Edu4change4development

edu4change4development
Assignament: Marketing Page
Course: Technology Entrepreneurship – Part02
Jul 22, 2013

EDU4CHANGE4DEVELOPMENT
A online net where people get together, in a
teamwork mode, to support, share, learn, mentor,
and promote projects and thinking entrepreneurship,
as a discipline and as a art.

Our Team

STORYBOARD

edu4change4development allows Luis to be in
contact and work together with both, people like
her and entrepreneurs over the world who can
provide support and mentoring, financial support
and all kind of help delivered on line
Luisa is a girl between 18 and 35 years
old who lives on an environment where
she is challenged to be an entrepreneur
Luisa looks around and cant’ really find
entrepreneurship, help to become and
entrepreneur or even understand well
what that impliesLuisa looks around and sees crisis, poor salaries
and her parents facing problems
What does it
mean to be an
entrepreneur?
Luisas’s school starts promoting
edu4change4development, a tool
designed to help young people think like
an entrepreneur, providing a space
where where videos, blogs and all kind
of interaction tools, mentors and solid
contents, promotes learning and
teamwork
Teachers are not
entrepreneurs and
seminars
conducted by
entrepreneurs are
superficial and
vague
And while she is out on the street ,
edu4change4development allows Luis to
locate other members of the
edu4change4development network

MARKETING STRATEGY

• Market opportunity/analysis
1. Customer and a market need
2. Size the market
3. Competitors
4. Growth potential
Marketing strategy

• 1. Customer / Market target
– Our target market is people between 18-35 years
old, from countries with necessities to generate
entrepreneurships. We consider developing
countries from LATAM countries and Vietnam, and
countries with economical crisis as Portugal and
Spain.
Marketing strategy

• 1. Market need
– The necessity
• In front of the Global Entrepreneurship Monitor 2011
report, and these data, today, and given the current
economic crisis, several international organizations
promote entrepreneurship as a solution to the
economic crisis. Such organizations as: WorldBank,
IADB, IMF, Global Entrepreneurship Monitor, OECD,
reports the urgent necessity to promote the
entrepreneurship among the young people.
Marketing strategy

Marketing strategy
• 1. Market need
– The necessity
• GEM 2011 report
– By according to 2011 survey of GEM, there are 388 million entrepreneurs actively engaged in starting
and running new businesses in 2011. These included an estimated:
– 163 million women early-stage entrepreneurs
– 165 million young early-stage entrepreneurs between the ages of 18 and 35
– 141 million early-stage entrepreneurs who expected to create at least five new jobs in the next five
years
– 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years
– 69 million early-stage entrepreneurs that offer innovative products and services that are new to
customers and have few other competitors
– 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally
– 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years
– 69 million early-stage entrepreneurs that offer innovative products and services that are new to
customers and have few other competitors
– 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally
** GEM recognizes that an economy’s prosperity depends greatly on a dynamic entrepreneurship sector.
Source:
http://www.gemconsortium.org/assets/uploads/1330429931GEM_2011_Global_Report_-_EDIT_FEB_2012.pdf

• 1. Market need
– The reality
• The 85% of SME disappear before they are 2 years of operations. The
66% of SME disappear before the first year of operations
• Of every 400 new entrepreneurs only 40 survive in the first two years
and of these only 20 reached their first 5 years
• The 75 percent of new Mexican companies should cease operations
after just two years on the market.
• The 25% of companies disappear in the first year, 17% in the second
year, 13% in the third year and 11% in the fourth year.
• Only 5% of companies promoted by young entrepreneurs are
successful.
• The statistics speak of a high mortality in start-ups: according to 2003
data, over 70% of businesses fail within four years of life.
• Over 50% of small businesses fail in the first year and 95% during the
first five.
Marketing strategy

• 2. Size market
– Market available
• Young students, employers that like create enterprises, non-workers
that need/like create enterprises.
– Market available served
• The people between 18 and 35 years old are an important segment or
percentage of the population in develop countries. Commonly are 25
or more percentage of the population.
– Market target
• Approximately 2-3% of population we can help with us product.
• This percentage need the solution and have the capacity (time and
dedication, and internet connection) to use the product.
– Note:
• We interviews and realized survey in people from several countries.
See follow point.
Marketing strategy

