Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MARKETING INNOVATION (XINE254 - 005)

INNOVATION AND ENTREPRENEURSHIP, STANFORD UNIVERSITY
by

ANDREA MARTINEZ ROJAS

on 30 June 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MARKETING INNOVATION (XINE254 - 005)

@amartinezrojas
ABOUT
THE STARTUP
AIMS TO DEVELOP
INNOVATION
in SMES
COLLABORATIVE PLATFORM
f o c u s e d o n l e v e r a g i n g
b y i n c o r p o r a t i n g
SUSTAINABILITY
MASSIVE ONLINE OPEN
F O C U S E D O N
SUSTAINABILITY
i n S M E S a s a d r i v e r f o r
I N N O V A T I O N
M A I N G O A L
KNOW, UNDERSTAND and EMBRACE
BEST SUSTAINABILITY INITIATIVES
a r o u n d t h e w o r l d

KEY FACTOR
E C O N O M I C P E R F O R M A N C E
from a
COLLABORATIVE APPROACH
t o w a r d s
a s a
e n c o u r a g e
SMES
t o
i n t h e
T R I P L E B O T T O M
l i n e
SUSTAINABLE BUSINESS PRACTICES
t o E X P L O R E a n d S H A R E
amateurs anthropologists
worldwide
w i l l
SUSTAINABILITY CANVAS
a simple online interactive
Leaving behind complex and large instruments
E M P O W E R
E C O N O M I C, S O C I A L a n d E N V I R O N M E N T
SUSTAINABILITY JOURNEY
that will develop out of the
C O L L E C T I V E A C T I O N
a series of
BLUEPRINTS

of
INNOVATION-BASED THINKING
S T RA T E G I E S SMES
and
for
C O M M U N I T Y
Building a
of
C U R I O U S
and
C O M M I T T E D
W O R L D W I D E
S U S T A I N A B I L I T Y
SMALL and MEDIUM ENTERPRISES
and put them in
D I A L O G U E
with
to
SMES
Leveraging the service
from another perspective
analyze
currents services
to understand how an
improved offering
can
serve a market segment
in order to
gain momentum
when the
mainstream market
of pragmatists fully came into play
M A R K E T D I A G N O S I S
INSIGHTS ABOUT THE INDUSTRY AND TARGET CUSTOMERS
DEVELOPING COUNTRIES
BIG INNOVATIVE COMPANIES
+DEVELOPED COUNTRIES
far from a fleeting fad concept,
sustainability

