𝓔𝓝𝓣𝓡𝓔𝓟𝓡𝓔𝓝𝓔𝓤𝓡𝓢𝓗𝓘𝓟 𝓡𝓔𝓥𝓘𝓔𝓦𝓔𝓡
April Trono
Aldwin Mico “The Wintour” Palos
GUIDELINES:
BOLD - main points
Italic - important terms/notes
Underline - key points
MODULE 1: INTRODUCTION TO
ENTREPRENEURSHIP
ENTREPRENEURSHIP - It is a capacity
for innovation, investment, and expansion
in new markets, products, and techniques.
The word “entrepreneur” was derived from
the French verb interpreted, which means
“to undertake.” This is pinpointing to
those who “undertake” the risk of the
enterprise. The enterprise is created by an
entrepreneur and the process is called
“Entrepreneurship”.
UNDERTAKE - means COMMIT oneself
to and BEGIN.
ENTREPRENEUR - are innovators. They
are willing to take risks and generate
unique ideas that can provide profitable
solutions to the needs of the market and
society.
An entrepreneur is an individual who is
“alert” to profitable opportunities for the
exchange of goods or services. Tony Tan
Caktiong.
An entrepreneur organizes, manages,
directs, and assumes the risk of a
business or enterprise. Being an
entrepreneur is a “lifestyle or an attitude”
3rd Semester - Mrs.
RELEVANCE OF ENTREPRENEURSHIP
TO AN ORGANIZATION:
1. Development of Managerial
Capabilities
- this means that one of the benefits
an entrepreneur gets is to develop
his managerial skills.
2. Creation of Organization
- which means that because of
entrepreneurship many
organizations will exist
3. Improving Standard of Living
- means that entrepreneurship can
lift up the economic status of an
individual.
4. Means of Economic Development
- this means that not only the life of
the entrepreneur is improved but
also the society where the
business is located
FACTORS AFFECTING
ENTREPRENEURSHIP:
1. Personality Factors
a.Initiative - the power or opportunity to
act or take charge before others do.
b.Proactive - creating or controlling a
situation by causing something to happen
rather than responding to it after it has
happened.
c. Problem - a matter or situation
regarded as unwelcome or harmful and
needing to be dealt with and overcome.
d. Perseverance - persistence in doing
something despite difficulty or delay in
achieving success.
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Aldwin Mico “The Wintour” Palos
e. Persuasion - the ability to convince
others to join your cause, support your
ideas and help you reach your goals.
f. A Planner - helps an entrepreneur
identify exactly what needs to be
accomplished to build the venture, and
what human and financial resources are
required to implement the plan.
g. Risk-taker - essential for driving
innovation and fostering business growth.
2. Environmental Factors
it includes political, climate, legal system,
economic and social conditions, and
market situations.
COMMON COMPETENCIES
ENTREPRENEURSHIP:
1. Decisive - an entrepreneur must
be firm in making decisions.
2. Communicator - an entrepreneur
must have a convincing power.
3. Leader - an entrepreneur must
have the charisma to be obeyed by
his employees
4. Opportunity seeker - an
entrepreneur must have the ability
to be the first to see business
chances.
5. Proactive - controlling a situation
by making things happen or by
preparing for possible future
problems
6. Risk taker - they have the courage
to pursue their business ideas
3rd Semester - Mrs. April Trono
7. Innovative - the entrepreneurs
have big business ideas and they
do not stop improving and thinking
of new worthwhile ideas for their
business
CORE COMPETENCIES IN
ENTREPRENEURSHIP:
1. Economic and Dynamic Activity-
Entrepreneurship is an economic
activity because it involves the
creation and operation of an
enterprise with a view to creating
value or wealth by ensuring
optimum utilization of limited
resources
2. Innovative - Entrepreneurs
constantly look for new ideas.
IN
3. Profit Potential - The
entrepreneur can be compensated
by his profit.
4. Risk bearing - The entrepreneur
needs to gamble but is wise
enough to offset the risk.
TYPES OF ENTREPRENEURS
1. Innovative Entrepreneurs - They
are those who always make new
things by thinking of new ideas.
They have the ability to think of
newer, better and more economical
ideas
2. Imitating Entrepreneurs - They
are those who don’t create new
things but only follow the ideas of
other entrepreneurs.
3. Fabian Entrepreneurs - They are
skeptical about changes to be
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Aldwin Mico “The Wintour” Palos

