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Who are you selling to? While entrepreneurial optimism might lead you to believe the entire world is your market, success depends on a focused definition of your core audience that aligns with the rest of your go-to-market strategy. This learning stream outlines commonly-used demographic and psycho-graphic attributes for profiling your target market, in addition to tips for developing your own business-specific market characteristics.
How do your customers see you? The promises you make about your offering, and customer perceptions of how well you deliver on those promises, combine to create your market positioning. This learning stream provides a six-step framework for honing your positioning. You’ll examine the facets of your business to find the elements you deliver that resonate most with customers, use starter wording templates as a jumping-off point, and validate your work with seven key criteria.
To communicate value to customers, you need more than a list of features; you must communicate both the practical and emotional benefits customers will derive. This learning stream will guide you through the process of developing your unique value proposition – how to identify the hidden desires as well as the practical needs your offering addresses and how to highlight the elements of your business that present a compelling story.
It may seem counter-intuitive, but perfection is your enemy when it comes to shaping your product or service strategy. This learning stream helps you get to launch by offering guidance on how to shape a product or service vision, strategies for developing a minimum viable product, ways to create a road map you’ll stick to, and responses to questions about market defensibility.
Pricing can determine whether your business succeeds or fails – yet too many entrepreneurs rely on guesswork or back-of-the-napkin calculations to set prices. This learning stream reveals a proven methodology for developing a pricing strategy, as well as ways to increase customer perceptions of value so you can justify higher prices and boost margins.
This learning path explains the top 19 sales and marketing strategies that comprise customer acquisition, including an in-depth survey of eleven marketing strategies and eight selling strategies to implement now.
These days, entrepreneurs have more ways than ever to sell their products or services, including directly to consumers online. The trick is to identify which selling strategies will yield the right mix of profits and market share. This learning stream delves into individual selling strategies, outlining the advantages and disadvantages of each, and provides a framework for evaluating which are most appropriate for your business.