REVIEWER!!!

FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3

Digital Marketing • Internal resources and skills

• External agencies
SOSTAC
1. SITUATION CONTROL
2. OBJECTIVES How do we monitor performance?
3. STRATEGY • 5Ss+Web Analytics - KPIs
4. TACTICS • Usability Testing/Mystery Shopping
5. ACTIONS • Customer Satisfaction Surveys
6. CONTROL • Site Visitor Profiling Frequency of
SITUATION reporting
Where are we now? • Process of reporting and actions
• Goal performance (5Ss)
• Customer insight 1. SITUATION
• E-marketplace SWOT THE CONNECTED WORLD
• Brand perception ➢ Marketplace – electronic marketspace
• Internal capabilities and resources ➢ Digital marketing platforms
• Desktops, laptops and notebooks
OBJECTIVES • Mobile phones and tablets
Where do we want to be? • Other hardware
• 5Ss Objectives:
• SELL – customer acquisition and
retention targets
• SERVE – customer satisfaction targets
• SIZZLE – site stickiness, visit duration
• SPEAK – trialogue: number of engaged
customers
• SAVE – quantified efficiency gains TOOLS FOR ASSESSING YOUR ONLINE
MARKETPLACE:
STRATEGY 1. Google insights tools
How do we get there? 2. Similar Web
• Segmentation, Targeting and Positioning 3. Nielsen
• OVP (Online Value Proposition) 4. ComScore
• Sequence, (Credibility before Visibility) 5. Internet or Interactive Advertising Bureau
• Integration (Consistent OVP) and (IAB)
Database 6. Government sources
• Tools (Web, mobile functionality, e-mail, 7. Non-government organizations
etc.) 8. IMRG

TACTICS ➢ B2C, B2B, C2B, and C2C

How exactly do we get there?
(the details of strategy)
• E-Marketing mix
– including: the communications mix,
social networking, what happens when
• Details of contact strategy
• E-campaign initiative schedule

ACTIONS TYPES OF ONLINE PRESENCE

THE DETAILS OF TACTICS 1. Transactional e-commerce site
Who does what and when 2. Services-oriented relationship
building or lead-generation web site
• Responsibilities and structures
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
3. Brand-building site ✓ Customer lifecycle model and
4. Portal of media site welcome strategy
5. Social network or community site ✓ Increasing online attrition
✓ Delivering relevant
DIGITAL MARKETING DEFINITIONS recommendations for retention and
➢ E-COMMERCE growth
• Selling online and the ability to transact ✓ Following up on customer product or
online. promotion interest
+ ✓ Getting the frequency right
➢ DIGITAL BUSINESS ✓ Getting the channel right
• Involves the automation of all the ✓ Getting the offer right
business processes in the value chain.
= ➢ MARKETING PRINCIPLES
DYNAMIC DIALOGUE • Get close to customers, listen to them
➢ DIGITAL MARKETING • Serve them
• Customer driven discipline • Involve them
• Find the best ones
EIGHT KEY DIGITAL MARKETING ACTIVITIES
• Add value
TO MANAGE IN ALL ORGANIZATIONS
• Nurture them into lifelong customers
and advocates
• Test, test, measure and improve

➢ DIGITAL MARKETING?
• IDENTIFY,
• ANTICIPATE,
• SATISFY customers’ needs
• EFFICIENTLY

