The Marketing Guide for Entrepreneurs provides a perspective of Marketing for today’s entrepreneur. Entrepreneurial Marketing is unique because you have to create a target market. There is no established customer in place. Entrepreneurs are creating solutions to unmet problems in the marketplace. They have to understand that for their idea to be successful, they must understand who their customer is, what value that customer sees in the solution and how much of a pain is the problem to the consumer. Good entrepreneurs are solving migraine problems for their target market. Think about when you see a new good or service, if it is a solution to a major pain point for you, you will see much more value in the good/service. 

In today’s highly competitive commercial environment, an entrepreneur must develop and follow a well-defined strategic plan if it is to succeed. Within a firm’s overall strategic plan, a marketing strategy along with appropriate tactics and success measurement is essential if that firm is to compete effectively. This book will focus on approaches, techniques, and skills necessary to develop a winning marketing plan. It will provide practical marketing concepts for determining the market potential of a business, developing a marketing plan, identifying markets, creating products, designing promotions and sales programs, and assessing ongoing customer service needs. 

It has been said that the difference between managers and entrepreneurs is that managers are “resource driven” while entrepreneurs are “opportunity driven.”  Readers want to be entrepreneurial and create the next great good or service.  Let’s explore what opportunities are out there and how to evaluate them from a marketing perspective.

About this Book:

This book should allow the reader to:  

•  Understand marketing terminology and concepts  
• Analyze the market potential of a business  
• Perform market research including the industry, competitive environment, and your customers 
• Become comfortable with key marketing concepts such as product development, branding, pricing, distribution, and promotion 
• Understand the components of an effective marketing plan and the importance and benefits of developing a plan, especially from the perspective of a small startup competing against entrenched competitors  
• Recognize how consumers think and their motivations to buy