* This presentation contains five spelling errors. First person to find them all, get a price.

Hello and welcome

 ?
Expectations
 HOW DO YOU GET
GROWN-UP HETERO-
SEXUAL MEN TO
SACRIFICE WORK,
FAMILY AND MONEY
TO GO AND SEE BOYS
IN SHORTS, RUNNING
AROUND ON A LAWN
CHASING A BALL?

How do you get grownup heterosexual men...

 MARKETING

Marknadsföring
MARKET bringING
What do people out And how will they
there want? know that we deliver
exactly that?

Product

MARKET + bringING
What do people out there want?
And how will they know that we deliver exactly that?
Product
 “If I had asked people
what they wanted,
they would have
said faster horses.”
Henry Ford

Focus on the problem.

What problem did people have?
What problem are you solving?
 Organizations and
companies sell ideas,
products and services.

People buy brands

A PROMISE
Toyota Prius, problem med bromsarna. Ramaskrik. Komer varumärket att överleva? Kanske inte var ett så stort
problem.
Farrari. Lansering av 468. Bilar brann upp.
Japansk Kvalitet vs. Italiensk Kvalitet.
 The difference between profile and brand

”Safety”
Profile Brand

Andra varumärken. T.ex. Toyota.

 1
2 3

Kännedom
Vi kan bara hålla sju varumärken i medvetande per segment.
Inte bara känd, utan på valbar plats.
Dr. George A. Miller, psykolog, Harvard
3 500 – 4 500 kommersiella budskap per dag
400 – 600 Registrerar våra hjärnor
Men bara dom som är relevanta...
We are in the business of messing with peoples heads...
“Refresh and build brand-
linked memory structures
that make the brand easier
to notice and buy.”
Byron Sharp
How did it all start? Cow-branding. Branding Iron.
focus
delete
distill
delete
compress
delete
clarify
delete
1
knowledge
What do we have to say to whom
and when, to make them love you?

2
looks
Create recognition and credibility
in what you want to say.

3
communication
Prove that you are the best,
and on what.
KNOWLEDGE
What do we have to say to whom and
when, to make them love you?
 TODAY
? TOMORROW

The Marketing Plan

Vart är vi idag
Vart vill vi vara i morgon
Och hur tar vi oss dit?
 Why does the company exist?

What makes us unique?

Who is the enemy?

Who should know about our

products or services?

What should we have achieved

in five years from today?

Background questions.
The Marketingplan
 1. Take aim
 
2. Market - Target group - Client

3. The outside world

4. Competitors

5. Product and Company

6. Positioning

7. Goals / Economics / Sales

8. SWOT Analysis

9. Strategy

10. Action plan and timetable

1

1. Take aim
2

2. Market - Target group - Client

3

3. The outside world

4

4. Competitors
Competitors
Market share?
Target group?
Marketing?
Business idea?
Core values / Brand?
Vision?
Strengths and weaknesses?
Other things?
5

Inc.
5. Product and Company
Background and history
Fiende
Myth
Bygg myt, annars bygger myten dig.
Vad vill du att folk ska säga om dig?
Big Hairy Audacious Goal / Vision - Varför går vi till jobbet på morgonen? Vad slåss vi för? ”Start With Why”

”I believe that this nation should commit itself. To achieving the goal, before this decade is out, of landing a man on
the Moon and returning him safely to the Earth.” John F Kennedy
COLD HOT

Core values
Leiv Vidar
Generosity. Commitment. Rock n Roll.
Jämnstäldhet...
30 mekaniker, 15 kvinnor, 15 män
Behöver anställa 10 till
30 sökande, 25 av dom är kvinnor,
Orkester
 Our business idea
is to help customers increase
profitability and customer
service through solutions
and services that streamline
business processes and
measuring results achieved.

