The document discusses branding strategies for startups. It defines startups and branding, noting that branding for startups involves conveying the company's core message and values to build a loyal customer base. The document provides tips for startups on developing their brand identity, positioning, and messaging as well as strategies for low-cost branding using free online tools and social media. It also discusses common branding mistakes to avoid and provides examples of successful startup branding through case studies.
The document outlines the marketing planning process including performing a situation analysis, setting objectives, deciding on strategies, and scheduling implementation actions. It discusses elements like SWOT analysis, assumptions, objectives, strategies, budgets. The marketing plan is meant to help identify competitive advantages, ensure consistency, inform the organization, and set goals to gain commitment.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
The document outlines the key components of developing a marketing and strategic plan, including defining the target market, conducting a situation analysis, identifying opportunities using segmentation, targeting, and positioning (STP), implementing the marketing mix of product, price, place, and promotion, and evaluating performance with marketing metrics. It discusses developing a mission statement, analyzing strengths, weaknesses, opportunities, and threats (SWOT), and focusing on customer, operational, product, and locational excellence for sustainable competitive advantage.
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
The document discusses various methods for conducting market research, including secondary research using internal company data and external sources, as well as primary research collecting first-hand information. It describes different sampling methods like random sampling, stratified sampling, quota sampling, and cluster sampling. It also distinguishes between quantitative and qualitative research approaches. The purpose of market research is outlined as helping businesses focus on objectives, aid planning, reduce risks, and communicate their image. Both advantages and disadvantages of market research are provided.
The document outlines the marketing planning process including performing a situation analysis, setting objectives, deciding on strategies, and scheduling implementation actions. It discusses elements like SWOT analysis, assumptions, objectives, strategies, budgets. The marketing plan is meant to help identify competitive advantages, ensure consistency, inform the organization, and set goals to gain commitment.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
The document outlines the key components of developing a marketing and strategic plan, including defining the target market, conducting a situation analysis, identifying opportunities using segmentation, targeting, and positioning (STP), implementing the marketing mix of product, price, place, and promotion, and evaluating performance with marketing metrics. It discusses developing a mission statement, analyzing strengths, weaknesses, opportunities, and threats (SWOT), and focusing on customer, operational, product, and locational excellence for sustainable competitive advantage.
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
The document discusses various methods for conducting market research, including secondary research using internal company data and external sources, as well as primary research collecting first-hand information. It describes different sampling methods like random sampling, stratified sampling, quota sampling, and cluster sampling. It also distinguishes between quantitative and qualitative research approaches. The purpose of market research is outlined as helping businesses focus on objectives, aid planning, reduce risks, and communicate their image. Both advantages and disadvantages of market research are provided.
This document provides an overview of key marketing concepts including the marketing mix, branding, brand awareness, brand equity, and how to structure a marketing plan. It discusses the 7Ps of the marketing mix - product, price, place, promotion, people, process, and physical environment. It also explains how to focus a marketing plan by including sections for business overview, market overview doing a SWOT analysis, objectives, strategy, budget, and action plan timeline. The goal is to position the brand and create demand using the right marketing mix strategies.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document discusses key concepts in marketing including definitions of marketing, the marketing mix (4Ps), and different marketing concepts. It provides details on the evolution of marketing from a production era focused on efficiency to a selling era to today's customer-focused marketing era. The key aspects of marketing covered include identifying customer needs, developing products and services to meet those needs, determining pricing, distribution channels, and promotional strategies in an integrated marketing mix to achieve organizational goals of profitability and customer satisfaction.
Procter & Gamble is a multinational consumer goods company founded in 1837. The marketing plan focuses on expanding P&G's global market share through innovation, acquisition, and strengthening its portfolio of leading brands like Tide, Pampers, and Head & Shoulders. Key competitors include Unilever, Kimberly-Clark, and Johnson & Johnson. The plan outlines strategies for market penetration, development, and diversification to maintain P&G's position as a top global marketer.
1. Marketing involves managing profitable customer relationships by creating value for customers and capturing value from them in return.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing an integrated marketing program, and building profitable relationships.
