Business Development Accelerator, Small Business Marketing, Strategy, Tactics, Trends.

1. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
FIND
MY
CUSTOMERS?
Where do I

2. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
2
THIS
WORKSHOP
IS
PERFECT
FOR
YOU,
IF…
You are the business owner.
OR
You want to be that business owner.
This
business
owner
wants:
• A
different
output
• Something
that
feels
right
• Strategic
*and*
acJonable
7+2
=9

3. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
3
I’m
here
to
serve
entrepreneurs
who
want
to
do
something
good
in
the
world.
I’m
here
to
pioneer
the
evolu-on
of
business,
demone-se
marke-ng
and
PR,
to
play
my
part
in
facilita-ng
the
-pping
point
of
these
new
breed
of
leaders
emerging
across
the
planet.
How
can
I
help
you?
Hit
me
up
if
you
need
some
advice.
07720312585
www.shannoneastman.com
shannon@teachabrandtofish.com
www.linkedin.com/in/ShannonEastman
WHO AM I?

4. CONTENT:
1. Why
is
it
so
hard
to
find
customers?
2. Emerging
trends
shaping
business.
3. Find
my
customers.
FIND
MY
CUSTOMERS
-­‐
Lunch
&
Learn
-­‐
#MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish

5. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
5
1. TacJcs
before
strategy?
2. Strategy
lacking
vision?
3. Vision
missing
purpose?
4. Purpose
needing
clarity?
5. Consumer
behaviour
is
forever
changing!!
6. What
markeJng,
what
message,
what
media
-­‐
meh!!!
WHY
IS
IT
SO
HARD
TO
FIND
CUSTOMERS?
Because…

6. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
6
CUSTOMERS
WE
INNOVATE
AND
ELEVATE
WITH.
TACTICSSTRATEGY
PURPOSECLARITY VISION
FINDING
CUSTOMERS
IS
MUCH
EASIER,
WHEN
IT’S
MORE
LIKE
THIS:

7. EMERGING
TRENDS
#MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
“We don’t need or want average,
you are either brilliant or you are inferior.”
- Robert Herjavec

8. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
8
1. Tech
and
the
Glocalverse
-­‐
we
know
there’s
more
to
life,
we
want
it.
2. Millenials:
purpose
*and*
profit
or
forget
it.
3. People
buy
people.
4. Social
Tech
+
Healthy
Ac-vism
+
IT
consumerisa-on:
cloud,
SaaS.
5. “WE
space”
-­‐
shiding
gravita-onal
force
in
(org)
culture,
is
hard.
6. Always
on
with
10+
yrs
of
the
firehose;
our
nervous
systems
collapsed.
Stress
pushed
us
to
zen.
And
Now?
Now,
we
want
meaningful.
inspired
EMERGING TRENDS

9. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
9

10. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
10
More
and
more,
we
are
finding
that:
Business
owners
want
to
create
something
meaningful.
Employees
want
to
do
meaningful
work.
Customers
want
to
buy
meaningful
products.
PURPOSECLARITY VISION

11. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
11
We
are
cura-ng
the
biggest
trends
and
changes,
from
2005
-­‐
2015,
in
business
and
in
consumer
behaviour,
to
document
the
shid
to
a
more
conscience
economy.
It
will
be
ready
soon
;
)
To
get
your
free
copy,
go
here:
www.teachabrandtofish.com/conscience-­‐economy-­‐rising
GET
IT
FREE.
CONSCIENCE
ECONOMY
RISING

12. FIND
MY
CUSTOMERS
#MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
Clarity
-­‐
Purpose
-­‐Vision
Strategy
-­‐
TacJcs
-­‐
Innovate
to
Elevate

13. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
13
FINDING
YOUR
CUSTOMERS,
IS
AS
MUCH
ABOUT
UNDERSTANDING
HUMAN
BEHAVIOUR,
AS
IT
IS
ABOUT
MARKETING.
So
is;
finding
and
keeping
your;
employees,
your
partners,
and
your
own
peace
of
mind.

14. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
14
5
NATURAL
LAWS
PRECESSION
HIERARCHY
OF
PRIORITIES
PHYSIOLOGY
SO
WHAT’S
THERE
TO
KNOW
ABOUT
THESE
HUMANS?

15. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
15
KNOW BE LOVE
100
years
Human
Behaviour;
leadership,
employees,
customers
Natural
Laws
applied
in
business
to
create
sustainable
Clear
trajectory
12
months,
3
years,
100
yrs
out.
Clearly
marked
starting
point
with
high
value
plan
to
get
traction.
GROWTH
STRATEGY
12
monthsToday
FIND
MY
CLIENTS
90
days
P1
P2You
BUILD
MOMENTUM
INSPIRED
INTENTION
1.
2.
3.
4.
3
years
MARKETING
DEPT.
OF
ONE
Find.
Hire.
On-­‐board.
SO
HERE’S
ONE
WAY
TO
GROW
YOUR
BUSINESS.

16. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
16
BE
A
VALUABLE
BUSINESS
THAT
OFFERS
VALUE.
By
how
you
generate
cashflow.
#bekernotbigger
By
growth
+
endurance.

17. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
17
1. Inspired
IntenJon
2. 5x
beker
than
next
guy
3. Huge,
massive
demand
4. Compared-­‐Contrasted
5. Iterate,
iterate,
iterate
A
VALUABLE
BUSINESS
THAT
OFFERS
VALUE
HAS
THIS:

18. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
18

19. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
19
1. Starting
Point
……………………………………………………………………
Trajectory
Revealed
2. 5%
to
10%
investment……………………………………………………….
Total
Revenue
Target
3. 1:20
Buy
Ratio……………………………………………………………………
#Clients
x
Avg.
Price
4. Market
Research……………………………………………………………….
Ideal
Buyer
-­‐
Proactive
Market
5. Customer
Journey…………………………………………………….……….
Business
Dev
Plan
6. Brand
Owned
Media………………………………………………….……..
Business
Dev
Plan
7. Leadership
Trajectory.……………………………………………….………
Business
Dev
Plan
8. Marketing
Tactics
.…………………………………………….……………….
Business
Dev
Plan

20. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
20
B2C
Segments Some
Sectors B2B
Segments
1. Gen
X
-­‐
(born
1965-­‐80,
ages
34-­‐49)
2. Gen
Y
-­‐
(born
1981-­‐96,
ages
18-­‐33)
3. Gen
Z/Millennial
-­‐
(born
ader
1997,
ages
17
or
less)
4. Boomers/
Fisy
Plus
-­‐
(born
1946-­‐64,
ages
50-­‐68)
5. Silver
-­‐
(born
1928-­‐45,
ages
69-­‐86)
6. Yummy
Mummy
-­‐
The
yummy
mummy’s
life
is
bankrolled
by
a
working
husband,
she
dresses
in
designer
oukits
and
carries
the
latest
must-­‐have
bag,
with
hair
and
nails
perfectly
groomed.
7. HNWI
-­‐
High
Net
Worth
Individual
-­‐
Defined
as
having
investable
finance
in
excess
of
US$1
million.
8. Div
Dads
-­‐
Divorced
Dads
9. DINKY
-­‐
Double
Income
No
Kids
Yet
couples
10.DIY
-­‐
Do
it
Yourself
11.FHNWI
foreign
-­‐
living
abroad
1. Health
and
Beauty
2. Pharma
3. FMCG
-­‐
Fast
Moving
Consumer
Goods
4. Fashion
5. HolisJc
6. White
Goods
7. Professional
Services
8. Financial
Services
9. Engineering
&
Manufacturing
10.Nursery
11.Hi-­‐Tech
-­‐
businesses
using
the
most
advanced
technology
available.
12.Fin-­‐Tech
-­‐
businesses
using
sodware
to
provide
financial
services.
13.Nano-­‐Tech
-­‐
businesses
using
materials
and
devices
at
a
molecular
or
atomic
scale.
14.MarkeJng,
AdverJsing,
PR,
Media,
BroadcasJng
15.Wearables
16.Internet
of
Things
1. Kidpreneur
-­‐
An
entrepreneur
that
just
so
happens
to
be
a
kid!
2. Solopreneur
-­‐
An
entrepreneur
running
his/
her
business
single
handedly.
3. SOHO
-­‐
Shared
Office,
Home
Office
-­‐
It
is
a
privately
owned
and
operated
business
or
individuals
who
are
self-­‐employed
with
1-­‐4
employees.
4. Micro
Business
-­‐
Have
fewer
than
10
employees
and
a
yearly
balance
sheet
of
not
more
than
2
million
Euros.
5. Small
Business
-­‐
15-­‐50
employees
6. SME
-­‐
Small
Medium
Enterprise
7. Enterprise
8. Global
Enterprise
Professionals
in
B2B
1. Human
Resource
Directors
2. Finance
Director
3. Chief
Opera-ng
Officer
4. IT
Manager
5. Managing
Director
6. Marke-ng
Director
7. Office
Manager
Mindsets
of
B2C
Emerging
Trends Mindsets
of
B2B
• Religion,
• Poli-cs,
• Culture
• Ethnicity
• Past
experiences
• Ability
to
compare/contrast
your
product
• Early
adopters
or
laggards?
• Demone-sa-on
• Digi-se
• Democra-se
• Disrup-ve
-­‐
3D
prin-ng,
Drones,
Robots
• The
future
is
renewable
• Demterialise
• Conscious
Business
Owners
• Exit
in
3
to
5
• Lifestyle
career
• By
Leadership
style:
Kaizen,
Copera-ve,
Hierarchy,
Flat,
Holacracy
IDEAL BUYER
PROACTIVE MARKET
GET SOME FOCUS

21. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
21
Psychographics Behavioural
What
are
they
reading
and
talking
about?
What
are
they
Googling?
Find
this
by
looking
here:
• Magazines
• Books
-­‐
best
sellers
on
Amazon
(read
reviews)
• Online
communities
and
keywords
-­‐
sentences,
phrases,
words
• Blogs
and
bloggers
• Sponsors,
advertisers,
charities
in
common
• Content
-­‐
most
downloaded,
top
ten
lists?
• Mindset
-­‐
for
example,
“if
they
buy
insurance,
they
likely
don’t
believe
in
God.”
• Pain,
pleasure
Where
are
they
hanging
out?
When
and
why
are
they
going
there?
Why
are
they
going?
Find
this
by
looking
here:
• Events;
conferences,
course,
workshops,
seminars,
networking,
online
and
offline
• Key
Influencers,
Brands,
Projects
they
follow,
trust,
invest
in?
• Memberships,
associations,
industry
awards
• Preferred
method
of
communication
• Who
are
they
engaging
with
similar
to
you?
• What
are
they
doing
to
solve
their
challenge
if
not
you?
Demographics Social-­‐Technographics
Where
are
they
in
their
own
lifecycle?
Child,
young
adult,
engaged,
married,
divorced,
empty
nest,
graduate.
What
lifestyle
attributes
are
notable?
• Gender,
age,
education,
job
title
• Family
size
• Income
• Ethnicity
• Cultural
influence
• World
politics
• Religion
• Politics
How
do
they
use
social
media?
Tables,
iPhone,
Android?
Do
they
create
and
upload
content,
or
do
they
just
want
to
collect,
comment
and
share
your
content?
• http://empowered.forrester.com/tool_consumer.html
• Add
your
demographics
in
the
tool
to
get
detailed
statistics
of
your
ideal
clients.
• https://www.wolframalpha.com/input/?i=facebook+report
• https://followerwonk.com/
Geographics Brands
Similar
to
you
What
opportunities
does
geography
present?
• Post
codes
• Language
• Time
Zones
• Population
density
Three
companies
that
are
likely
being
shortlisted
with
yours
as
possible
solutions
to
their
problems.
1. Company
one
2. Company
two
3. Company
three

22. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
22
OPPORTUNITIES
ARE
ENDLESS.
1. Consumer
behaviour
is
changing
therefore
business
is
changing.
2. MarkeJng
is
changing.
3. Values,
prioriJes
and
ways
of
being,
doing,
having
are
changing.
So
what
are
2
massive
opportuniJes
for
your
business
because
of
this?

23. MARKETING
DEPARTMENTS
OF
ONE.
#MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish

24. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
24
MARKETING
DEPARTMENT
OF
ONE
Someone
with
a
pulse?
Or….
Someone
inspired?
Outputs
from
the
bridge
=
their
job
descrip-on.
StrengthsFinder
2.0
DISC
3-­‐year
co-­‐created
career
paths.

25. BUSINESS
DEVELOPMENT
ACCELERATOR
Nail
your
growth
strategy,
find
your
customers,
hire
and
on-­‐board
your
marke-ng
department
of
one.
Programmes
come
in
three
speeds:
days,
weeks,
months.
Programmes
come
with
workbooks
and
hands-­‐on
support.
call:
07720312585
email:
shannon@teachabrandtofish.com
#MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish

26. #MeaningfulMarke-ng
@ShannonEastman
@TeachBrand2Fish
@MSFTVenturesUK
26
BUSINESS
DEVELOPMENT
ACCELERATOR