This document discusses key concepts for employees and businesses to consider when developing their professional strategies. It outlines the 3 Cs - customer, company, and competitors - that should be analyzed. It also details the 4 Ps - product, place, price, and promotion - which are fundamental marketing and business factors to evaluate. The document provides examples and guidance for how these concepts apply whether seeking employment or operating a business.

1. Week 4 - Capstone

2. The 3 Cs
• Customer
– As an employee, your
customer is your
employer
– As a business, your
customer is the
person (group) that
pays you for your
product or service.

3. The 3 Cs
• Company
– What is your
competitive
advantage?
– What sets you apart
from others? Is it
your passion, your
talent, your
experience, or
something else?

4. The 3 Cs
• Competitors
– Who is your competition?
• Job seekers – who else is applying to the jobs you are
seeking?
• Businesses – What other companies are offering
similar products and services?

5. The 4 Ps
• Product (or service)
– Employee: Your “product” is the skills and talents you
provide for your employer to help them achieve their
company mission. For example, as a web designer, you
help the company communicate its vision to the
public in an appealing manner.
– Remember that items like “10 years of experience”
are not skills or talents
• They can demonstrate credibility, skills and talent, but do not
in themselves present value for an employer.
• Clear communication with the employer will help define
your role and their expectations.

6. The 4 Ps
• Product (or service)
– Business: Your “product” is the benefit you sell to
your customers. For example, as a massage
therapist, you provide relaxation and physical healing.
– Remember that the massage itself is not necessarily
the benefit – if it does not provide what the customer
is looking for, they may be disappointed.
• A patient rehabilitating from an injury will likely seek a
different benefit than someone looking for relaxation.
• Make sure you communicate with the customer to recognize
what they need.

7. The 4 Ps
• Place
– Employee: Where will you work? Is work from
home an option? Will travel be required?
– Business: How will you distribute your products
and services?
• Bricks and mortar store?
• Online distribution?

8. The 4 Ps
• Price
– Employee: What is the wage/salary you expect for
your skills and talents? What benefits will you
require?
• Salary.com, Monster, the Bureau for Labor
Statistics, and other job sites are useful sources to
identify what a fair wage may be.
– Business: What price will you charge for your
product/services? How does this compare to your
competitors?

9. The 4 Ps
• Promotion
– Employee: How will you market yourself to
prospective employers?
• Personal Website
• Networking
• Job Applications (both in person and online)
– Business: How will you advertise your products
and services so that your customers will make a
buying decision in your favor?