1. START YOUR OWN ENTERPRISE Module 4 – Welcome!
Tutor:

2. Handouts provided and/or online resources
COURSE ARRANGEMENTS
4.00 finish
11.15 and 2.45
Handouts provided and/or online resources
Off or silent

3. GROUP AGREEMENT FOR SUCCESSFUL LEARNING : Generated during week 1 - to include:
Attend all sessions on time
If running late, inform Tree Shepherd office
If unable to attend or leaving early, make arrangements with class colleagues to collect homework/handouts and/or access them online
Contribute
Complete homework tasks
Respect others
Eat outside of classroom, except during designated breaktimes
Keep learning area clean and tidy
Observe health and safety and other
TS/venue policies and procedures

4. GROUP INTRODUCTIONS

5. HOMEWORK: Individual homework: 1 – COMPLETE TWO CIRCLES EXERCISE 2 – Prepare elevator pitch for your business idea 3 - Complete ‘customer retention’ section of business plan 4 - Discuss feasibility of business ideas, e.g. costings Group homework: 5 - WCDI groups focussing on the above topics

6. SESSION AIMS: - Review homework & more on customer service/retention - Marketing – USP, Benefits vs features - Social media - Elevator pitches

7. QUOTE OF THE WEEK:
“Networking is more about ‘farming’ then it is about ‘hunting’ it’s about cultivating relationships”
Dr. Ivan Minser BNI

8. MARKETING

9. ‘MARKETING’

10. DEFINITIONS OF MARKETING
“The ‘umbrella’ function that links the business with customer needs and wants”
Result: to get the right product to the right place at the right time
“Meeting and exceeding customer needs better than the competition”
“Identifying, anticipating and supplying customer requirements efficiently and profitably”

11. MARKETING: KEY ELEMENTS
Marketing Concept
Meeting the needs and wants of customers
Customer Demand
A want for a specific product and ability and willingness to pay for it
Marketing Mix
The way a business uses the ‘4 Ps’ to promote and sell its product/service
Product (or service)
Place - distribution
Price - £
Promotion - finding and persuading the customer

12. AN EFFECTIVE MARKETING MIX
Presents a product or service that meets customer needs
Offers the products or service at the time and place the customer wants it
Offers it at a price that is affordable for the consumer
Offers it in a way that reaches the customer and grabs their interest
The marketing mix for each business and industry will vary; it will also vary over time.

13. WHAT IS YOUR UNIQUE SELLING PROPOSITION (USP)?
Exercise:
What does your business do to look different from your competition?
Particular Skill?
Special Experience?
Better Product?

14. FEATURES v BENEFITS People buy BENEFITS
A factual statement about the product or service “This bracelet is made from haematite. Haematite is a semi- precious stone found in East Africa.”
Benefits answer the question ‘What will it do for me?’ “Haematite is said to have mood enhancing properties and is claimed to promote happiness. It’s often worn by people who have depression.”
People buy BENEFITS

15. SOCIAL MEDIA see tablet/website for further information

16. SOCIAL MEDIA
An online marketplace to get in direct contact with your potential customers.
A billboard to advertise your business worldwide.
A space to have conversations and build relationships with your customers.

17. MAIN SOCIAL MEDIA PLATFORMS
FACEBOOK Post anything. Must have personal FB page to have a business page.
TWITTER Short, sharp messages. Only 140 characters.
YOU TUBE Share a video and have it watched all over the world.
INSTAGRAM Photo-sharing site. Share artistic pictures.
PINTEREST Online mood-board. Interest-based site where you can ‘pin’ images, ideas and techniques
HOOTSUITE Message scheduling platform

18. SOCIAL MEDIA TIPS Be selective
Share updates, new products/services, developments, images and video, information, call to action
Use them appropriately (and be accurate; links working)
Post little and regularly - be consistent
Ask for shares, retweets
Check for comments regularly and acknowledge
Address negative messages promptly and constructively
Be social!

19. THE ELEVATOR PITCH
A brief persuasive speech to create interest in your business.
Should be: interesting, memorable and to the point.
Motivation – my vision and personal driver.
Market – my customers.
Mechanics – what and how I deliver to my customers.

20. TARGETS FOR NEXT WEEK:. Understanding Business revenue/cashflow
TARGETS FOR NEXT WEEK: *Understanding Business revenue/cashflow * Elevator pitches *Tax/National Insurance, registration and other compliance *Structural requirements

21. HOMEWORK: Individual homework: 1) Complete USP on Business Plan 2) Social Media – explain which social media platform is most appropriate for your business and why? Group homework: 3) Arrange WCDI groups to discuss?

22. REVIEW OF DAY

23. SESSION EVALUATION

24. Feedback Link