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Section 3: Launching the Business 8 Building a Powerful Bootstrap Marketing Plan Copyright © 2016 Pearson Education, Inc. 8 -2

Learning Objectives v. Describe the principles of building a bootstrap marketing plan, and explain the benefits of preparing one. v. Explain how small businesses can pinpoint their target markets. v. Discuss the role of market research in building a bootstrap marketing plan and outline the market research process. v. Describe how a small business can build a competitive edge in the marketplace using bootstrap marketing strategies. Copyright © 2016 Pearson Education, Inc. 8 - 3

Building a Bootstrap Marketing Plan v. Marketing: v. The process of creating and delivering desired goods and services to customers. v. Involves all of the activities associated with winning and retaining loyal customers. v. A solid business plan needs to contain both a financial plan and a marketing plan. Copyright © 2016 Pearson Education, Inc. 8 - 4

Building a Bootstrap Marketing Plan (continued) v. Bootstrap marketing strategies: v. Are unconventional, low-cost, and creative marketing techniques that allow a small company to realize a greater return from its marketing investment than do larger rivals. v. Do not require large amounts of money to be effective – just creativity. Copyright © 2016 Pearson Education, Inc. 8 - 5

A Bootstrap Marketing Plan: Three Objectives 1. Pinpoint the specific target markets the company will serve. 2. Determine customer needs and wants through market research. 3. Analyze a firm’s competitive advantages and create a marketing strategy to communicate its value proposition to the target market. Copyright © 2016 Pearson Education, Inc. 8 - 6

Pinpointing the Target Market v. Target market: the specific group of customers at whom the company aims its products or services. v. Marketing strategy must be built on a clear definition of a company’s target customers. v. Example: Black. Rapid Copyright © 2016 Pearson Education, Inc. 8 - 7

Pinpointing the Target Market (continued) v. Target customer must permeate the entire business – merchandise sold, background music, layout, décor, and other features. v. Without a clear image of its target market, a small company tries to reach almost everyone and ends up appealing to few. Copyright © 2016 Pearson Education, Inc. 8 - 8

Pinpointing the Target Market Copyright © 2016 Pearson Education, Inc. 8 - 9

Market Research v. Determining customer needs: v. Demographics: the study of important population characteristics, such as age, income, race, and education. v. Market research: the vehicle for gathering the information that serves as the foundation for the marketing plan. v. Never assume that a market exists for your company’s product or service; prove it! v. Market research does not have to be time consuming, complex, or expensive to be useful. v. Online surveys, social media, etc. Copyright © 2016 Pearson Education, Inc. 8 - 10

Tracking Trends v. Read many diverse current publications v. Watch the top 10 TV shows v. See the top 10 movies v. Talk to at least 150 customers a year v. Talk with the 10 smartest people you know v. Listen to your children and their friends Copyright © 2016 Pearson Education, Inc. 8 - 11

How to Conduct Market Research 1. Define the objective. 2. Collect the data. v. Individualized (one-to-one) marketing v. Primary research v. Secondary research v Data mining 3. Analyze and interpret the data. 4. Draw conclusions and act. Copyright © 2016 Pearson Education, Inc. 8 - 12

Building a Competitive Edge v. Bootstrap marketing principles: v. Find a niche and fill it. v. Use the power of publicity. v. Don’t just sell; entertain! v. Strive to be unique. v. Build a community with customers. v. Connect with customers on an emotional level. v. Build trust. v. Define a unique selling proposition (USP). Copyright © 2016 Pearson Education, Inc. 8 - 13

Unique Selling Proposition v. A key customer benefit of a product or service that sets it apart from its competition. v. Answers key customer question: “What’s in it for me? ” v. Consider intangible or psychological benefits as well as tangible ones. v. Communicate your USP to your customers often. Copyright © 2016 Pearson Education, Inc. 8 - 14

Building a Competitive Edge (continued from 8 -13) v. Create an identity for your business through branding. v. Branding: communicating a USP to the target market in a consistent and integrated manner. Copyright © 2016 Pearson Education, Inc. 8 - 15

Branding and a USP Copyright © 2016 Pearson Education, Inc. 8 - 16

Building a Competitive Edge (continued from 8 -15) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. Copyright © 2016 Pearson Education, Inc. 8 - 17

Embrace Social Marketing v. Social networks sites, such as Facebook, Linked. In, and Twitter, allow entrepreneurs to connect with potential and existing customers at little or no cost. v 90% of entrepreneurs use social media to connect with existing and potential customers. Copyright © 2016 Pearson Education, Inc. 8 - 18

Social Media Entrepreneurs Use Copyright © 2016 Pearson Education, Inc. 8 - 19

Benefits of Social Media Marketing Copyright © 2016 Pearson Education, Inc. 8 - 20

Building a Competitive Edge (continued from 8 -17) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. v. Start a blog. Copyright © 2016 Pearson Education, Inc. 8 - 21

Blogging v 62% of companies use blogs as part of their marketing strategies. v Economical and effective online communication. v. Blog Guidelines: v Be honest, balanced, and interesting. v Post blog entries consistently so that readers have a reason to return. v Ask customers for feedback. Copyright © 2016 Pearson Education, Inc. 8 - 22

Blogging (continued) v Strive to cultivate the image of an expert or a trusted friend on a topic that is important. v Use services such as Google Alerts that scan the Web for a company’s name and send e-mail alerts when they find posts. v Be cautious! v Promote the blog via social media and e-mail. Copyright © 2016 Pearson Education, Inc. 8 - 23

Building a Competitive Edge (continued from 8 -21) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. v. Start a blog. v. Create online videos. v. Host a special event. Copyright © 2016 Pearson Education, Inc. 8 - 24

