- 7.1 A positive image
- 7.2 The marketing mix: marketing a new enterprise
- 7.3 Creating a web presence
- 7.4 Social media for new entrepreneurs
- 7.5 Starting a business: Market analysis
- 7.6 Porter's 5 forces
- 7.7 Perceptual maps
- 7.8 The marketing plan: We tell you what's involved
- 7.9 Sales for new entrepreneurs
- 7.10 Customer service for new businesses
Creating a positive image for your startup business
- Branding
- What's in a name?
- Names really matter
- Getting your message across
- Website for new entrepreneurs
- Letterheads, logos & stationery
- Email marketing
- Print marketing
- Promotion, packaging & advertising
- Social media
A winning marketing strategy
Subjects covered:
- Market positioning
- The four P's
- Product
- Promotion
- Price
- Place
- The 7 P's
- Measuring your marketing
- Marketing legislation
- Market summary
Creating a dynamic web presence
- Buying a domain name
- Hosting & building your website
- Search engine optimisation
- Good site coding
- Site structure
- Online promotion
- Do's and Dont's of web design
- Monetizing your site
- Blogs
- Web site summary
Creating a social media presence
- Types of social media
- The business benefits of social media
- Risks of social media
- Social media tools
- Social media policy
- Social media platforms
- Social media summary
Conducting market analysis
Getting to know your market inside out before you launch a venture,
Subject covered:
- What is market analysis?
- Market size
- Market growth rate
- Market profitability
- Industry cost structures
- Distribution channels
- Market trends
- Key success factors
- Market analysis tools
- Market analysis summary
Power in business relationships
Subjects covered:
- Introducing Porter's 5 forces
- Concentration ratios
- Rivalry
- Competitive advantage
- The rule of 3 & 4
- Threat of substitutes
- Buyer power
- Supplier power
- Threat of new entrants
- Barriers to entry
The importance of customer perceptions
Subjects covered:
- What is a perceptual map?
- Defining perceptual maps
- Constructing a perceptual map
- Choosing product attributes
- Assessing competitors
- Scoring competitors
- Positioning strategy
- The multi-attribute model
- More on the multi-attribute model
- Perceptual maps summary
Creating your marketing plan
Subjects covered:
- Key elements of a marketing plan
- Define your strengths and weaknesses
- Strategy versus tactics
- Marketing objectives
- Communication
- Tips and pitfalls to avoid
- Profiling your customers
- Remember the 7P's
- What to include in your plan
- Marketing plan summary
Getting the sales ball rolling
Subject covered:
- The importance of sales!
- Elevator pitch for startups
- Effective sales
- Sales advice for new business
- Presenting
- Customer loyalty
- Consumer protection legislation
- More consumer protection
- Learn from sales gurus
- Sales summary
Creating a customer service culture
Subject covered:
- What is customer service?
- The customer journey
- Customer journey maps
- Monitoring complaints
- Systems & proceedures
- Creating a service culture
- Brand loyalty
- Bad customer service
- Customer service benefits
- Customer service summary