Marketing development

1. YOUR JOURNEY
Women In Action
June 2015

2. PROLOGUE
Women In Action
June 2015

3. WHAT IS YOUR ROLE?
The main problem of the women entrepreneurs is that they can
produce things but they CANT sell them
Your role in the project is help her to sell her products!
The biggest way to do so is to organize a fair where they can sell
their products but it takes more work than that

4. STEPS WHERE WE HELP THE
WOMEN
Women in Action journey
1. Create a marketing plan
2. Developing marketing materials
3. Implementing the marketing plan
4. Boost sales on fair day

5. UNDERSTANDING THE WOMEN
ENTREPRENEURS
Here, you have to know the women entrepreneur to be able to work with them. So here
are a few very important points:
1. RESPECT the women entrepreneurs. Sure they want your help, but not your judgment.
Do not make fun of them or their situation
2. Understand their education level. Most of them did not go to school. Understand that
concepts that can come easy for you and not easy for them. Now now, don’t take them
for stupid!
3. Understand that they will have other responsibilities and YOU are not their focus while
THEY ARE YOUR FOCUS!
4. Understand that they tried a lot of times before and failed! Understand that they don’t
feel the best of this and your attitude should help to motivate them!
5. Understand that we don’t have the answers and you are expected to be able to help us
find the answers. Your role is to help her find ways to sell her products. If she knew
already, she not need our help
6. Understand that your advice is not the ultimate advice. It is up to her to do what she
wants. Understand also that she trusts you and know your power in guiding her. If you
are not sure, DO NOT ADVICE!!!

6. UNDERSTANDING THE BUSINESS
OF THE ENTREPRENEURS
1. The business of the entrepreneurs are not very difficult business.
Most of them are not hard to develop skills. Therefore there is a lot
of competition for this business.
2. Because of No1, that is why the business is very localized. We have
to be able to market to the people close to her. The business is
small scale and would not require big marketing tools such as
adverts in newspaper! So you also have to make your strategies
adapted to this as well! We cannot use TV adverts as an option as
well!
3. A small amount of money might look insignificant to you but this
is the women and often her family’s, living. Your impact is small
for sure, but SIGNIFICANT!

7. CHAPTER 1: MARKETING
PLAN
Women In Action
June 2015

8. CREATING A SIMPLE PLAN
 Sentence 1: explains the purpose of the strategy.
 Sentence 2: explains how to achieve this purpose; it should describes the competitive advantage and
benefits.
 Sentence 3: describes the target market — or markets.
 Sentence 4: outlines the marketing weapons to be employed.
 Sentence 5: describes the niche — the positioning.
 Sentence 6: reveals the identity of the business.
 Sentence 7: states the budget, which should be expressed as a percentage of projected gross revenues.

9. SENTENCE 1
Explains the purpose of the strategy:
Well, obviously, it is to boost sales! DUH!
NOT NECESSARILY
The aim of the strategy might be just to get a maximum people to
know about the product.
The aim of the strategy could also be just to rebrand the product
after bad advertising.
Know why you are marketing, it will help frame your strategy!

10. SENTENCE 2
Explains how to achieve this purpose; it should describes the competitive
advantage and benefits.
First, you have to establish the value of the product? >> Why do people need this
product? What benefit does the customer get from buying your product?
Second, you have to state why your product is BETTER! Why would somehow buy
YOUR product! This is your competitive edge! If you don’t have this in beginning,
you can come back later but this step is KEY!

11. SENTENCE 3
Describes the target market — or markets.
 Geographic
 By region, country, climate.
 Demographic
 By age, gender, income, ethnicity, education, family lifecycle.
 Psychographic
 By value, attitude, lifestyle.
 Benefit
 By the benefits customers seek.
 Usage-rate
 By the amount of product bought or consumed.

12. SENTENCE 4
Outlines the marketing weapons to be employed.
Classic:
Flyers
Business cards
Posters
Local gazette
Door to door
Promotion on products
Face to face sellling
 Think of an innovative way!

13. SENTENCE 5
describes the niche — the positioning.
It should highlight something that you want your customer to remember by.
For example, if I make ice cream, my positioning is the
“Closest ice cream for children living in region A”

14. SENTENCE 6
Reveals the identity of the business.
Who are you? Who is running the business

15. SENTENCE 7
States the budget
How much does it cost?

16. EXTRA SENTENCE
Timeline of implementation!

17. CHAPTER 2: DEVELOPING
THE MATERIALS
Women In Action
June 2015

18. CAN I DO THIS?
Sure you are not a designer, but you don’t need to be, to be able to
create the materials. This is done by using tools and by copying
others!

19. TOOLS
Flyers : www.postermywall.com
Business cards: http://businesscardstar.com/
Posters : www.postermywall.com
Local gazette >> research local magazine from clubs or similar
Door to door
Promotion on products >> research techniques such as buy 1 get 1 free
Face to face selling >> co-operate with a place close-by that attracts a lot of people already!

20. CHAPTER 3:
IMPLEMENTING THE
MARKETING PLAN
Women In Action
June 2015

21. GO FOR IT!
Based on what you planned, it is time to execute!
Be ready to make changes! Be ready for the challenge and adapt
quickly. Constantly learn from mistakes and keep going!
USE LEAN STRATEGIES! REMEMBER IT IS IMPORTANT TO HAVE
VALIDATED LEARNING!
(you have to go through the lean training to understand this)

22. CHAPTER 4: FAIR
Women In Action
June 2015

23. COMING SOON…
There is another presentation where we explain this one.