Marketing Planning 2020

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Success 20/20
How will your idea get from your mind to the
marketplace?
Office of Entrepreneurship
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Success 20/20

• How will your idea get from
• your mind to the marketplace?
• 10 steps to an actionable
• marketing plan.

Office of Entrepreneurship
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Success 20/20

• Unless you can see around corners, you will need
  to develop a plan to market your idea
• The marketing plan is a process and a tool, not
  an administrative detail
• Markets for new technologies, products or
  services must be developed by displacing the
  current solution by changing preferences and
  behaviors
• A thought-through plan avoids Ready-Fire-Aim
  mistakes

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Success 20/20

• Seven Steps to Stagnation
• 1. Weve always done it this way
• 2. Weve never done it that way
• 3. It will never work
• 4. Theres not enough time
• 5. We tried that once
• 6. This is good enough
• 7. Im too busy
• Only those who risk going too far
• will ever know how far they can
  go.

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Success 20/20

• Quantitative
• Qualitative
• Data
• Local, National

Qualitative Empirical Experiential
TRIBAL KNOWLEDGE
RESEARCH
THE PLAN
CREATIVITY
Differentiation Edge Positioning
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Success 20/20
A 10 Step Process
Measurement
Action Plans Specified
Expectations Quantified
Positioning Determined
Key Messages Articulated
Tactics Conceived
Objectives Outlined
Strategies Developed
Issues Identified
Audiences Defined
Think it through vs. thinking it up.
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Success 20/20
Environment

• Rejection
• Recognition
• Resonance
• Receptivity
• Reinforcement
• Repetition
• Preference
• Loyalty

Your Brand/ Product
IMPRESSIONS
Audiences/ Segments
Noise Clutter
Info Gap
Physical Emotional Experiential Practical Historic
Relevant Aspirational
Frame of Reference
Response
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Success 20/20
Importance/value to the audience
FOCUS PRIORITIZE
NOMINAL COMPETITVE ADVANTAGE
COMPETITIVE
IDEAL
Curriculum Content Quality of
Education Critical Thinking
Academic Rigor Degree Value Alumni
Success Undergrad Research
Diversity Campus/Facilities
LOW IMPACT
COMPETITIVEPOTENTIAL
HIGH VALUEEMERGING LEADER
Accomplished/ Committed Faculty Faculty-Student
Ratio
Small Size Big Opportunities Recruiting
Athletics
IRRELEVANT IMPACT
QUESTIONABLEIMPACT
NON-COMPETITIVE
Cost/Aid Rankings
Testimonials Networking
Location
RPI Message/Strength
Opportunity Zone Competitive Zone Improvement Zone
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Success 20/20

• Objections are just questions to answer,
  problems to solve

Nothing will ever be attempted if all
possible objections must first be overcome.
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Success 20/20

• Schedule
• Can you see around corners?
• If youre not failing, youre probably not
  succeeding.
• Is your idea a spark or a fire in your belly?
• Your life will change. Will you be ready?
• Who needs a business plan?
• Will your elevator pitch take you up or down?
• How will your idea get from your mind to the
  marketplace?
• When can perception be more important than
  reality?
• Can you take chances with your idea without
  gambling?
• Is your idea viable or is it a solution looking
  for a problem?
• Is who you know just as important as what you
  know?
• Do you play to win or do you play not to lose?

• Opportunity Recognition
• Success Through Failure
• Passion
• Adaptability
• The Business Case
• The Elevator Pitch
• Marketing Planning
• Negotiating
• Risk Management
• Idea Commercialization
• Social Networking
• Bias for Action

September October October November November Januar
y February February March March April April
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Entrepreneurship
A way to think A way to learn
A way to succeed.
Rob Chernow Vice Provost