This is just a sum of the knowledge i have learned for a couple of years. i hope you guys all find this useful. Please do give any thoughts, feedback or comments. Thank you.

2. Startup is (usually) a newly established business that values creative problem solving, open
communication and a flat hierarchy. In a corporate culture, core values are typically informed
by the identity of the company, including its mission statement, products and customer
service.

3. 1
2
3
4
5
6

5. 1
Creating a startup, or managing any business, is all about problem solving. Entrepreneurs who are great problem solvers in
any business are the ones that are best prepared to solve their customers’ needs effectively. In fact, every business is
about providing solutions to customer problems – no problems, no business. Problems are an everyday part of every
business and personal environment. Businesses don't grow just to grow. They don't last just to last. They thrive when the
world needs them. When they are committed to solving a problem that matters, then there is reason for them to
continue your work, to grow, to thrive.

6. 1
Ways that you can start with . . .

10. Which way do you choose to start with? What problem that your business can solve?

11. 2
After you understand the problems, you should take it down deeper, take a look at
the specific issue and what cause them. By doing this, you need to examine and
identify who owns that kind of problems. By narrowing it, you might understand the
problem deeper, know the consumer better, then giving the best advantages for
your business. Plus, the message will be strong, compelling and clear.
Having a clear vision of your expected customer base will increase your business'
chances of success

12. 2
What you need to do is SEGMENTING & TARGETING based on . . .

13. You can divide your market by this following demographical aspect, each aspect would affect your
marketing efforts.
you could understand the culture of your consumer or
simply choose the best spot to place your marketing
activity
depict you the power of their budget also
their behavior and social habits
giving you clear understanding on how they make
decisions based on their buying power
giving you clear understanding on their behavior,
thinking process and psychological traits
giving you deep understanding on how will they
react, rules, beliefs and behavior
this might give you an insight on how this specific
age group behaves, and their social habits

14. giving you clear understanding on their lifestyle
who might affect their decision making process.
giving you clear understanding on their interest
and hobbies that may affect their decision making
process
giving you clear understanding on how they would
feel, act and think

15. giving you clear understanding on what consumer
status that you will targeted. New consumer? One-
timer consumer? Or Loyal consumer?.
giving you clear understanding on what consumer
seeking as their benefit? Economical, emotional, quality
or service benefit?
giving you clear understanding of how is your
consumer consumption habits

16. Who is your target market? What is their behavior? Lifestyle? Culture?
What are they after?
What are they beliefs?
What are their expectations?

17. 3
In a market place cluttered with lots of products and brands offering similar benefits, a good positioning
makes a brand or product stand out from the rest. Positioning helps establish your product's or service's
identity within the eyes of the consumer that differ you from your competitors. It is about how do you
want to be seen by your consumer?

19. “ Apple doesn’t just think about what people
need now. They think about what people will
need later and other industries help Apple to
meet that need ” – Mary V. Davids

23. How do you want to be seen by your target market?

24. 4
A marketing effort that showcases the differences between products.
Differentiation looks to make a product more attractive by contrasting
its unique qualities with other competing The objective of differentiation
is to strengthen your positioning through distinct product or brand
attributes. Differentiation is the implementation of positioning in tangible
form.

25. 4
5 types of differentiation by Philip Kotler. . .
Product Service People Channel Image

26. Only one button No CPU

27. Only one button No CPUTo strengthen their positioning to be a brand that think beyond
and differently create innovations, they develop series of products
that integrated as their differentiation which make their
consumer life easier

29. What differentiate you from other that you do to prove your positioning?

30. 5
Any efforts, both tangible and intangible--that when come in contact with the consumers--enable them to
identify and differentiate your product from other products. It includes symbol, logo, design, but not
limited only to visual things. The objective of branding is to strengthen the differentiation offering and
the positioning that have been set.

31. Mind identity is your brand essence. What does your brand stand for? Then translate it to a
unique experience that communicates your essence as your behavior identity. Finally, create visual
identities that communicate the same essence.

