Date post: | 11-Aug-2015 |
Category: |
Business |
Upload: | tomas-varela-pinto |
View: | 32 times |
Download: | 0 times |
Christian N. / Tomás V. P. / Madalena C. / George F. S. / Elise B.
LESSONS LEARNEDWEEK 4
NEW TEAM MEMBER
Fresh point of view
Positive reinforcement
New and different ideas
•Change of meeting moments
•Dropbox
•Logo
HOW TO?INTERVIEW YOUR CUSTOMERS
Write a script
Create an intro
No pitching/selling
Problems ? What Why How
Hypothesis being tested with interviews
Social Enterprises
• SE/NGO need marketing services in terms of market visibility and branding
• SE/NGO need training and the knowhow to improve their business
• If the service is needed, more than 50% of customers will be willing to pay
• SE will be willing to use a web platform as a channel of communicating with us
Students
• On average, students and recent graduates are interested in working with us for more than 2 hours a week?
• Marketing and design students are more willing to work for us than students from other study areas
• Student will be interested in working for free
Foundations
• Foundations will never establish a partnership with Brand & Breathe
TAM - SAM – SOM ANALYSISTAM
Total Available or Addressable Market
SAM
Segmented Addressable Market or Served
Available Market
SOM
Share of the Market
32%
3%
65%COOPERATIVES
ASSOCIATIONS
MUTUAL SOCIETIES
SOM
SAM
TAM
TAM2m businesses in Europe. 10% of all European businesses and more than 20m workers.
Cooperatives equal 32% of all Social Enterprises. 640.000 in total.
SAM
SE in Portugal, Germany, Belgium and UK equal 34% of the SAM. 217.600 in total.
European Economic and Social Committee, http://www.eesc.europa.eu/resources/docs/qe-31-12-784-en-c.pdf
http://www.socialeconomy.eu.org/IMG/pdf/SocialEconomyEurope-ENG.pdf
Social Economy in Europe
SOM Segments U.K BELGIUM PORTUGAL GERMANY
Employment in SE 5.64% 10.30% 5.04% 6.35%
Youth unemployment(2013) 20.5% 23.7% 37.7% 7.9%
Evolution of SE´s -4.57% 65.42% 19.03% 21.00%
Areas of Activity : cooperatives, mutual societies & associations
C-1.4%,ms-3.06% A-95%
c-2.9%,ms-2.5%,a-94.6%
C-20%,MS-3%,A-77% c-33%,ms-3.5%,a-63.5%
CSR Spending ( GLOBAL 500) 2013 USD
2.6 B 125m N/A 560m
Volunteers % of Adult population
33% 26% 12% 34%
http://www.unesco.org/new/en/media-services/single-view/news/new_report_finds_fortune_500_companies_spend_a_fraction_of_csr_spend_on_education
CUSTOMER SEGMENTS
SWOT ANALYSISMAIN COMPETITOR
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
How / in which way are we DIFFERENT from our competitors?
SWOT ANALYSISMAIN COMPETITOR: BRANDS FOR THE HEART
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATSSTRENGHTS
• Unique selling proposition: “The world’s first
DIY branding agency for social entrepreneurs”,
• Price (cost) advantage: web-based platform
• Experience, knowledge of the founder
• Consumer customization
• Customer service: 100% money back
guarantee
SWOT ANALYSISMAIN COMPETITOR: BRANDS FOR THE HEART
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
WEAKNESSES
• Reliability of the designers’ quality: quality
assurance? Accreditation?
• Financials?
• Business volume scale?
SWOT ANALYSISMAIN COMPETITOR: BRANDS FOR THE HEART
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
OPPORTUNITIES
• Higher awareness concerning importance
of Social Innovation and Entrepreneurship
• Rate of entrepreneurial activity increased:
Global Entrepreneurship Monitor
• Involvement of Generation Y in creating
social value
• Rising number of alternative funding
sources
SWOT ANALYSISMAIN COMPETITOR: BRANDS FOR THE HEART
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
THREATS• ?
• Time to turn threats into opportunities for
the future
READINGSWHO IS THE BUYER?
B2B
Knowing your market ≠ knowing your buyers!
Interviews are critical to developing a good buyer persona. Actually
speaking with the buyers can uncover insights that would never come to
light otherwise,
In B2B sales, there is rarely just one person – or persona – involved in the
buying process. The buying center is a formalization of that concept.
Many people with different roles and priorities participate in purchasing
decisions. Ensuring that your marketing efforts take into account all of
the players in the buying center is very important.