it is
becoming a new paradigm of business.
It is creating new markets, new jobs, new industries
all kind of players in actual societies are seeking
support
towards
bringing this concept to life
in their organizations, homes, countries. All signs point to that this tendency will not only
consolidate
but also
increase the speed
many consulting companies and organizations are
working in taking care of this “pain”
of this emerging market. Yet their
approach
, from my point of view,
fails behind
by not integrating
others markets tendencies
that
new technologies’ empowered
new “economies” like
wikinomics
(collaborative communities/co-creation),
socialnomics
(social media),
experiencenomiscs
(delight factor),
desingnomics
(DT),
gamenomics
(gamification), could greatly contribute to
design a integrate a unique perspective of support
SUSTAINABILITY SERVICES
starting to
M A R K E T D I A G N O S I S
INSIGHTS ABOUT THE MARKET
related with my initial hypothesis of value proposition
SMES around the world
SMES of Argentina
SMES of Córdoba
universe
reach
TARGET MARKET
NEXT 12 MONTHS
SERVED ADDRESSABLE
MARKET
TOTAL AVAILABLE MARKET
with a prior manifest commitment with sustainability
the initial focus for the release of the minimum set of services (MVS)
Depending on the degree of
success of the prototype
, for numerous geographic, demographic and psychographic facts,
the project could be easily scale to Latin American
.
If the
pilot results
aren't exceptional, the
initial design scale (Argentina)
would be the
most reasonable and suitable one
direct professional relationship with many local SMES involved in programs in sustainability and innovation
*assumption
*
CUSTOMER DEVELOPMENT
CHALLENGING THE CORE
“get out of the building”
BUSINESS ASSUMPTIONS
A P P R O A C H I N G
D E C I S I O N M A K E R S A N D / O R O W N E R S
from TARGET MARKET: SMES of Córdoba with a prior manifest commitment with sustainability
THE GOAL
TO OBTAIN THEIR COLLABORATION
TO GAIN INSIGHT ABOUT
NEED AND POSSIBLE SOLUTION FIT
C O C R E A T E T H E M V P
+
Q U A L I F I E D
H Y P O T H E S I S
HOW TO INCORPORATE
SUSTAINABILITY TO
THE BUSINESS PRACTICES
OF SMES
THROUGH A MASSIVE ONLINE OPEN
COLLABORATIVE PLATFORM
POWERED BY A CO-CREATIVE
“SUSTAINABILITY CANVAS”
CARRY THE BEST ACTIONABLE BUSINESS INITIATIVES ACROSS INDUSTRIES, CULTURES, COUNTRIES AMONG SMES
P A I N / N E E D
S O L U T I O N F I T
...................................................................................................
THE GOAL
TO ACHIEVE FIRST PAYING CUSTOMERS
TO APPEAL TO THE SAME SMES
HELPED OUT IN THE DESIGN PROCESS
SUPPORT THE PROTOTYPE TESTING
PROTOTYPE DOES NOT SOLVE THE CUSTOMER PROBLEM
..............................................................
VALUE PROPOSITION
VALIDATE

