Jon covers the basic concepts and principles of marketing for early stage start-ups by introducing participants to the “marketing toolkit” and using real-life examples to illustrate points that are relevant to start-ups. We address the unique challenges of marketing technology products and include tips on how to create a marketing plan for a technology start-up. See more including a video at http://www.marsdd.com/events/details.html?uuid=0e99af3d-fd22-4805-9fd2-c389608ed952

2. INTRODUCTIONTOTECHNOLOGY
MARKETING
Entrepreneurship 101 - Jon E Worren

3. MENU
• Definitions
• Introductory Marketing
• Resources & Next Lectures
• The Objective:To Define Key Marketing Concepts

4. Definition: Marketing is an
organizational function and a set of
processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.
Source: AMA
MARKETING

5. MARKETING MIX
!"#$%&'(
)! *+",-'./(0%+1,'./(2-3,45/(6+""+5'./(
!+&7+4,54/(8"+5$(9+:-/(;-+'%"-3((
!",&-(
)! <,3'(=",&-/(2,3&#%5'3/(!+.:-5'(
>-":3/(?"-$,'((
!"#:#@#5(
)! A$B-"@3,54/(C+1-3(!"#:#@#5/(C+1-3(
;#"&-/(2,"-&'(D+"7-@54/(!%E1,&(
F-1+@#53(
!1+&-(G2,3'",E%@#5H(
)! ?I+55-13/(?#B-"+4-/(<#&+@#53/(
A33#"':-5'3/(>"+53=#"'+@#5/(
J5B-5'#".((
K!3(
5th P: People

6. PRODUCT MANAGEMENT
Definition: Ensuring over time that a product or service
profitably meets the needs of customers by continually
monitoring and modifying the elements of the marketing mix,
including:
‣ the product and its features
‣ the communications strategy
‣ distribution channels and
‣ price
Source: Product Development and Management Association (PDMA)

7. LET’S SEE HOWTHAT WORKS..

8. YOUR IDEA
• The name of your business/product idea?
• What kind of problem do you solve? Is this an important
problem? Is there a big potential market?
• How is your competition solving this problem for their
customers today?
• Why are you qualified to solve this problem better than your
competitors? Is your uniqueness sustainable over time?

9. A REAL BREAKTHROUGH.....

10. WHAT NOW?

11. Idea
Value
Proposition
Validate

12. A value proposition is a statement of the unique
benefits delivered by your offering to the target
customer.

13. PICKYOURTARGET CUSTOMER
Wantedfor business

14. CUSTOMERS DIFFER
Technology Adoption Life Cycle

15. CUSTOMER PROBLEM
• C.Christensen: Job-to-be-done
• What problem are you solving for your customer?
• Is the customer aware of the problem or is it a latent problem?
• Market Analysis: Customer Needs

16. WHOLE PRODUCT
• The product the customer requires in order to get the
expected benefits
• Differs based on market maturity
• Should drive your partner strategy
• Key guideline: MVP - MinimumViable Product

17. Value Proposition
Target Customer
Customer
Problem
Product/
Solution

18. COMPETITION
• Presence of choice is competition:
‣ Economic: Spend the money on
other things
‣ Compete for domain
leadership
‣ Reference: Spend the money with
competitor
‣ Compete through
differentiation
‣ Inertia: Choose not to spend
(biggest)
‣ Compete through FUD (or
simply wait….)

19. DIFFERENTIATION

20. OK,WE HAVE ANALYZED
AND LISTENED,TWEAKED
AND REFINED OUR IDEA......

21. THAT’S AVALUE PROPOSITION................

22. Osterwalder, Alexander, Business Model Generation, 2009
SCALINGTHE BUSINESS

23. MORE MARKETING
Upcoming lectures + Free Resources

24. • Entrepreneur’sToolkit:A collection of articles, videos, workbooks
and templates to help you grow your business.
• www.marsdd.com/entrepreneurs-toolkit.html
• Relevant Workbooks:
1.Marketing Strategy:The Analytical Foundation
2.Marketing Strategy: CriticalValue Factors
3.Marketing Strategy: Strategic Marketing Approach
4.Marcom for Start-Ups (coming soon)
5.Steps in Creating Revenue Forecasts (coming soon)

25. VALUE PROPOSITION
• Speaker: Joe Wilson, Education
Advisor at MaRS
• Date: December 8, 2011
• Define key parts of a crisp value
proposition
‣ Target Customer
‣ Customer Problem

26. MARKET ANALYSIS
• Speaker: Dr Usha Srinivasan,
Director of Market Intelligence,
MaRS
• January 12, 2011
‣ The role and purpose of research
and analysis in start-ups
‣ Market Research techniques for
start-ups
‣ Market Analysis frameworks for
start-ups

27. MARKETING
COMMUNICATION
• Speaker:TBA
• February 23, 2011
‣ What is Marcom?
‣ Introducing marcom tools relevant
to tech start-ups on a tight budget
‣ Developing thought leadership

28. SALES
• Speaker: Krista Jones, Practice Lead
ICE, MaRS Advisory Services
• March 9, 2011
‣ Challenges facing start-ups in
technology sales
‣ Principles of SellingValue
‣ Measure and ManageTechnology
Sales Processes

29. DISTRIBUTION
• Speaker: Mark Zimmerman
• March 16, 2011
‣ Criteria for choosing and managing
distribution channels
‣ Pros and Cons of various types of
channel options
‣ Channel integration for start-ups

30. GO-TO MARKET STRATEGY
• Speaker: Jon Dogertom
• March 23, 2011
‣ How to prepare to enter the
marketplace
‣ Barriers to scaling and selling your
product
‣ Taking a customer-centred approach
to market entry
GTM Example for
Peter’s lecture

31. THANKYOU!