made in the organization. They

don’t initiate but follow only after MODULE 2: RECOGNIZING A POTENTIAL
they are satisfied. MARKET

4. Drone Entrepreneurs - They are

those who live on the labor of
M.A.R.K.E.T stands for…
others. They are die-hard
conservatives even ready to suffer M – ind frame
the loss of business. A – spiration
R – ivalry
5. Social Entrepreneurs - They are K - nowledge
those who initiate changes and E – nvironment
drive social innovation and T - echnology
transformation in the various fields
such as education, health, human
rights, environment and enterprise
development.

CAREER OPPORTUNITIES OF
ENTREPRENEURSHIP:

1. Business Consultant - with the

expertise of in the field of
entrepreneurship, he can be a very
good source of advice to other Venture - A risky or daring journey or
entrepreneurs and would be a “Undertaking”
businessman.
ENTREPRENEURIAL IDEAS
2. Teacher - a graduate of These are the basic foundation that the
entrepreneurship can use his entrepreneur must have in seeking
knowledge in teaching. opportunities:

3. Researcher - the entrepreneur can 1. Entrepreneurial Mind Frame

be employed as a researcher by
an enterprise.
4. Sales - he entrepreneurship
graduate can apply as a salesman.
5. Business Reporter - the
entrepreneur being expert in the
field, he can be employed as a
business reporter.
- This allows the entrepreneur to see
things in a very positive and
optimistic way of mindset of difficult
situation. Being a risk-taker. An
entrepreneur can find solutions
when problems arise.

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Aldwin Mico “The Wintour” Palos
2. Entrepreneurial Heart Flame
- Entrepreneurs are driven by
passion: they are attracted to
discover satisfaction in the process
of discovery. Passion is the great
desire of an entrepreneur to
achieve his/her goals.
3. Entrepreneurial Gut Game
- This refers to the ability of the
entrepreneur of being intuitive.
This is also known as intuition. The
gut game also means confidence
in ine’s self and firm belief that
everything you aspire can be
reached.
SOURCES OF OPPORTUNITY
1. Change in the Environment
- Entrepreneurial ideas arise when
changes happen in the external
environment. A person with an
entrepreneurial drives views these
changes positivity. External
environment refers to the physical
environment, societal environment,
and industry environment where
the business operates
I. PHYSICAL ENVIRONMENT
A. Climate - The weather conditions.
[PPT BASED: #3 of SOURCES OF
OPPORTUNITY ISN’T PROVIDED]
3rd Semester - Mrs. April Trono
B. Natural Resources - Such as
minerals, forests, water and fertile
land that occur in nature and can
be used for economic gain.
C. Wildlife - Includes all mammals,
birds, reptiles, fish, etch., that live
in the wild.
II. SOCIETAL ENVIRONMENT
A. Political Forces: Includes all the
laws, rules and regulations that
govern business practices as well
as the permits, approvals and
licenses necessary to operate the
business.
B. Economic Forces: Such as
income level and employment rate.
C. Sociocultural forces: customs,
lifestyles and values that
characterized a society.
III. INDUSTRY ENVIRONMENT
A.Competitors
B.Customers
C.Creditors
D.Employees
E.Government
F.Suppliers
2. Technological Discovery and
Advancement
- A person with entrepreneurial
interest sees possibility of business
opportunities in any new discovery
or because of the use of latest
technology.
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Aldwin Mico “The Wintour” Palos

4. People’s Interest
- The interest, hobbies, and
preferences of people are rich
sources of entrepreneurial idea,
like the increasing number of
internet cafe at present could lead
to strong attachment of young
people to computers.