Building a Competitive Edge (continued) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. v. Be dedicated to service and customer satisfaction. Copyright © 2016 Pearson Education, Inc. 8 - 25

Focus on Customer Satisfaction v 79% of unhappy customers tell others about their experiences. v 48% of shoppers say they won’t patronize stores where they know others have had negative experiences. v For every complaint a company receives, 17 other complaints go unspoken. v Disgruntled customers often post their experiences online. v Address comments and complaints! Copyright © 2016 Pearson Education, Inc. 8 - 26

Addressing Comments and Complaints v Consistently track all social media. v Respond and take responsibility. v The customer is always right. v Never be defensive. v Keep a database of all complaints and suggestions. Copyright © 2016 Pearson Education, Inc. 8 - 27

Achieving Stellar Customer Service and Satisfaction v. Examine your company’s service cycle. v. Set standards and measure performance. v. See customer complaints as a mechanism for improving customer service. v. Listen to customers. v. Define superior service. Copyright © 2016 Pearson Education, Inc. 8 - 28

Achieving Stellar Customer Service and Satisfaction (continued) v. When you create a negative customer experience, apologize and fix it – fast. v. Empower employees to offer superior service. v. Train employees to deliver superior service. v. Hire the right employees. v. Get top managers’ support. Copyright © 2016 Pearson Education, Inc. 8 - 29

Achieving Stellar Customer Service and Satisfaction (continued) v Treat employees with respect and show them how valuable they are. v Use technology to provide improved experience. v View customer service as an investment, not an expense. v Reward superior service. v Give customers an unexpected surprise. Copyright © 2016 Pearson Education, Inc. 8 - 30

Building a Competitive Edge (continued from 8 -25) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. v. Be dedicated to service and customer satisfaction. v. Retain existing customers. v. Customer experience management Copyright © 2016 Pearson Education, Inc. 8 - 31

Retain Existing Customers v A company must land 12 to 20 new customers to offset the impact of one lost loyal customer! v Research shows that repeat customers spend 67% more than new customers. v Attracting new customers costs the typical business seven to nine times as much as keeping existing customers. Copyright © 2016 Pearson Education, Inc. 8 - 32

Retain Existing Customers (continued) v. Companies that are successful at retaining their customers constantly ask themselves: 1. What are we doing right? 2. How can we do that even better? 3. What have we done wrong? 4. What can we do in the future? Copyright © 2016 Pearson Education, Inc. 8 - 33

Building a Competitive Edge (continued from 8 -31) v. Create an identity for your business through branding. v. Branding v. Embrace social marketing. v. Be dedicated to service and customer satisfaction. v. Retain existing customers. v. Customer experience management v. Be devoted to quality. v. Total quality management (TQM) Copyright © 2016 Pearson Education, Inc. 8 - 34

Devotion to Quality v World-class companies treat quality as a strategic objective, an integral part of company culture. v Total Quality Management (TQM): v. Quality in the product or service itself. v. Quality in every aspect of the business and its relationship with the customer. v. Continuous improvement in quality. v Get it right the first time! Copyright © 2016 Pearson Education, Inc. 8 - 35

Building a Competitive Edge (continued from 8 -34) v. Create an identity for your business through branding. v. Embrace social marketing. v. Be dedicated to service and customer satisfaction. v. Retain existing customers. v. Be devoted to quality. v. Attend to convenience. v. Make it easy to do business with you. Copyright © 2016 Pearson Education, Inc. 8 - 36

Make It Easy to Do Business v Questions to ask: v Is your business conveniently located near customers? v Are your business hours suitable to your customers? v Would customers appreciate pickup and delivery services? v Do you make it easy for customers to buy on credit or with credit cards? v Do your employees treat customers with courtesy? Copyright © 2016 Pearson Education, Inc. 8 - 37

Make It Easy to Do Business (continued) v Are your employees trained to handle business transactions quickly, efficiently, and politely? v Does your company offer “extras” that would make customers’ lives easier? v Can you bundle existing products to make it easier for customers to use them? v Can you adapt existing products to make them more convenient for customers? v Does your company handle telephone calls quickly and efficiently? Copyright © 2016 Pearson Education, Inc. 8 - 38

Building a Competitive Edge (continued from 8 -36) v. Create an identity for your business through branding. v. Embrace social marketing. v. Be dedicated to service and customer satisfaction. v. Retain existing customers. v. Be devoted to quality. v. Attend to convenience. v. Concentrate on innovation. v. Emphasize speed. Copyright © 2016 Pearson Education, Inc. 8 - 39

Emphasis on Speed v. Use principles of time compression management (TCM): 1. Speed new products to market. 2. Shorten customer response time in manufacturing and delivery. 3. Reduce the administrative time required to fill an order. Copyright © 2016 Pearson Education, Inc. 8 - 40

Emphasis on Speed (continued) v. Re-engineer the process rather than try to do the same thing - only faster. v. Create cross-functional teams of workers and empower them to attack and solve problems. v. Set aggressive goals for production and stick to the schedule. Copyright © 2016 Pearson Education, Inc. 8 - 41

Emphasis on Speed (continued) v. Rethink the supply chain. v. Instill speed in the company culture. v. Use technology to find shortcuts wherever possible. v. Put the Internet to work for you. Copyright © 2016 Pearson Education, Inc. 8 - 42

Conclusion v You don’t need a large marketing budget to successfully reach your customers! v Use clever, innovative bootstrap marketing strategies to put your company in the spotlight and make a special connection with your customers. Copyright © 2016 Pearson Education, Inc. 8 - 43

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