MARKETING FOR ENTREPRENEURS LECTURE 1 COURSE INTRODUCTION WHY ? - - PowerPoint PPT Presentation

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MARKETING FOR ENTREPRENEURS LECTURE 1 COURSE INTRODUCTION WHY ? - - PowerPoint PPT Presentation

Jan 16, 2023 236 likes •869 views

MARKETING FOR ENTREPRENEURS LECTURE 1 COURSE INTRODUCTION WHY ? The Timing is Right .... India is worlds third biggest tech start -up hub according to a report by Assocham in association with Thought Arbitrage Research Institute In the

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MARKETING FOR ENTREPRENEURS

LECTURE 1

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COURSE INTRODUCTION

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India is world’s third biggest tech start-up hub according to a report by Assocham in association with Thought Arbitrage Research Institute “In the technology-driven start-ups: US > 47,000 UK > 4500 India’s ~4,200 up to 2015,” Comprising both tech and non-tech areas US tops with 83,000 start-ups India with China in Top-10 (10,000 each). WHY ? The Timing is Right ....

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WHY ? ...The Rewards are High ....

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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)

WHY ? ...But so are the Risks...

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WHY ? ... and the Journey is Long !

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WHY StartUps Fail ?

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

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WHAT ? Course Structure

DEFINE CUSTOMER VALUE

  • STARTUP. SCALEUP. SUCCEED !

DELIVER CUSTOMER VALUE DISCOVER CUSTOMER NEED

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HOW ? High Engagement PARTICIPATION : 20% PRESENTATION (Mid) : 30% PRESENTATIONS (Final) : 50% WHEN ? 2ND Jan – 18th Feb

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TIME TABLE ? 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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HOUSE KEEPING

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CONTACT : DEVDIPP@GMAIL.COM 9820918898 (MON / THURS, MONASH BUILDING) HANDOUTS & submissions

  • 1. TEAM fOLDERS (Hard copies)
  • 2. TEAM USB (soft copies & multi media)

CUSTOMER & TEAM ENGAGEMENT KEY FOCUS 1.pICTURES 2.AUDIO RECORDINGS 3.VIDEO RECORDINGS 4.mOODLE & wa

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ENGINEERING & MARKETING?

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1 + 1 = 3

1 1 + 1 + 1 = 2 = 2

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CASE STUDY NEW COKE, 1985

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Gay Mullins, president of the Old Cola Drinkers of America, holds a six-pack

  • f the original formula

Coke which is being brought back to the market as Coca-Cola Classic, in Bellevue, Wash., July 24,

  • 1985. Mullins was

promised the first delivery by the company.

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STARTUP ??

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36 million units 80 million persons. 6,000 products 8% to GDP 45% total manufacturing output 40% to the exports from the country.

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On April 17, 2015, the Ministry of Commerce and Industry released a notification to define ‘startups’. 1.Till up to five years from the date of incorporation. 2.If its turnover does not exceed 25 crores in the last five financial years. 3.It is working towards innovation, development, deployment, and commercialisation of new products, processes, or services driven by technology or intellectual property.

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MARKETING ??

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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. (Approved October 2007) American Marketing Association Board of Directors. Accessed 2012.

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MARKETING FOR STARTUPS

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

market entry

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

market entry product upgrade

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

market entry product upgrade new product launch

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CUSTOMER UN-KNOWN SOLUTION UN-KNOWN

startups

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MARKETING FOR STARTUPS

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MARKETING EVOLUTION

( & ENGINEERING EXCELLENCE )

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Gutenberg c. 1450

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King Camp Gillette innovated the safety razor – a thin, inexpensive, disposable blade

  • f stamped steel.

And although he wasn’t the originator of the idea, but he is widely credited for inventing the “razor and blade” model. By giving away free razors, he had customers coming back to buy disposable blades.

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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These ads look ridiculous today, don’t they? Makes you wonder which ads running today will look ridiculous to our grandchildren!

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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Hartford debuted “The Locomotive” in 1867 to provide technical information to help equipment

  • wners and operators manage risk and solve
  • peration problems.

It’s probably the oldest company magazine continuously published under the same name. “The Locomotive” is now archived online.

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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Alexander Graham Bell c1876

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Guglielmo Marconi c1899

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Third Reich Broadcasting Jingle All India Radio Signature Tune

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John Logie and Philio Farnsworth c1923

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SOAP OPERA IVORY SOAP TV COMMERCIAL

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The very first webpage Tim Berners-Lee and the WWW team ever put online

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http://www.xyzed.com/SiteImages/20120303062422592.jpg

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http://www.slideshare.net/polvallssoler/growth-hacking-case-studies-to-improve-your-funnel

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HEART OF A START

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MY Skills Beliefs & Dreams CUSTOMER Wants Needs Priorities Heart Of The Start !

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MY PERSONAL BRAND

Dreams & Passions Values & Beliefs Attitude & Skills

MY

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 ?

Internal : How I Am ? External : How Others See Me ?

Mutual : What are my Gives and Gets ?

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BRAND “____________________________”

(ENT 210 - 2017, IITB COE, Worksheet 1) 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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ASSIGNMENT 1 TEAM FORMATION

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Team __________________________________

(ENT 210 - 2017, IITB COE, Worksheet 2)

Name Background Skills

TEAM DREAM

Role Task Time What Will The Team ‘Give’ ? What Will the Team ‘Get’ ?

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READING

wHY STARTUPS FAIL ? FORTUNE

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VIDEO

CAN ENTREPRENERSHIP BE TAUGHT ? eRIC rIES

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NEXT CLASS

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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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DEVDIPP@GMAIL.COM 9820918898