R E F E R E N C E S
R E - D E S I G N
.....................................................................................................
PROTOTYPE FULFILL
THE CUSTOMER EXPECTATIVE
1
2
CUSTOMER VALIDATION
CUSTOMER DISCOVER
P O S I C I O N A T E
OTHERS POTENTIAL
CUSTOMERS
LAUNCH
T H E P L A Y E R
MAIN BARRIERS
THAT MIGHT COME INTO PLAY
THE DIAGNOSIS
D
E - D A R T A R Q U I T E C T U R E
THE EXPERIENCE
D
E
- D A R T A R Q U I T E C T U R E
THE DECISION
D E -
D
A R T A R Q U I T E C T U R E
PROFESSIONAL
SILO
EXTERNAL
CONSTRAINTS
WITH THE OWNERS AND DECISION MAKERS FROM SMES
THE UNDERSTANDING OF THE VALUE PROPOSITION
with the dynamics that the product propose
GENERATION CHASM
S T R A T E G Y
OVERCOME
A S T R O N G F O C U S O N
M A R K E T I N G
P L A Y E R S
TO SUPPORT THE PROJECT
with the owners and decision makers of these SMES
FACILITATE
R E L A T I O N S H I P
TO TRANSLATE THE PROJECT
R E P U T A T I O N
D E L I G H T I N G
A R G U M E N T S
FACILITATE
THE COMMUNICATION
T H E A C C E S S
with the owners and decision makers of these SMES
LAKE OF
TO INVEST IN THE T E S T I N G P R O C E S S
TO COLLABORATE IN THE COCREATION PROCESS
TIME
MONEY
CULTURAL CHASM
IN PRODUCTS OR SERVICES coming from STARTUPS
P L A Y S A R O L E A G A I N S T I N V E S T I N G
S T R A T E G Y
OVERCOME
A S T R O N G F O C U S O N
PARTNERSHIPS
E F F I C I E N C Y
E F F I C A C Y
TO REDUCE COSTS AND TIME IN THE PROTOTYPING STAGE
FACILITATE
T H E C U S T O M E R
D E V E L O P M E N T
FLAP!
CAMPS
FLAP!
GIVE
FLAP!
GET
FLAP!
MARKET
FLAP!
INITIATIVES
FLAP!
COMMUNITY
access to all the Flap! experiences (sustainable business initiatives) around the world (world empathy journey), display by industry, company, country, subject, date, “flapper”
a transfer and learning experience (event) to share the sustainable business initiatives collected in the field
people (as anthropologists, “flappers” or as friends of the Community and SMES (as hosts) that want to contribute to the "Flap! experiences"
People will have the possibility to offer support to flappers in the execution of the experiences (housing, food, editing, contacts, paper work, design, etc.)
Person that developed a Flap! experience. He will have a minimum online training to assure the understanding of the tool and the platform. He will have his own profile and access to share experiences
would function as a kind of "classified", to bring close companies and "flappers"
SMES can request a customize Flap!s experience (country, industry, “flapper”, company) or an in-company tailor made Flap!camp experience, with the best and more suitable sustainable business initiatives and its implementation
online happenings that the flappers host during their Flap!s experiences to interact with customers and/or the community in general
FLAP!
PENING
SOFTWARE
to learn how to use the tool and platform, to contact among the Flap!market, etc.
FLAPPER
HOST
SMES will have the possibility to offer access to their organization to Flappers and share their initiatives
FLAP!
CANVAS
CUSTOMER
SUPPORT
massive online open collaborative platform
GIVE
THE CUSTOMER
FOR
WHO
THE
IS
UNLIKE
THAT
PRODUCT
THE WHOLE
