Kris Zanuldin, Acting VP of Emerging Commerce at American Express, gives a presentation on entrepreneurship and marketing. He covers developing an elevator pitch, understanding your target customers and environment, distribution strategies, and putting together a marketing plan. The key aspects he emphasizes are having a clear value proposition, knowing your competition and customers, getting your product or service in front of the right audiences, and setting measurable goals for success.
2. about me
Acting VP of Emerging Commerce"
@ American Express
16 years
Product Development & Marketing
New York, London and Toronto
3. what they teach you
in b-school
Product
Pricing
Place
Promotion
4. • pitch!
• know your environment
• distribution, distribution, distribution
• eyes on the prize
• putting it all together
If we only had one hour…
(practical marketing)
9. keep it simple
(speak plainly)
Instagram makes mobile photos fast,
simple, & beautiful.
#FAIL
YES!
We’re a content discovery platform that
enables personalized, geo-tagged
content to be distributed through
widescale social networks.
10. a sample pitch
“Think: part friend-finder, part
city-guide, part social-game.
Foursquare is a mobile
application that helps you keep
up with your friends while using
game mechanics to encourage
and reward users for
experiencing new things.”
12. know your personas
Sue Moore, 33
Coffee Shop Barrista
Sue has been running her coffee shop for the last 3 years. She’s
located near a busy station, so there are lot of tourists passing
by her shop.
However, most of her customers come from local businesses.
She wants to attract more people to sit outside her shop while
they wait for their trains.
She likes commuters as they tend to buy more stuff when they
are sitting there.
She’s not allowed to advertise on her windows as that’s against
local regulations.
She is allowed to have one sign outside of the shop but keeps it
as a default sign as she’s too busy to update it.
Quotes
“I get a lot of passer by trade
and would love to attract more
people within 150-200m of my
store.”
“Getting the regulars in more
often would be great!”
• 33 years old
• Married
• Turnover >$100k
• Barrista & owner
Characteristics
• Cares about customers
• Very busy day to day
• Willing to try new tools to bring in business
• Average Internet ability
• More repeat customers
• More reach
• Ideas to market her business
better
Needs
• Limited budget for advertising
• Unable to reach all the office workers nearby
• Doesn’t understand how many people see
her adverts
Pain Points
Devices
13. • 18-34 years old
• Own a House
• Income $80k-$150k
• Male
• Need to cut the
grass every week
• Have only 1 hour
• Low maintenance
This is correlation…
This is causation…
I just bought a lawnmower
know the job
21. what’s success?
Rule of thumb:
• Early: awareness, distribution,
usage, user experience
• Intermediate: sales, rev
growth, more distribution
• Maturity: profit, cost, loyalty
Your goals will change as your
business matures (keep it to <3)
25. your marketing plan
ü elevator pitch
ü customer personas
ü competitive position
ü distribution strategy & media mix
ü content strategy
ü goals