32. Coca-Cola positions itself as a refreshing and thirst-
quenching soft drink that brings joy in your everyday life.
Coca-Cola has a differentiation in its image. It has built
an image of fun and happy life when you drink it

33. Coca Cola’s Mind Identity (brand essence)

34. They created a unique experience as their behavior identity, by establishing a vending machine called
happiness machine. It gave the buyer surprises to give joy in their life; to let them feel the happiness.
-- Behavior Identity --

35. Coca-cola also communicates the essence of joy and happiness through their
visual identities. For example, through their packaging.

36. What is your brand essence? How will you translate your brand essence to behavior and visual identity?

37. 6
a combination of elements that can be controlled by a company to influence
consumers to purchase its products. It is a tool that you can use to guide
you in putting the right product, in the right place, with the right price,
and with the right way. So to make it all right, all the factors should be
aligned with your target market, your positioning, differentiation and your
branding efforts.

38. 6
Product Price
Place
Promotiom
These are all the factors. . .

39. Product is something that you want to sell. Product is the heart of whole marketing mix. If the product is not attractive
to the customers, no amount of sales promotion, appropriate channel selection or price reduction will help to achieve the
marketing target. Because product play as the customer solution of a particular problem.
But great product will be less powerful without supports from the other Ps (Price, Place and Promotion)
PRODUCT

40. Price is the valuation of the product mentioned by the seller on the product. Or in other words, how much money a
consumer should spend to have your product. Market price of a product needs to be reviewed and adjusted periodically.
The price charged should be high enough to give adequate profit to the company but low enough to motivate consumers
to purchase product. Price plays role as the consumer cost.
PRODUCT
PRICE

41. Place is a channel (offline or online or both) where you deliver the product to the consumer. You have to select a place
which is convenient, economical, suitable, and align with the brand to distribute your product. Place itself plays role as the
consumer convenient
PRODUCT
PLACE
PRICE

42. Promotion is the persuasive communication about the product offered . The trickiest part about promotion is making sure
that the money that you spend is in form of an investment, not a cost. You should understand that a promotion investment
could have two possible purpose, it is between image building (to make your brand more attractive in the eye of your
target market) or to spur sales (creating the first transaction by your target market, thus creating a possible second
transaction). Promotion plays role as the consumer communication.
PRODUCT
PROMOTION
PLACE
PRICE

43. Her name is Olin. She wanted to create a t-shirt start up. . .
So she determined her target market, which is. . .
Then she created a start up called. . .
With the 4Ps as follow. . .
Positioning: T-shirt that goes beyond looking good with
creative artwork that manifest the human life
Differentiation: High Quality Fashion & Quirky Artworks
Branding: Western, young image & quirky, high quality fashion

44. Monstore’s positioning, differentiation, branding and its target
market preferences are well-translated into their product.

45. Rp. 199.000 – Rp 499.000
Monstore’s “price” is also aligned with its positioning and branding, because
it communicates that Monstore is a high quality fashion. On the other side,
the price is still affordable among its target market

46. Heymonstore.com The Goods Dept Monstore Embrio
Monstore’s “place” is also aligned with its positioning, branding, differentiation,
and its target market. Its distribution channels / touch points, both online
and offline, are designed as quirky as possible and are very attractive to
young segment.

47. The main purpose is to strengthen brand image. Because sponsorship-type
promotion will strengthen the association between the brand and the
event. So that Monstore image will be effected by DWP image which is
young and wild. But that is actually good because it is align with
Monstore’s brand essence.

48. The main purpose is to drive sales. As the cost of obtaining
Monstore’s t-shirts is decreasing, this price-cutting effort
will encourage people to buy more. Also, fast.

49. As you can see, the product, price, place, and promotion of Monstore
match its target market behavior and lifestyle, differentiation, branding
and positioning. That is why Monstore is awarded as one of the local
brands that has strong startup concept, as well as a top clothing brand
in Indonesia among youth segment.

50. Do your product, price, place and promotion in line with your target market behavior and lifestyle?
Do your product, price, place and promotion in line with your positioning, differentiation, and branding?

51. “If you are not embarrassed by the first version of your product,
you’ve launched too late.”
–Reid Hoffman, LinkedIn Co-Founder and Venture Capitalist

53. by Inertia