MARKETING FOR ENTREPRENEURS LECTURE 7 RECAP WHAT ? Course - - PowerPoint PPT Presentation

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MARKETING FOR ENTREPRENEURS LECTURE 7 RECAP WHAT ? Course - - PowerPoint PPT Presentation

Sep 05, 2023 282 likes •899 views

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

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MARKETING FOR ENTREPRENEURS

LECTURE 7

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RECAP

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WHAT ? Course Structure

DEFINE CUSTOMER VALUE

  • STARTUP. SCALEUP. SUCCEED !

DELIVER CUSTOMER VALUE DISCOVER CUSTOMER NEED

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WHAT ? The Startup Life Cycle

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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) 02-01-2017 -M 1

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

Team Formation

Why Startups Fail ? (FORTUNE) Can Entrepreneurship be Taught? .Eric Ries (AUTHOR)

05-01-2017 -T 2

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

Problem Definition

Best Ways to think of a Startup (FORBES) Disrutpive Innovation Explained. Clayton Christiansen (HARVARD)

09-01-2017 -M 3

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

Customer Discovery

The Innovators Dilemma. Clayton Christiansen (HARVARD) NEXT Market Segmentation. Steve Jobs (APPLE)

12-01-2017 -T 4

  • a. Customer Value Proposition
  • b. Agile Product Development - Guest Lecture

Minimum Viable Product Lean Startup and Design Thinking: Getting the Best Out of Both (STANFORD)

Mapping Customer Pains to Vlaue

  • Proposition. Alex Osterwalder

(AUTHOR)

16-01-2017 -M 5 Team Presentations 1 Creating a Customer Value Proposition

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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) 19-01-2016 - T 6

  • a. Lean Marketing Strategy
  • b. Case Study

Marketing Strategy Market Entry & Where to Startup (INSEAD) Brand Positioning & Values. Steve Jobs. (APPLE) 23-01-2017 -M 7

  • a. New Brand Launch & Market Position
  • b. Frugal Communication

Branding, Communicating Missed Call Marketing in India (WHARTON) Holy Grail of Marketing. Guy Kawasaki (AUTHOR) 26-01-2017 -T 30-01-2017 -M 8

  • a. Customer Acquisition & Lifecycle Management
  • b. Route to Market for New Ventures

Customer Relationship; Channel Management SPIN Selling. Neil Rackham (AUTHOR)

Customer Needs. Clayton Christiansen (HARVARD)

02-02-2017 -T 9

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

Test Marketing

Testing your Product the Lean Startup Way. Eric Ries (AUTHOR)

Apple iPod Launch. Steve Jobs. (APPLE) 06-02-2017 -M 10 Pricing Principles for New Product Pricing Strategy

Startup Cardinal Sins -- Under-Pricing Your Product

  • Offering. Bryan Stolle,

Serial Entrepreneur (FORBES)

Revenue Models. Steve Blank (STANFORD) 09-02-2017 -T 11 Marketing investment & ROI Marketing Scorecard

Facebook Ads vs Google Adword (WORDSTREAM)

Lean Startup Metrics. Eric Ries (AUTHOR) 13-02-2017 - M 12

  • a. Creating a First Mover Advantage
  • b. Route to Market for New Ventures

Competition Strategy Snapdeal - Connecting the Dots between Supply & Demand (WHARTON) Business Model Canvas. Steve Blank (STANFORD) 16-02-2017 -T 13

  • a. Scaling Up Profitably
  • b. Pivoting : From Failure to Success

Market Expansion

Scaling Up with Excellence. Sutton & Singh (STANFORD)

Keys to Success. Jack Ma (ALIBABA) 18-02-2017 - Saturday 14

Final Presentations

Republic Day - Holiday Delivering the Customer Value Proposition

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BRAND “____________________________”

(ENT 210, 2nd Jan 2017, IITB COE, Worksheet 1 – Personal Branding)

Dreams & Passions Values & Beliefs Attitude & Skills Unique Value Proposition Behave & Interact

Communicate & Commit

Emote & Relate What do I Want to ‘Give’ To Whom ? What do I Want to ‘Get’ From Whom ?

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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’ ?