3. The marketing program uses the marketing mix of product, price, place, and promotion to implement the strategy and deliver superior value to target customers, with the goal of attracting new customers and retaining existing customers.
This document outlines Dennis Antolin's go-to-market plan for a tech product. It includes identifying the target client and lead channels, mapping out the buyer's journey through awareness, consideration, and decision stages, and developing a sales strategy using a S-P-I-N framework. It also provides a sales battlecard template to position the solution against competitors by highlighting their weaknesses, asking questions, and handling objections.
This document introduces marketing vocabulary and definitions. It defines 9 common marketing terms like advertising, public relations, social media, and brand. It then provides two standard definitions of marketing from a dictionary and the American Marketing Association. Finally, it mentions there will be a discussion of 10 common marketing strategies.
This document discusses key concepts in marketing for the 21st century. It covers the challenges businesses face in a new economy with increased information and connectivity. Major topics addressed include the tasks of marketing, core marketing concepts and tools, different company orientations toward customers and markets, and how businesses and marketers are responding to changes through strategies like e-commerce, globalization, and relationship marketing.
The document discusses brand identity and its key elements. It defines brand identity as helping to define how a company plans to leverage its brand to achieve its vision, uphold its values, and achieve its mission. The document then outlines the six main facets that comprise brand identity according to Kapferer's Brand Identity Prism model: capabilities, internal culture and values, noble purpose, brand personality, shared values and community, and aspirational self-image. It provides examples for each facet and emphasizes that strong brands are built on a clear set of shared values and vision of how the world could be improved.
Guida pratica al Piano di marketing. Finalmente la guida pratica che ti spiega come realizzare un piano di marketing passo dopo passo. Autore Alessandro Casagrande di caffebollenteintazzagrossa.it
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document discusses companywide strategic planning and marketing strategy. It covers defining a company's mission and objectives, analyzing its business portfolio, and developing strategies for growth. It also discusses developing an integrated marketing mix to target specific customer segments. Additionally, it outlines the key aspects of managing the marketing effort, including analysis, planning, implementation, control, and measuring return on marketing investment.
How do you achieve brand equity? In order to do this a brand's awareness, value proposition, brand experience and customer needs all need to be aligned and resonate with each other.
Here are a few processes on how to achieve brand equity.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Branding as a Competitive Advantage : A Workshop for Start-Up CompaniesSamuel Payne
A workshop to explore the value of branding for start-up companies. Delivered as part of the Gateway 2 Investment programme with Mother London and Downing St.
There are a range of exercises to accompany these slides, get in touch if you'd like a copy of the materials.
This document provides an overview of key marketing concepts including the marketing mix, branding, brand awareness, brand equity, and how to structure a marketing plan. It discusses the 7Ps of the marketing mix - product, price, place, promotion, people, process, and physical environment. It also explains how to focus a marketing plan by including sections for business overview, market overview doing a SWOT analysis, objectives, strategy, budget, and action plan timeline. The goal is to position the brand and create demand using the right marketing mix strategies.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document discusses key concepts in marketing including definitions of marketing, the marketing mix (4Ps), and different marketing concepts. It provides details on the evolution of marketing from a production era focused on efficiency to a selling era to today's customer-focused marketing era. The key aspects of marketing covered include identifying customer needs, developing products and services to meet those needs, determining pricing, distribution channels, and promotional strategies in an integrated marketing mix to achieve organizational goals of profitability and customer satisfaction.
Procter & Gamble is a multinational consumer goods company founded in 1837. The marketing plan focuses on expanding P&G's global market share through innovation, acquisition, and strengthening its portfolio of leading brands like Tide, Pampers, and Head & Shoulders. Key competitors include Unilever, Kimberly-Clark, and Johnson & Johnson. The plan outlines strategies for market penetration, development, and diversification to maintain P&G's position as a top global marketer.
1. Marketing involves managing profitable customer relationships by creating value for customers and capturing value from them in return.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing an integrated marketing program, and building profitable relationships.
3. The marketing program uses the marketing mix of product, price, place, and promotion to implement the strategy and deliver superior value to target customers, with the goal of attracting new customers and retaining existing customers.
