invention to venture marketing and selling your stuff © 2005 nciia and grayhead associates all...
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Invention to Venture
Marketing and Selling Your Stuff
© 2005 NCIIA and Grayhead Associates All Rights Reserved
Invention to Venture
Start with a strategic approach
Defining the organization’s business, mission, and goals
Identifying and framing organizational opportunities
Formulating product-market strategies
Budgeting marketing, financial and production resources
Developing reformulation and recovery strategies
Invention to Venture
Some hard work on opportunity analysis
Industry analysis/trends
Competitive analysis
Company analysis
Details on how strengths/core competencies will be applied
to achieve the mission and goals identified
Customer analysisOverview - Who are the customers, needs to be satisfied
Invention to Venture
Goals CEO T/O S/W
Strategy Alternatives
ChoiceProcedures
Evaluation control
planning
decidingexecuting
Marketing Strategic is a dynamic process
vision
Product Price
Distribution Communications
Marketing Strategy Mix
Personal selling
Advertising
Sales promotion
Public relations
New media/internet
Market penetration
Market development
Product development
Diversification
SWOT analysis
Invention to Venture
Products
Existing New
Exi
stin
g Market
Penetration Product
Development
Mar
kets
New
Market Development
Diversification
Invention to Venture
5 interrelated questions about selling your stuff
• What are you selling?
• Who are you selling it to?
• Why will they buy it from you?
• How will you sell it to them?
• When will you sell it to them?
Invention to Venture
What are you selling?
• Knowledge/expertise • Technology• Product • Service• System • Solution• Entertainment, celebrities, events, etc
Invention to Venture
Who are you selling to?
• Organizations
• Individual consumers/users
• Channels
• Some or all of the above
(The supply chain)
Invention to Venture
Who are you selling to?
• Positioning – Low cost supplier (Wal-Mart)– High priced spread/luxury (Rolls
Royce)– Technology/performance,
quality,value (Bose)
Invention to Venture
Invention to Venture
Selling to organizations (B to B)segmented by
• Industry• Size• Function• Level and/or type of individual(s)
making or influencing the purchasing decision
• A combination of these
Invention to Venture
Selling to individual consumers (B to C) segmented by
• Geography• Income• Age• Interests• Gender• Nationality/ethnicity• A combination of these
Invention to Venture
Why will they buy from you?
• Value proposition• Benefits • Features• Competition
(overcoming FUD)
Invention to Venture
FUDFear
UncertaintyDoubt
Invention to Venture
How will you sell it to them?Tactics
• Price– Cost-based – Value-based– Competitor-based
• Channels– Direct (your own sales force)– Indirect
– Selecting and managing channels
Invention to Venture
How will you sell it to them?Tactics
• Communications- Personal Selling- Advertising- Sales promotion- Public relations- New media/internet
Invention to Venture
When will you sell it to them?
• Event driven• Customer’s budget cycle• Open to buy
Invention to Venture
Summary
Starting with goals and a vision marketing is a process that needs to deliver a critical mass of business
• What are you selling?• Who are you selling it to?• Why will they buy it from you?• How will you sell it to them?• When will you sell it to them?