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

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

Jan 12, 2024 216 likes •655 views

Introduction To Entrepreneurship [ENT 208 / ENT602] Desai Sethi Centre for Entrepreneurship Todays Session Elements of Marketing 1 Class Discussions Go To Market for Startups Problem Identification Customer Identification

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

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Today’s Session Elements of Marketing 1

  • Class Discussions
  • Go To Market for Startups
  • Problem Identification
  • Customer Identification
  • Mini Case : NeXT Customer Identification
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CL ASS DI SCUSSI ONS

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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)

ST ART UP CHAL L E NGE S

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WHY ST ART UPS F AIL ?

http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

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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?

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GO T O MARK E T F OR ST ART UPS

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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

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CUST OME R KNOWN CUST OME R UN- KNOWN SOL UT ION KNOWN SOL UT ION UN- KNOWN

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?

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

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

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

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

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

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

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http:/ / www.slide sha re .ne t/ CMF _VC/ c a se -iidf-te a m-1-e ng

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https:/ / www.linke din.c o m/ pulse / b usine ss-mo de ls-inte rne t-thing s-mo hit-a g ra wa l

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SMART CITIES- A MASSIVE OPPORTUNITY

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

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Proof of Conc e pt Marke t

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CASE : NE XT CUST OME R SE GME NT S

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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

  • duc 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

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with Apple 's har dwar e platfor ms, e ve ntually r e sulting in mac OS, iOS, watc hOS and tvOS

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ASSI GNME NT

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T E AM “______________________” CUST MOE R PROBL E M / PE RSONA / MARKE T

(E NT 208, 2ND Apr an 2018, IIT B COE , Workshe e t 1)

CUST OME R UNME T NE E D CUST OME R URGE NCY CURRE NT CHOICE CUST OME R PE RSONA T OT AL MARKE T ADDRE SSABL E MARKE T POC MARKE T

PICT URE AUDIO VIDE O

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Today’s Session Elements of Marketing 1

  • Class Discussions
  • Go To Market for Startups
  • Problem Identification
  • Customer Identification
  • Mini Case : NeXT Customer Identification
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TEAM “______________________” CUSTMOER PROBLEM / PERSONA / MARKET

(ENT 208, 2ND Apr an 2018, IITB COE, Worksheet 1)

CUSTOMER UNMET NEED CUSTOMER URGENCY CURRENT CHOICE CUSTOMER PERSONA TOTAL MARKET ADDRESSAB LE MARKET POC MARKET

PICTURE AUDIO VIDEO

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