the “sustainability canvas”, the methodological tool to capture, describe and spread out the sustainable business initiatives
..............................
PARTNERSHIP
IF THE PLATFORM ACQUIRED A CRITICAL MASS OF CUSTOMERS, THESE STUDENTS CAN BE PAY FOR DELIVERING EXPERIENCES.
THEY CAN BUILD A REPUTATION BASE ON THE RANKING THAT THE COMMUNITY ASSIGNED TO THEIR WORK, AND THAT VALUATION CAN TRANSLATE IN A PAID WORK
&
GET
(related with sustainability, innovation, CSR or SMES´s development)
P R O M I S I N G
CLUSTERS, INDUSTRIAL CHAMBERS
INSTITUTIONS & ORGANIZATIONS
POTENTIAL PARTNERS
EDUCATIONAL INSTITUTIONS
CONSULTING BUSINESS FIRMS
(that do not have services in this subject)
LOCAL GOVERNMENT
ACCESS TO A COMMUNITY OF POTENTIAL QUALIFY “ANTHROPOLOGISTS” (FLAPPERS), THE STUDENTS, TO LEAD THE PILOT EXPERIENCE AND TO MAINTAIN ALIVE TO PROJECT.
THE
INTERNAL
PUBLIC
UNIVERSITIES HAVE WORK INTERNSHIPS PROGRAMS IN COMPANIES AND INSTITUTIONS, AND EDUCATIONAL EXCHANGE PROGRAMS, A GREAT POSSIBILITY TO TEST THE PROTOTYPE
THE
RELATION-
SHIPS
VISIBILITY & CREDIBILITY
PROFESSIONAL EXPERIENCE WITH VISIBILITY, AND A POTENTIALLY INCOME TO STUDENTS WHEN THE PLATFORM MONETIZE ALL ITS FEATURES
A REALLY ENGAGING CULTURE INPUT FOR THEIR INTERNAL PUBLIC AROUND VALUES OF SUSTAINABLY IN A VERY “MILLENNIUMS GEN” LANGUAGE
CULTURE & CLIMATE
STUDY/WORK TRANSITION
EDUCATIONAL INSTITUTIONS FACE THE CHALLENGES OF:
APPROACH NEW NATIVE DIGITAL GENERATION OF STUDENTS WITH ENGAGING ACTIVITIES AND
INCORPORATE VOLUNTEERS IN THEIR UNIVERSITY PROGRAMS AS PART OF THE CSR STRATEGY
POSITIONING
DIFFERENTIATED
OUR PRODUCT
SMES OF CÓRDOBA (ARG) WITH A MANIFEST COMMITMENT/INTEREST WITH SUSTAINABILITY
WISH TO INCORPORATE SUSTAINABLE BUSINESS INITIATIVES AS A DRIVER FOR INNOVATION
A COLLABORATIVE MASSIVE ONLINE OPEN PLATFORM POWERED BY COLLECTIVE INTELLIGENCE AND A CO-CREATIVE TOOL
FLAP!
BRINGS ACTIONABLE BUSINESS INITIATIVES ACROSS INDUSTRIES, AND CULTURES AMONG SMES FROM A PERSON-CENTER AND CROSS-POLLINATOR PERSPECTIVE
MOST CONSULTING FIRMS, SPECIALIZED PUBLICATIONS, TRAINING AND RELATED EVENTS
NOT ONLY EMPOWERED FOR EASY AND FAST PERFORMABLE INITIATIVES (TRANSFER AND APPROPRIATION OF ACTIONABLE INFORMATION), BUT ALSO IMPACT IN THE CULTURE AND CLIMATE OF INTERNAL PUBLIC THAT TRIGGER NEW VENTURE IDEAS AROUND SUSTAINABILITY AND INNOVATION
DELIGHT
THE CROSS-POLLINATOR APPROACH
F R O M T H E S E S P A C E S
TO INTERNAL PUBLIC
IN A PERFORMABLE AND ENGAGING MANNER
SUSTAINABLE BUSINESS INITIATIVES
T O B R I N G C L O S E SME S TO
COMPELLING REASON
OPORTUNITIES
IN INNOVATION AND SUSTAINABILITY
REAL PROFESSIONAL EXPERIENCE IN THE SUBJECT
A BETTER UNDERSTANDING OF APPEALING APPROACHES
AS AN INTERNAL EMPLOYEE (AS MANAGER OF SUSTAINABILITY,) AND AS EXTERNAL CONSULTER (FOR A IDB ,AND OTHER CONSULTING CLIENTS)
FORMAL AND SELF-TAUGHT EDUCATION
FOR THE A NEW GENERATION OF WORKERS (TO WICH I BELONG)
ALREADY A
STRENGHTS
PLAYER IN THE MARKET
IN THEIR TEAMS
HIGHLY SPECIALIZED PEOPLE
PRODUCTS &
TECHNOLOGY
HIGH DEPENDENCE OF PLATFORM USABILITY, ENGAGING DESIGN AND QUALITY CONTENT
PARTNERS
ECOSYSTEM HIGHLY LINKED
INCIPIENT GROWING MARKET THAT MANY ACTORS MIGHT SERVE