SLOPPY DIGITAL MARKETING

➢ MINIMIZING THE IMPACT OF
➢ INTEGRATED DIGITAL MARKETING CUSTOMER COMPLAINTS
ACTIVITIES • The customer service operation is
• Activities that require planning, equipped to monitor and engage with a
management, and optimization for targeted spectrum of media.
online marketing to be competitive and • Companies fully understand where, why
maximize ROI. and how their customers are using social
➢ RIGHT TOUCHING media before making any social media
• every customer interaction to a marketing changes.
communication should be followed up by • A balance is struck across different types
a series of relevant communications of media – telephone, email, web, social,
delivered via the right combination of network and mobile.
channels to elicit a response or further • The power of online communities is
dialogue. recognized, and customers are
CHECKLIST FOR RIGHT encouraged to help each other.
TOUCHING • Relationships are nurtured with
✓ Search marketing advocates who wield particular influence
✓ Behavioural targeting or online on the internet.
advertising • Specialist tools are used to measure the
✓ Multi-touches across different digital impact of customers’ online activity.
media channels for acquisition
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
2. OBJECTIVES 5. Product page views
➢ THE 5S – DIGITAL MARKETING 6. Product document downloads
OBJECTIVES
SERVE
Benefit of
digital
How it is
Examples • using the internet as a customer-service
delivered tool
marketing
MEASURES OF ONLINE CUSTOMER
SELL
Through wider ENGAGEMENT
– Grow Achieve 10% of
distribution,
sales sales online ENGAGEMENT ENGAGEMENT
promotion, sales
METRIC TACTIC
SERVE Through giving
– Add customers extra % of non-home page Use run-of-site OVP
value benefits entry visits messages
online or inform Increase Use a run-of-site sign
product conversion rate Bounce rate
up
development by 5%
through online Use heatmaps or
dialogue and Duration overlays to assess
feedback. management
SPEAK By tracking Get your scent right
Marketing outcomes
– Get them, asking Grow email
closer to them questions, coverage to 50%
customers creating a of current Micro or step Interactive sales
dialogue, customer conversation rates advisers
learning about database Brand search-term
them. Generate awareness
strength
SAVE Through online
– Save email Email activity level Refined touch strategy
Generate 10%
costs communications,
more sales for
sales and service Personalize by activity
Same Define activity levels or
transactions to or lifecycle of content
communications hurdle rates (for
reduce in web or
budget different activities
staff, print and email pods
postage costs.
SIZZLE Through Emotional response Mutivariate testing
– Extend providing a new
the proposition Add two new Use secondary
brand and new significant Outcomes navigation to highlight
online experience enhancements next steps
online while at to the customer
the online ➢ “Let customers help themselves”
same time experience • e.g. delivery of product, after-sales
appearing support
familiar. ➢ “Help customers do their jobs”
• e.g. give content about best practice to
SELL help professionals complete their day-to-
• using the internet as a sales tool day work and develop their professional
➢ Indirect online revenue contribution - % of careers.
sales influenced by digital communications
➢ Tagging value events to assess the influence
of a web site and digital channels on sales
1. Sale
2. Lead
3. Newsletter
4. Searches
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
SPEAK • CPA = (100/conversion rate) x Cost Per
➢ using the internet as a communications tool Click
• CPA = Cost Per Click/Conversion rate

SIZZLE
➢ using the internet as a brand-building tool
➢ To add extra value, extend the experience
and enhance the image
➢ What experience could a web site deliver
that would be truly unique and
representative of the brand?
1. Reality
2. Perception

3. STRATEGY
➢ INBOUND MARKETING ➢ How are we going to get there?
• Pull mechanism: in Digital marketing, DIGITAL MARKETING STRATEGY
the contact with the brand is initiated by • channel strategy where electronic
the customer channels and digital media support other
➢ Good visibility from companies in search communications and distribution
engines is essential channels.
CONTENT MARKETING 1. Clear prioritization to how the channel
1. Content engagement value should be used
2. Content media 2. Identify target markets, positioning,
3. Content syndication OVP, choice of mix of digital media
4. Content participation channels to acquire new customers and
5. Content access platform contact strategies to welcome and
develop existing customers
KEY DIGITAL MEDIA CHANNELS 3. Creating differential value
1. Search engine marketing (SEM)
2. Online PR Define your plan of action to achieve your
3. Online partnerships objective(s)
4. Interactive advertising TOOLS
5. Opt-in email • Business Model
6. Social media marketing
• Segmentation
• Targeting
SAVE
➢ using the internet for cost reduction • Brand proposition and online value
proposition

Business Model?

➢ SAVINGS EMERGE:
• Digital media channels
• Customer service
• Transactional costs
• Print and distribution
➢ COST PER ACQUISITION (CPA) –
crucial in controlling media, used to control
the level of bids
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
Segmentation ➢ Dynamic dialogue (into) Ongoing with
the customer
➢ Integrated database (into) Recognize and
remember each customer whether via
web or telephone

4. TACTICS
➢ What are the details of the strategy?
➢ The actions you take to execute your
strategy
1. Paid Owned Earned
2. Customer Lifecycle

MODELS:
1. ROPO/ROBO
2. Dual Screening
3. SOLOMO(C)
4. Social Search

ROPO
➢ ROPO is constantly growing in the Retail
Industry

Targeting
➢ Attracting some of those customers
makes better sense than going after
others.
1. Fit with Firm’s Capabilities
2. Profitability Potential