This document outlines Dennis Antolin's go-to-market plan for a tech product. It includes identifying the target client and lead channels, mapping out the buyer's journey through awareness, consideration, and decision stages, and developing a sales strategy using a S-P-I-N framework. It also provides a sales battlecard template to position the solution against competitors by highlighting their weaknesses, asking questions, and handling objections.
This document introduces marketing vocabulary and definitions. It defines 9 common marketing terms like advertising, public relations, social media, and brand. It then provides two standard definitions of marketing from a dictionary and the American Marketing Association. Finally, it mentions there will be a discussion of 10 common marketing strategies.
This document discusses key concepts in marketing for the 21st century. It covers the challenges businesses face in a new economy with increased information and connectivity. Major topics addressed include the tasks of marketing, core marketing concepts and tools, different company orientations toward customers and markets, and how businesses and marketers are responding to changes through strategies like e-commerce, globalization, and relationship marketing.
The document discusses brand identity and its key elements. It defines brand identity as helping to define how a company plans to leverage its brand to achieve its vision, uphold its values, and achieve its mission. The document then outlines the six main facets that comprise brand identity according to Kapferer's Brand Identity Prism model: capabilities, internal culture and values, noble purpose, brand personality, shared values and community, and aspirational self-image. It provides examples for each facet and emphasizes that strong brands are built on a clear set of shared values and vision of how the world could be improved.
Guida pratica al Piano di marketing. Finalmente la guida pratica che ti spiega come realizzare un piano di marketing passo dopo passo. Autore Alessandro Casagrande di caffebollenteintazzagrossa.it
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This document discusses companywide strategic planning and marketing strategy. It covers defining a company's mission and objectives, analyzing its business portfolio, and developing strategies for growth. It also discusses developing an integrated marketing mix to target specific customer segments. Additionally, it outlines the key aspects of managing the marketing effort, including analysis, planning, implementation, control, and measuring return on marketing investment.
How do you achieve brand equity? In order to do this a brand's awareness, value proposition, brand experience and customer needs all need to be aligned and resonate with each other.
Here are a few processes on how to achieve brand equity.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Branding as a Competitive Advantage : A Workshop for Start-Up CompaniesSamuel Payne
A workshop to explore the value of branding for start-up companies. Delivered as part of the Gateway 2 Investment programme with Mother London and Downing St.
There are a range of exercises to accompany these slides, get in touch if you'd like a copy of the materials.
The document provides tips for building a brand without spending a lot of money as a startup. It discusses focusing branding internally by getting employees invested in the brand first. It also recommends optimizing marketing techniques that don't require money, such as blogging, social media, videos, and working with affiliates. Measurement of branding efforts is suggested through tools like Google Alerts, Yahoo Pipes and Google Blog Search to track brand mentions online.
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
Branding for Startups: Build your brand to attract customers and investorsVisible Logic, Inc.
As a startup founder, you’re struggling to launch your new product or service as well as market it to buyers and investors. A smart brand is the foundation of building your brand identity and all of your marketing channels including your web site, social media, investor presentations and more.
This free webinar is for you if you want to know:
•What is branding?
•How to leverage the personal brand of the founders and develop your corporate brand
•How a strong brand can help you attract ideal clients, investors and employees
•How to create a brand that builds on your passions
•How to know whether your name, logo or web site is good enough
•How to research the market and your competition to position your brand
•Why you need a compelling story and how to tell it
•How to turn product features into compelling benefits
A Proven Marketing Strategy and Plan for Financial AdvisorsDavid Finley
This document outlines a five step marketing strategy and plan framework for financial advisors. The framework guides advisors through planning and organization, developing a competitive strategy by defining their niche and value proposition, establishing their brand identity, creating content for their marketing hub, and implementing a referral networking platform. The goal is to leverage both referral networking and content marketing tactics to build the advisor's authority and generate new business through word-of-mouth recommendations.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
The document discusses how the Grateful Dead pioneered innovative marketing techniques like content marketing, social networking, and creating exceptional customer experiences. It then provides tips and strategies for building a loyal brand fan base through different marketing channels like direct mail, social media, blogging, events, cause marketing, and community building. Examples of how to create premium branded materials and giveaways to engage fans are also presented.
