An entrepreneurial approach to Marketing

Evelise Biviatello

Who am I?

Born in Brazil

e-Commerce in Shanghai

Venture builder in Sao Paulo

M.Sc. in Lund

Trocaria

momondo

TheMarketersdecisions

• Formal• Sequential• Systematic• Disciplined• Structured• Planned• Causual

TheEntrepreneursDecisions

• Informal• Haphazard• Creative• Opportunistic• Reactive

and/orproactive

• Effectual

“Entrepreneurial marketing is defined as the proactive identification, evaluation and exploitation of opportunities

for acquiring and retaining profitable customers through

innovative approaches to risk management, resource leveraging and value creation” Schindehutte et al., pp29

The times…they are a-changin'Traditional Marketing

4P's

Product/ Service

Promotion

Price

Place

Entrepreneurial Marketing

4C's

Communication within Communities

• Engage your customer/user• It’s about conversations, not messages• Pull vs. push• Consumer-generated media

Co-Creation• Customers as a resource• Crowdsourcing instead of outsourcing• Bottom-up marketing

Customizable Personal Value

• Crowds vs. “individuals”

Choice/ Convenience

• Be where the customer is

Entrepreneurial marketing has 7 underlying dimensions:

✓Proactiveness✓Calculated risk taking✓ Innovativeness✓Be opportunity obsessed ✓ Leverage resources ✓Value creation✓Customer intimacy

Lots of overlapping areas!

Causation vs. Effectuation

• Who am I?

• What I know?

• Whom I know?

Causation vs. Effectuation

• Bricolage

• Bootstrapping• Owner financing • Family/friends support • Withhold salaries • Joint utilization: bartering, borrowing, sharing, swapping etc.• Payments management: lease equipment instead of buying• Minimizing capital in stock: minimize stocks, best conditions from suppliers etc.• Government subsidies

Resource management

Questions?

Tack! :)

https://www.linkedin.com/in/ebiviatello