Positioning
➢ who you are in the marketplace vis-à-vis
competition (who you are & who you
want to be)
➢ It involves all the marketing mix
variables
Dual Screening
E-Strategy ➢ Dual-screening in the Philippines – the
➢ Crystal clear objectives (into) What you highest usage in the world
want to achieve online ➢ For browsing the Internet while watching
➢ Target markets, positioning and video programming
propositions I. Rank 1 -Philippines
➢ Optimum mix of tactical e-tools (into) II. Rank 2 -Thailand and Vietnam
Web site, banners ads, etc III. Rank 3 -Indonesia
➢ Evolutionary stage (into) What stage you
want to be at
➢ Online marketing mix (into) Particularly
service levels
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
SoLoMo (SOCIAL LOCAL MOBILE)
SOCIAL
➢ the platform you use to promote your
message and engage with your target
audience

LOCAL
➢ your area of focus; this can be physical or
even online

MEDIUM
➢ the medium by which your brand, its
prospects and your customers connect

SOCIAL SEARCH
1. Mobile optimization
2. Voice search (Siri)
3. SEO
4. Social posts
5. App store optimization
6. Sell on social
7. In-app functionality (FB live)
8. New publication options (Instant
Articles)
9. Video will continue to dominate
10. in-the-moment content (Instagram;
snapchat)

5. ACTION
➢ How do we put the plan to work?
• Put your tactical plan to work
• TOOLS:
1. Who | What | When
2. Internal & External Resources
3. Specific KPI definition

6. CONTROL
➢ How do we measure, monitor, review, update
& modify plan
• Monitor performance and improve upon
it
• TOOLS:
1. Analytics

"What separates good content from great

content is a willingness to take risks and push
the envelope.”
Brian Halligan, CEO & Co-founder, HubSpot
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3

Intellectual Property Rights • Display the work publicly

➢ One need to fill out an application form attach a
REPUBLIC ACT NO. 8293 copy of their work, and pay the basic filling fee of
➢ An Act Prescribing the Intellectual Property Php 625 at the IPO.
Code and Establishing the Intellectual Property
Office, Providing For Its Powers and Functions, 2. PATENTS
and for Other Purposes ➢ A patent is an exclusive right granted for an
➢ Lays down the rules and regulations that grant invention, which a product or a process that
and enforce patents in the Philippines. provides, in general, a new way of doing
something, or offers a new technical solution
to a problem. To get patent, technical
INTELLECTUAL PROPERTY (IP) information abut the invention must be
➢ refers to creation of the mind, such as inventions, disclosed to the public in a patent application
literary and artistic works designs; and symbols,
names and images used in commerce. TYPES OF PATENTS
• IP is protected in law by, for example, 1. UTILITY PATENTS
patents, copyright and trademarks, which • cover anyone who invents a new and
enable people to earn recognition or financial useful process, article of
benefit from what they invent or create. manufacture, machine, or a
• By the striking the right balance between the composition of matter.
interest of innovators and the wider public 2. DESIGN PATENTS
interest, the IP aims to foster an environment • include an original, new, and
in which creativity and innovation can ornamental design for a
flourish manufactured product.
3. PLANT PATENTS
TYPES OF IP • go to anyone who produces,
1. COPYRIGHT OR AUTHOR’S RIGHT discovers, and invents a new kind of
• Is a legal term used to describe the rights that plant capable of reproduction.
creators have over their literary and artistic
works. Works covered by copyright range APPLICATION PROCESS
from books, music, paintings, sculpture and 1. One need to fill out a Request Form for a
films, to computer programs, databases, Grant of Philippine Patent, as well as
advertisements, maps, and technical submit descriptions and drawings of the
drawings. invention or process.
• The dictionary defines copyright as a 2. Once the application has been filed, it will
person’s exclusive right to reproduce, be published in the IPO Gazette. During
publish, or sell his or her original work of the period of its publication, anyone can
authorship as a literary, musical, dramatic, write in or contest the application.
artistic, or architectural work. 3. Corresponding filing fees amount to Php
3,600 and Php 1,800 for big and small
A COPYRIGHT OWNERS RIGHTS inventions, respectively.
➢ The primary goal of copyright law is to
protect the time, effort, and creativity of the CONTENTS OF DESCRIPTION
work’s creator. A such, the Copyright Act 1. Abstract
gives the copyright owner certain exclusive 2. Drawings
rights, including the right to: 3. Claims
• Reproduce the work 4. Detailed description
• Prepare “derivative works” (other works 5. Background of the Invention
based on the original work)
• Distribute copies of the work by sale,
lease, or other transfer of ownership
• Perform the work publicly
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
EXAMPLES OF PATENTS 4. CERTIFICATION MARKS
• such as UL (Underwriters Laboratory)
used to certify that a particular product
has met the manufacturing standards of
an important third-party regulatory
group.

