Jon covers the basic concepts and principles of marketing for early stage start-ups by introducing participants to the “marketing toolkit” and using real-life examples to illustrate points that are relevant to start-ups. We address the unique challenges of marketing technology products and include tips on how to create a marketing plan for a technology start-up.
See more including a video at http://www.marsdd.com/events/details.html?uuid=0e99af3d-fd22-4805-9fd2-c389608ed952
4. Definition: Marketing is an
organizational function and a set of
processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.
Source: AMA
MARKETING
6. PRODUCT MANAGEMENT
Definition: Ensuring over time that a product or service
profitably meets the needs of customers by continually
monitoring and modifying the elements of the marketing mix,
including:
‣ the product and its features
‣ the communications strategy
‣ distribution channels and
‣ price
Source: Product Development and Management Association (PDMA)
8. YOUR IDEA
• The name of your business/product idea?
• What kind of problem do you solve? Is this an important
problem? Is there a big potential market?
• How is your competition solving this problem for their
customers today?
• Why are you qualified to solve this problem better than your
competitors? Is your uniqueness sustainable over time?
15. CUSTOMER PROBLEM
• C.Christensen: Job-to-be-done
• What problem are you solving for your customer?
• Is the customer aware of the problem or is it a latent problem?
• Market Analysis: Customer Needs
16. WHOLE PRODUCT
• The product the customer requires in order to get the
expected benefits
• Differs based on market maturity
• Should drive your partner strategy
• Key guideline: MVP - MinimumViable Product
18. COMPETITION
• Presence of choice is competition:
‣ Economic: Spend the money on
other things
‣ Compete for domain
leadership
‣ Reference: Spend the money with
competitor
‣ Compete through
differentiation
‣ Inertia: Choose not to spend
(biggest)
‣ Compete through FUD (or
simply wait….)
24. • Entrepreneur’sToolkit:A collection of articles, videos, workbooks
and templates to help you grow your business.
• www.marsdd.com/entrepreneurs-toolkit.html
• Relevant Workbooks:
1.Marketing Strategy:The Analytical Foundation
2.Marketing Strategy: CriticalValue Factors
3.Marketing Strategy: Strategic Marketing Approach
4.Marcom for Start-Ups (coming soon)
5.Steps in Creating Revenue Forecasts (coming soon)
25. VALUE PROPOSITION
• Speaker: Joe Wilson, Education
Advisor at MaRS
• Date: December 8, 2011
• Define key parts of a crisp value
proposition
‣ Target Customer
‣ Customer Problem
26. MARKET ANALYSIS
• Speaker: Dr Usha Srinivasan,
Director of Market Intelligence,
MaRS
• January 12, 2011
‣ The role and purpose of research
and analysis in start-ups
‣ Market Research techniques for
start-ups
‣ Market Analysis frameworks for
start-ups
28. SALES
• Speaker: Krista Jones, Practice Lead
ICE, MaRS Advisory Services
• March 9, 2011
‣ Challenges facing start-ups in
technology sales
‣ Principles of SellingValue
‣ Measure and ManageTechnology
Sales Processes
29. DISTRIBUTION
• Speaker: Mark Zimmerman
• March 16, 2011
‣ Criteria for choosing and managing
distribution channels
‣ Pros and Cons of various types of
channel options
‣ Channel integration for start-ups
30. GO-TO MARKET STRATEGY
• Speaker: Jon Dogertom
• March 23, 2011
‣ How to prepare to enter the
marketplace
‣ Barriers to scaling and selling your
product
‣ Taking a customer-centred approach
to market entry
GTM Example for
Peter’s lecture