Lect 9

Question 1

citizenM Hotels strategy-

Answer 1

○Targetting “mobile citizens” – a strong macro trend
○ Detailed segmentation led to good “niche” definition
○ Carefully studying the real needs of these “ideal customers”
○ Creatively innovated in the value proposition…
○ … and the building technology!

Question 2

blue ocean

Answer 2

skip everything they dont care about and focuse more on what they want. they dont need a clerk at the desk but tehy want fast check in times

Question 3

3 key pilar for marketing and sales for startup

Answer 3

1. brand
2. sales funnel
3. content

Question 4

1. brand

Answer 4

The Brand is the
personality of your
business, the way it
conveys what the
business stands for.
It includes both image
and language.

Question 5

2. sales funnel

Answer 5

The Sales Funnel is the
process you need the
potential customer to
follow to become a
paying customer, and
hopefully a loyal one. It
results in a planned
Customer Journey.

Question 6

3. content

Answer 6

The content is the what
you populate your sales
funnel with to engage
both the potential and
paying customers, to
persuade them to
progress along the
Customer Journey.

Question 7

Startup branding tool kit

Answer 7

1. Name & logo
2. Golden circle
3. Vision, mission & values
4. A founding story

Question 8

1. NAME & LOGO

Answer 8

the “face”
of your business, and the
first thing anyone interacts
with.

Question 9

2. GOLDEN CIRCLE

Answer 9

”Start with Why”: a great
tool to help you craft sales
and marketing messages.
(what(how(why)how)what)
most do out in but we should do in out

Question 10

3. VISION, MISSION & VALUES

Answer 10

The canvas for all the
actions and communication
you will carry out with all
stakeholders

Question 11

4. A FOUNDING STORY

Answer 11

The perfect start to any
persuading conversation:
creating empathy and
emotional connections,
answering the “why you, why
this” questions.

Question 12

the vision statement describes

Answer 12

the desired future position of the company. It serves as a long-term goal, often inspirational and aspirational, that the organization aims to achieve.

Based on the “why”,write your vision about how you’ll work to achieve the better future.

Question 13

The mission statement defines

Answer 13

the organization’s purpose and primary objectives.
It is more focused on the present and details what the organization does, whom it serves, and how it serves them.

Based on the “how”, write a mission statement that inspires your ideal customer to buy from you to achieve a desired better world/better life.

Question 14

Values are the

Answer 14

core principles or standards of behavior
that guide the actions of the organization and its employees.

Based on the “what” and the vision & mission, write the key standards that will guide your business’s actions in the market (aim for 3).

Question 15

The 5 Stages Of Your Customers’ Buying Journey

Answer 15

1. AWARENESS
2. INTEREST/ EDUCATION
3. DECISION/ EVALUATION
4. ACTION/ PURCHASE
5. LOYALTY

Question 16

AWARENESS

Answer 16

This is the most common entry point. Potential customers are not aware of your product/service or that you are the best solution. This stage is about brand awareness with blogs, social media posts and videos.

Question 17

INTEREST/ EDUCATION

Answer 17

Potential customers are aware of your product/service and are actively looking for a solution. They follow you on social media and subscribe to your email list. This stage is about educating your audience with your website, blogs, newsleters, free downloads

Question 18

DECISION/ EVALUATION

Answer 18

they want to make a decision and need to assess if you are the best solution. They will carry out their own research. This stage is about reassuring them that you are the one they need with case studies, reviews, free trials

Question 19

ACTION/ PURCHASE

Answer 19

The customer has made a decision to purchase your product or service and made payment.

Question 20

LOYALTY

Answer 20

This stage is often forgotten as you already have the sale. This stage is about brand loyalty and creating raving fans that will promote your business and become repeat customers. Keep existing customers happy with loyalty bonuses, 1st class customer service, tutorials, social media communities.

Question 21

“CUSTOMER JOURNEY” FOR AN IMPACT PROJECT

Answer 21

1. They don’t know the problem nor the project
2. They know the problem but not the project
3. They know the problem & the project
4. Active members

Question 22

The sales funnel primarily focuses on

Answer 22

the conversion process: how a business can turn potential leads into paying customers. It is a linear model that describes the stages through which a customer passes, from initial awareness to the final purchase decision

Question 23

Sales Funnel vs Customer Journey

Answer 23

They are both models used to understand and optimize the process of converting prospects into customers and beyond, BUT They differ in their focus, perspective, and metrics.