Market andCommunications for  Tech Startups  Beyond the Bench   November 2012
Agenda  Introduction CBA  Objectives for tonight  Questions
Business Consulting, Marketing  We work with our customers on   Envisioning new businesses and the products, services, ma...
Background  Diverse industry experience:   health, medical devices, telecom, environmental, sustainability,    kiosks, in...
What really matters  Entrepreneurial  Geeks, Science Guys  Communicators, Engineer, Designers  Catalysts, connectors  Abil...
Objectives  Basic understanding of what Marketing is  Explanation of the three foundational elements to any  marketing pro...
What gets marketed?           PLACESGOODS                  SERVICES  EVENTS   PERSONS          EXPERIENCESPROPERTIES      ...
Common marketing problems  How can we identify and choose profitable market segments?  How can differentiate our offer f...
Why is marketingimportant for a startup?  Because your company needs to be “loved”   Parents always love you even when th...
Marketing Definition Marketing is the Art and Science of choosing target markets and getting, keeping and growing customer...
Terms  Communications plan   Social media plan  Marketing plan        Product strategy  Sales plan            Advertising ...
Common to all the terms  Target market: A group of people who will buy the  product  Key Messages: how you describe the va...
Target Market  Pragmatic Questions  Market opportunity       Size and location of market       The market segment and i...
Market assessment:                        opportunity  Where did the information come from (secondary sources)?    Resear...
Market assessment:                        buyer characterization  Where did the information come from (primary sources)?  ...
Value PropositionCollection of reasons why a person or company benefits from buyingsomething. It is how firms differentiat...
Key messagesKey messages are the core message you want yourtarget audiences to hear and remember.    They create meaning ...
Key MessagesMessage 1   Facts   Story
Key Messages
Messaging Worksheet
Follow a pragmatic model                                                                                          A market...
The Marketing Mix Answers the common marketing questions. It is a set of controllable, tactical marketing tools that the f...
Lessons learned  Product development and marketing is a contact sport   The more contact you have with the market, potent...
Contact  Clay Braziller and Associates   604 961 6360   clay@braziller.com
Referenceshttp://www.marketingteacher.com/powerpointHarvard Business Review MagazineIpsos for market studiesVancouver Publ...
Marketing as holistic system            Senior Mgmt                                Products & ServicesMarketing Dept      ...
Implications of marketing   Who are our existing / potential customers?   What are their current / future needs?   How can...
Market Segmentation and TargetingSegmentation:     The process of dividing a market into distinct     groups of buyers wit...
Evaluating Market SegmentsSegment size and growth:     Analyze current segment sales, growth rates, and     expected profi...
Market Segmentation  Key segmenting variables:       Geographic       Demographic       Psychographic       Behavioral  Di...
Differentiation and PositioningA product’s position is:    The way the product is defined by consumers on    important att...
Evaluating Market SegmentsSegment size and growth:     Analyze current segment sales, growth rates, and     expected profi...
Differentiation and PositioningA product’s position is:    The way the product is defined by consumers on    important att...
Key Messages
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Easy Marketing and Communications for Technology Startups

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This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.

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  • © 1993-2010 Pragmatic Marketing, Inc. Page
  • No single way to segment is best. Often combine more than one variable to better define segments. Geographic- simply where people live Demographic- the easiest and most popular segmenting variable. Psychographic segmentation: Dividing a market into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation: Dividing buyers into groups based on consumer knowledge, attitudes, uses, or responses to a product. MTV- different ages favour different channels. MTV pay attention to geographical differences also.
  • Easy Marketing and Communications for Technology Startups

