1. Marketing
Konventionelles Marketing vs. Entrepreneurial Marketing
www.entrepreneurship.de Source: Faltin 2012

2. Dinosaur Marketing
1. Put most of your money in
advertising
( falling victim to the “ law of
diminishing attention”)
It’s a potential strategy only for
big companies
2. Hammer your brand name into people’s brains
www.entrepreneurship.de Source: Faltin 2012

3. Dinosaur Marketing
3. Set up a shop or even as much shops as possible
Shops are a very expensive Concept.
Shops easily carry a smell of commercialisation
4. Think of your customer as a stupid
animal that you can outsmart easily.
(This is a tempting strategy because it
often seems to succeed)
In fact, customers are not stupid.
They are increasingly well educated
and well informed.
www.entrepreneurship.de Source: Faltin 2012

4. Source: david and goliath agency
www.dngla.com
© Faltin 2003
www.entrepreneurship.de Source: Faltin 2012

5. Innovative Entrepreneurial Marketing
1. Create goodwill for your company
Go for a cause:
Improve or protect something,
provide a product for a better price.
(This has to be a substantial part of your business model).
Avoid, if possible, the context of commercialisation.
2. Find your own ways of attracting attention to your products.
Use the specific circumstances of your approach ( your personal
background, innovative aspects of your product )
Play as unconventional, as unorthodox as possible
In modern society the media are the key for attracting attention;
paid advertisements are a poor and expensive substitute.
www.entrepreneurship.de Source: Faltin 2012

6. Innovative Entrepreneurial Marketing
3. Understand people´s desire for connectivity
Modern societies cause loneliness
Modern tour-operating and modern hotel accommodation add to the problem
instead of providing connectivity
4. Think of your customer as your partner and your ambassador
Make use of consumers education and the public efforts of consumers
protection
Share your problems with your partners.
Make them (unpaid) co-workers in your company.
Build lasting relationships with your clients.
(This is the most promising strategy to make you rich.
Because maximising profits works best in the medium and long run)
www.entrepreneurship.de Source: Faltin 2012

7. If you are really interested and want to do
something revolutionary, you must learn
to ignore your customers.
Many customers are like rearview mirrors.
They are extremely conservative and boring, lacking imagination
and they have no idea of their own desires.
Ridderstråle & Nordström
in: Funky Business
- Wie kluge Köpfe das Kapital
zum Tanzen bringen -
München 2000
www.entrepreneurship.de Source: Faltin 2012

8. One way to ruin your company is
to listen to your customers too much.
In business and in politics, you have to lead,
and not just listen to opinion polls.
Michael Bloomberg
Founder of Bloomberg News
www.entrepreneurship.de Source: Faltin 2012

9. Ideas for Entrepreneurial Marketing
Aikido Marketing
(make use of the energy of your rivals)
Guerilla Marketing
(use ambush tactics)
Caligula Marketing
(spread an amazing story)
The Principle:
Turn the conventional rules upside down;
play as unorthodox as possible
www.entrepreneurship.de Source: Faltin 2012

10. Präsentation der Business
Models
„Elevator Pitch“
Konzentrieren Sie sich auf das Wesentliche!
Maximal 2 Minuten!
www.entrepreneurship.de Source: Faltin 2012

11. Techniques for your presentation
1. Present the core, the essence of your business model, don´t derail
into side aspects or details
2. Present as lively and colourful as possible
3. Make your presentation as visible as possible, i.e. use different
ways of displaying content (use flipchart, laptop/beamer or a
prototype of your product).
4. Think of presenting in the form of a role play, for example: an
interview, talking to a customer, a board room meeting, a specific
event that fits well with your product
5. Involve all team members but use their strength and avoid their
weaknesses
6. Use all these techniques to present your business model
convincingly
www.entrepreneurship.de Source: Faltin 2012

12. Nutzen Sie den
Entrepreneurship Campus
www.entrepreneurship.de
(solange es kostenlos ist)
www.entrepreneurship.de Source: Faltin 2012

13. Melden Sie sich zum
Entrepreneurship Summit an
13.-14. Oktober 2012
www.entrepreneurship.de
www.entrepreneurship.de Source: Faltin 2012