5. Past Experiences
- The expertise and skill developed
by a person who worked in a
particular field may lead to the
opening of a related business
enterprise.

FORCES OF COMPETITION
Intruction: Zoom In to read.

MODULE 3: RECOGNIZE and UNDERSTAND

POTENTIAL MARKET

Value Proposition (VP)

is a business or marketing statement that
summarizes why a consumer should buy a
company's product or use its service.

BASIC ELEMENTS:
● Target Customer
● Needs/opportunity
● Name of the product
● Name of the enterprise/company

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Aldwin Mico “The Wintour” Palos

There are many competitors in the market THREE FACTORS TO DETERMINE

to establish superiority to them. CUSTOMERS
Entrepreneurs should think some
alternative and how it works better. An A. Target Market
important aspect in Value Proposition - Market Targeting is a sage in
must be truthful that will establish market identification process that
credibility to the consumers. aims to determine the buyers with
common needs and
GUIDE QUESTIONS FOR VALUE characteristics. Prospect
PROPOSITION (VP): customers are market segment
that entrepreneurial venture
● What service or product do you intends to serve.
offer to your client or customer?
● Why will the client or customer get Commonly used methods for
your service or your product? segmenting the market:
● What makes your service or
product/s different from others? 1. Geographic segmentation – the
total market is divided according
Unique selling proposition (USP) to geographical location.

Variables to consider:
● Climate
● Dominant ethnic group
● Culture
● Density (either rural or urban)

2. Demographic Segmentation –
divided based consumers.

Variables to consider:
Refers to how you sell your ● Gender
product or services to your customer. You ● Age
will address the wants and desires of your ● Income
customers. As entrepreneur, you think of ● Occupation
marketing concept that persuade your ● Education
target customers. ● Religion
● Ethnic group
Some tips for the entrepreneur on how ● Family size
to create an effective unique selling
proposition to the target customers: 3. Psychological Segmentation-
divided in terms for customers think and
● Identify and rank the uniqueness of believe.
the product or services character
● Very Specific
● Keep it short and simple (KISS)

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Aldwin Mico “The Wintour” Palos
Variables to consider:
● Needs and wants
● Attitudes
● Social class
● Personality traits
● Knowledge and awareness
● Brand concept
● Lifestyle
4. Behavioral Segmentation- divided
according to customers behavior pattern
as they interact with a company.
Variables to consider:
● Perceptions
● Knowledge
● Reaction
● Benefits
● Loyalty
● Responses
B. Customer Requirements
- Customer requirements are the
specific characteristics that the
customers need from a product or
a service.
There can be two types of
customer requirements:
1. Service Requirement
- Intangible thing or product that is
not able to be touched but
customer can feel the fulfillment.
There are elements in service
requirement like on-time delivery,
service with a smile, easy-payment
etc. It includes all aspects of how a
customer expect to be treated
while purchasing a product and
how easy the buying process goes.
2. Output Requirement
- Tangible thing or things that can be
seen. Characteristic specifications
3rd Semester - Mrs. April Trono
that a consumer expects to be
fulfilled in the product. Costumer
that will avail services as a
product, then various service
requirements can take the form of
output requirements. For example,
if the consumer hires a multi cab,
then on-time arrival becomes an
output requirement. Customer
buys gadgets (phone speaker), the
specification like the loudness and
clarity are the output requirements.
C. Market Size
- Entrepreneur’s most critical task is
to calculate the market size, and
the potential value that market has
for their startup business. Market
research will determine
entrepreneur possible customers in
one locality.
- Market size is like a size of arena
where the entrepreneurs will play
their business. It is the
approximate number of sellers and
buyers in a particular market.
Companies are interested in
knowing the market size before
launching a new product or service
in the area.
MODULE 4: 7P’s of MARKETING MIX
1. Product
- Any goods or services that is
produced to meet the consumers’
wants, tastes and preferences.
- Goods can be categorized into
business goods or consumer
goods. Ex. tires, MP3 players,
clothing.
- Services can be divided into
consumer services, Ex. hair styling
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Aldwin Mico “The Wintour” Palos

or professional services, such as DISTRIBUTION CHANNELS

engineering and accounting.

