This Small Presentation helps startups to give an outline of their marketing strategy.

1. Marketing for
Entrepreneurs
BY
SAI VIVEK REDDY
STARTUP CARNIVAL

2. What is Sales?
 The process of identifying a customer, her problem,
offering a solution and collecting the payment.
 It’s a process
 Inputs
 Outputs
 Actors
 Try to make it repeatable – reduce variances

3. How to sell?
•Attract the attention of the customerAttention
•Raise customer interest by demonstrating benefitsInterest
•Convince customers that the product will satisfy their needsDesire
•Lead customers towards taking action and/or purchasingAction
•Satisfy the customer so they become a repeat customerSatisfaction

4. Sales Funnel
Cold Calling
Meeting
Prospects
Prospects
Deal
To converse properly to the
customer for the first sales pitch
To find initial set of
contact to cold call
To inform/educate the
customer about the product
To close the deal and
receive the payment

5. Startup Sales Tips
 Learn to hear a NO from people – better to talk to a rough person who gives
business rather than a nice person who just talk well
 Never fight a customer – even if you lose an order, or he/she is angry
 Don’t be shy in asking for order or money
 When you do sales, you sell – be clear, don’t be a saint!
 People like stories – build a story around your brand/product!
 Inform your network about your company
 no exceptions and but no expectations!

6. More Sales Tips
 Ask your current customers for new leads
 Visit trade shows and exhibition relevant to your area of business
 Partner with large players
 But do not waste time in waiting, keep building your customer base
 Be a Speaker/Judge/Panelist at relevant events/colleges etc.
 Write generic articles for print media, blogs for online media
 Make at least 1 sales call every day
 Treat your sales team with respect – keep them motivated
 Never get tired of selling
 Follow up or DIE

7. What is Marketing?
 Understanding consumer’s stated and implied needs (paint points)
 Satisfying them profitably
 Marketing is not advertising
 Customer loyalty cannot be bought
 Google never advertised – they focused on a great product
 Example – Myntra.com – customized gifting solutions

8. Understanding Consumer Behavior
 Based on characteristics of consumers
 Personal
 Psychological
 Social
 Cultural
 Rational vs Emotional
 Early adopters/Laggards
 Buying process
 Need
 Information search
 Alternative evaluation
 Purchase decision
 Post-purchase evaluation

9. B2B Sales
 Sales can be business to business (B2B) or business
to consumer (B2C)
 In B2B sales, a company sells to another company
 Example – ICI sells chemicals to HLL
 Value proposition in B2B sales are related to either
saving or making money
 Amount of money made or saved should be more
than cost of product or service
 Businesses also compare the payback period for the
various products or services

10. Price
Product
4 Ps of Marketing
Promotion
Place

11. Pricing Strategy
 Cost plus method
 When costs are determined with accuracy
 Competitive positioning method
 When competition exists with similar offering or
its tough to determine costs
 Full line pricing – for a set of products
 Products that save money to customers can
be priced based on payback period
 Products that make money to customers
can be priced based on profits that they can
make

12. Positioning Strategy
Marketing Driven
(new use for
existing product)
Missionary approach
(technology push)
Mighty competition
(avoid)
Safe start
Existing Product New Product
ExistingMarketNewMarket

13. Advertising and PR strategy
 Different channels of spreading your word
 TV
 Print
 Out of home
 Internet
 Radio
How to Start?
 Define the objectives
 Chose the right medium
 Chose the message and creative

14. List of Free PR Websites
 http://www.1888pressrelease.com/login.html
 http://www.24-7pressrelease.com
 http://www.bignews.biz/
 http://www.clickpress.com
 http://www.free-press-release.com
 http://www.free-press-release-center.info/
 http://www.i-newswire.com/submit_free.php
 http://www.indiaprwire.com/
 http://www.newswiretoday.com
 http://www.pr.com
 http://www.pressexposure.com/
 http://www.pressabout.com/
 http://www.pressbox.co.uk/
 http://www.pressmethod.com/
 http://www.prfocus.com/
 http://Subbmitt.com
 http://www.webnewswire.com/
• http://www.pr-inside.com/
• http://www.prleap.com
• http://www.prlog.org/submit-free-press-
release.html
• http://www.prurgent.com/
• http://www.sanepr.com
• http://www.sbwire.com
• http://www.theopenpress.com/
• http://www.alootechie.com
• http://indiasurfer.com
• http://indiantags.com
• http://bestofindya.com
• http://indianbytes.com
• http://bharatboom.com
• http://bharatmarks.com
• http://indianpad.com
• http://humsurfer.com

15. Marketing Research
 Helps the entrepreneur to investigate
 Whether customers will buy a new product
 Why existing products are not selling
 Better methods of marketing existing products
 Changes in customer needs
 Whether there is a risk of new competitors
 Primary or secondary research
 Primary – based on direct questions to
consumers like surveys, FGD
 Secondary – based on industry reports etc.

16. Distribution Strategy
 Direct Dealers
 Sell company items directly to customers
 Provide display and sales support
 Distributors
 Sell company items to other non-direct-dealers
 Provide reach and collection support
 Wholesalers
 Sell company items to dealers as well as customers
 Work on thin margins and large volumes
 Modern Trade
 Large organized retailers like Big Bazaar, Reliance, More etc.
 Others – Franchisees, Alliance Partners, Brand Licensees
 Criteria to chose
 Reach
 Cost
 Time

17. Digital Marketing
 Search engines
 Paid – by bidding on Google Adwords
 Organic – natural search by customers
 Banner Ads
 Sponsored campaigns
 Communities on social media websites
 Orkut, Facebook, Twitter
 Email campaigns
 Examples – ixigo.com’s Facebook strategy

18. Software Marketing Tips
 Close a buying process from lead to payment
 Its good to have 10000 Facebook fans, but better to have 1 loyal paying customer
 Involve your customer in product building, collect feedback but use your own instincts
 Monitor your spends and results on a monthly basis
 Study a large player and learn what they are doing
 First place it, then promote it!
 Don’t spend on advertising before you have something to sell
 Connect your customers with their customers
 Build rapport with clients
 Maintain contacts and relations
 Focus on training
 Sales as well as production team
 Internet marketing
 SEO – search engine optimization
 SMM – social media marketing
 Email marketing
 B2B portals
 Events and exhibitions
 Awards and associations

19. Sites for getting projects
 Builditwith -
http://www.builditwith.me
 99designs - http://99designs.com
 CrowdSpring -
http://www.crowdspring.com/
 Lime Exchange -
http://www.limeexchange.com/

20. Challenges in marketing
globally
 Different languages across the world
 Payment modes

21. What investors look for in a Marketing plan?
 Key target segments, size of each segment, growth rates
 A visual representation is better
 How efficiently can the consumer be reached? How quickly?
 Will they stick and repeat their purchases?
 What is the cost of sales?
 What is the sales cycle?
 Any key partnerships or alliances
 How will competitors react? How will you react to their reactions?
 What are the other opportunities? Is there a product roadmap?

22. Mail – vivek@startupcarnival.co.in
Ph – +919441976538
Website – www.startupcarnival.co.in