Transcript Template Minor Ondernemerschap

Hogeschool van Amsterdam
Instituut voor Interactieve Media
PROPEDEUSE ONDERNEMEN
College 2
17 April 2007
Peter Buis
Lori de Paauw
Today’s agenda
 developing a plan
 researching the market
 developing the marketing approach
2
www.ondernemerschaphva.nl
Outline – Grid
 Who is it for?
 Argument – Persuasive
» Need to convince
» Need to motivate
 Plan – collection of plans
» Marketing plan
» Financial plan
» Personnel (human resources) plan
» Production plan
» etc
3
www.ondernemerschaphva.nl
Developing a plan
 internal analysis
» strengths
» weaknesses
 external analysis
» market
» competitors
» customers / consumers
 plan based on information / conclusions from
internal and external analysis
4
www.ondernemerschaphva.nl
Your plan(s) must be based
on logical conclusions from
your research!!
5
www.ondernemerschaphva.nl
Doing market research
 External analysis of:
» Market
» Competitors
» Customers
 Purpose
» understand potential of business idea
» identify target group(s) / segmentation
» ties into financial projection
6
www.ondernemerschaphva.nl
Getting the market facts, data, information
 Why …
» To understand the market potential and trends
 What …. some examples
» current sales of an industry / products
» number of potential businesses / customers
» frequency of usage
 Where …. some sources
»
»
»
»
»
»
7
OECD (national and european level)
CBS – StatLine (NL)
MKB – industry / sector level
Trade associations
Consumer associations
Google
www.ondernemerschaphva.nl
What if your idea / market is new?
 Be creative, lateral thinking
» Use data from similar industries
» Use data from substitutes
» Use data on products being replaced
8
www.ondernemerschaphva.nl
Getting information about competitors
 Why ….
» To understand how to differentiate your own product and
position your product / idea / business in the market
 What ….
» share of wallet
» market %, volume, sales, customers
» positioning of products (price levels, quality)
 Where …
»
»
»
»
9
Corporate web sites
Annual reports
Customers
Retailers
www.ondernemerschaphva.nl
Getting information on your customers
 Why ….
»
»
»
»
»
»
To know exactly who your customer is
To create profiles and segment your target groups
To understand how your customer will use the product
To know how often your product will be used
To know where your customer will purchase the product
To understand the DMU and the buying process
 Where …
» Often not available in reports
» You have to ask potential customers
10
www.ondernemerschaphva.nl
Assumptions
 You may need to make assumptions
 Explain how and why you are
making the assumptions you make
 Justify and support them!!
11
www.ondernemerschaphva.nl
Example
 Technology – time sensor chip
 Product – allows consumer to see
when something is expired
12
www.ondernemerschaphva.nl
Finding information
 Sources for market data
» Trade associations -- $ on expired medication
» Trends in aging and medication sales
» Behaviourial reports of taking medication
 Competitors
» Substitutes – what do people do now
» other manufacturers who could produce product
why don’t they?
 Customers
» Pick a target group – one that is easy to start
» profile of buyer / user, their needs
» buying unit
13
www.ondernemerschaphva.nl
Marketing Plan
 The 4 P’s
» Product
» Place
» Price
» Promotion
14
www.ondernemerschaphva.nl
Products
 More detail about product, prototype
 Features
» quality
» design
» packaging
15
www.ondernemerschaphva.nl
Place
 How / where product will be bought
 Distribution
» indirect / direct
» extensive / selective
 Partners
 Depends on product and customer
16
www.ondernemerschaphva.nl
Price
 Approach
» competitive, cost-plus, value-based
 Strategy
» Penetration
» Skimming
 Type
» bundled, captured, segmented
17
www.ondernemerschaphva.nl
Promotion
 Not in grid but can be included
 Usually not much budget over for
promotion
 How will you create awareness
» especially for direct distribution
strategies via internet
18
www.ondernemerschaphva.nl
Example – Marketing mix
 Product
» Quality, ease of use
» packaging like band-aids
 Distribution
» extensive, indirect and direct
» multi-channel
 Price
» penetration, value-based
 Promotion
» trade discounts, trials
19
www.ondernemerschaphva.nl
Remember
 Always explain why you have made
your choices / decisions
 Give a justification, based on logical
conclusions from your research
20
www.ondernemerschaphva.nl
Werkcolleges
 Friday
» Elevator pitches
» everyone needs to be there
21
www.ondernemerschaphva.nl
Entrepreneurship and innovation
 Large, established firms have difficulty
innovating because of inertia.
» Moore’s ‘Zones of Inertia’
 Market opportunities are open to small firms
» Have less to lose
22
www.ondernemerschaphva.nl
For next week:
 Read chapters 6, 7 and 8
Tot vrijdag
23
www.ondernemerschaphva.nl