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8/8/2019 Stefan's Marketing Workshop
http://slidepdf.com/reader/full/stefans-marketing-workshop 1/81
* This presentation contains ve spelling errors. First person to nd them all, get a price.
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HOW DO YOU GET
GROWN-UP HETERO-
SEXUAL MEN TO
SACRIFICE WORK,
FAMILY AND MONEY
TO GO AND SEE BOYS
IN SHORTS, RUNNING
AROUND ON A LAWN
CHASING A BALL?
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MARKETING
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MARKETWhat do people out
there want?
Product
bringING And how will they
know that we deliver exactly that?
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“ IfIhadaskedpeoplewhattheywanted,
theywouldhave
saidfasterhorses.” Henry Ford
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Organizationsandcompaniessellideas,
productsandservices.
People buy brands
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A PROMISE
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The difference between prole and brand
Profile Brand
”Safety”
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2 3
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“ Refreshandbuildbrand-linkedmemorystructures
thatmakethebrandeasier
tonoticeandbuy.”
Byron Sharp
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focusdelete
distill
delete compress delete
clarifydelete
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knowledge
What do we have to say to whomand when, to make them love you?
looks
Create recognition and credibilityin what you want to say.
communicationProve that you are the best,and on what.
1
2
3
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KNOWLEDGEWhat do we have to say to whom and
when, to make them love you?
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TODAY TOMORROW?
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Why does the company exist?
What makes us unique?
Who is the enemy?
Who should know about ourproducts or services?
What should we have achievedin ve years from today?
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The Marketingplan
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1. Take aim
2. Market - Target group - Client
3. The outside world
4. Competitors
5. Product and Company
6. Positioning
7. Goals / Economics / Sales
8. SWOT Analysis
9. Strategy
10. Action plan and timetable
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1
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Competitors
Market share?Target group?
Marketing?
Business idea?
Core values / Brand?
Vision?
Strengths and weaknesses?
Other things?
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Inc.
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COLD HOT
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Our business ideais to help customers increase proftability and customer
service through solutionsand services that streamline
business processes andmeasuring results achieved.
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Vår affärsidé är att erbjuda ett brett
sortiment, form- och funktionsriktiga
heminredningsartiklar till så låga
priser att så många som möjligt får råd
att köpa dem!
BankX:s affärsidé är att vara det
självklara bankalternativet för
privatpersoner, företag och lant-
bruk, kommuner och landsting och
organisationer genom att erbjuda
ett kundanpassat och lättanvänt
utbud av nansiella tjänster.
XYZ ska utveckla, sälja och genomföra
revision, redovisning och kvalicerad
rådgivning inom nansiella och an-
gränsande områden så att inter-
nationella och svenska företag, samt
dess ägare, organisationer och offentlig
sektor kan uppnå värdetillväxt och
trygghet.
FöretagAB:s affärsidé är att erbjuda
mode och kvalitet till bästa pris. Vår
design- och inköpsavdelning skapar
klädkollektionerna och svarar för att
vi kan erbjuda det bästa modet.
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6X
Y
Z
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The goal is to party on Friday
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Spybar, 10pm on Friday
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S.W.O.T.
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What works well with thecompany today?
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What does not work with thecurrent arrangement?
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How could it be developedand improved?
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What could stop sucha development?
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LOOKSCreate recognition and credibility
in what you want to say.
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Does this look like one (1) company?
Does the design communicate
what the company wants to say?
Does it look unique,
compared to our competitors?
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repeatrepeatrepeat
repeat
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COMMUNICATIONProve that you are the best,
and on what.
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= $66 667 000 000eller ca. 4 415 000 000 000 sek
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People loveadvertising!
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INTERESTING
+
RELEVANT
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So how the hell do wesay X to group Y?
In such a interesting and engaging way that they not only
listen, they also wants to tell
their friends about it.
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Once upona time...
Elevator Pitchd l i h
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An Good Elevator Pitch:
• Is concise, <150 words, 60 seconds
• Explains the problem you solve
• Describes benets of your product/service
• Easy for your audience to understand
• Grabs attention
• Qualies the prospective investor
• Shows your passion
• Ends with an action plan
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The Ten Slide Presentation
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Slide 1–5 tell a prospective investor WHY THEY
SHOULD CONSIDER INVESTING IN YOUR BUSINESS.
NOW THAT THEY ARE LISTENING, Slide 6–10 tell
them why you will succeed.
The Ten Slide Presentation
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1 What does your company do?
2 What customer problem are you solving?
3 How do you solve this problem?
4 What is your business model? How do you makemoney? Who pays you? How do you distribute
your goods/service? How big are your margins?
5 Where’s the magic? What makes your company
better than others? Technology? IP (IntellectualProperty)? People?
The Ten Slide Presentation
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6 Marketing and sales: How do you reach your
customer and close sales in a reasonable time and
on a tight budget?
7 Competition: Who are your competitors and why
are you better then them?8 Management team: Why do you have the right
experience and expertise for this project?
9 Financial Projections and Key Metrics: The
promises you make to your investors.
10 Milestones: Current status, timeline, and use
of funds.
HOW DO YOU GET
GROWN-UP HETERO-
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GROWN-UP HETERO-
SEXUAL MEN TO
SACRIFICE WORK,
FAMILY AND MONEYTO GO AND SEE BOYS
IN SHORTS, RUNNING
AROUND ON A LAWN
CHASING A BALL?
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Good Luck!
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