• 3. Competitors
– Providers of crowfounding.
– Several MOOC courses and platforms oriented to teach about
entrepreneurships.
– Solutions as: sharktank, sci-tree, IADB (program to incentive
entrepreneurships), SCORE, Churchteam, etc.
– Our Blue Ocean:
• We link a MOOC course with a net of support to entrepreneurships
• We provide a MOOC course where people graduate in thinking
entrepreneurship and with a entrepreneurship project.
• We facilitate a net where recent graduate entrepreneurships
mentoring to new students in the MOOC course.
• The net is a global online community to share, mentor, learn, and
support entrepreneurships among them as intra/inter
entrepreneurships.
Marketing strategy

• 4. Grow potential
– The market has a high growth potential for several
reasons:
• Exist government policies promote intensely the
entrepreneurship.
• Population shows a tendency to grow the segment of
people between 18 and 35.
• Internet access is increasing in large cities and a
national level.
• Entrepreneurship is an increasingly subject closer to
society.
Marketing strategy

• Fit market (problems/needs) with product
– Inadequate knowledge of the market, we offer marketing topics in the course.
– A finished product inappropriate, we offer tools design in the course.
– An ineffective effort in marketing and sales, we offer marketing technics in the course and a
net of entrepreneurship to support ideas.
– A lack of foresight on the competitive reaction, we offer foresight technics in the course and a
net of entrepreneurship to provide support.
– Rapid product obsolescence, we offer tools of product life cycle in the course.
– A forecast of the timing inadequate to implement the business, we offer Project management
technics in the course.
– An inadequate capitalization: excessive asset investment, we offer financial in the course and
a net of entrepreneurship to provide mentoring and coaching.
– Poor cash flow management, we offer financial in the course and a net of entrepreneurship to
provide mentoring and coaching.
– Lack of controls, we offer Project management technics in the course.
– Wrong reasons for start an entrepreneurship, the course provide mediums and tools to
reinforce a entrepreneurship thought.
– Love with the product, the course provide guidelines and best and worst practices to cope
this situation or similar.
Marketing strategy

Marketing strategy
• Market Scope
– Global Strategy oriented to new market
• Geographical scope
– LATAM countries / develop countries
• Segments  Different Strategies for each segment
– Individuals (18-35 years old)
– Public+Private Companies
– Promotion Institutions
– Government Agencies
• Entrance Strategy
– Superior marketing strategy
– Ample resources
– Strong commitment to challenge market leader.
– Strong effort to differentiate our product

Marketing strategy
• Our new market – attributes and features
– Customers
• Unknown
– Because, are people between 18 and 35, not common in actual market
targets, and from developing countries and/or countries in economical crisis
– Customer needs
• Transformational improvement
– Because, we point out to improve the life of people that not receive much
more orientation to be successful in to be entrepreneurship
– Competitors
• None
– Because, we create a blue ocean
– Risk
• Evangelism and education cycle
– Because, we need diffuse a new type of community of collaborative
entrepreneurship and educate about the importance of give priority to
thinking entrepreneurship as previous to create project and enterprises

Our marketing strategy
• Product Strategy
– Positioning : Unique Managed Community – Net of mentoring to
support new entrepreneurhsips
– Scope : All Stakeholders involve entrepreneurships presents in net and
a course online
– Design : cMOOC (conectivist MOOC) + net
• See prototype
• http://edu4change4development.netai.net

• Promotion Strategy
– Promotion Mix: Different depending on the audience, resalt
benefits for each segment
– Media Selection: Channels (newspapers, magazines, television,
radio, outdoor advertising, transit advertising, and direct mail)
through which messages concerning a product/service are
transmitted to the targets.), and alliances with professional
colleges, municipalities, etc.
– Advertising: Transmit a particular product/service message to
young people and people like to be entrepreneurship..

• Distribution Strategy
– Scope: All Stakeholders through or by way:
• Forums: where the customers can interact between them and suggest ideas to company.
• Self services: for instance, the customers can choose a new courses when they need.
• Newsletters: inform to customers know about new services, new tools, etc.
• Blog: this way be able to get information about the company, about the new projects, etc.
• Social networks: like facebook, twitter, linkedin, etc, where the students interact between them, with
the teachers, they can suggest improvements to the company.
• Community of graduates: place where graduates can to follow connected with the new students and
teachers.
• Associations or colleges of professionals.
– Channels:
• Social networks
• Web presence (website, blog, social media, ...)
• Advertisements
• Adwords
• Networks of Colleges and School
• Students organizations
• Government / Ministeries of Education
• Ways used in net of colleges, universities. Etc,

• Pricing Strategy
– Apply freemiun model.

