Just Enterprise

Business support and development services to enterprising third sector organisations across Scotland

Just Enterprise

Target Groups

• Enterprising Third Sector Organisations• Start-up Social Enterprises• Established Social Enterprises

• Equalities Groups• Social Entrepreneurs• Leaders, Managers and Staff

Just Enterprise

1-1 Business Support

• Enterprising Third Sector Organisations on training programmes may be eligible for 1-1 Business support

• Small scale, targeted consultancy assignments

• In-depth, strategic consultancy assignments

Just Enterprise

Business Support can include

• Business Planning• Feasibility Study• Legal Structure

• Marketing Plan• Operational Review• Costings for procurement/tendering

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Apply for support now atwww.justenterprise.org.uk

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About today

• By the end of the session you will – Understand the role of strategic marketing– Understand the different elements of marketing:

people, product, price, place, promotion– Build key communication messages

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Sales and Marketing

SO WHAT IS IT? WELL, NO.

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Marketing is not…

• Just about getting people to buy what you’ve got

• It does not involve …– Making anything up– Conning anyone– Over-promising

• “If you talked to people like advertising talked to people, they’d punch you in the face”

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Just Enterprise

Marketing is …

• Making people happy, profitably.

• HOW?

• By understanding what people need and want• Designing and delivering products and services

that offer superior value• Communicating this value effectively

– In words and action

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Why is it important?

• Competitive pressures have never been higher• Independent income has never been so

important• Budgets are tight

• Must do more with less

• Strategic Marketing can meet these challenges

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What business are you in?

Hedgehog Concept, Jim Collins

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Start with the customer

• “The purpose of a business is to create and keep a customer” – Theodore Leavitt, marketing guru

Just Enterprise 5 P’s, Jerome McCarthy

Marketing and Brand Strategy

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People

• Who are your customers?– Current customers– Target prospects– Demographics

– Market size

• Where is their pain? When to they need to act?• Who is the decision maker?• Who are the key influencers?

• What are their buying behaviours?

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Just Enterprise

Product/service

• Product Benefits• Distinctive features• Competitive differentiation

– Unique– Meaningful– Sustainable

• Product requirements

• Production cost

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Features and benefits

Feature Benefit

12.1 megapixels Really sharp pictures

51-point AF system Pictures that are always in focus

9 frames-per-second shooting speed Great for sports / action photography

Magnesium alloy body construction Doesn’t break when you drop it

ISO range from 200 to 6400 Good in low light conditions

2 liveview modes Huh?

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Just Enterprise

Place

• Volume• Price point• Completeness of solution

• Complexity of sale• Channel choices

– Direct response

– Inside telesales– Outside sales– Channel partners

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Promotion

AUDIENCE HOPES/ CONCERNS

MESSAGE FOCUS KEY MESSAGES

Young mums

Restricted Budget

Reduce the cost of food shopping by cooking from scratch

• Save and average of 20% by cooking meals from scratch

• Feed the whole family from £x per head

Confidence to cook

Learn the basics with other beginners

• Tips and techniques that will build your confidence to get creative

Speed Good food without fuss

• Speedy meal recipes.

Satisfying different tastes

Create numerous meals from the same ingredients

• Learn creative twists to classic recipes to satisfy the fussiest eater

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Promotion

• Reach• Active vs. Passive• Objective

– Build rapport– Generate leads– Close sales

• Choose tools– Web site /SEO/PPC; email; Banners; Webinars;

Blog’s/RSS; Affiliates; Articles

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AdvertisingOutdoor

PrintRadio

TVInternetMobile Personal Selling

PresentationTrade shows

Samples

Public Relations

Press ReleasesSpeeches

SponsorshipAnnual reports

Sales Promotion

DiscountsDisplaysCoupons

Direct MarketingDigital Media

InternetE-mailingMailing

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Feedback

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Price

• Cost of Goods• Value

– ROI (value produced – cost)/cost• reduce expenses, grow revenue, save time

– Personal Utility– Intangibles

• Competition– Comparative value– Discounting

– Response

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Where are you positioned?

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Useful resources

• People – http://www.startupdonut.co.uk/startup/sales-and-marketing/targeting-a-market

• Product– Business Link, grow your business resources

• Price– http://www.learnmarketing.net/price.htm

Just Enterprise

Business support and development services to enterprising third sector organisations across Scotland