TWO TYPES OF GOODS

1. Consumer Goods
- is any good purchased for
consumption and not used later to
produce another consumer good.
STAGES OF DISTRIBUTION
Examples: CHANNELS
● Food
● Clothing ❖ Channel 1 contains two stages
● Vehicles between producer and consumer -
● Electronics a wholesaler and a retailer.
● Appliances ❖ Wholesaler typically buys and
stores large quantities of several
2. Business Goods producers' goods and then breaks
- are various goods not for final into bulk deliveries to supply
consumption but for producing retailers with smaller quantities.
other goods or providing services. ❖ For small retailers with limited
Thus, they contrast with consumer order quantities, the use of
goods, where no further wholesalers makes economic
processing is required to obtain sense.
their benefits.
★ Channel 2 contains one
Examples: intermediary. In consumer
● Raw materials markets, this is typically a retailer.
● Equipment ★ A retailer is a company that buys
● Supplies products from a manufacturer or
● Business services wholesaler and sells them to end
● Software users or customers.
★ A retailer is an intermediary or
2. Place middleman that customers use to
- Place represents the location get products from the
where the buyer and seller manufacturers.
exchange goods or services.
- It is also called as the distribution ➔ Channel 3
channel. Its is to provide a link ➔ Is called a "direct-marketing"
between production and channel, since it has no
consumption. intermediary levels. In this case the
- It can include any physical store as manufacturer sells directly to
well as virtual stores or online customers.
shops on the Internet.

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Aldwin Mico “The Wintour” Palos

3. Price
- It is the value of money in
exchange for a product or service.
- Price is the amount or value that a
customer gives up to enjoy the
benefits of having or using a
product or service.
- In commerce, price is determined
by what:
- (1) a buyer is willing to pay,
- (2) a seller is willing to accept,
- (3) the competition is allowing to
be charged.

A right pricing strategy helps you define

the particular price at which you can
maximize profits on sales of your product
or service.

The Different Pricing Strategies and Its

Definition

[Instruction: Zoom In to read.] 4. Promotion

- Promotion refers to the complete
set of activities, which
communicate the product, brand or
service to the user.
- The idea is to create an
awareness, attract and induce the
consumers to buy the product, in
preference over others.

The following are the most common

medium in promoting a product and
this is called promotional mix.

1. Advertising
- Happens on radio, television,
printed material, electronics, word
of mouth, and generic technique.

2. Public Relations (PR)

- In public relations, the article that
features your company is not paid
for. The reporter, whether

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Aldwin Mico “The Wintour” Palos
broadcast or print, writes about or
films your company as a result of
information he or she received and
researched.
- PR involves sharing information
with the public using platforms that
do not require a payment, such as
social media or through press
releases shared with magazines
and newspapers.
3. Personal Selling
- It occurs when an individual
salesperson sells a product,
service or solution to a client.
Salespeople match the benefits of
their offering to the specific needs
of a client.
FIVE STAGES OF PERSONAL SELLING
1. Prospecting
2. Making first contact
3.The sales call
4. Objection handling
5. Closing the sale
4. Sales Promotion
- Sales promotion is any initiative
undertaken by an organization to
promote an increase in sales,
usage or trial of a product or
service
SALES PROMOTION TECHNIQUES
● Free Gift
● Free Samples
● Free Trial
● Customer Contests
● Special Pricing
● Direct Marketing
5. People
- Your team, the staff that makes it
happen for you, your audience,
3rd Semester - Mrs. April Trono
and your advertisers are the
people in marketing.
- This consist of each person who is
involved in the product or service
whether directly or indirectly.
- They are the ultimate marketing
strategy.
- If the retail channels are not
handled with the right people, the
product will not be sold.
- The people rendering the service
must be competent and skilled
enough so that that the clients will
patronize your service.
- The marketing efforts of people are
to create customer awareness, to
arouse customer interest, to
educate customers, to close the
sale and to deliver the product.
6. Packaging
- Packaging refers to the outside
appearance of a product and how
it is presented to the customers.
- The best packaging should be
attractive enough.
FIVE BASIC FUNCTIONS OF
PACKAGING
1. Protection
- One of the major functions of
packaging is to provide for the
effects of time and environment for
the natural and manufactured
products. The protection function
can be divided into some classes.
A. Natural Deterioration
- It is caused by the interaction of
products with water, gases and
fumes, microbiologic organisms
like bacteria, yeasts and molds,
heat, cold, dryness, contaminants
and insects and rodents.
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Aldwin Mico “The Wintour” Palos