APPLICATION PROCESS
1. Similar to a patent, you needs to apply or
file the exclusive rights of the mark you
wish to use for business purposes.
2. As the rights to a mark are granted to the
3. TRADE SECRETS first person who filed with the IPO, it is
➢ A trade secret is any practice or process of a imperative that one would conduct a
company that is generally not known outside of research within the IPO’s Database to
the company. Information considered a trade avoid redundancies in applications.
secrets gives the company an economic 3. For filing purposes, one needs to fill out
advantage over its competition and is often a the Trademark Application form, as well
product of internal research and development. as attach a drawing of the mark.
➢ Trade secrets are defined differently based on Corresponding filing fees amount to Php
jurisdiction, but all have the following 2,160 and Php 1,080, for big and smack
characteristics in common: marks, respectively.
1. They are not public information
2. Their secrecy provides economic benefit to 5. INDUSTRIAL DESIGNS
their holder ➢ According to WIP, an industrial designs refers to
3. Their secrecy is actively protected the ornamental or aesthetic aspects of an article.
➢ A design may consist of 3-D features, such as the
4. TRADEMARKS shape or surface of an article, or 2-D features
➢ Trademarks and service marks are applied to a such as patterns, lines or color.
manufacturers or a seller’s product and services ➢ Industrial designs are applied to a wide variety of
to distinguish them in the marketplace – a value industrial products and handicrafts.
marketing tool, in some circumstances. ➢ Design are concerned with the features, the
➢ A trademark or service mark prevents another appearance of part or the whole product:
person from offering a similar product or 1. Two-dimension features such as
services confusingly similar to yours. If you don’t patterns, lines and/or color
register your trademarks, you may be prohibited 2. Three-dimensional features such as
from using it by someone who has. shape, texture and/or surface of an
➢ A trademark is a corporate symbol that article are protectable by design right if
contributes to the image of the company is trying they are not dedicated by functional
to build. It is mark of quality and excellence that considerations.
identifies that the company as the manufacturer. ➢ The maximum duration of design protection
➢ Like a logo, a trademark can be a combination of varies from country to country from 5 to 25
color, typestyle, and shape, or it can be just shape years.
and color like McDonald’s golden arches.

TYPES OF TRADEMARKS
1. TRADEMARKS “Intellectual Property is a key aspect for
• are used to identify products economic development.”
2. SERVICE MARKS Craig Venter
• are used to promote a service
3. COLLECTIVE MARKS
• are used organizations or associations to
identify themselves
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3

