Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

Entrepreneurship 101 - Introduction to Marketing

on

  • 2,591 views

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

Statistics

Views

Total Views
2,591
Views on SlideShare
2,581
Embed Views
10

Actions

Likes
1
Downloads
110
Comments
0

3 Embeds 10

http://www.marsdd.com 8
http://espaciopublico.org 1
http://rodneycmcdonald.wordpress.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Entrepreneurship 101 - Introduction to Marketing Presentation Transcript

  • 1. INTRODUCTION TO TECHNOLOGY MARKETING Entrepreneurship 101 - Jon E Worren
  • 2. MENU • Definitions • Introductory Marketing • Resources & Next Lectures • The Objective: To Define Key Marketing Concepts
  • 3. MARKETING 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
  • 4. MARKETING MIX !"#$%&'( !",&-( )! *+",-'./(0%+1,'./(2-3,45/(6+""+5'./( )! <,3'(=",&-/(2,3&#%5'3/(!+.:-5'( !+&7+4,54/(8"+5$(9+:-/(;-+'%"-3(( >-":3/(?"-$,'(( 5th P: People K!3( !"#:#@#5( !1+&-(G2,3'",E%@#5H( )! A$B-"@3,54/(C+1-3(!"#:#@#5/(C+1-3( )! ?I+55-13/(?#B-"+4-/(<#&+@#53/( ;#"&-/(2,"-&'(D+"7-@54/(!%E1,&( A33#"':-5'3/(>"+53=#"'+@#5/( F-1+@#53( J5B-5'#".((
  • 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 HOW THAT 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? • Whyare you qualified to solve this problem better than your competitors? Is your uniqueness sustainable over time?
  • 8. A REAL BREAKTHROUGH.....
  • 9. WHAT NOW?
  • 10. Value Idea Validate Proposition
  • 11. A value proposition is a statement of the unique benefits delivered by your offering to the target customer.
  • 12. Wanted for business PICK YOUR TARGET CUSTOMER
  • 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 • Theproduct the customer requires in order to get the expected benefits • Differs based on market maturity • Should drive your partner strategy • Key guideline: MVP - Minimum Viable Product
  • 16. Target Customer Value Proposition Customer Product/ Problem 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 A VALUE PROPOSITION................
  • 21. SCALING THE BUSINESS Osterwalder, Alexander, Business Model Generation, 2009
  • 22. MORE MARKETING Upcoming lectures + Free Resources
  • 23. • Entrepreneur’s Toolkit: 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: Critical Value 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: Joseph Wilson • Date: December 8, 2011 • Define key parts of a crisp value proposition ! Target Customer ! Customer Problem ! Product/Solution
  • 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 & BUSINESS DEVELOPMENT • Speaker: Krista Jones, Practice Lead ICE, MaRS Advisory Services • March 9, 2011 ! Challenges facing start-ups in technology sales ! Principles of Selling Value ! Measure and Manage Technology 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 Dogterom • 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
  • 30. THANK YOU!