INTRODUCTION TO

TECHNOPRENEURSHIP
THE ENTREPRENUER
THE ENTREPRENUER
THE ENTREPRENUER
THE ENTREPRENUER
TECHNOLOGY
The word technology comes from two
Greek words,transliterated techne and
logos.Techne means art, skill, craft, or the
way, manner, or means by which a thing is
gained.
Logos means word, the utterance by
which inward thought is expressed, a
saying, or an expression.
TECHNOLOGY
Technology - is the making, modification,
usage, and knowledge of tools, machines,
techniques, crafts, systems, and methods
of organization, in order to solve a problem,
improve a pre-existing solution...

It is an applied science.
ENTREPRENUERSHIP
Entrepreneurship- It is the practice of
converting good ideas to something
profitable.
Entrepreneurship is a process of identifying
and starting a business venture, sourcing and
organizing the required resources and taking
both the risks and rewards associated with
the venture.
TECHNOPRENEURSHIP
Ø It is simply entrepreneurship in a
technology
intensive context .
Ø It is the process of merging technology and
entrepreneurial talent and skills .
AFTER GRADUATION
 ARE YOU
READY TO BECOME
ENTREPRENEUR?
 WHY DO THEY CHOOSE
EMPLOYMENT OVER PUTTIG UP
A BUSINESS?
 WHY DO THEY CHOOSE
EMPLOYMENT OVER PUTTIG UP
A BUSINESS?
 LACK OF
EXPERTISE
THE SECRET OF A
TECHNOPRENEUR
Ø IDEA
Ø MARKETING IDEA
Ø BUSINESS MODEL
Ø CUSTOMER EXPERIENCE
Ø FAILURE
Ø CHARACTER
Ø IDEA
Ø MARKETING IDEA
Ø BUSINESS MODEL
CUSTOMER EXPERIENCE

"You've got to start with the customer

experience and
work back toward the technology
-not the other way around.“
CUSTOMER EXPERIENCE

Ø Keep your product or service simple.

Ø Business is about creating good RELATIONSHIPS
FAILURE
FAILURE IS PART !!!
KNOW:

good business concept + quality

+exceptional marketing strategy + affordable
pricing and even expansion + the X Factor
(blessing of God), which should be dealt with
the right asal (behavior).
CHARACTER

CHARACTER DETERMINES SUCCESS!!!

WRONG NOTION OF SUCCESS:

Ø IF ONLY I HAVE MONEY...
Ø IF ONLY I HAVE THE POWER....
Ø IF ONLY I HAVE THIS ACHIVEMENT...
CHARACTER

“Nearly All Men Can Stand Adversity, But If

You Want to Test A Man’s Character, Give
Him Power”
- Abraham Lincon
CHARACTER

HOW DO YOU ENRICH YOUR CHARACTER TO

HAVE THE EPITOME OF SUCCESS?
CHARACTER

Ø KNOW YOUR PURPOSE

Ø MAXIMIZE THAT PURPOSE
Ø GIVE THAT PURPOSE AWAY
Ø END....
 VALUE
PROPOSITION
What is a Value A value proposition is a
Proposition? statement that answers the
‘why’ someone should do
business with you
you..
 Itshould convince a potential
customer why your service or
product will be of more value
to them than similar offerings
from your competition.
 Youknow why your company is great, but do
your potential customers know what sets your
brand apart?

A good value proposition can give you an

advantage over your competitors and is often
what your prospects use to evaluate you.

 Andfor many consumers, your value

proposition is the first thing they encounter
when exploring your brand
brand..
To create an effective value proposition
proposition,, you need to know and
understand your target demographic
demographic.. Ask yourself:

 Who are your customers?

 What do they care about?
 What problem do they have that you can solve?
 Why are you the best business to solve that problem?
 What benefit will customers gain from working with you?

Once you understand your customers' needs and values, you'll be able to
create a value proposition that appeals to them.
 Customer
Four Key
Problem
Elements of a
Good Value Solution
Proposition Differentiator
s
 Asses yourself the following:

 Who is the customer?