Learn how to create more resilient brand "fans" with these helpful marketing tips. From direct mail to social media, we will show you how one of the greatest rock bands of all time, the Grateful Dead, changed the way we do marketing today.
This document discusses branding for small nonprofits. It begins with a brand awareness quiz to assess how well an organization understands its brand. It then discusses key branding concepts like defining an organization's values and personality. The document also provides a case study of a small nonprofit called Pacific Crest that improved its branding through clarifying its message and developing new branding materials. In the end, it argues that small nonprofits can benefit from branding by reflecting their strategy, mission and values to both internal and external audiences.
Empowerment through Enterprise - sales and marketing, the engine and the energycaniceconsulting
This document provides guidance on branding and marketing for small businesses. It discusses developing a brand story and defining the target market. Key aspects of branding covered include coming up with a name, choosing colors, building credibility, and creating consistent branding across all marketing materials. The document also distinguishes between marketing and sales, emphasizing that marketing is long-term relationship building while sales focuses on individual transactions. It provides tips on digital marketing tools like websites, social media, and email marketing to promote small businesses.
CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving FansJim HAYSOM
Customer Experience and Social. #SocialCX: Turning customers into Raving Fans. Success with social media starts with the right content, to the right audience at the right time. This presentation provides considerations, tips and examples of how brands can achieve this.
To deliver an amazing customer experience, you will need to know who your audience is, and get to know them better. You need to create a consistent brand voice across all social channels, and build brand and advocacy with a responsive strategy. By extracting insights and using social and data analytics, brands can ensure they are driving their business goals.
These slides were presented at Marketing Magazine's #CXEdge conference in London on 26 March 2015 by Jim Haysom, a digital professional with over 16 years' experience.
Follow Jim Haysom on Twitter @jimhaysom
Always wondered how to grow your Personal Brand? Follow these practical tips to get the brand called You out there, use social media, public speaking and the media to your advantage
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
Branding in the Digital World by Stephen McGill provides 3 key points:
1) Digital marketing has changed how brands are discovered, experienced, and perceived, but has not changed what a brand is - a collection of perceptions in customers' minds.
2) Digital branding is one channel to connect with customers and an important touchpoint, but strategy should drive technology, not vice versa. Brands must be where audiences are and constantly engage and evolve.
3) When developing a brand digitally, consider objectives, promise, positioning, experiences, and personality - but ensure the digital presence reinforces the overall brand strategy.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
The document summarizes a workshop on cause marketing and selling. It provides definitions of cause marketing, framing it as a mutually beneficial partnership between non-profits and companies. It emphasizes having "Causersations" rather than sales pitches, focusing on listening to understand a company's goals and finding synergies. The workshop covered developing a proactive outreach plan, knowing why companies partner with causes, and pitching frameworks. It ended with mock pitches and analysis.
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Business Survival Strategies: Why a Human-Centric Approach to Your Business i...Spodek & Co.
Learn how to apply a human-centric strategic approach to your business, recruitment, and marketing efforts during periods of disruption.
Here's what you need to know
How are you and your business coping in the age of COVID-19?
We’re all having to adapt at an unprecedented pace in order to survive. How your business responds to the pandemic has the potential to reflect on your company for years to come. Three experts in business, recruitment and marketing will discuss approaches to:
Understanding the difference between culture and performance culture and why both are important
Navigating the complexity of human resources and recruitment during a crisis
Defining your brand today while building customer loyalty for the future
Apply these tips and strategies today and be prepared for future disruptions.
Top 10 ways to use LinkedIn for prospectingSourceLink
The document discusses using LinkedIn to grow a business. It provides tips for social selling on LinkedIn, including having an active presence to engage prospects and customers, positioning yourself and your company as thought leaders, leveraging your network through introductions and groups, requesting recommendations and endorsements, sharing content, and using new features like tagging. The overall goal is to acquire more customers and retain existing ones through social engagement and leadership on LinkedIn.
