BRANDING          A Secret Weapon in                               Funding, Growth & Exit                               Ad...
Are you looking to…           1.   Raise money           2.   Attract the best employees           3.   Build your busines...
Why Brand?              Lots of competition                  Hard for consumer to differentiate              Need to at...
Does Branding Work?              In The NY Times article “Maybe Its Time to Rethink The               Cost of College Pre...
TutorVista.com has been featured in           news & print to over 80 million peoplev10-6-09                Stuppy: Brandi...
“…every brand has a unique claim to           fame – an unmatched value…find           the One Thing the brand stands for ...
Building Your Brand              Stand out & stand for something                  Unique                  Desirable    ...
To build a brand, you must know the           essence of your company/product*              Who are your consumers? Lifes...
And – It’s Key – Brands Must…              Make an emotional connection with                  Consumers                ...
Brand Awareness           In addition to name retention, your brand           must include recall of:             1.   Wha...
Branding Checklist              Identify & understand your                  Core Identity                  Mission (dra...
Branding Ideas              Awareness                  Signs/posters, Events, Speeches, Conferences,                   A...
Use This Template to Compose Your           Brand Positioning Statement              To the (market target), (brand name)...
The Best Brands Drive Emotions*           Some Key Emotions for Brands are:              Love of offspring (9.1 on a 10-p...
Use branding to get a leg up              Establish coherent focus              Align employees around this focus       ...
A rising tide floats all boats              If yours can be “the brand” and represent               all that’s good about...
What’s next?              Be True To Your -----------                               School                               ...
John Stuppy background…              EDUMETRIX, Principal                  Finds education technology products & service...
v10-6-09   Stuppy: Branding   19
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Stuppy Funding, Growth & Company Sale/Exit Thru Branding

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Branding can be your secret weapon to increase sales, establish your products and company as the market leaders and attract funding and top talent. Learn how to build your brand for growth, funding, credibility, attracting the best employees, and lucrative exit.

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Stuppy Funding, Growth & Company Sale/Exit Thru Branding

