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

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

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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

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MARK E T I NG F OR E NT RE PRE NE URS

L E CT URE 10

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RE CAP

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SLIDE 3

T he Star tup L ife Cyc le

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Cour se Str uc tur e

CRE AT E YOUR VAL UE PROP ST ART

  • UP. SCAL

E

  • UP. SUCCE

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

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ENT 210/604: Marketing for Entrepreneurs AY 2017-2018 - Spring Semester 2018 Course Plan

Dates Day Topics Assignments 22-01-2018 Monday 6

  • a. Design Thinking
  • 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.

Frugal Communication Customer Relationship; Channel Management 01-02-2018 Thursday 9

  • a. Pilot Planning & Success Criteria
  • b. Market Testing

Test Marketing 05-02-2018 Monday 10 Pricing Principles for New Product 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 Delivering the Customer Value Proposition

Final Presentations

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SLIDE 6

1,2

  • Se lf Disc o ve ry
  • T

e a m Build ing

3,4

  • Custo me r Pro b le m Id e ntific a tio n
  • Custo me r Pe rso na De finitio n

5.6

  • Custo me r Va lue Pro po sitio n
  • Ra pid Pro to typing

7,8

  • Custo me r Bra nd ing & Po sitio ning
  • Custo me r Va lid a tio n

9,10

  • Custo me r Pric ing
  • Go T
  • Ma rke t

CL ASS ASSIGNME NT S

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CUST OME R PE RSONA

T OT AL MARKE T SE RVE D T ARGE T

BE ACH HE AD

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DE SIGN T HINKING

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Ac k: Ste ve Blank

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ST ART SUP SE L L ING

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BRANDING

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  • RE

VE NUE MODE L S F OR ST ART UPS

  • Pr
  • duc t or

se r vic e is fr e e , r e ve nue fr

  • m 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
  • duc 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

  • ke r

age s)

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

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RAPID MARKE T ING

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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)

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SCAL I NG UP

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WHY ? Star tUps F ail

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

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

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PE RSONAL VAL UE

CUST OME R VAL UE E MPL OYE E VAL UE SHARE HOL DE R VAL UE HUMAN VAL UE

NE T PROMOT E R SCORE SE DE X CE RT IF ICAT ION RE T URN ON CAPIT AL E MPL OYE E SAT ISF ACT ION

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CL ASS E XE RCI SE

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

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F I NAL PRE SE NT AT I ON

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T E AM “______________________” GO T O MARKE T SUMMARY

(E NT 210, 22ND F e b 2018, IIT B COE , Workshe e t 10)

UNME TNE E D CUST OME R PE RSONA MARKE T SIZE VAL UEPROP SOL UT ION DE SIGN UNIQUE NE SS PRICE MARKE T ING PART NE RSHIP

GO T O MARKE T

---MARKE

T & CUST OME R DISCOVE RY--

1. De e p insig ht ? 2. Custo me r p ro b le m & unme t ne e d ? 3. Custo me r p e rso na ?

  • De mo g ra p hy / Ge o g ra p hy

4. Size o f the ma rke t:

  • T
  • ta l / Se rve d / Ad d re ssa b le

5. Curre nt c usto me r c ho ic e s

  • Co mp e tito rs / Sub stitute s

---PRODUCT

& SOL UT ION DE SIGN-

1. K e y De sig n e le me nts ?

  • Ha rd wa re / So ftwa re / Se rvic e

2. Uniq ue ne ss a nd Ad va nta g e s ?

  • Co mp e tito rs / Sub stitute s

3. Minimum Via b le Pro d uc t(s) ? 4. Custo me r te st re sults ? 5. T a rg e t Pric e ?

  • T

a rg e t Co st /

  • Pric ing struc ture

1. Bra nd ing : L

  • g o / T

a g line 2. Co mmunic a tio n : Online / Offline 1. Distrib uto rs : Online / Offline 2. Sup p lie rs : HW / SW / Se rvic e s

SUMMARY

Wha t Pro b le m will b e So lve d F

  • r

Who m & Ho w with Why is it Diffe re nt?

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T E AM “______________________” GO T O MARKE T SUMMARY

(E NT 210, 22ND F e b 2018, IIT B COE , Workshe e t 10)

UNME TNE E D CUST OME R PE RSONA MARKE T SIZE VAL UEPROP SOL UT ION DE SIGN UNIQUE NE SS PRICE MARKE T ING PART NE RSHIP

GO T O MARKE T