entrepreneuria l marketing

Entrepreneurial MarketingDr Alan Rae – Chairman Fletching GlasshousesFletching Glasshouses

@alanrae

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2012

3 things that trip up g p paccidental marketers

• Not being strategicNot being strategic

• Not talking to people collaboratively

• Not creating a good story and telling it ft h i th i ht loften enough in the right places


Sun Tzu says in The art of WarSun Tzu says in The art of WarKnow yourself

Know your enemyKnow the terrain in which youKnow the terrain in which you

will engageg gTo which I would addK tKnow your customers


Know the terrain


Market Structure –which world are you in?which world are you in?

Markets end up with a

The Monkey’s World

Markets end up with a Gorilla, 2 or 3 Chimps and lots of monkeys.

The Gorilla’s World

e o ey s o d

Entrepreneurial Marketing

• Supply chain heads dictate the terms

The Gorilla s World

Corporate Marketing

• Supply chain heads dictate the terms• E-procurement cuts costs • You have to dance to their tune• Progressively the hurdles get higher

• Collaboration to build an offer• Being known for what you do is critical

Having a clear story• Progressively the hurdles get higher and the money gets less

• Firms go out of business• The industry consolidates

Having a clear storyBeing able to DeliverDoing what you sayGetting back quicklyThe industry consolidates Getting back quickly

• Gets the results you want Copyright Dr Alan Rae 2013

Be SpecificBe Specific

• Clarity is everythingClarity is everything

• You need to target a niche you can dominate that recognises itselfg

It h t b bi h t t• It has to be big enough to support you


What it’s notWhat it’s not

• Airy notions that going after 0.5% of a massive market will make us rich.


Why this is important• Diffuse messages don’t sell

Why this is importantuse essages do se

• If you address “Trainers, Coaches, Entrepreneurs and Business People” p pthey’ll all thing this isn’t really for me

• Targeting Blind people going to University is better than getting 1% of all the visually impaired people in the UKimpaired people in the UK


The outcome

Y d h hi

The outcome

• You need a group that wants something you can offer and where you can defend y yand maintain the relationships you have built.built.

• We have become the most reliable grower of organic salad leaves within 15 miles of gBrighton.


Business is interactive.The entrepreneur

• Develops products by interacting withDevelops products by interacting with customersW k i ti i t ti t• Works in a continuous interactive way to develop its markets and customers.

• Starts with its own ideas and sees who wants to buy themwants to buy them

• Follows the moneyCopyright Dr Alan Rae

2013

How do we develop pstrategic offerings?

• Rapid Prototyping. 1. Talk to the customers– Cheap quick,

agile, gets results.2. Establish what they

need– It’s collaborative.– Relational rather

3. Work out how to give it to them withoutRelational rather

than transactional.Learning rather

it to them without going bust

4 Do it– Learning rather than exploiting.

4. Do it


The traditional approach

Research the Business Landscape and segment itChoose a promising market segmentp g gDevelop with the aid of focused research a product set that meets its needsLogically set up distribution channels and develop an appropriate marketing mix


The three laws of entrepreneurial marketing

• Only sell things that people want to buyOnly sell things that people want to buy

• If it’s going to fly it will do so pretty quickly

• Build a model that lets you get some cash b k i htback right away


You need to build a gang to delivergang to deliver

Suppliers, Couriers, Advocates Designers etcAdvocates, Designers etc


What it’s notWhat it’s not

• Random chatting about Blue Skies topicsRandom chatting about Blue Skies topics

• Market research and development can be informal but it needs structure

S d t ll ti b ildi d lli• So does constellation building and selling


Collaboration is important because

• Intrusion marketing and one wayIntrusion marketing and one way messages don’t work any more.

• You do it right by being structured and g y gsystematic. Give me your email address afterwards and I’ll give you access toafterwards and I ll give you access to some free tools that may help you.


You need a strong story to connectstory to connect

Try to compare your needs and values withneeds and values with those of the client

This can give aThis can give a framework in which we can develop compelling narratives.

This is all about values and how people think

Copyright Dr Alan Rae 2010

Create the scenery yfor the play

1.What’s your storyf f2.Tell it face to face

3 Tell it in writing3.Tell it in writing4 Tell it on line4.Tell it on line

How many leads do you need andHow many leads do you need – and how good are you at closing them?

Copyright Dr Alan Rae2005-13

They want social proof y pthat

• You know your stuffYou know your stuff

• You deliver what you say

• You’re likeable or at least easy to work ithwith



Your online toolkit for building scenery.

You can create structures like thisto get noticed by influencers


Find your Influencers Linked in /Twitter / ConferencesLinked in /Twitter / Conferences

• Linked in is well used by corporates• Linked-in is well used by corporates– Who knows whom – Who you know that knows them– Who discusses what in industry groupsy g p– You can demonstrate thought leadership via

groups & profile blog entries and slidesharegroups & profile blog entries and slideshare• Twitter tells you who’s talking• Conferences let you meet them - informally



Don’t over do itDon’t over do it

I ’ b b ildi h bi ll• It’s not about building the biggest wall

• If you don’t create a clear story that makes th l h l t tthe people you can help want to engage with you it’s very hard to succeed.



How can wehelp you ?

1 Gi il d I’ll d li k1. Give me your email and I’ll send you a link to some useful tools including this slide set gcontact me at [email protected]

2 Sign up for a 1 2 1 The first hour is free2. Sign up for a 1 2 1. The first hour is free, the second is £25. There are slots today as

t f th B th B i Ppart of the Be the Business Programme or sign up here http://bethebusiness.org/business-review-clinic/

3. Consider the following action list



Marketing to do listg• List 50 people you need to meet and how

– They can find you– You can get introduced to them– You can collide with themYou can collide with them– Customers, suppliers, partners

• Use social media to create the sceneryUse social media to create the scenery – this book tells you how

– join linkedIn - Build profile - join groups - contribute– Build Collateral library - 7 things – books – white papers etc

Create a form for people to sign p for these so o can email them– Create a form for people to sign up for these so you can email them– Build Social media profiles– Connect it together – so when people check you out they find your stuff



– Check out www.howtodobusiness.com for more free materials– .

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