Marketing Strategy for Sharda's Book

Key findings and recommendations

Abhinav Kumar Singh

Project Simulation
Context and Objectives
Sharda Patil
40 Years old
10 years at Mckinsey
10k+ followers on LinkedIn
An experienced consultant with immense knowledge
about entrepreneurship and what it takes to succeed.
Has recognized an opportunity to share her practical
expertise with the wider community and monetize her
knowledge by publishing a book.

Needs the following aspects covered in a Marketing Strategy for her book:
1. Target Audience
2. Target Customer Personas
3. Gap Analysis of Top Selling Books in India
4. Content Outline of the Book
5. Competitive Analysis of 3 Indian Influencers' Marketing Strategies
6. Best Channel to reach the target audience
7. Pricing Strategy
8. Promotion Strategy

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Target Audience
Existing Entrepreneurs Aspiring Entrepreneurs

Small Business Owners: Students:

Have a local/regional focus. Operating in a Unsure about future. Open to opportunities
Niche Business. with an interest in Entrepreneurship.
Looking to grow their business, improve their Motivated by the desire to be their own boss,
operations, or explore new markets. gain experience, pursue their passion.

Startup Founders: Recent Graduates:

Working in a disruptive market or introducing May have some work experience, but don't
new technology. have much experience in running a business.
Seeking funding, mentorship, or advice on Motivated by the desire to create something of
scaling their business their own, or achieve financial independence.

Established Founders: Business Professionals:

Have a larger team, a more established brand, Unsatisfied with current state. Looking to
and a proven business model. change career by starting their own business.
Looking to diversify revenue streams, expand Motivated by the desire to pursue their
into new markets, or improve profitability passions, or make a positive impact.

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Target Customer Personas
Aspiring Struggling Established
Entrepreneurs Entrepreneurs Entrepreneurs
Age: 20 - 35 Years Age: 30 - 40 Years Age: 40 - 50 Years
Business Stage: Ideation Stage / Business Stage: Early Stage / Business Stage: Growth Stage /
Pre Seed Stage Small Business Mid-size Business
Pain Points: Lack of knowledge, Pain Points: Financial instability, Pain Points: Scaling challenges,
Poor Team, Lack of Support and Fear of failure, Struggling to find Managing finances, Employee
Guidance. Customers. Management.
Motivations: Motivations: Motivations:
Incentives Incentives Incentives

Growth Growth Growth

Fear Fear Fear

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Gap Analysis
Top Selling Indian books in the domain and what's missing in them

Doglapan Build, Don't Talk Do Epic Shit

By Ashneer Grover By Raj Shamani By Ankur Warikoo
Genre: Genre: Business & Genre: Self Help &
Entrepreneurship Economics Education
What's there in the book: What's there in the book: What's there in the book:
Lessons on starting up Strategies for starting a Personal Anecdotes
from personal experiences business Tips and advice on goal
Overcoming fear & taking risks Building a personal brand setting and leadership
Managing and tackling Tips on networking and Practical advice on starting
investors' expectations negotiating. and scaling a business

What's missing: What's missing: What's missing:

Developing a Brand identity Sustainable business Specialized knowledge for
Identifying opportunities and practices running a business
taking action Leveraging digital platforms Financial Management and
Leadership, management to grow businesses fundraising
skills and company culture Managing risk and failure Product development

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Content Outline
Based on Target Audience, Persona, Gap Analysis and Sharda's expertise
Introduction
Overview of the book and its purpose
Chapter 1: Understanding the Indian Market
Overview of the Indian business landscape
Key factors influencing the Indian market
Market analysis and segmentation
Identifying target customers and their needs
Chapter 2: Common Mistakes Made by Founders
Common mistakes made by Indian founders
Case studies that highlight these mistakes
Strategies to avoid these mistakes
Importance of learning from failures
Chapter 3: Crafting a Solid Business Plan
Importance of having a business plan
Key elements of a good business plan
Mastering financial projections and budgeting
Creating a sustainable business model
Chapter 4: Financial Management for Startups
Key financial metrics for startups
Managing cash flow and budgeting
Sources of funding for startups
Performing financial planning and forecasting
Chapter 5: Marketing and Sales Strategies
The Indian marketing and sales landscape
Identifying the right marketing channels
Creating effective sales strategies
Leveraging digital marketing for growth
Chapter 6: Scaling Your Business in India
Assessing the growth potential
Developing strategies for scaling a business
Managing employees and organizational culture
Preparing for exit strategies and acquisition
Conclusion
Key takeaways and Actionable Steps
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Competitive Analysis
Marketing Strategies of 3 Indian Influencers' Books'

