Business foundation: Any business: For whom you sell what and how? Positioning Strategy: Porter 4 Generic Strategies (Video) Ex: Match My Thesis Pricing: Product price - often gives an indication how it should be sold and channel that could be used. Bundle vs unbundle? E.g. Telecommunication companies Where is the value? Ex: Norton antivirus case study Market How big is it? Who are the competitors? How many? Market share? Segment: B2B vs B2C Ideal Customer Profile (ICP) Power of community Marketing & Sales Channels Sales Channels: Retail Distributor Door-to-door Tele sales e-shop e.g. Skill - wallmart and small local supplier (Bargaining power) Marketing Channels Offline: TV, Radio, Print Online: Obvious: Google / Facebook / Ebay / Amazon / Etsy Un-obvious: Growth Hacking Instagram: share image on instagram Linkedin: gmail contacts import Airbnb: integration with craigslist Competitive Advantage: Building a moat around the business e.g. Coca-cola and W.Buffet example. Created by: Kristijonas Zibutis CEO at Match My Thesis https://www.matchmythesis.com/

1. Business Foundation

2. Market & Competition
Customer segmentation
01
02
03
04
About me
Value proposition & Positioning
05 Marketing & Sales Channels
Competitive advantage06
Exercise07

3. 01 About me
Kristijonas Žibutis - Linkedin
Match My Thesis, Pictura API
50+ Countries
Copenhagen Business School, DK
Karate, Marathon, Ironman
Education
Business
Sports
Travel

4. Any Business: For whom
you sell what and how?
Whom - Market & Segment
What - Value Prop. & Prod.
How - Channels

7. Market &
Nich

8. Billion dollar
question
• Is there a market?
• How big is the market?
• Is it a new market or established?
• Are there competitors? How many?
• Is it easy to enter a market?

9. Good
Business e.g.

11. Value proposition &
Positioning

12. Value Proposition
=
Solved problem

13. 02
• What problem am I solving?
• How much this problem cost to solve?
• Is it a pain killer or a vitamin?
• Where does my customer see a value?

14. Porter’s Generic Strategies

15. Case E.g.
Match My Thesis -
Positioning

16. Customer
Segmentation

17. Segmentation
• B2B vs B2C
• Classical segmentation
• B2B: Company size, industry, etc.
• Demographics - Age, Sex, Edu, Income
• Non-classical segmentation
• Preferences, Interests, Tastes, etc.

18. Which clients brings the most money?
What places they visit?
Ideal Customer Profile (ICP)
What common do they have?
The more details the better
What do they read?

19. Case E.g.
Match My Thesis -
Customer segments

20. Hack - Tip
Focus on a
segment with
large and well-
linked
communities if
possible

21. Marketing &
Sales
Channels

22. Sales Channels
Distributor
e-shop
Retail
Door-to-door
Direct Sale

23. • Airbnb
• Hilton
What are the channels of:

24. • Hilton
• Airbnb
Website
Website
What are the sales
channels of:
booking.com
On-premise
Direct sales
B2C
B2B
Direct sales
B2B
B2C

25. Marketing Channels
Radio
Online
TV
Print
Obvious: Google / Facebook /
Ebay / Amazon / Etsy
Offline
Less Obvious: Growth Hacking

26. Growth Hacking
02
• Instagram: share image on facebook
• Airbnb: integration with craigslist
• Linkedin: gmail contacts import

27. Pricing &
Cost structure

28. Case E.g.
Match My Thesis -
Pricing

30. Price Discrimination
In the ideal world you would charge the each
customer the maximum amount each is willing
to pay

31. Case E.g.
Airlines and hotels -
Price Discrimination

32. Case E.g.
Telia -
Price Bundling &
Unbundling

33. Competitive
Advantage

34. Terms
• Competitive advantage?

35. Build a moat
W. Buffet

36. E.g Coca Cola

37. Case E.g.
Skill - Channel

38. Break
15 min.

39. 03
Business
Exercise

40. What’s the
market? How
big it is?

41. What market?
02
• Is there a market?
• Tomato market in ???
• Tomato market in Lithuania?

42. John Patterson
20 per day
1eur / unit
Helena James Jenna Doe
35 per day
1.2 eur / unit
20 per day
1.1 eur / unit

43. 35 units / day
12.775 units
40 units / day
14.600 units
Total Market Size
: 27.375 units

44. 35 units / day
12.775 units
15.330 eur
40 units / day
14.600 units
15.330 eur
Total Market Size
: 30.660 eur

45. Competitors &
Market Share
Helena James Jenna DoeJohn Patterson
100% 50% 50%

46. Expected
Market Share
Helena James Jenna DoeJohn Patterson
50% 33% 33%
ME
50%
ME
33%

47. Expected
Market Share
Helena James Jenna DoeJohn Patterson
50% 33% 33%
ME
50%
ME
33%
7.665 5.110 5.1107.665 5.110

49. Target segment

50. 28 - 50
Quality Conscience
Upper income (non price sensitive)
Educated
Female
Prefers to drive
Target segment

51. What we sell?

52. Better taste
Local
Ecologic - farm grown
Sustainable
Nutritious
Value Prop.

53. 28 - 50
Quality Conscience
Upper income (non price sensitive)
Educated
Female
Prefers to drive
Pricing?

54. What’s the traffic from each door?
Where does the competitor stand?
What kind of people come from each door?
Location
Traffic
Segment
Channel

56. What’s the traffic from each door?
Where does the competitor stand?
What kind of people come from each door?
Location
Traffic
Segment
Channel

57. Thanks!

58. Questions &
Answers