Customer  What are thier needs?

Problem  What problem are you solving for this customer?

Solution  What is your solution and how is it solving the problem?

 What are your differentiators?

Differentials  How is your solution better?
 Characteristics of a Great Value
Proposition
 Be concise and easy to understand.
 Define what you do.
 Make it easy for someone to find you in an online search.
 Explain
how your product resolves a problem for your potential
customer.
 Bedisplayed prominently on your website and/or your consumer
touch points.
  The Value Proposition
Canvas is a tool which
Value can help ensure that a

Proposition product or service is

positioned around what
Canvas the customer values
and needs
needs..
  The Value Proposition Canvas
helps to systematically
understand what customers
want and it creates products
and services that perfectly
Why is Value match their needs
needs..
Proposition Canvas  Itcollects customer
Important? information in a simple way
that suits their needs and
requirements which allows a
more effective design of
business models.
  Identifyall the benefits your
product offers.
 Describe what makes these
benefits valuable.
 Identify
your customer's main
How to Write a problem.
Value Proposition  Connect this value to your
buyer's problem.
 Differentiateyourself as the
preferred provider of this
value.
  Looking at the value proposition
canvas as a whole instead of
looking at it as separate parts.
 Mixing
several customer
Five Mistakes to segments into one canvas.
Avoid in Making a  Creatingyour Customer Profile
Value Proposition through the lens of your value
proposition.
Canvas
 Only focusing on functional jobs.
 Trying
to address every
customer's pain and gain.
THE
CUSTOMER
CUSTOMER
Customers play a significant part in business.
In fact the customer is the actual boss in a deal
and is responsible for the actually profit for the
organization.

A customer is the one who uses the products

and services and judges the quality of those
products and services.

Hence it is important for an organization to

retain customers or make new customers and
flourish business.
 TYPES OF CUSTOMERS
o LOYAL CUSTOMERS

o DISCOUNT CUSTOMERS

o IMPULSIVE CUSTOMERS

o NEED BASED CUSTOMERS

o WANDERING CUSTOMERS
LOYAL These types of Customers are less in numbers
CUSTOMERS but promote more sales and profit as compared
to other customers as these are the ones which
are completely satisfied.

These Customers revisit the organization over

times hence it is crucial to interact and keep in
touch with them on a regular basis and invest
much time and effort with them.

Loyal Customers want individual attention and

that demands polite and respectful responses
from the supplier.
DISCOUNT Discount Customers are also frequent visitors
CUSTOMERS but they are only a part of business when
offered with discounts on regular products and
brands or they buy only low cost products.

The more discounts being offered, the greater

the tendency that they will avail the product or
a service

These customers are mostly related to small

industries or the industries that focus on low or
marginal investments on products.
IMPULSIVE These Customers are difficult to convince as
CUSTOMERS they want to do the business in urge or caprice.
They don’t have any specific item in mind but
urge to buy what they find good and productive
at that point of time.

Handling these customers is a challenge as

they are not particularly looking for a product
and want the supplier to display all the useful
products they have in their tally in front of them
so that they can buy what they like from that
display
NEED These Customers are product specific and only
BASED tend to buy items only to which they are
habitual or have a specific need for them.
CUSTOMERS
These are frequent customers but do not
become part of buying most of the time, so it is
difficult to satisfy them.

These Customers should be handled positively

by showing them ways and reasons to switch
to other similar products and brands and
initiating them to buy these. These customers
possibly be lost if not tackled efficiently with
positive interaction.
WANDERING These are the least profitable customers as
sometimes they themselves are not sure what
CUSTOMERS to avail.

These Customers are normally new in industry

and most of the time visit suppliers only for
confirming their needs on products. They
investigate features of most prominent
products in the market but do not buy any
those or show least interest in buying.

