How B2C and B2B Marketing Communications Differ

There are important differences between B2B and B2C marketing communications in terms of the communication context (the former being formal and the latter being informal), decision makers (many versus a few) and the primary communication tools used – personal selling versus advertising and sales promotion.

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Slide Pack Template

Rather than focussing on writing a business plan, try to develop a story board, using the following headings. The first 3 are also you elevator pitch, the eleven slides is your presentation. Focus on telling the story of the excitement of the business opportunity.

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Define Your Market Positioning Statement

Complete the following four statements and use them as the basis for creating your company’s brand name, logo and tag-line.

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Cashflow

 

 

 

 

 

 

 

 

 

This spreadsheet will help you to prepare a projected cashflow for your business, in a format suitable for inclusion in your Business Plan.


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Develop the way you segment your markets

In the early stages of the venture, markets are typically segmented by entrepreneurs on geographic (locations), industry classification (telecommunications) or demographic (particular gender, age cohorts) segmentation bases. These are called ‘identity bases’ for segmentation.


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Change Management

Long-term structural transformation has four characteristics: scale (the change affects all or most of the organization), magnitude (it involves significant alterations of the status quo), duration (it lasts for months, if not years), and strategic importance.

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Operating Budget: Estimate of Sales and Gross Profit

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This spreadsheet will help you to estimate your business' likely sales and gross profit, in a format suitable for inclusion in your Business Plan.

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To Leave The World a Little Better

To Leave The World a Little Better "To laugh often and much; to win the respect of intelligent people and the affection of children; to earn the appreciation of honest critics and endure the betrayal of false friends; to appreciate beauty; to find the best in others; to leave the world a little better, whether by a healthy child, a garden patch or a redeemed social condition; to know even one life has breathed easier because you have lived. This is the meaning of success."

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Branding For Exit

Brand and Exit are two of the most difficult challenges the entrepreneur faces in creating and then subsequently realising value in the business venture.

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Being First To Market Doesn't Always Mean Win

Al and Laura Ries * make the point that being first to market with a new product or invention doesn’t mean you win. You also have to be first in the market’s ‘mind’ for that product.

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Pre-Expansion Considerations

Before you decide to expand you need to examine several aspects of the company, such as skills set, your operations, the financial situation, the rationale for the expansion and the exit. Use this below to prompt your thinking:

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Pettycash

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This spreadsheet will help you to record and analyse petty cash expenses for your business.


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Segment Descriptor

The favoured export market entry strategy favoured is to select a first-priority region, secure initial business revenues and then focus on building operations there, rather than trying to expand into all regions at once. This is termed the win-and-build approach.

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Payments

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This spreadsheet will help you to record and analyse payments made by your business.


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Step back and get the big picture

Many start up entrepreneurs rush headlong into developing their new product concept, focussing particularly on the technical and operational build aspects.


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The Win-Build Export Approach

The favoured export market entry strategy favoured is to select a first-priority region, secure initial business revenues and then focus on building operations there, rather than trying to expand into all regions at once. This is termed the win-and-build approach.

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Key Customer Relationships Currency

This tool will help stimulate your thinking about a ‘key customer account’ – in a way that you may not have before.

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Targeting The Buying Committee

Ken Morse*, Managing Director of the MIT Entrepreneurship Centre, shared these insights into targeting the buying committee in typical B2B sales transactions:

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Describe Your Target Audience

As the business enters into rapid growth stage and marketing and sales effort increases, it is important to focus new staff in sales and service on the target segments.

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Terms + Conditions for €150 One For All Voucher

The competition is open to any person aged 18 or over and resident on the Island of Ireland. The competition is not open to anyone employed by Ulster Bank Group (including contract workers), their families or anyone associated with the competition. T...
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