Spring Semester2017 Half Semester Course - 2 January, 2017 to 18 February, 2017 Themes Dates Topics Assignments Reading (AUTHORITY) Video (AUTHORITY) a. Lean Marketing Strategy b. Case Study Market Entry & Where to Brand Positioning & Values. 19-01-2016 - T 6 Marketing Strategy Startup (INSEAD) Steve Jobs. (APPLE) a. New Brand Launch & Market Position Missed Call Marketing in Holy Grail of Marketing. Guy 23-01-2017 -M 7 b. Frugal Communication Branding, Communicating India (WHARTON) Kawasaki (AUTHOR) 26-01-2017 -T 0 Republic Day - Holiday a. Customer Acquisition & Lifecycle Management Customer Relationship; SPIN Selling. Neil Customer Needs. Clayton b. Route to Market for New Ventures 30-01-2017 -M 8 Channel Management Rackham (AUTHOR) Christiansen (HARVARD) a. Pilot Planning & Success Criteria Testing your Product the b. Market Testing Lean Startup Way. Eric Apple iPod Launch. Steve Jobs. Ries (AUTHOR) 02-02-2017 -T 9 Test Marketing (APPLE) Delivering the Startup Cardinal Sins -- Pricing Principles for New Product Customer Value Under-Pricing Your Product Offering. Bryan Stolle, Proposition Revenue Models. Steve Blank Serial Entrepreneur 06-02-2017 -M 10 Pricing Strategy (STANFORD) (FORBES) Lean Startup Metrics. Eric Ries Facebook Ads vs Google 09-02-2017 -T 11 Marketing investment & ROI Marketing Scorecard (AUTHOR) Adword (WORDSTREAM) a. Creating a First Mover Advantage Snapdeal - Connecting b. Route to Market for New Ventures the Dots between Supply Business Model Canvas. Steve 13-02-2017 - M 12 Competition Strategy & Demand (WHARTON) Blank (STANFORD) a. Scaling Up Profitably Scaling Up with Excellence. b. Pivoting : From Failure to Success 16-02-2017 -T Sutton & Singh Keys to Success. Jack Ma (STANFORD) 13 Market Expansion (ALIBABA) 18-02-2017 - 14 Final Presentations Saturday
Recommend
More recommend