Micro arts launch-strategic-brand-positioningJames Woodworth
This document provides an overview of strategic brand positioning principles from MicroArts Creative Agency. It begins by stating that every successful brand launch must develop a sound brand positioning strategy through positioning exercises. It emphasizes that positioning is about finding a window into the consumer's mind at the right time and circumstances. The document then provides over 50 principles for brand positioning, such as focusing on the customer's perspective rather than the brand, launching a brand identity rather than just a product, simplifying the brand message, and understanding how consumers perceive the brand through their experiences and communications. It stresses the importance of defining the brand as an idea in the consumer's mind.
Courtney Boyd Myers is an expert in marketing and PR for startups. She has worked with several startups and is a member of advisory groups. The document provides an agenda and overview of key topics in startup marketing and PR, including setting vision, mission and values, messaging, building an audience, tools, social media, content marketing, press, and getting media coverage. The presentation emphasizes the importance of having a strong product and messaging before embarking on marketing and PR efforts.
This presentation was for a session named Retail Marketing 101, that was given by Joshua Schall of J. Schall Consulting at the 2019 Supplement Retail Mastermind that was held the day before the Olympia Weekend in Las Vegas, NV.
If you are interested in the video, you can watch it on YouTube here - https://youtu.be/7vFYQSi9ziM
Building your brand is critical, both inside the organization and out! This presentation highlights tips and tricks for HR Pros to embrace that will amp up recruitment, internal communications, culture building and more.
Your Message Matters – The Mechanics of Developing a Powerful Brand and Awareness Strategy. Learn more about the brand promise, your brand position, and the five crucial branding prinicples.
Christopher Ryan is the CEO of Fusion Marketing Partners, a strategic B2B marketing consultancy. He has over 25 years of senior marketing experience at companies like PeopleSoft and Sybase. Ryan is a frequent writer and speaker on marketing topics and has authored several books. He aims to help companies build unstoppable marketing and sales machines through Fusion Marketing Partners' proven strategies.
This Presentation was delivered by Sir Eric Seyram A at the “iSpace Women’s Entrepreneurs” Program. organised by ispace, a technology hub in Accra supporting start ups and in partnership with Google for Entrepreneurs,
The program was a three-week intensive program aimed at women entrepreneurs who are looking to create a winning business proposal and business pitch. Participants were coached by Sir Eric Seyram A and other industry experts on how to write their business proposal and present themselves to potential investors. Some selected business proposals got a sponsored package from iSpace and also a one on one mentoring with few of the leading women in business in Ghana today.
The program run from 1st April to 18th April 2014 within which there were 9 lecture sessions.
The presentation was captioned Carving your Marketing Strategy and sought to orient participants on how they can create value for their customers and other stakeholders to ensure competitiveness, profitability and sustainability.
The document discusses social media marketing strategies and tactics. It emphasizes creating engaging content that attracts attention and encourages sharing on social networks. Some key points covered include setting goals for social media use, focusing on positioning and creating likeable content, being interactive with audiences, and measuring digital metrics like reach and engagement. The document provides advice for being socially devoted by opening communication channels and responding to audiences in a timely manner.
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1. Start-up Branding
Are you ready?
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
1
2. Defining Start-up & Branding
• Start-up:
A startup company or startup is a company, a partnership
or temporary organization designed to search for a
repeatable and scalable business model.
• Branding:
A process in which a mark, usually a symbol or ornamental
pattern, is burned into the skin of a living person or animal.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
2
3. Start-up Branding
Branding is not just about telling a great story or having a
memorable logo and slogan—its primary goal is to convey the
company’s heart and soul to an audience. What does the
company stand for? What is the personality? What is your
message, and why should I buy into it?
By creating a message and having your actions be congruent
to it, you create a powerful brand that will give customers a
reason to continue buying from you.
As a startup, your brand will be the most valuable asset you
have at your disposable. Leverage it wisely.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
3
4. What does your Start-up Brand look like??
Got any ideas…. Let us share – right now!
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
4
5. Track, Evaluate, and Adjust
Revamp your website
Develop Content Mktg.
Strategy
Figure out the USP
Create Visual Identity
Define Brand Voice
Compose a Mission & Vision
Establish your Values
Define TG
Mentoring helps
in all the phases!!