  1. 1. BRANDING A Secret Weapon in Funding, Growth & Exit Advancing the Success of Your Company John Stuppy, MBA, Ph.D. john@edumetrix.com EDUMETRIX INC. Former president TutorVista.com www.edumetrix.com / JohnStuppy.comv08-21-2012 Stuppy: Branding 1
  2. 2. Are you looking to… 1. Raise money 2. Attract the best employees 3. Build your business to the best exit 4. Grow & achieve segment leadership …for your company? Consider maximizing & leveraging your company brand to achieve your goals.v10-6-09 Stuppy: Branding 2
  3. 3. Why Brand?  Lots of competition  Hard for consumer to differentiate  Need to attract the best employees  Tough financial climate today  “5 is the new 12” (valuation multiple)  Some categories have leverage  High emotion is key to branding  Eg. education brands can draw support Build your brand. Improve your company’sv10-6-09 prospects for funding, growth and exit. Stuppy: Branding 3
  4. 4. Does Branding Work?  In The NY Times article “Maybe Its Time to Rethink The Cost of College Prep” (2/28/2009)  “National companies like Kaplan Test Prep and Admissions, the Princeton Review, Sylvan Learning and TutorVista.com, offer a variety of offline and online tutoring options at a wide range of prices.”  As the former president of TutorVista.com, I led an inexpensive marketing and promotion campaign of news and carefully planned events to capture the hearts and minds of TV producers, top VC companies, consumers and the press. This valuable service and brand-building has made TutorVista worthy of mention in respected print and television news worldwide.  TutorVista continues to be highlighted today alongside market leading companies that have been in business 35- 60 years and spend $40M or more a year on advertising.v10-6-09 Stuppy: Branding 4
  5. 5. TutorVista.com has been featured in news & print to over 80 million peoplev10-6-09 Stuppy: Branding 5
  6. 6. “…every brand has a unique claim to fame – an unmatched value…find the One Thing the brand stands for at its very core and surround that thing with reason and emotion.” -- Be The Brand, David Martinv10-6-09 Stuppy: Branding 6
  7. 7. Building Your Brand  Stand out & stand for something  Unique  Desirable  Differentiate  Move out in front of the pack  Be seen in right light by the right people Must you advertise to build a brand?  NO! You can dominate a category on a modest budget and that’s the focus of this slide deck…Be one of the Big Dogs with less than a Coca-Cola or McDonald’s budget!v10-6-09 Stuppy: Branding 7
  8. 8. To build a brand, you must know the essence of your company/product*  Who are your consumers? Lifestyle profiles? Hopes & fears, pleasures and dislikes, fads?  What do people want from products in category? Must be relevant!  Likes/dislikes about the competition?  What rational & emotional needs can we meet that others have not met? What will make a meaningful difference?  How, where, with whom & when used?  How used in future? Trends we can ride? *Be The Brand, David Martinv10-6-09 Stuppy: Branding 8
  9. 9. And – It’s Key – Brands Must…  Make an emotional connection with  Consumers  Employees  Funders  Media/industry leadersv10-6-09 Stuppy: Branding 9
  10. 10. Brand Awareness In addition to name retention, your brand must include recall of: 1. What you do 2. The benefit of what you do 3. What you stand for Awareness is the first stage of selling Needs + Awareness + Emotion  Desire  Actionv10-6-09 Stuppy: Branding 10
  11. 11. Branding Checklist  Identify & understand your  Core Identity  Mission (drawn from customer insight)  Customer segment(s)  Differentiated position/defining benefit  Marketing strategy  Customer need, expectation, experience  Emotional pay-off  Talk to customers & employeesv10-6-09 Stuppy: Branding 11
  12. 12. Branding Ideas  Awareness  Signs/posters, Events, Speeches, Conferences, Announcements, Postcards, Free pilot programs, Grants  Invite media; engage lobbyists  Be relevant, interesting & desirable  Establish expertise  Real success stories, Growth, Results, Benefits, Wow-factor (innovation) as well as Now-factor (solutions are here today/relevant)  Stake your claim, sell, retain & referv10-6-09 Stuppy: Branding 12
  13. 13. Use This Template to Compose Your Brand Positioning Statement  To the (market target), (brand name), is the brand of (frame of reference) with (benefits and attributes) that (sustainable and emotional point of difference).*  Eg. To parents worried about their child’s academic success, TutorVista.com, is the brand of online tutoring that delivers the highest quality, most affordable and convenient tutoring that will help your child compete and succeed in school. *Be The Brand, David Martinv10-6-09 Stuppy: Branding 13
  14. 14. The Best Brands Drive Emotions* Some Key Emotions for Brands are:  Love of offspring (9.1 on a 10-point scale)  Parental affection (8.9)  Ambition (8.6)  Fear, Safety (7.8)  Economy (7.5)  Curiosity (7.5)  Efficiency (7.3)  Competition (7.3)  Social Distinction (6.9) *Psychology in Advertising, Albert Poffenbergerv10-6-09 Stuppy: Branding 14
  15. 15. Use branding to get a leg up  Establish coherent focus  Align employees around this focus  Drive home this message for media, employees, customers & investors so all know what you stand for  Stir your customers’ emotions  Differentiate and stake your claim  Deliver on your brand’s promisev10-6-09 Stuppy: Branding 15
  16. 16. A rising tide floats all boats  If yours can be “the brand” and represent all that’s good about your product or service niche all by yourself, GREAT!  If not, or if your category has political or other obstacles working against it, consider working with competitors to promote and strengthen your category  BUT…be sure to keep differentiated advantages in mind so you can break away from the pack and establish the value of your own brand when there’s enough “water in the bay.”v10-6-09 Stuppy: Branding 16
  17. 17. What’s next?  Be True To Your ----------- School BRAND !!!  Deliver on your promise/potentialv10-6-09 Stuppy: Branding 17
  18. 18. John Stuppy background…  EDUMETRIX, Principal  Finds education technology products & services that work  Secure the capital and provide the leadership companies need to replicate, scale and dominate their market.  Areas of expertise: funding, technology, startup, marketing, sales, operations, e-learning, branding, student achievement, test-prep, face-to-face & online tutoring, charter schools, instructional supervision, professional development.  TutorVista, President  Grew company 825%/year for 2 years to serve 500,000 students; Raised $36M from Sequoia and other top VC’s  Featured/interviewed on ABC, NBC, CBS & Fox News, NBC Today Show; time magazine and in The NY Times, The Wall Street Journal & SF Chronicle.  Sold a stake to Pearsonv10-6-09 Stuppy: Branding 18
  19. 19. v10-6-09 Stuppy: Branding 19

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