Chapter 7: Sales & Marketing

Creating a positive image for your startup business

1. Branding
2. What's in a name?
3. Names really matter
4. Getting your message across
5. Website for new entrepreneurs
6. Letterheads, logos & stationery
7. Email marketing
8. Print marketing
9. Promotion, packaging & advertising
10. Social media

A winning marketing strategy

Subjects covered:

1. Market positioning
2. The four P's
3. Product
4. Promotion
5. Price
6. Place
7. The 7 P's
8. Measuring your marketing
9. Marketing legislation
10. Market summary

Creating a dynamic web presence

1. Buying a domain name
2. Hosting & building your website
3. Search engine optimisation
4. Good site coding
5. Site structure
6. Online promotion
7. Do's and Dont's of web design
8. Monetizing your site
9. Blogs
10. Web site summary

Creating a social media presence

1. Types of social media
2. The business benefits of social media
3. Risks of social media
4. Social media tools
5. Twitter
6. Facebook
7. LinkedIn
8. Social media policy
9. Social media platforms
10. Social media summary

Conducting market analysis

Getting to know your market inside out before you launch a venture,

Subject covered:

1. What is market analysis?
2. Market size
3. Market growth rate
4. Market profitability
5. Industry cost structures
6. Distribution channels
7. Market trends
8. Key success factors
9. Market analysis tools
10. Market analysis summary

Power in business relationships

Subjects covered:

1. Introducing Porter's 5 forces
2. Concentration ratios
3. Rivalry
4. Competitive advantage
5. The rule of 3 & 4
6. Threat of substitutes
7. Buyer power
8. Supplier power
9. Threat of new entrants
10. Barriers to entry

The importance of customer perceptions

Subjects covered:

1. What is a perceptual map?
2. Defining perceptual maps
3. Constructing a perceptual map
4. Choosing product attributes
5. Assessing competitors
6. Scoring competitors
7. Positioning strategy
8. The multi-attribute model
9. More on the multi-attribute model
10. Perceptual maps summary

Creating your marketing plan

Subjects covered:

1. Key elements of a marketing plan
2. Define your strengths and weaknesses
3. Strategy versus tactics
4. Marketing objectives
5. Communication
6. Tips and pitfalls to avoid
7. Profiling your customers
8. Remember the 7P's
9. What to include in your plan
10. Marketing plan summary

Getting the sales ball rolling

Subject covered:

1. The importance of sales!
2. Elevator pitch for startups
3. Effective sales
4. Sales advice for new business
5. Presenting
6. Customer loyalty
7. Consumer protection legislation
8. More consumer protection
9. Learn from sales gurus
10. Sales summary

Creating a customer service culture

Subject covered:

1. What is customer service?
2. The customer journey
3. Customer journey maps
4. Monitoring complaints
5. Systems & proceedures
6. Creating a service culture
7. Brand loyalty
8. Bad customer service
9. Customer service benefits
10. Customer service summary