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Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
Entrepreneurship 101 - Introduction to Marketing
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Entrepreneurship 101 - Introduction to Marketing

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Speaker: Jon Worren …

Speaker: Jon Worren

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

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Transcript

  • 1. INTRODUCTIONTOTECHNOLOGY MARKETING Entrepreneurship 101 - Jon E Worren
  • 2. MENU • Definitions • Introductory Marketing • Resources & Next Lectures • The Objective:To Define Key Marketing Concepts
  • 3. 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
  • 4. 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
  • 5. 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)
  • 6. LET’S SEE HOWTHAT WORKS..
  • 7. 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?
  • 8. A REAL BREAKTHROUGH.....
  • 9. WHAT NOW?
  • 10. Idea Value Proposition Validate
  • 11. A value proposition is a statement of the unique benefits delivered by your offering to the target customer.
  • 12. PICKYOURTARGET CUSTOMER Wantedfor business
  • 13. CUSTOMERS DIFFER Technology Adoption Life Cycle
  • 14. 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
  • 15. 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
  • 16. Value Proposition Target Customer Customer Problem Product/ Solution
  • 17. 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….)
  • 18. DIFFERENTIATION
  • 19. OK,WE HAVE ANALYZED AND LISTENED,TWEAKED AND REFINED OUR IDEA......
  • 20. THAT’S AVALUE PROPOSITION................
  • 21. Osterwalder, Alexander, Business Model Generation, 2009 SCALINGTHE BUSINESS
  • 22. MORE MARKETING Upcoming lectures + Free Resources
  • 23. • 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)
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. THANKYOU!

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