Session "An entrepreneurial approach to marketing" at Geek Girl Meetup Öresund 2016.

1. An entrepreneurial
approach to Marketing
Evelise Biviatello

2. Who am I?
Born in Brazil
e-Commerce
in Shanghai
Venture builder
in Sao Paulo
M.Sc. in Lund
Trocaria
momondo

4. The Marketers decisions
• Formal
• Sequential
• Systematic
• Disciplined
• Structured
• Planned
• Causual

5. The Entrepreneurs Decisions
• Informal
• Haphazard
• Creative
• Opportunistic
• Reactive
and/or
proactive
• Effectual

6. “Entrepreneurial marketing is defined as the proactive
identification, evaluation and exploitation of opportunities
for acquiring and retaining profitable customers through
innovative approaches to risk management, resource
leveraging and value creation” Schindehutte et al., pp29

7. The times…they are a-changin'
Traditional Marketing
4P's
Product/
Service
Promotion
Price
Place
Entrepreneurial Marketing
4C's
Communication within
Communities
• Engage your customer/user
• It’s about conversations, not messages
• Pull vs. push
• Consumer-generated media
Co-Creation
• Customers as a resource
• Crowdsourcing instead of outsourcing
• Bottom-up marketing
Customizable Personal
Value
• Crowds vs. “individuals”
Choice/
Convenience
• Be where the customer is

8. Entrepreneurial marketing has
7 underlying dimensions:
✓ Proactiveness
✓ Calculated risk taking
✓ Innovativeness
✓ Be opportunity obsessed
✓ Leverage resources
✓ Value creation
✓ Customer intimacy
Lots of overlapping areas!

9. Causation vs. Effectuation

10. • Who am I?
• What I know?
• Whom I know?
Causation vs. Effectuation

11. • Bricolage
• Bootstrapping
• Owner financing
• Family/friends support
• Withhold salaries
• Joint utilization: bartering, borrowing, sharing, swapping etc.
• Payments management: lease equipment instead of buying
• Minimizing capital in stock: minimize stocks, best conditions from suppliers etc.
• Government subsidies
Resource management

12. Questions?

13. Tack! :)
https://www.linkedin.com/in/ebiviatello