To grab such customers, they should be

properly informed about the various positive
features of the products so that they develop a
sense of interest.
CUSTOMER
NEEDS
Customer Needs are the named and unnamed
needs of customers when they come in contact
with your business, your competitors, or when
they search for the solutions you provide.
METHODS TO IDENTIFY CUSTOMER NEEDS

oFOCUS GROUPS

oSOCIAL LISTENING

oKEYWORD RESEARCH
FOCUS
GROUPS
Focus Groups are a market research technique
in which you collectively interview a small
group of people who represent your target
audience.
SOCIAL
LISTENING
Social Media Listening is the process of
tracking and analyzing what is being said about
your company on industry on social channels.
KEYWORD
RESERCH
Keyword Research can also give you valuable
insight into what your customer need from you,
your business and your product. If you know
your customers are searching online and more
importantly how they are searching for
company and industry, you can determine what
they are looking for.
 PRICE
It is how much a business charges for its product or
service. Customers want a fair price when purchasing a
product or service. Usually, low prices will draw in many
customers, although people ultimately want value for
money.

It is important for a price to match the quality of the

product or service that the business is selling.
 QUALITY
Relates to the standard of the product or service being
offered. Customers always expect some level of quality,
no matter how much they pay for a product or service.

Generally, those paying a low price will expect a lower

level of quality and those paying a higher price will
expect a higher level of quality.
 CHOICE
Choice is very important – many businesses have a
range of products and/or services available to suit
different groups of customers.

Customers have different needs and desires when

buying items. They might want different styles or sizes,
or even a completely different product.
Customers and Consumers
want convenience and are
often willing to pay more for
it. Convenience relates to
something being easier,
quicker or generally less
hassle for customers.
 HOW TO MEET CUSTOMER NEEDS
START
HERE IDENTIFY DISTRIBUTE
Identify what your customers Distribute the information to
need from you though keyword relevant stakeholders in your
research, focus groups, or social organization
listening

COLLECT CREATE
Collect customer feedback on Craft product features or create
how our efforts meet their content that speaks to your
expectations customer’s needs
VOICE
OF THE
CUSTOMER
VOICE
OF THE Voice of the Customer (VoC) is a research
method that is used by businesses to describe
CUSTOMER the needs and requirements of their customers.
This process captures everything that
customers are saying about a business,
product, or service and packages those ideas
into an overall perspective of the brands

Companies use VoC to visualize the gap

between customer expectations and their
actual experience with the business.
Methodology
The Voice of the Customer Methodology is the
approach that businesses use to understand
their customers’ needs and expectations.

This method can be executed through a variety

of different techniques, all of which are aimed at
extracting vital information from customers.

Companies often use a few different techniques

together to ensure they’re getting most that they
can from their research,.
TRANSLATING VOICES TO NEEDS

Voice of Customers (VoC) methodology can be used to capture

customer needs – both current (stated needs) and latent (unstated
needs). VoC methodology helps capture the needs of customers
through stated verbatim comments (customer voices). It helps
translate verbatim comments into customer needs to product/service
output characteristics (customer requirements)
Distinct Categories of VoC
At an organization level we broadly classify VoC into four distinct categories
(AICP):
• Voice of Associate: The feedback that we get from our Employees
• Voice of Investor: The feedback that we get from our Management and
Shareholders
• Voice of Customer: The feedback that we get from our clients and End-
customers
• Voice of Process: The feedback that we get from measuring our CTPs (Critical
to Process) and CTQs (Critical to Quality)
 Six Sigma – Voice of AICP

SURVEYS

INTERVIEWS
Voice Y’s
FOCUS GROUPS of AICP

SUGGESTIONS

OBSERVATIONS
Voice of Customer (VoC) Methods:
• Surveys: are designed set of questionnaires which is sent out to potential or
existing customers. Surveys are cost effective, however, have very low response
rate.
• Interviews: are individual meetings with potential or existing customers where a set
of questions are asked and answers are discussed to understand customers
voices. Interviews can tackle complex issues, however, requires trained resources.
• Focus group: A group of people are called together in one conference room and a
discussion is held on specific topics that need to be addressed. These focus
groups are excellent for identifying the CTQ (Critical to Quality), however, are
difficult to generalize.
Voice of Customer (VoC) Methods:

• Suggestions: Client/Customer/Employee feedback is received and

treated as suggestion to improve product or service. Suggestions
provide good improvement opportunities, however, does not look at
overall process.

