Introduction To Entrepreneurship [ENT 201/ENT603] Desai ...
Transcript of Introduction To Entrepreneurship [ENT 201/ENT603] Desai ...
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Introduction
To Entrepreneurship
[ENT 201/ENT603]
Desai Sethi Centre for Entrepreneurship
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Today’s Session Elements of Marketing 1
What is Marketing
Marketing for Startups
Market & Segmentation
Customer Need & Problem
Mini Case 1 : GoQii
Mini Case 2 : BleeTech
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CLASS DISCUSSIONS
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Research by
Harvard Business School’s Shikhar Ghosh* shows
up to 95% of startups
fail to meet their own projections !!
(*http://hbswk.hbs.edu/item/why-companies-failand-how-their-founders-can-bounce-back)
STARTUP CHALLENGES
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WHY STARTUPS FAIL ?
http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/
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CLASS DISCUSSION
2 Successful IIT Bombay Startups past 2 years ?
2 barriers for IIT Bombay Startups ?
2 enablers for broad based successful Startups ?
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MARKETING FOR STARTUPS
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CUSTOMERKNOWN
CUSTOMERUN-KNOWN
SOLUTION KNOWN
SOLUTION UN-KNOWN
marketentry
productupgrade
new productlaunch
?
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LIFECYCLE MARKETING
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MARKET & SEGMENTATION
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CUSTOMER PROBLEM
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PROBLEM = UN-FULFILLED NEED
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Shareholder Value
Reputation
Risks
Capital
Profits
Revenues
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CUSTOMER ADOPTION
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http://designdamage.com/wp-content/uploads/2009/09/rogers-bell.jpg
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https://setandbma.files.wordpress.com/2012/05/technology-adoption.png
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MARKET ANALYSIS : IOT
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http://www.slideshare.net/CMF_VC/case-iidf-team-1-eng
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https://iot-analytics.com/wp/wp-content/uploads/2014/10/IoT-market-segments-2.png
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https://iot-analytics.com/wp/wp-content/uploads/2015/03/IoT-application-ranking-v3-min.png
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https://www.linkedin.com/pulse/business-models-internet-things-mohit-agrawal
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Smart Cities-
A Massive Opportunity
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CASE STUDY : GOQII
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POSITION
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PRODUCT
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PRICING
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PROMOTION
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CASE STUDY : BLEETECH
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FOUNDER
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PRODUCT
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PROMOTION
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PRICE
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RECAPElements of Marketing 1
What is Marketing
Marketing for Startups
Market & Segmentation
Customer Need & Problem
Mini Case 1 : GoQii
Mini Case 2 : BleeTech