{"id":1694,"date":"2013-08-27T10:53:00","date_gmt":"2013-08-27T09:53:00","guid":{"rendered":"http:\/\/silta.es\/juantatay\/2013\/08\/27\/marketing-workshop-vggp\/"},"modified":"2013-08-27T10:53:00","modified_gmt":"2013-08-27T09:53:00","slug":"marketing-workshop-vggp","status":"publish","type":"post","link":"https:\/\/silta.es\/juantatay\/marketing-workshop-vggp\/","title":{"rendered":"Marketing Workshop VGGP"},"content":{"rendered":"<p>(en) Algunas ideas y conceptos de los ex-profesores del&nbsp;<a href=\"http:\/\/entrepreneurship.mit.edu\/\" target=\"_blank\">MIT Entrepreneurship Center<\/a>&nbsp;en el seminario de marketing del programa&nbsp;<a href=\"https:\/\/twitter.com\/valencianglobal\" target=\"_blank\">@valencianglobal<\/a><\/p>\n<ul>\n<li>Marketing is science not art&nbsp;<\/li>\n<li>What\u2019s your goal? Personal, Financial or TimeFrame? rich vs. king&nbsp;<\/li>\n<li>Single Necessary Condition for a business?<\/li>\n<ul>\n<li>A paying customer&nbsp;<\/li>\n<\/ul>\n<li>Technology is not a business. We have to give\/offer\/sale solutions (services).&nbsp;<\/li>\n<li>Technology is overrated when it comes to business.&nbsp;<\/li>\n<li>Marketing is not an spectator sport: get in your customer shoes&nbsp;<\/li>\n<li>Technology adoption curve has a \u201cchasm\u201d before: innovators and enthusiasts (ROI, what\u2019s ROI?), then early adopters\/visionaires (cool, yeah)\u2026 the chasm \u2026 and after: early majority\/pragmatists (ROI validation) and late majority\/conservatives (together they\u2019re the mainstream market) and finally laggards\/skeptics.&nbsp;<\/li>\n<li>To succesfully cross the chasm you have to jump beachhead segments.&nbsp;<\/li>\n<li>Viking Strategy: Market Exploration \/ Viking Market Execution Strategy (burn the boat)&nbsp;<\/li>\n<li>Focus is important, because we have not resources and time to do everything: one thing well done. You have to say no.&nbsp;<\/li>\n<li>ARE YOU \u2026?     technology push or market pull ?&nbsp;<\/li>\n<li>Offer oriented solutions means you can\u2019t be too generic on your target market&nbsp;<\/li>\n<li>4P must address the 3C (Customer, Company, Competition)&nbsp;<\/li>\n<li>Discover your \u201cpersona\u201d&nbsp;<\/li>\n<li>Outbound marketing getting outplaced by INBOUND marketing&nbsp;<\/li>\n<li>For INBOPUND hire the right people: DARC people&nbsp;<\/li>\n<ul>\n<li><b>D<\/b>igital citizens<\/li>\n<li><b>An<\/b>alytical capabilities<\/li>\n<li>web <b>R<\/b>each<\/li>\n<li><b>C<\/b>ontent creators&nbsp;<\/li>\n<\/ul>\n<li>We spend too much time on tech, and not so much in pricing and business model.<\/li>\n<ul>\n<li>Think about your Jury \u201cability to spend\u201d (capital expenses, CapEx)&nbsp;<\/li>\n<\/ul>\n<li>How you will compete?<\/li>\n<ul>\n<li>Low Price? Product Innovation? Customer Intimacy?<\/li>\n<li>You can\u2019t compete on 3 axis (at least with limited resources)&nbsp;<\/li>\n<\/ul>\n<li>Who are you gonna sell to?&nbsp;Companies don\u2019t buy products. People do.&nbsp;<\/li>\n<li>High PAIN or PAYOFF for getting it WRONG or RIGHT.&nbsp;<\/li>\n<li>Targeting profiles: inverted pyramid or the Holy Grail of specifity.&nbsp;<\/li>\n<li>Target Customer Profile (in a Target Addressable Market, TAM). Find your Persona. Define your value proposition. Get a  Tag line \ud83d\ude42<\/li>\n<li>Remember: The DECISION MAKING UNIT (DMU) is (could\/should be):&nbsp;<\/li>\n<ul>\n<li>Buyer, Champion, Influencers, Veto Power, End User, Compliance Officer<\/li>\n<li>They also have a DMP (Decision Making Process)&nbsp;<\/li>\n<\/ul>\n<li>Don\u2019t start with the product. Start with the market (persona). The champion gets the economic buyer and maybe the end user.&nbsp;<\/li>\n<li>Commodity means lowest price.&nbsp;<\/li>\n<li>Define your: Jury, Value Proposition (USP) and Market Niche&nbsp;<\/li>\n<li>Remeber to work on the CoCA (Cost of Customer Acquisition) and LTV (Life Time Value).&nbsp;<\/li>\n<li>Create new market spaces \u2026 Blue Ocean Strategy&nbsp;<\/li>\n<\/ul>\n<div>and remember<\/div>\n<ul>\n<li>You are never over as an entrepreneur, there&#8217;s new stuff to learn everyday\u2026<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>(en) Algunas ideas y conceptos de los ex-profesores del&nbsp;MIT Entrepreneurship Center&nbsp;en el seminario de marketing del programa&nbsp;@valencianglobal Marketing is science not art&nbsp; What\u2019s your goal? Personal, Financial or TimeFrame? rich vs. king&nbsp; Single Necessary Condition for a business? A paying customer&nbsp; Technology is not a business. We have to give\/offer\/sale solutions (services).&nbsp; Technology is overrated  [&#8230;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43,28,29,31],"tags":[],"class_list":["post-1694","post","type-post","status-publish","format-standard","hentry","category-coaching","category-cosillas-empresariales","category-gestion","category-la-vida-misma"],"jetpack_featured_media_url":"","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/1694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/comments?post=1694"}],"version-history":[{"count":0,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/1694\/revisions"}],"wp:attachment":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/media?parent=1694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/categories?post=1694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/tags?post=1694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}