B. Physical Protection 4. Utility of Use

- The packaging is also used for - The convenience packaging has
physical protection, which include been devised for foods, household
improving shock protection, chemicals, drugs, adhesives,
internal product protection and paints, cosmetics, paper goods
reducing shock damage caused and a host of other products. This
from vibration, snagging, friction type of packaging includes
and impact. dispensing devices, prepackaged
hot metals, and disposable medical
C. Safety packaging.
- A special kind of protective
packaging is required for products 5. Promotion
that are deemed harmful to those - Companies use attractive colors,
who transport them or use them. logos, symbols and captions to
These products include extremely promote the product that can
inflammable gas and liquid, influence customer purchase
radioactive elements, toxic decision.
materials etc.
7. Positioning
D. Waste Reduction - When a company presents a
- Packaging also serves to reduce product or service in a way that is
the amount of waste especially in different from the competitors, they
case of food distribution. are said to be “positioning” it.
- Positioning refers to a process
2. Containment used by marketers to create an
- This involves merging of unit loads image in the minds of a target
for shipping. It starts with spots of market.
adhesives on the individual - There are three basic concepts for
shippers that stick them together, positioning. These are (1)
straps of steel and plastic, entire Functional Positions, (2) Symbolic
coverings of shrinkable or Positions and (3) Experiential
stretchable plastic films and paper Positions.
or corrugated wraps that surround
an entire pallet of product. STEPS OF THE POSITIONING
PROCESS:
3. Information
- The common information that STEP 1: Confirm Your Understanding of
packaging provides include Market Dynamics
general features of the product,
ingredients, net weight of the STEP 2: Identify Your Competitive
contents, name and address of the Advantages
manufacturers, maximum retail
price (MRP). STEP 3: Choose Competitive Advantages
That Define Your Niche

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Aldwin Mico “The Wintour” Palos

STEP 4: Define your positioning strategy

MANATILING MAGANDA NGAYON,
STEP 5: Communicate and deliver on the
positioning strategy BUKAS, at MAGPAKAILANMAN

HOW TO CREATE AN EFFECTIVE

MARKET POSITIONING STRATEGY: GOOD LUCKS TO EVERYONE ON
TAKING THEIR EXAMINATIONS!
1. Determine company uniqueness
by comparing to competitors
2. Identify current market position GO, HAYAAN
3. Competitor positioning analysis - The One and Only,
4. Develop a Positioning Strategy Dalagang Aldwin,
WINTOUR
DEVELOPING A BRAND NAME

Brand Name is a name, symbol, or other

feature that distinguishes a seller's goods
or services in the marketplace. Your brand
is one of your greatest assets.

Brand strategy is a long-term design for

the development of a popular brand in
order to achieve the goals and objectives.

COMMONLY USED BRANDING

STRATEGIES:

1. Purpose
2. Consistency
3. Emotion
4. Flexibility
5. Loyalty
6. Employee Involvement
7. Competitive Awareness

> - > THE END < - <

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