Jigyasa Laroiya @ KSOM, Marketing Conclave
Do your Research
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
5
6. Things NOT to do!
•
•
•
•
•
•
•
Being Fanciful
Aspiring for now
Going with just an Idea
Seeking Results readily
Apply Jobs
Keeping Plans to yourself
Premium or Low Pricing
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
6
7. Activity – Let us talk about your Brand now!
• Think of the 5 things you
will do create a
brand….make a brief plan
and share
• Consultants – Listen to the
brand idea and share your
concerns
• Summarize the learning!
Jigyasa Laroiya @ KSOM, Marketing Conclave
TOP 5 Things to START!
• Decide what you are
going to do
• Finalize a name
• Create a Look
• Create a Message
• Bundle it all
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
7
8. 3 ASS RULE By Jeff Clavier
Managing Partner, Softech VC
Ever wondered what’s going on in an
investor’s mind during a start up pitch?
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
8
9. 3
Team
What never
works?
Product
Traction
Is it working?
Cost of
Funding
Smartass Team
Kickass Product
Bigass Market
Funds
Contacted
Market
Opportunity
Funding
Other
Investors
Jigyasa Laroiya @ KSOM, Marketing Conclave
Valuation
Founder
Dilution
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
A
S
S
E
S
R
U
L
E
9
10. What’s Cooking? Ah! A Start-up Brand
•
•
•
•
•
RECIPE
Know your Brand
Know your Customers
Flexibility and Futuristic
Create a Design Story
Be Humorous
•
•
•
•
•
INGREDIENTS
Name
Personality
Slogan / Jingle
Visual Style
Verbal Style
Gaining the Cost Advantage
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
10
11. Smart Branding : Gain Cost Advantage
•
•
•
•
•
•
Think Less about Branding & more about SALE
Pick a Smart Design
Keep it Simple
Permission Marketing
Affiliate Marketing
Time Management
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
11
12. Social Branding for Start-up: Free Tools
• Google Alerts, Trends and
Insights
• Website/Blog
• SEO
• Local Business Listing
• Use PPC , Social Media
Ads: LinkedIn , Facebook
Ads, Google ad words
• Web tools like Topsy,
Socialmention can be used
to track about your brands
sentiments digitally
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
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13. Invest more here….
In an ideal situation, a brand shall
invest more in –
• Developing Services
• Analyzing the needs and
creating an Offer
• Managing Portfolio and
expanding it
• Target Great testimonials,
create Brand Advocates
• Innovation and Timely Delivery
• Smart Brand Goals
• Avoid Overselling or Burnout
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
13
14. 5 Common Mistakes in
Branding a Start-up!
•
•
•
•
•
•
Confused Orientation
Not following KIPS
Picking Buzzwords (Starting with
Godaddy)
Too much of Branding and lesser
reach
Messaging by committee
Not Evolving
“Our mission is to help innovative leaders in the CPG industry increase the velocity of their
business and drive engagement with their social communities to inspire meaningful
change.”
Or
“to discover, develop and deliver innovative medicines that help patients prevail
over serious diseases.”
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
14
15. START-UP STORIES
Let us now discuss some success stories to understand
the practicality of Start-up branding strategy.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
15
16. Story: Desperate Branding
• I will design my own logo.
• Business cards – ah! Just
about half an hour
• Meeting & Re-doing it all
• Saving money
• Not Learning from Mistakes
• Diluting the Brand Image
• Satisfied with just money –
making and no value
additions
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
16
17. Story: Haste makes a Waste Branding
•
•
•
•
Too many ideas
Quick to launch
Identity & Development
Not laying out right
foundations
• Following ideas and not
consumers
• Concentrating too much on
Branding & only Branding
• Underestimating the power
of words
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
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18. Relevance, Truth & Reach Out of
AAP (Aam Aadmi Party)
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
18
19. A Political Start-up
Ideas are not enough, Execution matters
Spend some time introspecting, are you spending your time talking about the cool ideas to
implement on your product or the tricks that could get you more business, than doing it.
It is ok if Co-founders/Partners separate ways
So, in your startup – if a time comes where your partners differ at such a basic and fundamental way
of doing things – just go your way.