Business idea
Vår affärsidé är att erbjuda ett brett
sortiment, form- och funktionsriktiga
heminredningsartiklar till så låga
priser att så många som möjligt får råd
att köpa dem!
XYZ ska utveckla, sälja och genomföra
revision, redovisning och kvalificerad
rådgivning inom finansiella och an-
gränsande områden så att inter­
nationella och svenska företag, samt
dess ägare, organisationer och offentlig
sektor kan uppnå värdetillväxt och
trygghet.
IKEA - Swedbank
PwC - H&M
BankX:s affärsidé är att vara det
själv­klara bankalternativet för
privat­personer, företag och lant-
bruk, kommuner och landsting och
organisationer genom att erbjuda
ett kundanpassat och lättanvänt
utbud av finansiella tjänster.
FöretagAB:s affärsidé är att erbjuda
mode och kvalitet till bästa pris. Vår
design- och inköpsavdelning skapar
klädkollektion­erna och svarar för att
vi kan erbjuda det bästa modet.
Culture / Heart
6 X
Y
Z

Positioning
7

Goals / Economics / Sales

- How to define a goal

Ju tydligare du definierar målet, desto lättare är det för andra att hitta dit.
 The goal is to party on Friday

We will party on friday

 Spybar, 10pm on Friday

See you at the bar, on friday at 10 pm.

8

S.W.O.T.
What works well with the company today?
What does not work with the current arrangement?
How could it be developed and improved?
What could stop such a development?
What works well with the
company today?
What does not work with the
current arrangement?
How could it be developed
and improved?
What could stop such
a development?
9

9. Strategy
10

10. Action plan and timetable

 LOOKS Create recognition and credibility
in what you want to say.

It is all about recognition

 Does this look like one (1) company?

Does the design communicate

what the company wants to say?

Does it look unique,

compared to our competitors?

It is all about recognition.

Igenkänning och trovärdighet.
repeat
repeat
repeat
repeat
Vingresor - Volvo
How long does a graphic profile last?
 COMMUNICATION
Prove that you are the best,
and on what.

Everything you do delibritly to be seen.

The art of talking with people
Different types of communication

Build and revive memory structures

= $66 667 000 000
eller ca. 4 415 000 000 000 sek
People love
advertising!
INTERESTING
+
RELEVANT
 So how the hell do we
say X to group Y?

In such a interesting and

engaging way that they not only
listen, they also wants to tell
their friends about it.

How hell do we say X to group Y, in such a interesting and engaging way that they not only listen, they also wants to
tell their friends about it.
 Once upon
a time...
Tell a story. - Background - Disruption/Enemy - Hero - Struggle - Solution - Happiness -
Elevator Pitch
An Good Elevator Pitch:
• Is concise, <150 words, 60 seconds
• Explains the problem you solve
• Describes benefits of your product/service
• Easy for your audience to understand
• Grabs attention
• Qualifies the prospective investor
• Shows your passion
• Ends with an action plan
Guidelines

1. What problem do I solve?

2. Who am I? (Introduce your self)
3. What industry do I work in?
4. Who is my target group? (Be as specific as possible)
5. What is unique with my product? What do I do
different compared with my competitors?
6. What advantages do my clients gain from my products?
7. What is the next step?
The Ten Slide Presentation
Slide 1–5 tell a prospective investor WHY THEY
SHOULD CONSIDER INVESTING IN YOUR BUSINESS.
NOW THAT THEY ARE LISTENING, Slide 6–10 tell
them why you will succeed.
The Ten Slide Presentation
1 What does your company do?
2 What customer problem are you solving?
3 How do you solve this problem?
4 What is your business model? How do you make
money? Who pays you? How do you distribute
your goods/service? How big are your margins?
5 Where’s the magic? What makes your company
better than others? Technology? IP (Intellectual
Property)? People?
The Ten Slide Presentation
6 Marketing and sales: How do you reach your
customer and close sales in a reasonable time and
on a tight budget?
7 Competition: Who are your competitors and why
are you better then them?
8 Management team: Why do you have the right
experience and expertise for this project?
9 Financial Projections and Key Metrics: The
promises you make to your investors.
10 Milestones: Current status, timeline, and use
of funds.
HOW DO YOU GET
GROWN-UP HETERO-
SEXUAL MEN TO
SACRIFICE WORK,
FAMILY AND MONEY
TO GO AND SEE BOYS
IN SHORTS, RUNNING
AROUND ON A LAWN
CHASING A BALL?
NAME

TEAM

RULES

ENEMIES

CULTURE

GOALS

VISION

RECONCILIATION
Good Luck!