Disciplined Entrepreneurship - Marketing

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Overview

• Talk to customers. Have website
• Build business model
• Talk to customers again to validate that you are on the right track. Iterative process
• End goal: define exactly your customer. Personally and business need. Cost of acquisition = lifetime value/3
• Cost of customer acquisition is high for first customer, then you go up. Lose money first year or two.
• Minimum Viable business product
• Business decision unit
• For anyone who sells to schools - sales force must be there

Steps

1. Market Segmentation - Ideation
1. Brainstrm ick top 6-12 markets - library, science teacher
2. XM workshops
3. Demos at libraries
4. Home Schoolers
2. Narrow down -
• Are they well funded?
• Can your sales force reach them
3. Call tons of people - in a mode of inquiry rather than sales
• Demos are one thing - but training for design?
• Talk to 50 people for lay of the land
• What is important to people, how to talk about it, must-have vs nice to have

Process Outline/Infographics

Beachhead Market

• Superfocused target market. Once attained, it’s easier
• Ex. Librarians in wealthy communities. Then summer camp programs
• Once beachhead is identified, then keep focused on that with clear messaging to specific market
• Ex. This is exactly why it’s the best thing for librarians
• Define persona as composite of the 50 people you talk to
• Specicific
• Total addressable market - how much $ can you can make in that market
• Want to hit $5M-$100M for beachhead market
• There are multiple ways to calculate beachhead market

Beachhead Market for OSE

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Recommendation

• Do research for biggest and best opportunity
• Inquiry research
• What is the need. What is your need. Can we have a 15 minute conversation
• Select 12 groups -
• But how do we even approach general public? Social Media
• Google ads + welcomely + phplist
• Sara does e-book

12 Groups

1. 13 - Continuing Professional Education
2. 12 - Programmers who are looking for physical build experience
3. 9 - Engineers who are not looking for a corporate job -
4. 8 - Community economic development organizations who support local economies
5. 11 - Corporate Team Building Retreats
6. 11 - People who buy Kits
7. 10 -One for librarians who are into DIY?
8. 9 - Retired people who are visionary but very disappointed with their life
9. 7 - Survialists with money who are Mormon
10. 7 - Permaculturalists who are not luddites and have a software side job
11. 9 - Technology educators in homeschools
12. 13 - Engineers with kids doing math/science/technoogy
13. 7 - Corporations who have staff that want to bond over hardware
14. 9 - Social Impact Organizers/activists who want to broaden their base & strategy
15. 5 - People who are recovering from climate change
16. One for general public

Potential products:

1. Public workshops
1. 2 Day Retreat
2. Teacher training
3. 3D Printer Kits
4. Product ecology demo
5. 1 Month Immersion training
6. Immersion curriculum

Top 5:

• 13 - Professional Continuing Education
• 12 - Engineers with kids doing math/science/technology - weekend builds to learn stuff or otherwise. Hackerspaces, libraries, schools. 1x 5 hours? 2 hr. Build + Video. Design for Jams.
• 12 - Programmers who are looking for physical build experience - 2 Day retreat + Immersion
• 11 - Corporate Team Building Retreats - Immersion Experience
• 11 - People who Buy Kits.
• 10 -One for librarians who are into DIY? - Design + Use Training + Printer

Beachhead Market for OSE

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Top 5: Mechanical and Electrical and Software Engineers with Kids

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• 12 - Engineers with kids doing math/science/technology - weekend builds to learn stuff or otherwise. Hackerspaces, libraries, schools. 1x 5 hours?
• Parents want kids to undersand what they do.
• 10-4 on a Saturday. Engineer child’s school.
• Core: Parent + Child.
• Experience + buy a kit after.
• Killer curriculum is key.
• Design the curriculum
• 2hr. Build + Video. Design for Jams.
• Methon is in Spin Marketing or Disciplined Entrepreneurship
• FB + Social media to talk to 50 parents.

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• 12 - Programmers who are looking for physical build experience - 2 Day retreat + Immersion
• 11 - Corporate Team Building Retreats - Immersion Experience
• 11 - People who Buy Kits.
• 10 -One for librarians who are into DIY? - Design + Use Training + Printer

Top 5: Mechanical and Electrical and Software Engineers with Kids

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Curriculum

• OSE Intro
• Design - how to build just about anything
• FreeCAD Design
• Building a printer
• Running a printer
• Recycling plastic

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Segmentation - MJ

Programmers who are looking for physical build experience - for immersion training

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Go through 7 questions for each market

1. Is the target customer well-funded
2. Is the target customer readily accessible to your sales force?
3. Does the target customer have a compelling reason to buy?
4. Can you today, with the help of partners, deliver a whole product?
5. Is there entrenched competition that could block you?
6. If you win this segment, can you levarage it to enter additional segments?
7. Is the market consistent with the values, passions, and goals of the founding team?

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Programmers

1. 2
2. 1
3. 2
4. 2
5. 2
6. 1
7. 2

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Sum:12

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Segmentation - MJ

Underemployed Socially Conscious Engineers who are not looking for a corporate job or trying to get out of one. Immersion

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Go through 7 questions for each market

• Is the target customer well-funded
• Is the target customer readily accessbile to your sales force?
• Does the target customer have a compelling reason to buy?
• Can you today, with the help of partners, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you leverage it to enter additional segments?
• Is the market consistent with the values, passions, and goals of the founding team?