• Observations: During the course of the process, individuals can

have observations and can provide feedback to the process which
does act as a Voice of Customer.
Sample of Voice of Customer that is
translated into a requirement:

Verbatim Need Requirement

“I want the pizza that I Right pizza to right person Accuracy

ordered”

“I want my pizza when Pizza delivered on time as Timeliness

you said it would be promised to customer
here”
“I want my delivery Pizza delivery person is Complaints
person to be friendly” polite

“I’m not going to pay a Price is equal to or less Price

lot for this pizza” than all other pizza
providers
HOW IT IMPACTS YOUR BUSINESS

According to the research by the Aberdeen Group, best- in-class VoC

users enjoy an almost 10x greater increase year-over-year in annual
company revenue. This is because by capturing VoC, you can connect
and engage with customers at every touchpoint in the customer
journey. This technique helps you:
• Spot early warning and potential brand crisis Evaluate new
concepts, ideas, and solutions
Building a Successful VoC program

• Before you jump in and begin building, a step-by-step plan for

achieving customer experience maturity, you'll want to set the stage.
Too often people rush into building a program without aligning all
the necessary factors to move forward with creating a customer-
centric organization.
• By focusing on the following six factors, you can successfully
establish organization-wide customer centricity.
VoC Techniques

Regardless of the industry, it costs organizations five to 25x

more to attract a new customer than it does to retain an
existing one. Thus, the value of retaining existing customers
over acquiring a new one is obvious. With this in mind, we'll
keep our focus on the techniques that help retain customers
at your business.
CUSTOMER
INTERVIEWS Customer interviews are one of the traditional
techniques to collect VoC data. It is commonly
used to understand particular customer point-of
-view regarding product or service issues,
attributes, and performance measures.

You can choose to perform this for either a

particular customer or for a group of customers
with some common attributes. Usually
executed in person, on the phone, or through
email.
ON-SITE Another great way to capture VoC is by
CUSTOMER conducting on-site customer surveys. These
surveys help you in understanding your
SURVEYS customers and addressing the issues they face.
However, if you don't ask the right questions with
the help of the right platform, you may never get
reliable answers. That's why you need to put in a
lot of thought while designing your surveys.

You can choose from the different types of

surveys available, such as yes/no type, multiple
option-based surveys, drop-down surveys, and
textbox-based surveys.
LIVE CHAT According to a study, 44% of online shoppers
feel the best feature an ecommerce website can
have is a live chat.

Having an on-site chat is an incredible method

of collecting real-time customer feedback and
reducing the possibility of your customers feeling
unsatisfied.

The use of live chat is not limited to listening to

customers complaints and resolving them. It is
also a good tool to capture Voice of the
Customer data. For this, you can schedule a
follow-up survey of all the customers connecting
with you through a chat
SOCIAL Social media is a potent ingredient of the
feedback cocktail, as it provides you the
MEDIA opportunity to have a two- way communication
with your customers.

On any of the most commonly-used social

platforms like Twitter, Facebook, or LinkedIn,
you can tap into relevant ongoing conversations,
connect with those customers by actively
participating, or quietly listen (while lurking and
taking notes). The core strength of social media
lies in allowing you to have a more direct and
real-time conversation with the people using
your products or services.
WEBSITE
BEHAVIOR Your website is a great place for you to capture
the voice of customer data. Besides chat and on
-site surveys, another way to collect this data is
by analyzing your customer behavior on the
website. You can do it in a jiffy by leveraging
tools like heatmaps, scrolls, and visitors
recordings. You can also opt for a single
platform that'll allow you do all this and you won't
have to invest in multiple tools.
RECORDED If you're planning to leverage historical data,
CALL DATA recorded call data might come in handy.
Recorded calls with your customers can give
you a broad overview of how they perceive your
brand, what sort of objections do they have, and
what else do they expect from the brand.

