Lessons learned week 4

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


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




WEAKNESSES

• Reliability of the designers’ quality: quality

assurance? Accreditation?

• Financials?

• Business volume scale?




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




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.

Lessons learned week 4

Business

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