james b. harter president © 2008 sigma pi consulting llc 1248 rolling meadow rd. pittsburgh, pa...
TRANSCRIPT
James B. HarterPresident
© 2008 Sigma Pi Consulting LLC
1248 Rolling Meadow Rd.Pittsburgh, PA 15241
p) 412-576-2685 f) 954-206-1184
www.sigmapiconsulting.com
How to market when you don’t have a lot of money.
Marketing for Entrepreneurial Companies
© 2008 Sigma Pi Consulting LLC
Introduction
Who I am Entrepreneur as Pioneer Strategic vs. Tactical Entrepreneurship
© 2008 Sigma Pi Consulting, LLC
Bootstrapping Marketing
Need to get it done No resources to do it
SO HOW DO
YOU DO IT?
© 2008 Sigma Pi Consulting, LLC
Develop Your Message
Elevator Pitch – Value Proposition Write you marketing literature
© 2008 Sigma Pi Consulting, LLC
Elevator Pitch
What is your Value Proposition?
Who are you? What do you do? Who do you do it for? Who is you competition? Why are you better? SO WHAT?
© 2008 Sigma Pi Consulting, LLC
Write you marketing literature
Value oriented Interesting Attractive Congruent
BTW – Your business card is the least expensive and most durable marketing document you will ever create.
© 2008 Sigma Pi Consulting, LLC
Get Your 1st Customer
Four Steps
1. Pick a Target
2. Close the deal
3. Make them happy
4. Leverage the heck out of them
© 2008 Sigma Pi Consulting, LLC
Step 1 – Pick a Target
Heart of your value proposition High profile in their market Early Adopter
© 2008 Sigma Pi Consulting, LLC
Step 2 – Close the deal
Whatever it takes!– Discounts– Custom Features– Extra training– Rebates– Equity
© 2008 Sigma Pi Consulting, LLC
Step 3 – Make them happy
Whatever it takes!– Make it work– Extra Training– Nights & Weekends– On-site support– Unbilled work
© 2008 Sigma Pi Consulting, LLC
Step 4 – Leverage the heck out of them
Ask customer for references Create case studies Leverage outside of geography Go to customer’s competition Identify parallels opportunities
© 2008 Sigma Pi Consulting, LLC
Partnering
Present “Total” Solution– Complimentary Product / Service– Become a “leach”
Halo Effect– Joint Logo – Cross links for web sites– Press releases
© 2008 Sigma Pi Consulting, LLC
Networking
You are your Evangelist!
MIT Enterprise Forum TiE Pittsburgh Entrepreneurial Thursday Happy Hour Pittsburgh Technology Council Others: trade / social / religious / charitable /
political
© 2008 Sigma Pi Consulting, LLC
© 2008 Sigma Pi Consulting, LLC
What NOT to do!
Avoid expensive giveaways. Don’t get “cute”. Avoid going head-to-head with your
competition. Don’t stray too far from your niche. Don’t look chintzy. Don’t STOP working until you get it right.
Resources
Guerrilla Marketing : Secrets for Making Big Profits from Your Small Business by Jay Conrad Levinson
Selling the Invisible : A Field Guide to Modern Marketingby Harry Beckwith
© 2008 Sigma Pi Consulting, LLC
© 2008 Sigma Pi Consulting, LLC
Top 10 Self Inflicted Wounds
1. Charlotte’s Web Syndrome
2. Presumption of Profit
3. Poor Record Keeping
4. No Post Mortems
5. Wrong Person – Wrong Job
6. Lack of Accountability
7. Inconsistent Processes
8. Lack of Urgency
9. Lack of Strategic Planning
10. Technology is NOT a Solution