Stefan's Marketing Workshop

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* This presentation contains ve spelling errors. First person to nd them all, get a price.

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?

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HOW DO YOU GET

GROWN-UP HETERO-

SEXUAL MEN TO

SACRIFICE WORK,

FAMILY AND MONEY

TO GO AND SEE BOYS

IN SHORTS, RUNNING

AROUND ON A LAWN

CHASING A BALL?

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MARKETING

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MARKETWhat do people out 

there want? 

 Product 

 bringING And how will they 

know that we deliver exactly that? 

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“ IfIhadaskedpeoplewhattheywanted,

theywouldhave

saidfasterhorses.” Henry Ford

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Organizationsandcompaniessellideas,

 productsandservices.

People buy brands

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A PROMISE

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The difference between prole and brand

Profile Brand

”Safety” 

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1

2 3

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“ Refreshandbuildbrand-linkedmemorystructures

thatmakethebrandeasier

tonoticeandbuy.” 

Byron Sharp

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focusdelete

distill 

delete compress delete

clarifydelete

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knowledge

What do we have to say to whomand when, to make them love you?

looks

Create recognition and credibilityin what you want to say.

communicationProve that you are the best,and on what.

1

2

3

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KNOWLEDGEWhat do we have to say to whom and

when, to make them love you?

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TODAY TOMORROW?

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Why does the company exist?

What makes us unique?

Who is the enemy?

Who should know about ourproducts or services?

What should we have achievedin ve years from today?

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The Marketingplan

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1. Take aim

 

2. Market - Target group - Client

3. The outside world

4. Competitors

5. Product and Company

6. Positioning

7. Goals / Economics / Sales

8. SWOT Analysis

9. Strategy

10. Action plan and timetable

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Competitors

Market share?Target group?

Marketing?

Business idea?

Core values / Brand?

Vision?

Strengths and weaknesses?

Other things?

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5

Inc.

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COLD HOT

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Our business ideais to help customers increase proftability and customer 

service through solutionsand services that streamline

business processes andmeasuring results achieved.

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Vår affärsidé är att erbjuda ett brett

sortiment, form- och funktionsriktiga

heminredningsartiklar till så låga

priser att så många som möjligt får råd

att köpa dem!

BankX:s affärsidé är att vara det

självklara bankalternativet för

privatpersoner, företag och lant-

 bruk, kommuner och landsting och

organisationer genom att erbjuda

ett kundanpassat och lättanvänt

utbud av nansiella tjänster.

XYZ ska utveckla, sälja och genomföra

revision, redovisning och kvalicerad

rådgivning inom nansiella och an-

gränsande områden så att inter-

nationella och svenska företag, samt

dess ägare, organisationer och offentlig

sektor kan uppnå värdetillväxt och

trygghet.

FöretagAB:s affärsidé är att erbjuda

mode och kvalitet till bästa pris. Vår

design- och inköpsavdelning skapar

klädkollektionerna och svarar för att

vi kan erbjuda det bästa modet.

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6X

Y

Z

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The goal is to party on Friday

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Spybar, 10pm on Friday

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8

S.W.O.T.

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What works well with thecompany today? 

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What does not work with thecurrent arrangement? 

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 How could it be developedand improved? 

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What could stop sucha development? 

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LOOKSCreate recognition and credibility

in what you want to say.

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 Does this look like one (1) company? 

 Does the design communicate

what the company wants to say? 

 Does it look unique,

compared to our competitors? 

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repeatrepeatrepeat

repeat

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COMMUNICATIONProve that you are the best,

and on what.

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= $66 667 000 000eller ca. 4 415 000 000 000 sek

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 People loveadvertising! 

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INTERESTING

+

RELEVANT

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So how the hell do wesay X to group Y?

 

 In such a interesting and engaging way that they not only 

listen, they also wants to tell

their friends about it.

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Once upona time...

Elevator Pitchd l i h

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An Good Elevator Pitch:

• Is concise, <150 words, 60 seconds

• Explains the problem you solve

• Describes benets of your product/service

• Easy for your audience to understand

• Grabs attention

• Qualies the prospective investor

• Shows your passion

• Ends with an action plan

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The Ten Slide Presentation

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Slide 1–5 tell a prospective investor WHY THEY

SHOULD CONSIDER INVESTING IN YOUR BUSINESS.

NOW THAT THEY ARE LISTENING, Slide 6–10 tell

them why you will succeed.

The Ten Slide Presentation

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1 What does your company do?

2 What customer problem are you solving?

3 How do you solve this problem?

4 What is your business model? How do you makemoney? Who pays you? How do you distribute

your goods/service? How big are your margins?

5 Where’s the magic? What makes your company

 better than others? Technology? IP (IntellectualProperty)? People?

The Ten Slide Presentation

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6 Marketing and sales: How do you reach your

customer and close sales in a reasonable time and

on a tight budget?

7 Competition: Who are your competitors and why

are you better then them?8 Management team: Why do you have the right

experience and expertise for this project?

9 Financial Projections and Key Metrics: The

promises you make to your investors.

10 Milestones: Current status, timeline, and use

of funds.

HOW DO YOU GET

GROWN-UP HETERO-

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GROWN-UP HETERO-

SEXUAL MEN TO

SACRIFICE WORK,

FAMILY AND MONEYTO GO AND SEE BOYS

IN SHORTS, RUNNING

AROUND ON A LAWN

CHASING A BALL?

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Good Luck!