Empowered Customers, Speak for the brand
Are your customers raving about your customer service near their business circles ? Think about how
you can create a single satisfied customer, so he becomes your permanent product ambassador.
Be Audacious
Don’t hide behind your nice landing pages and a bullet list of features. Can you clearly mention why
you are better than your competitors in the market and stand by it? Think again.
Get into a Market Ripe for Disruption
Is your startup addressing a need to your potential customers? Find a real problem and solve it. If
you have to make your customers aware of the problem before selling your solution, you would
shut the shop real fast.
Product Counts most, it gets your Crowd funding
So, before going the crowd funding mode, be absolutely sure that the end product is useful, and
people would feel like paying and waiting for your it
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
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20. AAP Media Strategy, the beginning..
• Market Testing: Anna Hazare Campaign
• Touching the chords with youth – the first time voters
• Reaching out the Seniors through the traditional form
The Anna movement in 2011 may have used social media
heavily to drive citizen response to its cause, but a political
party needs votes, not followers!
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
20
21. Demographic and an Income-group strategy.
• Adopted the traditional forms
for voter outreach
• Party’s poll plank talked of
regularizing jhuggis, and giving
free water and heavily
subsidized electricity
• They made good use of out-ofhome media
• There were volunteers who sat
with local residents and
prepared constituency-level
manifestos
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
21
22. All the makings of a start-up, an
entrepreneurial venture…
On the inside, the AAP is filled
with the idealistic dreams, the
quintessential gleam in the eye,
the fervent hope and desire for
change, the fearlessness, and the
utmost self-belief, amidst the
down-to-earth reality of
operating low-on-cash. Most
importantly, AAP appears to have
a fiercely committed set of diehard supporters and spirited
volunteers bound by a shared
sense of sacrifice that money
can’t buy.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
22
23. Story: the Chai ki Thadi
The name has been taken from Mumbai’s local language,
where Tapri is equal to a chai ki thadi.
Ankit Bohra and Sourabh Bapna, started their journey
in a filmy way. They find celebs and entrepreneur as heavy words.
The group Zero, “Zero we got and from zero we started”
“I reflected on myself, what I would want, what would I like to
eat as a consumer and how much would I be willing to pay for it.”
Their target is aam aadmi, the mango people.
Tapri Pratham, was their first playground aimed at students and Tapri
Central their second experimental ground, aimed at jaipur in general.
Age is a state of mind, we should rather put it as, how preoccupied
are we.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
23
24. Story: Few interesting Start-ups!
•
•
•
•
•
•
•
Tapri
Seat 14A
Graphicurry Art Store
Theek Kar Do
Hammer & Mop Services
CleanFanatic
Bikana Films
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
24
26. Activity Time
• You are the Brand Strategists of a start-up and
you need to build on a Branding Strategy.
• Each Group will represent a separate start-up
• Audience will be free to ask questions to the
branding team of these start-ups
• Start-up Details and conditions are provided to
each team lead.
Tip: Start-ups are mostly Cash Strapped and dwell
on innovation.
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
26
27. Few Start-up Ideas for Students..
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•
•
•
•
•
•
•
•
Flyer Marketing
Shoe Wash Company
Baby sitting Services
Resume Writing Services
Tutoring Services
Gifting Services
Career Guidance
City Walks
Tech Teaching Services
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
27
28. Planning a Start-up! Read Books…
1. Start with Why by Simon Sinek
2. E-Myth Revisited by Michael E. Gerber
3. Book Yourself Solid by Michael Port
4. $100 Startup by Chris Guillebeau
5. The Lean Startup by Eric Ries
6. The Startup Owner’s Manual by Steve Blank and Bob Dorf
7. Secrets of Closing the Sale by Zig Ziglar
8. How I Raised Myself from Failure to Success in
Selling by Frank Bettger
9. Little Red Book of Selling by Jeffrey Gitomer
Source: www.mohitpawar.com
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
28
29. NOW
All THE BEST
Connect to me at: jigyasa@30thfeb.com
Join me at: www.facebook.com/30thfeb / www.twitter.com/jlaroiya
Jigyasa Laroiya @ KSOM, Marketing Conclave
www.30thfeb.com/blog | Email:jigyasa@30thfeb.com
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