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

RE CAP

T he Star tup L ife Cyc le

Cour se Str uc tur e

DE F INE CUST OME R VAL UE ST ART

• UP. SCAL

E

• UP. SUCCE

E D ! DE L IVE R CUST OME R VAL UE DISCOVE R CUST OME R NE E D

BRAND “____________________________”

(ENT

210 - 2017, IIT B COE, Wo r kshe e t 1)

Dr e a ms & Pa ssions Va lue s & Be lie fs Attitude & Skills Unique Va lue Pr

• position

Be ha ve & Inte r a c t

Communic ate & Commit

E mote & Re la te Wha t do I Wa nt to ‘Give ’ T

• Whom ?

Wha t do I Wa nt to ‘Ge t’ F r

• m Whom ?

T E AM “_________________________”

(E NT 210, 8th Jan 2018, IIT B COE , Workshe e t 2)

Na me Ba c kg r

• und

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 T E AM CHOICE CUST BE NE F IT T E AM E F F ORT SIZE OF PRIZE

- - DE

SCRIPT ION- -

- - E

VAL UAT ION- -

Ide ntifie d T e a m Proble m

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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• T
• ma rke t-se g me nts-2.png

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• T
• a pplic a tio n-ra nking -v3-min.png

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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

• 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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• ac c e ssible -ux

B2B CUST OME R PE RSONA

#1 E c onomic Buye r Pe 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

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

• 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 Pe r sona: VP – Ope ra tio ns, Pla nt Ma na g e r, Ope ra to 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

• 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 Pe 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, 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

Be havior : T

his is yo ur typic al te c hie , b ring ing spe c ialise d e xpe rtise to 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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• de velopme nt-for
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tups/

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

Whe r e in the a doption c ur ve ? Se e king fe a tur e s, pr ic e or va lue ? GOAL S L

• ng T

e r m? Imme dia te ? E motiona l ? E c onomic ? Cultur a l ? Soc ia l ? PROF IL E Who ha s the pr

• ble m ?

De mog r a phy ? Ge og r a phy ? E duc a tion Inc ome ? PROBL E M Wha t is the Pr

• ble m ?

Wha t is the Unme t Ne e d

• r

Wa nt ? Implic a tion if unsolve d? Be ne fit if solve d ? CHOICE Wha t a r e c ur r e nt c hoic e s ? Wha t a dditiona l c hoic e is ne e de d ? COST Wha t a r e the c ur r e nt c osts ? One time or r e c ur r ing c osts ? CHANNE L Wha t is the pla c e of pur c ha se ? Wha t se r vic e s a nd e xpe r ie nc e dur ing buying ?

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