Download BOOT STRAP MARKETING Finding Customers * Getting Sales

BOOT STRAP MARKETING
Finding Customers – Getting Sales
Chris Walker BA MA MCIM
People Systems International &
Venture Wales
Marketing & Sales
• Background in Marketing and sales for
multinationals – P & G, ExxonMobil, M & S and
for SME’s in Wales
• Concentrate on SME’s
• Entrepreneurs have good and innovative ideas
but don’t perform to forecast or fail to achieve
sales
• Success is more about planning, targeting and
effort
• Less on spending £thousands on marketing: more
about focussed effort
Bootstrapping
Bootstrapping or booting refers to a group of metaphors
that share a common meaning: a self-sustaining process
that proceeds without external help.
Wikipaedia
http://blog.bootstrappingwithoutboots.com/
Key Concept
Front loading
Start your marketing and sales effort at
the beginning of the start-up process
DON’T WAIT!
Scubacraft – case study
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Local Company – global aspirations
Ambition
Benchmark - World Class
Problem: Limited finance for prototyping and getting to
market
• Solution: Boot-strap marketing
How to do Bootstrap Marketing
• Defining the brand
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What product/ service are you offering?
What’s the story – the narrative?
What are the brand values?
Where is the wow?
TARGETTING IS THE KEY
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Have ambition
Be Bold – What’s the worst that can happen?
Who do you want to be your customers?
You need less marketing ‘stuff’ than you think
Find innovative ways of getting something for
nothing (or as little as possible)
• JFDI – Just do it!
So who are your target customers?
• Clearly define your market segments and target
customers – primary/ secondary
• How will you get to your customers
• Getting to talk to the MAN –
• Define your goal – Get in the ‘zone’ - Meeting? Sale?
Be Creative - Dealer Network
Your pen or mine?
• Get sales commitments / get sales orders
Be Bold – help others to advertise and
promote your product or service
Nigel Harwood, CEO InterGlobe Established Products Private Limited, launches a range
of luxury products in Delhi and features Scubacraft alongside Koenigsegg Cars and
Sikorsky Helicopters.
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Bootstrapping? Do it. You know it
makes sense.