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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

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CUSTOMER SEGMENTS

TOTAL MARKET SERVED TARGET

BEACH HEAD

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TEAM “______________________” CUSTOMER PERSONA

(ENT 210, 2nd Jan 2017, IITB COE, Worksheet 4 – Customer Discovery)

BEHAVIOR GOALS PROFILE PROBLEM CHOICE COST CHANNEL

PICTURE AUDIO VIDEO

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TEAM “______________________” CUSTOMER VALUE PROPOSITION

(ENT 210, 2nd Jan 2017, IITB COE, Worksheet 5 – Customer Value)

EMOTION BENEFITS FEATURES VALUE PROP WANT NEED GOAL

  • VS. CURRENT ?
  • VS. BENEFITS ?

COSTS COMPARISON

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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

  • VS. CURRENT ?
  • VS. BENEFITS ?

COSTS COMPARISON

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HOW ? High Engagement CLASS PARTICIPATION : 20% TEAM PRESENTATIONS : 20% FINAL PRESENTATIONS : 60% WHEN ? 2ND Jan – 18th Feb

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CUSTOMER DEVELOPMENT

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WHAT ? The Startup Life Cycle

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Ack: Steve Blank

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Ack: Steve Blank

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THE CUSTOMER CONTINUUM

Subtitle

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RETUR ETURNS NS EF EFFOR ORT

LIS LIST T SE SELLI LLING

SETTING THE ‘STANDARDS’ CONSULA ONSULATIV TIVE E SE SELLING ING

BEN ENEFI EFIT T SE SELLI LLING FEA FEATU TURE E SE SELLI LLING

OWNINGTHE ‘NEED’

THE CUSTOMER CONTINUUM

SOL SOLUTI UTION ON SEL SELLING NG

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BRANDING

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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

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STEVE JOBS VIDEO – MARKETING VALUE & BRANDING

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CLASS ASSIGNMENT

Subtitle

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De Desi sign gn a Bi a Biscu scuit Br Bran and d & & Tagline ne For

  • r Ind

Indian an Mar arket et

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POSITIONING

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STEVE JOBS VIDEO – MARKETING VALUE & BRANDING

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Ack: Steve Blank

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Ack: Steve Blank

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Ack: Steve Blank

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TEAM ASSIGNMENT

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TEAM “______________________” BRANDING

(ENT 210, 2nd Jan 2017, IITB COE, Worksheet 7 – Branding

PROOF PROMISE PURPOSE VALUE PROP FEATURES BENEFITS JOB LOGO TAGLINE

BRAND

<-PHYSICAL ATTRIBUTE-> <-EMOTIONAL ATTRIBUTE->

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WRAPUP

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Ack: Steve Blank

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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) 19-01-2016 - T 6

  • a. Lean Marketing Strategy
  • b. Case Study

Marketing Strategy Market Entry & Where to Startup (INSEAD) Brand Positioning & Values. Steve Jobs. (APPLE) 23-01-2017 -M 7

  • a. New Brand Launch & Market Position
  • b. Frugal Communication

Branding, Communicating Missed Call Marketing in India (WHARTON) Holy Grail of Marketing. Guy Kawasaki (AUTHOR) 26-01-2017 -T 30-01-2017 -M 8

  • a. Customer Acquisition & Lifecycle Management
  • b. Route to Market for New Ventures

Customer Relationship; Channel Management SPIN Selling. Neil Rackham (AUTHOR)

Customer Needs. Clayton Christiansen (HARVARD)

02-02-2017 -T 9

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

Test Marketing

Testing your Product the Lean Startup Way. Eric Ries (AUTHOR)

Apple iPod Launch. Steve Jobs. (APPLE) 06-02-2017 -M 10 Pricing Principles for New Product Pricing Strategy

Startup Cardinal Sins -- Under-Pricing Your Product

  • Offering. Bryan Stolle,

Serial Entrepreneur (FORBES)

Revenue Models. Steve Blank (STANFORD) 09-02-2017 -T 11 Marketing investment & ROI Marketing Scorecard

Facebook Ads vs Google Adword (WORDSTREAM)

Lean Startup Metrics. Eric Ries (AUTHOR) 13-02-2017 - M 12

  • a. Creating a First Mover Advantage
  • b. Route to Market for New Ventures

Competition Strategy Snapdeal - Connecting the Dots between Supply & Demand (WHARTON) Business Model Canvas. Steve Blank (STANFORD) 16-02-2017 -T 13

  • a. Scaling Up Profitably
  • b. Pivoting : From Failure to Success

Market Expansion

Scaling Up with Excellence. Sutton & Singh (STANFORD)

Keys to Success. Jack Ma (ALIBABA) 18-02-2017 - Saturday 14

Final Presentations

Republic Day - Holiday Delivering the Customer Value Proposition