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

Vorlesung Finanzierung und Marketing, 08.06.2011

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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.

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Page 1: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

Prof. Dr. Günter Faltin

Finanzierung und Marketing

Finanzierungsformen

Konventionelles Marketing vs. Entrepreneurial Marketing

Arbeit am Entrepreneurial Design

Page 2: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

Die beste Finanzierung besteht

darin,

Kosten zu vermeiden!

Page 3: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

Wir hatten kein Geld.

Daher mussten wir kreativ an die Sache herangehen.

Richard Branson

Business ist wie Rock´n´Roll

Page 4: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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

Page 5: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

Debt financing

• „family, friends and fools“

• special programmes by banks and government

agencies

• bank loans

• trade credits

• payment in advance by customers

• bonds

Sources of Financing

Page 6: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

“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

Page 7: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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

Page 8: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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.

Page 9: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

© Faltin 2003

Source: david and goliath agency

www.dngla.com

Page 10: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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.

Page 11: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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)

Page 12: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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

Page 13: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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

Page 14: Vorlesung Finanzierung und Marketing, 08.06.2011

Source: Faltin 2011www.entrepreneurship.de

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