Introduction

To Entrepreneurship

[ENT 201/ENT603]

Desai Sethi Centre for Entrepreneurship

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

CLASS DISCUSSIONS

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

WHY STARTUPS FAIL ?

http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

CLASS DISCUSSION

2 Successful IIT Bombay Startups past 2 years ?

2 barriers for IIT Bombay Startups ?

2 enablers for broad based successful Startups ?

MARKETING FOR STARTUPS

CUSTOMERKNOWN

CUSTOMERUN-KNOWN

SOLUTION KNOWN

SOLUTION UN-KNOWN

marketentry

productupgrade

new productlaunch

?

LIFECYCLE MARKETING

MARKET & SEGMENTATION

CUSTOMER PROBLEM

PROBLEM = UN-FULFILLED NEED

Shareholder Value

Reputation

Risks

Capital

Profits

Revenues

CUSTOMER ADOPTION

http://designdamage.com/wp-content/uploads/2009/09/rogers-bell.jpg

https://setandbma.files.wordpress.com/2012/05/technology-adoption.png

MARKET ANALYSIS : IOT

http://www.slideshare.net/CMF_VC/case-iidf-team-1-eng

https://iot-analytics.com/wp/wp-content/uploads/2014/10/IoT-market-segments-2.png

https://iot-analytics.com/wp/wp-content/uploads/2015/03/IoT-application-ranking-v3-min.png

https://www.linkedin.com/pulse/business-models-internet-things-mohit-agrawal

Smart Cities-

A Massive Opportunity

CASE STUDY : GOQII

POSITION

PRODUCT

PRICING

PROMOTION

CASE STUDY : BLEETECH

FOUNDER

PRODUCT

PROMOTION

PRICE

RECAPElements of Marketing 1

What is Marketing

Marketing for Startups

Market & Segmentation

Customer Need & Problem

Mini Case 1 : GoQii

Mini Case 2 : BleeTech