Though this technique requires a lot of time, it is

always advisable to do this every now and then.
What it'll also do is help you with training your
customer support team with better objection
handling and enhancing your customer service.
ONLINE
CUSTOMER Your online reputation isn't just the result of what
REVIEWS you generate at your end – it includes all
instances in which your business appears
online, including online reviews. With online
review sites like G2 Crowd, Finances Online,
TrustRadius, TrustPilot, Capterra, and Angie's
List, it's essential to understand the impact they
have on your business and how you can use
reviews to earn your online reputation.
OFF-SITE
SURVEYS Opting for an off-site survey is yet another
method to capture the Voice of Customer.
Although this may not be a popular method for
large business setups, it's leveraged by lots of
medium-sized businesses when conducting
customer research.
NET Net Promoter Score (NPS) is a management
PROMOTER tool that is used to measure the loyalty of a
company's customers. This customer loyalty
SCORE metric was developed by Fred Reichheld, Bain &
Company, and Satmetrix Systems.

NPS gives you quick and reliable feedback from

customers. The way the system works is easy.
Customers need to answer this simple question
on a scale of 0-10:

"How likely are you to recommend our company

to a friend or a colleague?"
FOCUS This is where a group of eight to 12 customers
meet in a room, where they are asked to share
GROUPS their perceptions, beliefs, and opinions about
your product or service. The group participants
are free to openly talk with one another.

This data collection method is used to gain

insights into customers' prioritization of needs, or
to test concepts and get feedback. Focus groups
are sometimes used in addition to interviews
and surveys as the last step to further
investigate and understand the Voice of the
Customer for each of the company's touch
points.
EMAILS
This method can be as informal or as formal as
you want it to be. You can send highly
personalized emails to particular customers or
create a template that can be used for the entire
target. You also have the option to either ask for
feedback as a response to your email (which
might be unstructured and time-consuming) or
add a link in the email body to one of your
surveys.
DEDICATED
FEEDBACK
The last option is to have a dedicated feedback
FORM form on your website - and this is really more of
a mandate than an option. No matter which
other methods you plan to choose to capture
VoC, you cannot skip having an on-site
feedback form.
GROUP 2
Belode,Genelyn
Flores, Christian
Nuñeza, Karlynn
Guilot, Nueva
Golez, Janu
Hermogines, Maria Ysabelle
Grajo, Beethoven
Siruelo, Jessel
Cordero, Nheil
Jordan, Rizza
Market
Identification
and Analysis
Market Identification and Analysis
 
TOPICS

I. KNOWLEDGE OF MARKET

II. AWARENESS

III. MARKET OPPERTUNITY ANALYSIS

IV. MARKET SEGMENTATION

88
 KNOWLEDGE OF
MARKET
“Marketing without market
research is like driving with
your eyes closed”
-Dan Zarella

90
 Knowledge of Market
In today’s world the consumer has unlimited 
choices of spending his/her money on a wide range 
of products and services. These choices are possible 
due to global competition, rapid change, and needs 
and wants of buyers’.  For a small business to have 
complete knowledge of their market, it is essential 
for them to perform a market analysis.

