1. James B. Harter President © 2008 Sigma Pi Consulting LLC 1248 Rolling Meadow Rd. Pittsburgh, PA 15241 p) 412-576-2685 f) 954-206-1184 www.sigmapiconsulting.com

2. How to market when you don’t have a lot of money. Marketing for Entrepreneurial Companies © 2008 Sigma Pi Consulting LLC

3. Introduction Who I am Entrepreneur as Pioneer Strategic vs. Tactical Entrepreneurship © 2008 Sigma Pi Consulting, LLC

4. Bootstrapping Marketing Need to get it done No resources to do it SO HOW DO YOU DO IT? © 2008 Sigma Pi Consulting, LLC

5. Develop Your Message Elevator Pitch – Value Proposition Write you marketing literature © 2008 Sigma Pi Consulting, LLC

6. Elevator Pitch What is your Value Proposition? Who are you? What do you do? Who do you do it for? Who is you competition? Why are you better? SO WHAT? © 2008 Sigma Pi Consulting, LLC

7. Write you marketing literature Value oriented Interesting Attractive Congruent BTW – Your business card is the least expensive and most durable marketing document you will ever create. © 2008 Sigma Pi Consulting, LLC

8. Get Your 1st Customer Four Steps 1. Pick a Target 2. Close the deal 3. Make them happy 4. Leverage the heck out of them © 2008 Sigma Pi Consulting, LLC

9. Step 1 –Pick a Target Heart of your value proposition High profile in their market Early Adopter © 2008 Sigma Pi Consulting, LLC

10. Step 2 – Close the deal Whatever it takes! – Discounts – Custom Features – Extra training – Rebates – Equity © 2008 Sigma Pi Consulting, LLC

11. Step 3 – Make them happy Whatever it takes! – Make it work – Extra Training – Nights & Weekends – On-site support – Unbilled work © 2008 Sigma Pi Consulting, LLC

12. Step 4 – Leverage the heck out of them Ask customer for references Create case studies Leverage outside of geography Go to customer’s competition Identify parallels opportunities © 2008 Sigma Pi Consulting, LLC

13. Partnering Present “Total” Solution – Complimentary Product / Service – Become a “leach” Halo Effect – Joint Logo – Cross links for web sites – Press releases © 2008 Sigma Pi Consulting, LLC

14. Networking You are your Evangelist! MIT Enterprise Forum TiE Pittsburgh Entrepreneurial Thursday Happy Hour Pittsburgh Technology Council Others: trade / social / religious / charitable / political © 2008 Sigma Pi Consulting, LLC

15. Pro-bono Seminars Non-profits Trade organizations © 2008 Sigma Pi Consulting, LLC

16. What NOT to do! Avoid expensive giveaways. Don’t get “cute”. Avoid going head-to-head with your competition. Don’t stray too far from your niche. Don’t look chintzy. Don’t STOP working until you get it right.

17. What Company is this? © 2008 Sigma Pi Consulting LLC

18. Resources Guerrilla Marketing : Secrets for Making Big Profits from Your Small Business by Jay Conrad Levinson Selling the Invisible : A Field Guide to Modern Marketing by Harry Beckwith © 2008 Sigma Pi Consulting, LLC

19. Top 10 Self Inflicted Wounds 1. Charlotte’s Web Syndrome 2. Presumption of Profit 3. Poor Record Keeping 4. No Post Mortems 5. Wrong Person – Wrong Job 6. Lack of Accountability 7. Inconsistent Processes 8. Lack of Urgency 9. Lack of Strategic Planning 10. Technology is NOT a Solution

20. James B. Harter President p) 412-576-2685 f) 954-206-1184 www.sigmapiconsulting.com Questions? © 2008 Sigma Pi Consulting, LLC