    1. 1. Market andCommunications for Tech Startups Beyond the Bench November 2012
    2. 2. Agenda Introduction CBA Objectives for tonight Questions
    3. 3. Business Consulting, Marketing We work with our customers on  Envisioning new businesses and the products, services, marketing and route to market.  Creating the tools to market, communicate, brand and sell.  Engaging organizations and people in dialogues that provide insights into their needs and move past fears.
    4. 4. Background Diverse industry experience:  health, medical devices, telecom, environmental, sustainability, kiosks, industrial, Diverse projects:  Market Assessment, Industrial Design, Product Development, Product Management, Business Strategy, Communications, PR, Marketing, Sales Diversity of business sizes and models:  government, not for profit, private, public, startup, fortune 500
    5. 5. What really matters Entrepreneurial Geeks, Science Guys Communicators, Engineer, Designers Catalysts, connectors Ability to see big picture and connect it to tactics Believer in the potential of technology and sustainability We are the guys who took the train set apart to see if we can make it go faster We are crazy about great design
    6. 6. Objectives Basic understanding of what Marketing is Explanation of the three foundational elements to any marketing program Examples of how to establish Key Messages, Research, Target Markets
    7. 7. What gets marketed? PLACESGOODS SERVICES EVENTS PERSONS EXPERIENCESPROPERTIES ORGANIZATIONS INFORMATION
    8. 8. Common marketing problems  How can we identify and choose profitable market segments?  How can differentiate our offer from our competition?  Who is our competition and how big is the market?  How should we react to competitors?  What should our message and brand be?  How should we organize our public relations, advertising, social media, website,  Are we selling directly or is someone selling for us?  How much should we sell the product for?
    9. 9. Why is marketingimportant for a startup? Because your company needs to be “loved”  Parents always love you even when the don’t understand what the heck you are talking about  Investor love is conditional: only after they understand you, your market, the product and how they can make money! Because your company needs customers  Parents will always show off your product to friends, even if it sucks  Customers wont let you in the front door if you don’t have a good value proposition, message, clear brand position
    10. 10. Marketing Definition Marketing is the Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. Philip Kotler
    11. 11. Terms Communications plan Social media plan Marketing plan Product strategy Sales plan Advertising plan Branding Product positioning
    12. 12. Common to all the terms Target market: A group of people who will buy the product Key Messages: how you describe the value your product and company offers Value proposition: collection of reasons why a person or company benefits from buying something
    13. 13. Target Market Pragmatic Questions  Market opportunity  Size and location of market  The market segment and its demographics  Market and Sales Characteristics  Distribution Channels  barriers (trade, legislative)  The trends technology  The trend in applications  Competitive position  Competing products in the market, what can we learn from them  How does the solution compare to other offerings  How does it compare to other organizations
    14. 14. Market assessment: opportunity Where did the information come from (secondary sources)?  Research Reports:  Articles: Economist, Harvard Business Review, Popular Mechanics  Annual Reports: Competitors  Patents What can you do with it  Calculated the sales, in units, of the competitors  Calculated the total market  Calculated the price being paid for cells  Determined future demand  Determined where the patents were being held  Created a customized SWOT
    15. 15. Market assessment: buyer characterization Where did the information come from (primary sources)?  Interviews with potential customers  Interviews with competitors What can you do with it  Learned first hand what is needed to sell into market  Understood the performance requirements  Received input into how the competition sells, and its personality  Received input on pricing  Value proposition
    16. 16. Value PropositionCollection of reasons why a person or company benefits from buyingsomething. It is how firms differentiate and position their brands in themarketplace.  What “pain” does your product solve  What will motivate them to buy your product?  How much are they willing to pay for your product?  Where do they get their information about the product?  What are the risks to buying your product?  How a customer positions your product versus your competitors
    17. 17. Key messagesKey messages are the core message you want yourtarget audiences to hear and remember.  They create meaning and headline the issue.  At a high level they are your elevator pitch  They sum up your value proposition, company values and vision  Criteria for key messages  Be believable — support with evidence  Be understood — reflect stakeholders understanding  Be distinctive — clear competitive awareness  Be agreed — company strategy  Drive your agenda  Avoid negativity  Be credible — know your stuff  Enhance positively
    18. 18. Key MessagesMessage 1 Facts Story
    19. 19. Key Messages
    20. 20. Messaging Worksheet
    21. 21. Follow a pragmatic model A market-driven model for managing and marketing technology productsStrategic Tactical Tactical Market Strategy Business Planning Programs Readiness Support © 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
    22. 22. The Marketing Mix Answers the common marketing questions. It is a set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market  Product: Variety, features, brand name, quality, design, packaging, and services.  Price: List price, discounts, allowances, payment period, and credit terms.  Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory.  Promotion: Advertising, sales promotion, public relations, and personal selling, online, offline
    23. 23. Lessons learned Product development and marketing is a contact sport  The more contact you have with the market, potential competitors, distributors etc, the better a chance you have succeeding  Innovation does not always come from engineering, it comes from listening to customer needs  Dont make it a junior activity- they and your company will take a beating  Always be open and honest on interviews Resources  Pragmatic Marketing Model  Vancouver Public Library  Harvard Business Review, The Economist  Dunn and Brad Street  Google, Gartner, Ipsos Reid, Marketresearch.com
    24. 24. Contact Clay Braziller and Associates  604 961 6360  clay@braziller.com
    25. 25. Referenceshttp://www.marketingteacher.com/powerpointHarvard Business Review MagazineIpsos for market studiesVancouver Public Library for reports
    26. 26. Marketing as holistic system Senior Mgmt Products & ServicesMarketing Dept Other Depts Communications Channels Internal Integrated Marketing Marketing Holistic Marketing Concept Performance Relationship Marketing Marketing CommodityLegal Environment Ethics Customers PartnersSales Channel Brand & CustomerRevenue Equity
    27. 27. Implications of marketing Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service? Why should customers buy from us?
    28. 28. Market Segmentation and TargetingSegmentation: The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products of marketing programs.Targeting: Involves evaluating each market segment’s attractiveness and selecting one or more segments to enter.
    29. 29. Evaluating Market SegmentsSegment size and growth: Analyze current segment sales, growth rates, and expected profitability.Segment structural attractiveness: Consider competition, existence of substitute products, and the power of buyers and suppliers.Company objectives and resources: Examine company skills and resources needed to succeed in that segment. Offer superior value and gain advantages over competitors.
    30. 30. Market Segmentation Key segmenting variables: Geographic Demographic Psychographic Behavioral Different segments desire different benefits from products.
    31. 31. Differentiation and PositioningA product’s position is: The way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. Perceptual positioning maps can help define a brand’s position relative to competitors.
    32. 32. Evaluating Market SegmentsSegment size and growth: Analyze current segment sales, growth rates, and expected profitability.Segment structural attractiveness: Consider competition, existence of substitute products, and the power of buyers and suppliers.Company objectives and resources: Examine company skills and resources needed to succeed in that segment. Offer superior value and gain advantages over competitors.
    33. 33. Differentiation and PositioningA product’s position is: The way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. Perceptual positioning maps can help define a brand’s position relative to competitors.
    34. 34. Key Messages

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