MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 6 RE - - PowerPoint PPT Presentation

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MARK E T I NG F OR E NT RE PRE NE URS L E CT URE 6 RE - - PowerPoint PPT Presentation

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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.

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

L E CT URE 6

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SLIDE 2

RE CAP

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SLIDE 3

T he Star tup L ife Cyc le

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SLIDE 4

Cour se Str uc tur e

DE F INE YOUR VAL UE 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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SLIDE 5

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

Dates Day Topics Assignments 04-01-2018 Thursday 1

  • a. Introductions, Course Overview;
  • b. Evolution of marketing

Team Formation 08-01-2018 Monday 2

  • a. Problem identification for Starting Up;
  • b. Quick & Rough Market Research

Problem Definition 11-01-2018 Thursday 3

  • a. Customer Segmentation & Targeting;
  • b. Focus: The Entrepreneur’s Advantage

Customer Discovery 15-01-2018 Monday 4

  • a. Customer Value Proposition
  • b. Agile Product Development

Minimum Viable Product 18-01-2018 Thursday 5 Creating the Customer Value Proposition Team Presentations 1

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SLIDE 6
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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 ?
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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’ ?

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SLIDE 9
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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

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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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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 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

  • VS. CURRE

NT ?

  • VS. BE

NE F IT S ?

COST S COMPARISON

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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

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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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F AST CYCL E SOL UT I ON DE SI GN

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DE SI GN T HI NK I NG (ACK : ST ANFORD UNI VE RSI T Y)

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E MPAT HY SI MUL AT I ON

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RAPI D PROT YT PI NG

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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
  • ve ly Cha rts -

Dia g ra mming a pp with de skto p a nd mo b ile ve rsio ns

  • F
  • 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 lb o x -

Cre a te , do c ume nt a nd sha re wire fra me s a nd pro to type s

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WIRE F RAMING T OOL S

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CL ASS E XE RCI SE

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ACCE L E RAT E D PROT OT YING 1 HR 1 DAY 1 WK L OOKS L IKE F E E L S L IKE WORKS L IKE

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T E AM ASSI GNME NT

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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 COST S ? BE NE F IT S ?

COMPARE WIT H CURRE NT OPT IONS

------WHAT

WIL L IT DO---

------HOW WIL

L IT WORK

  • --

------HOW DOE

S IT COMPARE

  • -
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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 COST S ? BE NE F IT S ?

COMPARE WIT H CURRE NT OPT IONS

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RE CAP

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T he Star tup L ife Cyc le

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Cour se Str uc tur e

DE F INE YOUR VAL UE 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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SLIDE 47
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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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SLIDE 52
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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