91
 Through a market 
analysis, a small 
business can:
1. Identify business opportunities
2. Evaluate existing and potential competition
3. Guide the choice of who they should target
4. Indicate the customer requirements that will 
be satisfied by their marketing position 
strategy
92
 To be successful, a
small business must pay
constant attention to their
market.  This should be done
so a small business can see
shifting requirements of
buyers, be able to evaluate
change in competitive
position, and recognize
opportunities for new
products and services.
93
 AWARENESS
Market Awareness
It is very important for a small
business person to understand the
factors affecting market complexity
because these factors can explain
why markets change. If there is a
complete understanding of why
markets change the business will be
in a better position to anticipate
market change and competitive
threats. 
95
Markets usually change for 3 reasons:
1. The shift in 2. New 3. Socioeconomic
buyers’ needs. Technologies Forces
Understanding the Innovations in The income of your
buyer needs and technology affect target audience
motivations the buyers’ plays a huge role in
is essential to build preferences. marketing analysis.
a sound marketing
strategy and make
your funnel as
effective as it can
be 96
 MARKET 
OPPORTUNITY 
ANALYSIS
MARKET OPPORTUNITY
ANALYSIS
DEFINING PRODUCT MARKET BOUNDARIES AND
STRUCTURE
You need to identify the scope of your product. 
This should include aspects such as markets, market size and
composition, and the brand or categories that you will be
competing with.

Describing and Analyzing End-Users

You need to identify and describe characteristics of
buyers in your consumer market.  You want to determine
why people buy  the product or service that you are
offering.  Make sure to also identify the external factors that
influences buyers.   
98
MARKET OPPORTUNITY
ANALYSIS
Value Added System Analysis
The Value Added System is a study supplier and
distribution channels.  This can identify important patterns and
trends in serving end-users, uncover new market opportunities,
and forecast the end-users demands.

Analysis of Key Competitors

Industries are very large today compared to the past,
so you must identify who are your key competitors.  These
competitors can be selling the same type or product or service
as your business, or a different product or service that end-uses
would choose instead of your product or service. 

99
 
 Market Segmentation
Marker Segmentation

Market segmentation is the process of

identifying and analyzing the buyers in a product
market with similar characteristics. Segmentation
allows to match your products or services with
buyers' requirements.

101
Demographic
Characteristics
•Age
•Sex
•Income
•Education
•Stages in life cycle
•Social class
•Occupation
•Religion
•Race 102
Psychological Characteristics

• Personality
• Lifestyle

Geographic Characteristics

•Rural
•Urban
•Region
•Climate
•City Size
•Population Density
103
CREATING COMPETITIVE
ADVANTAGES
What is Competitive
Advantages?
 A competitive advantage is what makes
an entity's goods or services superior to all of a
customer's other choices.
The strategies work for any organization,
country, or individual in a competitive
environment.
How Competitive
Advantage Works
To create a competitive advantage, you've got to
be clear about these determinants:

§ What Benefits Does Your Company Provide?

§ Determine Your Target Market
§ Identify Your Competitors
§ Cost Leadership
§ Differentiation
§ Cost Focus
BENEFITS DOES
YOUR COMPANY
PROVIDE
 What is the real benefit your
product provides? It must be something that your
customers truly need. It must also offer real value.
You must know your product's features, its
advantages, and how they benefit your customers.
DETERMINE YOUR
TARGET MARKET
 Who are your customers? What are
their needs? You've got to know exactly who
buys from you and how you can make their
life better. That’s how you create demand,
the driver of all economic growth.
Identify Your
Competitors
 They aren't just similar companies or
products. They also include anything else
your customer could do to meet the need
you can fulfill
Cost Leadership
 Cost leadership means
companies provide reasonable value at a
lower price. Firms do this by
continuously improving operational
efficiency. That usually means paying their
workers less. Some compensate for lower
wages by offering intangible benefits such
as stock options, benefits, or promotional
opportunities.
Differentiation
 Differentiation means companies
deliver better benefits than anyone else. A
firm can achieve differentiation by
providing a unique or high-quality product.
Another method is to deliver it faster. A
third is to market in a way that reaches
customers better.
Cost Focus
 Focus means the company's leaders
understand and service their target market
better than anyone else. They either use cost
leadership or differentiation to do that. The key
to a successful focus strategy is to choose a very
specific target market.
THANK YOU!