• Product
– Attributes
• Focus on the emotional side of the equation. For most
entrepreneurs this is a really hard issue.
• Affordable for entrepreneurs who don’t have much money. A
common situation.
• Provide a global network to support entrepreneurs in aspects such
as technology, finances, funding, marketing, etc.
• A team of people who are totally commited to the growth of
entrepreneurs.

• Product
– Market opportunities
• Many people will have the necessity to create their own Jobs since
there are fewer Jobs.
• The quality of Jobs has going down and many Young people want to
make their dreams come true but with a normal job, it seems very
difficult.
• The school system is not preparing student to survive in the current
economy. Doctors, lawyers, nurses, dentist aren’t taught to sell their
professional services. Something that is VITAL. We can cover the
part that the school system has forgotten.

• Product
– Mission
• To provide a model of entrepreneurship, not only focus
on the money- but also in the development of people,
caring about the environment and trying to help as many
people as possible ... to unleashing the entrepreneurial
potential of 18-35 young people across the world to
create innovators with the knowledge, skills and
attitudes to contribute to economic and societal
prosperity.

• Product
– Successful, because
• we have the passion to change and improve the lives of people, that’s the core of the
team. Then we can have access to the best telos, dynamics, projects and contacts.
• We provide a differentiated product, service and resources (experts, companies, ...) meet
the needs of our primary costumers.
• our product is different from other similar net, products or solutions.
• we connect, younger and starter entrepreneurships, with the new entrepreneurships, ...
– And
• We not only connect along time consolidated entrepreneurships with young
entrepreneurships, not,
• we create and connect entrepreneurships,
• we maintain nearest old with new entrepreneurships,
• we prepare entrepreneurships to create enterprise or to be creative employers.
• we promote in people the confidence to be a entrepreneurship
• we support with cognitive and material resources in order to construct projects
sustainable by more than 5 years.

TARGET MARKET

Target market
• B2C
– 18-35 Young people having the needs to learn
entrepreneurship in order to open their own business
or to apply entrepreneurial skill to their life.
– Potential entrepreneurs with more experience or
maturity, or people working as employers or not-
employers actually.
– Trainers and tutors having the need to be upgraded.

Target market
• B2B
– Individual (to create your own MOOC; update
research; participate in a hands-on experience to
connect entrepreneurship research to curricula
choice).
– Public and private schools, colleges, Universitys,
education and training centers (renting platform
and/or contents; training tutors and mentors;
inspire new ideas for entrepreneurship curricula
and model design at your campus).

Target market
After studying various characteristics trough
obervation and marketing research from
costumers who will use our services/products,
research several case studies and demographics,
our differentiated products and services meet
the needs of ours primary costumers.

In order to expose our work, this is our empathy map original in spanish.

MARKETING EXPERIMENTS AND
RESULTS

• To improve and to validate our proposal, we ask through surveys
and interviews to our market target. Our target market is people
between 18-35 years old, from countries with necessities to
entrepreneurship as countries of LATAM, Portugal, Spain, and
Vietnam.
• The result shown that: it is imperative to train young people to
enable them to achieve entrepreneurial thinking. Furthermore, in
the current scenario and future, few young people are creator of
companies, the rest will be employed. But everyone must generate
new ideas and promote enterprises wherever they work. And,
moreover, the interviews validated the interest in entrepreneurship
in young people, but they do not see it as a possible future. Only in
college or universities, they listen to be entrepreneurs.
Marketing strategy

Marketing experiments – interviews &
surveys

Results
• The team made research on the Internet and
personal interviews in a total of 11 countries to
people from a range of 18 to 35 years old,
totalling 79 people.
• The team keeps careful records of the results and
results analysis.
• The research revelealed some new information
and confirmed our basic proposal

Results
• Someting we learned
- Interviwees prefer a free course.
- Their don’t have a clear idea as to how much is a service like ours.
- Most of them haven’t used an online platform to learn.
- They consider school and colleges as rhe main source of
entrepreneurial information and formation.
- Focus on people ages 19 to 25 years old, but the ideal market is from
18 to 35.

Results
• Something we confirmed
- The number of young people interested in becoming
an entrepreneur is growing.
- They don’t have a reliable source of entrepreneurial
formation and information.
- They don’t have a network which gives support
(financially, technologically, emotionally, etc.).

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