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BEN Tech Startup Agile Marketing 15 November Huw Davies


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BEN Tech Startup Agile Marketing 15 November Huw Davies

  1. 1. Tech start up schoolAgile marketing November, 2011
  2. 2. What a great title for a discussion..... • Agile: – Characterized by quickness, lightness, and ease of movement; nimble(1) • Marketing: – Identifying and consistently delivering appropriate customer perceived value to target customers (2) (1) TheFreeDictionary (2) Kotler et al, Marketing Management, Pearson Education Ltd, 2009 Vertice Marketing Page 1
  3. 3. Identifying and targeting Segmentation Positioning Targeting Vertice Marketing Page 2
  4. 4. Customer perceived value Engage with all sectors in the market ecosystem to develop a profound understanding of customer perceived value Vertice Marketing Page 3
  5. 5. Ecosystem – example stakeholders Customers Governments Complementary technologies Special interest Standards Enabling groups bodies technologies Competitors Influential players Suppliers Vertice Marketing Page 4
  6. 6. Leverage the ecosystem Identify shortcuts to revenue Vertice Marketing Page 5
  7. 7. Some recent examples Vertice Marketing Page 6
  8. 8. Case study: NewCo: Internet access for the elderly NewCo + Partners Vertice Marketing Page 7
  9. 9. Case study: Audium semiconductor: Audio chips Two man marketing team Vertice Marketing Page 8
  10. 10. Summary • Understand market segments – Identify target segments – Position and differentiate within the target segments • Develop an in-depth understanding of the ecosystem • Engage with customers to develop understanding of perceived value • Leverage all relationships within the ecosystem • Continue to engage with customers, feedback perceived value into your analysis.....step & repeat Vertice Marketing Page 9
  11. 11. Final thought Understanding the ecosystem will give you the chance to back the winner Vertice Marketing Page 10