Marketing
Strategy Influencer Ashneer Raj Ankur
Used Grover Shamani Warikoo

Created a Website to showcase their book and

offer readers a way to purchase the book.

Used LinkedIn to connect and engage with

potential readers

Created Instagram stories, reels and posts that

showcase snippets/quotes from the book

Used YouTube by creating a book trailer to

generate interest and hype for their book

Built an Email list to stay in touch with their

readers and promote their book.

Used Paid Advertising to target potential

readers and drive traffic to their book’s page.

Offered Free Copies to readers who signed up for

their email list or follow them on social media.

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Best Channel to reach the Target Audience
LinkedIn
Posting regular updates about
the book and its launch
Creating engaging content in the
form of articles, videos, and
infographics to share knowledge
about entrepreneurship.
Engaging with followers and
other professionals in the same
domain by commenting on their
posts, sharing their content, and
building relationships.
Joining groups related to
entrepreneurship and business
and participating in discussions
to gain visibility and connect
with potential customers.
Email
Creating a mailing list of
subscribers who have shown
interest in the book or Sharda's
content.
Sending regular newsletters
with updates about the book, its
launch, and promotions.
Offering exclusive discounts
and early access to the book to
subscribers.
Personalizing emails with the
recipient's name and relevant
content based on their interests
and preferences.
Instagram
Uploading visually appealing
posts that showcases the book,
its launch, and promotions.
Sharing behind-the-scenes
footage of the book creation
process, including interviews
with Sharda and sneak peeks of
the content.
Partnering with other
influencers and businesses in
the same domain to cross-
promote each other's content
and reach a wider audience.
Using relevant hashtags to
increase visibility and reach new
followers.
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 Pricing Strategy
Competitive Pricing: Ebook vs. Paperback Pricing:
Examine the prices of similar books Offer the ebook at a lower price than
in the market and set a price that is the paperback to encourage more
competitive, but not too high or too sales of the ebook. This will also help
low. This will help position the book reduce the cost of production and
well in the market. distribution.
Discount for Bulk Orders:
Offer a discount for bulk orders to
encourage businesses and
organizations to purchase the book
in bulk. This can be an effective way
to increase sales and revenue.
Bundle with Consulting Services: Special Promotions:
Offer a bundled package where Offer special promotions to early
customers can purchase the book adopters of the book, such as a
and consulting services from Sharda limited-time discount, a signed copy,
at a discounted price. This can be a or a free bonus chapter. This can
great way to showcase Sharda's help generate buzz around the book
expertise and increase revenue. and encourage people to buy it.

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Promotion Strategy
Pre Launch

Build anticipation for Create a landing page for Leverage LinkedIn to

the book through teaser the book with a sign-up promote the book and
posts on social media form to receive updates encourage pre-orders

Offer a special pre-order Reach out to influencers and

price to incentivize bloggers to review the book before
early sales launch and share with their followers

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Promotion Strategy
Launch Day

Host a virtual launch event on

Offer a special launch day
LinkedIn, inviting followers and
promotion to increase sales
potential customers to attend

Leverage social media to promote

the launch and encourage followers
to share with their network

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Promotion Strategy
Post Launch

Build an email list of Offer exclusive content, Use targeted advertising on

potential customers and such as bonus chapters, social media platforms to
existing followers to subscribers reach a broader audience

Send out regular newsletters Reach out to journalists and

with updates on the book, bloggers in the same niche to review
sneak peeks, and promotions the book and interview Sharda

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"Marketing is not the art of finding clever ways to dispose of what
you make. It is the art of creating genuine customer value."
- Philip Kotler

THANK YOU