Geek Girl Meetup Öresund - Entrepreneurial Marketing
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Transcript of Geek Girl Meetup Öresund - Entrepreneurial Marketing
An entrepreneurial approach to Marketing
Evelise Biviatello
Who am I?
Born in Brazil
e-Commerce in Shanghai
Venture builder in Sao Paulo
M.Sc. in Lund
Trocaria
momondo
TheMarketersdecisions
• Formal• Sequential• Systematic• Disciplined• Structured• Planned• Causual
TheEntrepreneursDecisions
• Informal• Haphazard• Creative• Opportunistic• Reactive
and/orproactive
• Effectual
“Entrepreneurial marketing is defined as the proactive identification, evaluation and exploitation of opportunities
for acquiring and retaining profitable customers through
innovative approaches to risk management, resource leveraging and value creation” Schindehutte et al., pp29
The times…they are a-changin'Traditional Marketing
4P's
Product/ Service
Promotion
Price
Place
Entrepreneurial Marketing
4C's
Communication within Communities
• Engage your customer/user• It’s about conversations, not messages• Pull vs. push• Consumer-generated media
Co-Creation• Customers as a resource• Crowdsourcing instead of outsourcing• Bottom-up marketing
Customizable Personal Value
• Crowds vs. “individuals”
Choice/ Convenience
• Be where the customer is
Entrepreneurial marketing has 7 underlying dimensions:
✓Proactiveness✓Calculated risk taking✓ Innovativeness✓Be opportunity obsessed ✓ Leverage resources ✓Value creation✓Customer intimacy
Lots of overlapping areas!
Causation vs. Effectuation
• Who am I?
• What I know?
• Whom I know?
Causation vs. Effectuation
• Bricolage
• Bootstrapping• Owner financing • Family/friends support • Withhold salaries • Joint utilization: bartering, borrowing, sharing, swapping etc.• Payments management: lease equipment instead of buying• Minimizing capital in stock: minimize stocks, best conditions from suppliers etc.• Government subsidies
Resource management
Questions?
Tack! :)
https://www.linkedin.com/in/ebiviatello