Go to Market

YOUR
GREAT CUSTOMERS
COMPANY
Marketing: 4P
Promotion

"Almost every failed startup has a

product.
What failed startups don’t have
are enough customers."

50%—SPLIT TIME EVENLY BETWEEN BUILDING

Go to Market

Your great company Customers

Positionning Customers’
problems
Added
Business Offer
Value Benefits
model
Go
to Market
Your products What they buy
& services
Marketing Mix of your offer (Product)

Product Place

TARGETED
MARKET

Promotion
Price
Marketing Mix of your offer (Services)
SERVICES

People
Product Place

TARGETED
MARKET Participation

Promotion
Price Process
Marketing Mix

Product
Marketing Mix: 4P
Product

You should already have:

Products Services
 Marketing Mix: 4P
Products
A quoi sert/votre
Services
produit?
ce What
que lesyou
entreprises
sell
vendent

Ce que le
What customers
client achète
buy
48
Marketing Mix: 4P
Products / Services

Added Value What customers buy

Benefits Image

Expertise Design
Your offer
Technology What you sell
Packaging Experience

Brand Recycle
Community
Marketing Mix: 4P
Products / Services
Marketing Mix: 4P
Unique Selling Proposition

The Unique Selling Proposition is a factor

a business has that makes it different or
better than the others out there.

It makes a business stand out

from the rest in the market.
Marketing Mix: 4P
Unique Selling Proposition

The milk You get fresh, When it Easily connect

chocolate that hot pizza absolutely, with friends
melts in your delivered to positively has to
mouth, not in your door in 30 be there
your hand minutes (or less) overnight.
or it is free
Monitoring of ESR1 mutation
responsible for breast cancer
relapse with graphene based
nano-biosensor

One drop away from your

personalized medicine
A personalized treatment with
the screening of speci c
oncometabolites

fi
Tumour monitor at home
Marketing Mix

Place
Marketing Mix: 4P
Place

Your Great End user

Company
Marketing Mix: 4P
Place

Your Great End user

Company
Marketing Mix: 4P
Place

Shop

Your Great End user

Company
Marketing Mix: 4P
Place

Shop

Your Great End user

Company

Distributors
Shop

Impact on costs, prices, margin split

Marketing Mix

Price
Marketing Mix: 4P
Price
Marketing Mix: 4P
Price

OFFER DEMAND

PRICE
Marketing Mix: 4P
Price
Position Added value Competition Usage Image

Subjective values of exchange

OFFER PRICE DEMAND

Objective values of the offer

Costs Quantities

Fixed Variable Direct Indirect

Marketing Mix: 4P
Price

Added values

2€

1,1€
0,4€

0,15€
0,02€ 76
 Fonction du contexte

Marketing Mix: 4P
Price

77
Marketing Mix: 4P
Price

Top psychological price

Quality??? Value for money???

Marketing Mix: 4P
Price
Marketing Mix: 4P
Price
Marketing Mix: 4P
Price

Estimate potential demand vs price

Position vs competition

Choice of the strategy

(consistency of marketing plan)

Select nal price

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People Participation Process
Marketing Mix
Services

People
Marketing Mix
Services

Participation
Marketing Mix
Services

Process
Marketing Mix

Promotion
Marketing Mix: 4P
Promotion

OFFER DEMAND
Marketing Mix: 4P
Promotion

OFFER DEMAND
Marketing Mix: 4P
Promotion

OFFER DEMAND
Marketing Mix: 4P
Promotion

Your Great PUSH End user

Company

PUSH Shop
Marketing Mix: 4P
Promotion

Your Great End user

Company

Shop PULL
Marketing Mix: 4P
Promotion

Your Great PUSH End user

Company

PUSH Shop PULL

 Marketing Mix: 4P
Promotion
PA I D M E D I A
Visibility bought
by your company
Traditional advertising
TV, radio, press, online ads
(SEA), sponsoring,
displays, trade shows…
fl
fl
OWNED MEDIA EARNED MEDIA
Visibility gained Visibility gained
thanks to your thanks to your
own support in uence
Brochures, web site, social Social media comments,
media, blog, emailing, recommandations, forums,
newsletter, couponing word of mouth, reviews,
press relationship,
in uencers, conferences…
Marketing Mix: 4P
Promotion

Advertising for drugs is regulated

Planning

Plan your launching

• Targets
• What
• When
• Where
• How much
WORKSHOPS
TO DO

Create your marketing plan:

• Products/Service : define your USP

• Place : what is your distribution network
• Price : define price of your offer
• Promotion : create your launching plan
+ cost estimation
Marketing budget
Key gure (estimation)

• Ads creation: 2 - 5 k€ • Sales rep: salary + taxes

• Ads in BtoB magazine: 2 - 5 k€
• Ads in BtoC magazine/newspaper: 5 - 50 k€
• TV ads: 2 - 20k€ for 1 spot 30s

• Trade show stand: 5 - 20 k€

• Conference (trade show): 5 - 10k€

• PR agency: 2 k€/month

• Website creation: 5 - 250+ k€

• SEO action: 5 - 200 K€
• Community management: 2 - 5 k€/month
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 Marketing Mix: 4P
Place
st la taille du marché? (2)
tal disponible
WHOLE Nb of potential customers?
MARKET
• Combien de personnes peuvent Nb of units sold?
utiliser notre offre?
arché total
disponible • Combien de personnes ont les Value of this potential market?
moyens de se payer notre
AVAILABLE
offre? What is the distribution process?
Who will be my rst customers? Any easy wins?
ché disponible • Quelle est la taille du marché
servi
MARKET
(en €) si tout le monde
l’achetait?
• Combien d’unités vendues ça
…/…
représente?

• Sources :
TARGETED
– Parler aux clients62potentiels
Market studies
MARKET Customers’interviews
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