In der Vorlesung vom 08.06.2011 behandelte Prof. Dr. Günter Faltin die verschiedenen Finanzierungsformen und den Unterschied “Konventionelles Marketing vs. Entrepreneurial Marketing”. Ein weiterer Punkt in der Vorlesung wird das Arbeiten am Entrepreneurial Design sein.

1. Finanzierung und Marketing
Finanzierungsformen
Konventionelles Marketing vs. Entrepreneurial Marketing
Arbeit am Entrepreneurial Design
Prof. Dr. Günter Faltin
www.entrepreneurship.de Source: Faltin 2011

2. Die beste Finanzierung besteht
darin,
Kosten zu vermeiden!
www.entrepreneurship.de Source: Faltin 2011

3. Wir hatten kein Geld.
Daher mussten wir kreativ an die Sache herangehen.
Richard Branson
Business ist wie Rock´n´Roll
www.entrepreneurship.de Source: Faltin 2011

4. Sources of Financing
Equity financing
• your own funds
• „family, friends and fools“
• equity financing programmes by banks and government agencies
• venture capital
• business angels
• capital market
www.entrepreneurship.de Source: Faltin 2011

5. Sources of Financing
Debt financing
• „family, friends and fools“
• special programmes by banks and government
agencies
• bank loans
• trade credits
• payment in advance by customers
• bonds
www.entrepreneurship.de Source: Faltin 2011

6. “Intelligent Prototyping“
The principle:
Try out first, only thereafter invest full scale.
Examples:
1. Use Adwords at Google to try out market acceptance
2. Create a website, offer a platform for critisising conventional
products
3. Invite suggestions for improvements
4. Check out techniques of rapid prototyping
5. Create a testing environment
www.entrepreneurship.de Source: Faltin 2011

7. Dinosaur Marketing
1. Put most of your money in
advertising
( falling victim to the “ law of
diminishing attention”)
It’s a potential strategy only for
big companies
2. Hammer your brand name into people’s brains
www.entrepreneurship.de Source: Faltin 2011

8. Dinosaur Marketing
3. Set up a shop or even as much shops as possible
Shops are a very expensive Concept.
Shops easily carry a smell of commercialisation
4. Think of your customer as a stupid
animal that you can outsmart easily.
(This is a tempting strategy because it often
seems to succeed)
In fact, customers are not stupid.
They are increasingly well educated
and well informed.
www.entrepreneurship.de Source: Faltin 2011

9. Source: david and goliath agency
www.dngla.com
© Faltin 2003
www.entrepreneurship.de Source: Faltin 2011

10. Innovative Entrepreneurial Marketing
1. Create goodwill for your company
Go for a cause:
Improve or protect something,
provide a product for a better price.
(This has to be a substantial part of your business model).
Avoid, if possible, the context of commercialisation.
2. Find your own ways of attracting attention to your products.
Use the specific circumstances of your approach ( your personal
background, innovative aspects of your product )
Play as unconventional, as unorthodox as possible
In modern society the media are the key for attracting attention;
paid advertisements are a poor and expensive substitute.
www.entrepreneurship.de Source: Faltin 2011

11. Innovative Entrepreneurial Marketing
3. Understand people´s desire for connectivity
Modern societies cause loneliness
Modern tour-operating and modern hotel accommodation add to the problem
instead of providing connectivity
4. Think of your customer as your partner and your ambassador
Make use of consumers education and the public efforts of consumers
protection
Share your problems with your partners.
Make them (unpaid) co-workers in your company.
Build lasting relationships with your clients.
(This is the most promising strategy to make you rich.
Because maximising profits works best in the medium and long run)
www.entrepreneurship.de Source: Faltin 2011

12. If you are really interested and want to do
something revolutionary, you must learn
to ignore your customers.
Many customers are like rearview mirrors.
They are extremely conservative and boring,
lacking imagination
and they have no idea of their own desires.
Ridderstråle & Nordström
in: Funky Business
- Wie kluge Köpfe das Kapital
zum Tanzen bringen -
München 2000
www.entrepreneurship.de Source: Faltin 2011

13. One way to ruin your company is
to listen to your customers too much.
In business and in politics, you have to lead,
and not just listen to opinion polls.
Michael Bloomberg
Founder of Bloomberg News
www.entrepreneurship.de Source: Faltin 2011

14. Ideas for Entrepreneurial Marketing
Aikido Marketing
(make use of the energy of your rivals)
Guerilla Marketing
(use ambush tactics)
Caligula Marketing
(spread an amazing story)
The Principle:
Turn the conventional rules upside down;
play as unorthodox as possible
www.entrepreneurship.de Source: Faltin 2011