Engineers - for immersion training

1. 1
2. 1
3. 1
4. 1
5. 1
6. 2
7. 2

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Sum: 9

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Segmentation - MJ

Community economic development organizations who support local economies. For Product Development.

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Go through 7 questions for each market

• Is the target customer well-funded
• Is the target customer readily accessbile to your sales force?
• Does the target customer have a compellingn reason to buy?
• Can you today, with the help of partenrs, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you leverage it to enter additional segments?
• Is the market consistent with the values, passions, and goals of the founding team?

Community Econ Dev

1. 1
2. 1
3. 1
4. 0
5. 1
6. 2
7. 2

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Sum: 8

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Corporate Team Building

Go through 7 questions for each market

• Is the target customer well-funded
• Is the target customer readily accessbile to your sales force?
• Does the target customer have a compellingn reason to buy?
• Can you today, with the help of partenrs, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you levarge it to enter additional segments?
• Is the market consistent with thevalues, passions, and goals of the founding team?

Corporates

1. 2
2. 2
3. 2
4. 1
5. 1
6. 2
7. 1

11 total

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Segmentation - AA - 789

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Engineers with kids doing math/science/technoogy: 12

1. Is the target customer well-funded: 2
2. Is the target customer readily accessbile to your sales force?: 1
3. Does the target customer have a compellingn reason to buy?: 2
4. Can you today, with the help of partenrs, deliver a whole product?: 2
5. Is there entrenched competition that could block you?: 1
6. If you win this segment, can you levarge it to enter additional segments?: 2
7. Is the market consistent with thevalues, passions, and goals of hte founding team?: 2

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Permaculturalists who are not luddites and have a software side job: 7. Printer for production. Design of things.

• Is the target customer well-funded: 2
• Is the target customer readily accessbile to your sales force: 0
• Does the target customer have a compellingn reason to buy?: 0
• Can you today, with the help of partenrs, deliver a whole product?: 0
• Is there entrenched competition that could block you?: 2
• If you win this segment, can you levarge it to enter additional segments?: 1
• Is the market consistent with thevalues, passions, and goals of hte founding team?: 2

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Technology educators in homeschools: 9. Product: immersion build curriculum

• Is the target customer well-funded: 1
• Is the target customer readily accessbile to your sales force?: 1
• Does the target customer have a compellingn reason to buy?: 1
• Can you today, with the help of partenrs, deliver a whole product?: 1
• Is there entrenched competition that could block you?: 1
• If you win this segment, can you levarge it to enter additional segments?: 2
• Is the market consistent with thevalues, passions, and goals of hte founding team?: 2

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Segmentation Dixon

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Go through 7 questions for each market. Smaller Edu Experience. Sell to libraries.

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• I sthe target customer well-funded
• Is the target customer readily accessbile to your sales force?
• Does the target customer have a compelling reason to buy?
• Can you today, with the help of partenrs, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you leverage it to enter additional segments?
• Is the market consistent with thevalues, passions, and goals of hte founding team?

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One for librarians who are into DIY? - 10

• 1
• 2
• 2
• 1
• 1
• 1
• 2

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1. Rich retired people who are visionary but very disappointed with their life - 9
1. 2
2. 1
3. 2
4. 1
5. 0
6. 2
7. 1
2. Survialists with money who are Mormon - 7
• 2
• 1
• 2
• 0
• 0
• 2
• 0

Teacher Training - Continuing Professional Education

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People Who Buy a Builder Kit

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Go through 7 questions for each market. Smaller Edu Experience. Sell to libraries.

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• I sthe target customer well-funded
• Is the target customer readily accessbile to your sales force?
• Does the target customer have a compelling reason to buy?
• Can you today, with the help of partenrs, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you levarge it to enter additional segments?
• Is the market consistent with the values, passions, and goals of the founding team?

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• Continuing profession education - 13
• 2
• 2
• 2
• 2
• 1
• 2
• 2

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1. Kits - 11
1. 1
2. 2
3. 2
4. 2
5. 1
6. 2
7. 1

Segmentation

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Go through 7 questions for each market

• Is the target customer well-funded
• Is the target customer readily accessible to your sales force?
• Does the target customer have a compelling reason to buy?
• Can you today, with the help of partners, deliver a whole product?
• Is there entrenched competition that could block you?
• If you win this segment, can you leverage it to enter additional segments?
• Is the market consistent with the values, passions, and goals of the founding team?

(5) - People who are recovering from climate change - Training and empowermnent.

1. 0 No
2. 0 No, too distributed, how to find them?
3. 1 Yes
4. 0 No
5. 1 Not really
6. 1 Yes
7. 2 Yes

(7) - Corporations who have staff that want to bond over hardware

1. 2 Well funded, and lots of money
2. 0 Difficult to reach the right person; bureaucratic hurdles
3. 1 Compelled by team building opportunity, skill building within their work force, or social investment opportunity
4. 1 Deliver 2-Day FullBuild retreat
5. 0 Competition with other pro-social nonprofits, other team building event organizers
6. 2 Expand to other corporations, small businesses
7. 1 ? depends on the corporation

(9) - Social Impact Organizers/activists who want to broaden their base & strategy ***Category is not specific enough.

• 1 Probably tight budgets
• 1 Easy to contact organizations, less bureaucracy
• 1 Compelled by community empowerment opportunity
• 2 Deliver 2-day FullBuild workshop or 3D Printer kit
• 1 Competition with MakerSpaces that are low cost to access their machines
• 2
• 1 ? depends on the organization