Entrepreneur Training: Marketing Module

Agenda

Introduction and credentials Goal Marketing framework

• Positioning• Product• Price• Place• Promotion

Workshop• Your examples

Close

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INTRODUCTIONS

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Credentials

Who is LGE Execs?• Growing five year old group of 120 former senior executives, from

multiple functions, multiple verticals, in US and Europe• Available to help run companies, functions, initiatives• We are the Anti-Consultants• We have Supply, Demand, Finance, and Talent practices

Who am I?• First 11 years in Consumer Products – foundation in marketing• VP Marketing for BellSouth’s SMB division• Director/VP Marketing and then VP/GM for Dell’s $4B SMB division• Repositioned startup, sold to Cisco• Started marketing practice, merged with LGE in January, 2007

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THE FUNDAMENTALS STILL APPLY!

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A Tried and True Foundation

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PromotionPlacePriceProductPositioning

LGE Execs P5 FrameworkTM

Example Case Studies

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Positioning Product Price Place Promotion

NetSolve Cisco SEM

Dell Servers IT Security CMS Mobile Security

Dell SMB

Hosted Apps IT Architecture

Solution

Enterprise SW vs. SaaS vs. Appliance

Voice Apps

Positioning: Create sustainable competitive advantage

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What You Need to Do

Deliverables for Positioning: Understand current and future strengths, weaknesses,

opportunities and threats, compare versus leading competitors

Research market through primary and secondary means Interview key execs, employees, customers, and partners Develop a strategic positioning segmentation or framework

that leverages client’s best attributes against competition to maximize appeal to the target.

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Product: Create superior solutions to target’s problems

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What You Need to Do

Deliverables for Product: Understand competitive business models and offerings, and

analyze strengths and weaknesses. Document and prioritize current and future end user and/or

partner needs. Assess viability of current offerings to address these specific

needs. Develop strategic roadmap based on current and changing

needs.

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Price: Optimize Revenue and/or profit

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What You Need to Do

Deliverables for Price: Analyze pricing, revenue, margin, and unit velocity data to

develop pricing model and elasticity curves. Validate thinking with sales and customers (as appropriate). Create and make recommendations on various pricing

scenarios based on these issues.• Recommend and transition tactics, as needed.

Understand competitive business models and offerings

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Place: Maximize opportunities for target to buy

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What You Need to Do

Deliverables for Place: Research and analyze the current category distribution

structure to create a channel map.• Identify potential gaps and opportunities.

Provide informed recommendation on distribution strategies, based on the tradeoffs of status quo, costs, feasibility, and risks to changing approach.• Alternately, develop a full potential plan for existing channel strategy.

Create and execute an end-to-end plan for managing the channel for success.

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Promotion: Generate Cycle of Awareness, Trial, Repeat, Referral

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What You Need to Do

Deliverables for Promotion: Assess, quantify and prioritize assortment of programs for

awareness, trial, repeat and referral. Create various spending plans based on budget parameters

that include estimated revenues and profitability results. Create the demand generation model that can be used to

manage tactics and expenses to project and manage ROI. Create the sales model that can be used to manage the sales

and/or channel team, its expenses, and the sales funnel, pipeline and forecast.

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WORKSHOP

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Workshop Notes: Example One

Positioning• Target• Competitive Set• Point of Difference• For [target] with [problem], [your company] is the best choice among

[competitive set] because of [point of difference.]

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Workshop Notes: Example Two

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Workshop Notes: Example Three

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BACKUPS

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LGE Offering