business development and marketing strategy: a short course for entrepreneurs
Post on 17-Oct-2014
359 views
DESCRIPTION
These are materials I developed for a short 2 day course on the basics of business strategy and how marketing strategy fits into it, dealing with digital, traditional and new (social) media and all the nuances facing entrepreneurs today. A simple deck that some may find useful, feel free to use as you see fit, and any comments or suggestions are welcome. A lot of it is simply based on my own experience, knowledge, and opinion, it's not meant to be a definitive guide top success (no such thing exists!). Enjoy!TRANSCRIPT
What is Marketing Strategy?
One component of Business Strategy
Have a Mission & Vision
Be small, think big, act huge: sustainability
Mission Statement Vision Statement
About: A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values
A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business
Answer: It answers the question, “What do we do? What makes us different”
It answers the question, “Where do we aim to be?”
Time: A mission statement talks about the present leading to its future.
A vision statement talks about your future.
Function: It lists the broad goals for which the organization is formed. Its prime function is internal, to define the key measure or measures of the organization's success and its prime audience is the leadership team and stockholders.
It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why are you working here
Change: Your mission statement may change, but it should still tie back to your core values, customer needs and vision.
Your vision should remain intact, even if the market changes dramatically, because it speaks to what you represent, not just what you do.
Developing a statement: What do we do today? For whom do we do it? What is the benefit?
What do we want to do going forward? When do we want to do it? How do we want to do it?
Features of an effective: Purpose and values of the organization. Who are the organization's primary "clients" (stakeholders). What are the responsibilities of the organization towards the clients?
Clarity and lack of ambiguity. Paints a vivid and clear picture, not ambiguous. Describing a bright future (hope). Memorable and engaging expression. Realistic aspirations, achievable. Alignment with organizational values and culture
Profitable growth through superior customer service, innovation, quality and commitment.
Ameren's mission is to generate electricity, deliver electricity and distribute natural gas in a
safe, reliable, efficient and environmentally sound manner. Our vision is to be the recognized performance leader of the U.S. electric and gas
utility industry. Being a performance leader means we will achieve operational excellence,
industry-leading customer satisfaction and superior financial performance.
By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services
of superior quality, safety and environmental care for demanding customers in selected
segments. We work with energy, passion and respect for the individual.
Organize the world's information and make it universally accessible and useful.
Final Thoughts
• Branding is perception is reality.
• Be small, think big, act huge. Plan for success.
• Having a USP means never justifying your existence.
• BPM = sustainability + efficiency = success. Be measurement and process-driven.
• You’re not in the business of marketing, web design or SM. It just feels like it.
• Every customer can make your business better. Figure out how. Focus inwards first.
• Separate business and leisure in terms of timing, style, messaging, tone, profiles.
• Engage in safe social. Use, converse, protect yourself, never argue on social.
• Content is all around you. Gather and package it into something you can “sell”.
• But know when to stop selling.
• Learn the tools of the trade. Every one you plan to use, you should master and bend to your needs.
• Never say “if only we could…”
• There is no “B”. There is only “A”. Sorry.