MARKET
STILL IN PIONEER STAGE
GROWING FAST
POTENTIALLY LARGE AND COMPLEX

EXTERNAL FACTORS
NO AVAILABLE INCOME IN SMES
COSTUMERS
ALREADY RECEIVING SOME FREE INSIGHTS AND TRAINING FROM PUBLIC ENTITIES, BUSINESS CLUSTERS, NGO
COMPETITION
TRADITIONAL FORMS OF ADVISE, TRAINING, NETWORK AND DISCLOSURE TO INFORMATION
MARKET
MAP
NONE BUDGED AND TEAM OR CO-FOUNDER
NETWORKING IN SMES MARKET AND ACCESS TO POTENTIAL “PLAYERS” THAT CAN FUNCTION AS MENTORS OF THE PROJECT TOO

PROFESSIONAL EXPERTISE AND FORMAL EDUCATION IN THE SUBJECT
S W O T
ANALYSIS
WEAKNESSES
FOCUSE MAINLY IN BIG LOCAL COMPANIES
APPROACH TO INTERNAL PUBLIC OF COMPANIES
WORKING INSTRUMENTS
IN A TRADITIONAL WAY
COMPLEX AND NO ENGAGING
TARGET CUSTOMERS AS BABY BOOMER OR X GENERATION BUT ALREADY AN IMPORTANT PART OF THE COMPANY IS LED FOR ANOTHER GENERATION (FUTURE DECISION MAKERS)
NO BEING ABLE TO DEDICATE
NO A COFOUNDER FOR NOW
IN THE DEVELOPMENT OF THE PLATFORM AND MARKETING
FULL TIME TO THE PROJECT
LIMITED MONEY TO INVEST
THREATS
I LIVED ABROAD IN MANY DIFFERENT
COUNTRIES AND CULTURES
REALITY
T E S T
RISK
MITIGATION
CONTIGENCY
PLAN
FLAPPERS,
PRODUCE LOW QUALITY CONTENT
CAREFULLY SELECT AND/OR ENABLE THEM
AN OUTSTANDING TRAINING MATERIAL
PLAYING THAT ROLE MY SELF
ESTABLISHING A PARTNERSHIP WITH A EDUCATIONAL INSTITUTIONS
NO CANDIDATES TO PLAY AS FLAPPER
AN OUTSTANDING MARKETING APPROACH TO POTENTIAL “FLAPPERS”
A BATTERY OF STRONG INCENTIVES
PLAYING THAT ROLE MY SELF


APPEALING TO MY NETWORK OF FELLOWS
MAKE A MORE FLEXIBLE METHODOLOGICAL APPROACH TO THE FIELD WORK ADDING OPEN FEATURES TO THE PLATFORM UNTIL THE TOOL ACHIEVE A ACCEPTABLE QUALITY
CO-CREATE THE INSTRUMENT IN THE FRAMEWORK OF SMES AND TEST IT
VALIDATE IT NOT ONLY WITH SMES BUT ALSO WITH ACADEMIC REFERENTS OF THE SUBJECT
FLAP! PLATFORM USABILITY AND LOOK&FEEL IS POOR AND DOES NOT GENERATE ENGAGEMENT
NO SMES INTERESTED IN PAYING FOR THE EXPERIENCE
BENCHMARK SIMILAR PLATFORMS FEATURES
VALIDATE IT NOT ONLY WITH THE SMES INTERNAL PUBLIC, BUT ALSO WITH MY NETWORK OF PROGRAMMERS AND DESIGNERS, EXPERTS IN THE SUBJECT
A MARKETING PROGRAM FOCUSED IN SOCIAL MEDIA CHANNELS TO LEVERAGE THE ENGAGEMENT PROCESS
CROWD-FUNDING
EQUITY FUNDRAISING
APPLY TO GOVERNMENT OR INTERNATIONAL ORGANIZATIONS FOR INCENTIVES AND/OR FUNDING
AN OUTSTANDING MARKETING APPROACH TO POTENTIAL CUSTOMERS
A BATTERY OF STRONG FEATURES
KEY “PLAYERS” AS INTERMEDIARIES
FLAP!canvas (SUSTAINABILITY TOOL) FALLS BEHIND TO CAPTURE THE RICHNESS OF THE REALITY
METRIC PROGRAM
MARKETING
TOP COMPANY
( C U S T O M E R D I S C O V E R / V A L I D A T I O N )
INVOLVE 3 POTENTIALS COSTUMERS
IN THE
DEVELOPMENT
AND
IMPROVEMENT
OF THE
PROTOTYPE IDEA (PLATFORM AND CANVAS)
I N T H E N E X T 6 M O N T H S
ACCOMPLISH 6 COSTUMERS
FOR THE PILOT EXPERIENCE
IN THE NEXT 12 MONTHS
O B J E C T I V E S
2
1
REVENUES
GROSS PROFIT
RETENTION RATE
CHUM RATE
MARKET DEMAND
MARKET PENETRATION

