Starting a business is exhilarating. Unfortunately, the “build it and they will come” theory does not hold much weight and reviews those overnight success stories that startup hear about are often the result of behind the scenes years of hard work. Simply put, startup marketing is a unique challenge often because of the limited resources, whether it’s time, money or talent.

As a social enterprise, they have to create and maintain sustainable revenue through marketing efforts. It is therefore imperative for social enterprises to have a good actionable marketing strategy and plan. Social enterprises need to identify appropriate customer segment, understand their customers well, know how to reach them, and package a compelling value proposition. In some cases, they may have their beneficiaries as end users and customers. In other cases, social enterprises must offer products and services to market segments that may or may not regard social causes or values as important proposition. In any case, social enterprises need to have a good marketing strategy and plan that fit with their missions and guarantee their sustainability.

Objectives:
– The goal of this workshop is to help social enterprises to:
– Understand about value proposition, competitive landscape, and communicating customer value with PDB (Positioning, Differentiation and Brand) or STP (Segmentation, Targeting and Positioning)
– Formulate a marketing plan

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