Enterprise Lecture One - How To Get Yourself 'Out There'

The Design Council

- Set up by government.
- Carries out investigations on design and informs designers - http://www.designcouncil.org/
- Found that only 2% of design work is being executed by large companies.

Marketing

'management process responsible for identifying, anticipating and satisfying customer requirements profitably.'

- Identify customer needs.
- Develop pricing strategies.
- Promote products to target market.
- Identify distribution networks.
- Add value to product through customer benefits.
- Monitor the performance of the products.

PRODUCT = CREATIVE OUTPUT


1. Understand needs →→ 2. Develop concept →→ 3. Test concept
↑

↑
6. Assemble feedback←←5. Market product ←← 4. Refine concept

Jeff Bezos - president, CEO of Amazon.com

- Biggest book seller.

- Added value to product through customer feedback - created interactive environment on the web: discussions, reviews etc.

- 'To help people to discover exactly what they're looking for saves them time and improves their lives.'

Value Proposition

Tips:
- Make it short.
- Be specific.
- Use your customer's language.
- Pass the 'gut feeling' test.

*Elevator pitch- pitching an idea in the time it takes to move between floors in a lift.

* Be equipped. Be ready.

* B2B = Business to business.

Service Organisations

e.g. Google.

- No tangible product but its something that changes circumstances.

Basic Principles of Marketing

- PRODUCT -service offered, work produced.
- PRICE - daily rate, free, royalty, relative pricing level.
- PLACE - sales environment, best location to sell.
- PROMOTION - marketing methods, branding.