IN THE MARKET
COMPANY PERFORMANCE
TO MEASURE
KEY METRICS
2
TROUGH
K E Y “P L A Y E R S”
I N P R O S P E C T S C O M P A N I E S
D E C I S I O N M A K E R S
A C C E S S T O
TROUGH
K E Y “P L A Y E R S”
WITH THEIR TEAMS AND INFLUENCERS
CLOSE RELATIONSHIP
E S T A B L I S H A
TO DEVELOP
VALUABLE RELATIONSHIPS
WITH A
80% OF THE TARGET CUSTOMER
THAT ACCEPT TO BE INVOLVE IN THE DEVELOPMENT AND VALIDATION OF THE PROTOTYPE WITHIN THE
FIRST YEAR
OF OPERATION
TOP MARKETING
O B J E C T I V E S
ROI
NPS

MARKETING
O V E R A L L
M E T R I C S
A N D I T S
1
( C O N C E P T D E V E L O P M E N T )
FOR UNDERSTANDING AND
T H E “ W H O L E P R O D U C T ”
THE VALUE PROPOSITION
E N G A G I N G P U R P O S E S
BRAND AWARENESS
T H E D E L I G H T A S P E C T S
O F T H E
S T A R T - U P
( V I S I O N / V A L U E S )
T E A M
COMMUNICATE/EXPLAIN
TO CREATE
BRAND AWARENESS

AMONG
25% OF THE TARGET CUSTOMER
WITHIN THE
FIRST YEAR
OF OPERATION
BUILD RELATIONSHIPS
TO ACHIEVE
ACCESS
TO THE
OWNERS AND/OR DECISION MAKERS
OF
5% OF THE TARGET CUSTOMER
WITHIN THE
FIRST THREE MONTHS
OF OPERATION



MARKETING
P R O G R A M S
PROGRAM
1
A N D A P P E A L I N G T O
BY THE HAND OF THE “PLAYER”
T A R G E T C U S T O M E R S
CONTACT AND VISITING
DIRECT MARKETING
THE PROFESSIONAL NETWORKING
PROGRAM
2
(SUCH AS A BLOG AND YOUTUBE CHANNEL)
LIKE EMAILS, WEBPAGE, SOCIAL PLATFORMS
M U L T I P L E C H A N N E L S
C R E A T E A N D U S E
DIGITAL MARKETING
PROGRAM
3
INFORMATION ABOUT FLAP!
M U L T I PL E P L A T F O R M S
CREATE AND PUBLISH ON
CONTENT MARKETING
PROGRAM
4
AND WHERE PROSPECT ALSO ATTEND
IN EVENTS RELATED WITH THE SUBJECT
AS LISTENERS OR SPEAKERS
P A R C I P A T E
E V E N T S
PROGRAM
5
S T R A T E G I C P A R T N E R S H I P S
APPROACH AND CREATE
AFFINITY MARKETING
PROGRAM
6
PROGRAM
7
O F T H E M A R K E T
F R O M K E Y P L A Y E R S
ACHIEVE THE SUPPORT
REFERRAL MARKETING
INFORMATION ABOUT FLAP!
COST PER LEAD
RESPONSE RATE
CONVERTION RATE
REACH
INTERNET MARKETING
BLOGS

MARKETING PROGRAMS
S U C C E S S O F
TO MEASURE
T O L E V E R A G E E N G A G E M E N T
I N T H E C O M P A N I E S
POINTS OF CONTACT
DEVELOP INCENTIVES FOR THE
RELATIONSHIP MARKETING
KEY METRICS
DASHBOARD
METRICS
KEY
METRICS
MARKETING
METRICS
ROI
NPS
C O M P A N Y
D A S H B O A R D
P E R F O R M A N C E
GROSS
PROFIT
REVENUES
RETENTION RATE
CHUM
RATE
MARKET DEMAND
MARKET PENETRATION
BLOGS

COST PER LEAD
RESPONSE RATE
CONVERTION RATE
REACH
INTERNET MARKETING
.......................................................................................
Full transcript