Develop IT Business Plan and people who are reading the summary often do
not have much time, so your executive summary
Clean Startup Canvas must grab their attention and entice them to read
through the larger, more in-depth
BUSINESS PLAN
documentation.
➢ A business plan is a document that summarizes
The Executive summary should address
the operational and financial objectives of a
these main points:
business and contains the detailed plans and
• Purpose – Make sure you have a purpose
budgets showing how the objectives are to be
when writing the summary
realized. It is the road map to the success of your
business . • Problem – What issue needs addressing?
➢ A business plan is necessary because it will serve Why is it an issue? Why are you where you
as a guide on what to do and it will give a clear are? •Problem Analysis – What can be
outline of the things that need to be done. changed or improved?
• Results of Analysis – What did you find out
researching the issue? What methods did you
use? How do you know your resources are
IMPORTANCE OF BUSINESS PLAN
valid, reliable, and credible?
➢ A technopreneur should be involved in making
the business plan because he or she knows the • Recommendations – What can you do to
content of the business proposal and it explain it address the issue? How will you achieve your
thoroughly to the audience. recommendations? How will this help? What
FOUR REASONS WHY YOU NEED A action can be taken?
BUSINESS PLAN
1. To raise money for your business 2. COMPANY DESCRIPTION
2. To make sound decisions ➢ It is also known as the company overview that
3. To help you identify the potential weaknesses includes the history, mission statement, vision
4. To communicate your ideas with goals, objectives, products or services,
stakeholders management team, organizational structure, and
location of the company or the organization. This
BENEFITS OF A BUSINESS PLAN is significant to the business plan as it provides
1. See the whole business the clients or customers with the company’s
2. Strategic focus stability and credibility.
3. Set priorities
4. Manage change 3. PRODUCT OR SERVICE
5. Develop accountability ➢ Your product and services section should
6. Manage cash include:
7. Strategic alignment a. A description of the products or services you
8. Milestones are offering or plan to offer
9. Metrics b. How your products and services will be
10. Realistic regular reminders to keep on tract priced
c. A comparison of the products or services
your competitors offer concerning yours
d. Sales literature you plan to use, including
BUSINESS PLAN OUTLINE information about your marketing collateral
1. EXECUTIVE SUMMARY
materials and the role your website, will play
➢ An executive summary provides an overview of a in your sales efforts
larger document or research and is usually the e. A paragraph or so on how orders from your
first thing your reader will see. Frequently,
customers will be processed or fulfilled
executive summaries are the only place decision- f. Any need you have to create or deliver your
makers will determine if action is warranted on
products, such as up-to-date computer
a particular action or idea. The executive equipment
summary will analyze a problem, draw g. Any intellectual property (i.e., paten) or legal
conclusions, and recommend a complete but
issues you need to address
brief synopsis course of action. Remember, the
h. Future products or service you plan to offer
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
4. MARKET ANALYSIS the - envelop assumptions for lifetime value,
➢ In writing a business plan, the company should gross margin, break-even point, etc.
undergo market analysis to know the market and 8. RECOMMENDATIONS
customer needs. This can be done through 9. REFERENCES
surveys and interviews to know the market
trends and what the customer needs for their
daily activities. THE LEAN CANVAS
➢ The lean startup canvas is an adaption of the
➢ A market analysis is a quantitative and
qualitative assessment of a market. It looks into business model canvas by Alexander
Osterwalder, which adds a layer to the
the size of the market in volume and value, the
various customer segments and buying patterns, traditional business model canvas that focuses
the competition, and the economic environment on problems, solutions, key metrics and unfair
in terms of entry and regulation barriers. advantage based on a unique value proposition.
➢ Present your Iachibuchi framework or SOSTAC ➢ ASH MAURYA found the business model
framework and discuss here comprehensively canvas a bit too general for a lean startup that is
(Includes all the analysis tools such as SWOT why he revised the key partners, key activities,
analysis or TOWS analysis and others). key resources, and customer relationships and
substituted it with a problem, solution, unfair
5. STRATEGY AND IMPLEMENTATION advantage, and key metrics, respectively.
➢ A company should create its strategic plan in a
maximum span of t years to 10 years. This will 1. PROBLEM
provide the company with ideas and serve as a A brief description of the top 3 problems
guide in achieving its goals and objectives you’re addressing in the market. If there is a
through implementation. problem then its is time to fine a probable
➢ Strategy implementation is the translation of solution.
chosen strategy into organizational action so to
achieve strategic goals and objectives. Strategy 2. CUSTOMER SEGMENTS
implementation is also defined as how an Who are the customers/users of this system?
Can they be further segmented? It can be
organization should develop, utilize, and
amalgamate organizational structure, control done through market analysis, knowing your
system, and culture to follow strategies that lead target customer is like knowing what
to competitive advantage and better products or services are suitable to that
performance. location.

6. MANAGEMENT TEAM 3. UNIQUE VALUE PROPOSITION

➢ The management team is composed of the team What is the product’s tagline or primary
members, their strategies, and information. It is reason you are different and worth buying?
a group of individuals who operate the What is the real essence of creating, making
organization. They have a day-to-day or developing a product?
responsibility in managing different individuals
and maintaining their responsibility in the 4. SOLUTION
business. The management team ensures that What is the minimum feature set (MVP) that
demonstrate the UVP up above? Based on
the business strategy and objectives are met
because they will be liable to the company's the problem that has been analyze then you
will be able to know the exact solution to help
board of directors or top managers.
not just your client but the society at large.
7. FINANCIAL PLAN
➢ COST STRUCTURE 5. KEY ACTIVITY
Describe the key action users take that maps
• List out all your fixed and variable costs.
to revenue or retention? For example, if you
➢ REVENUE STREAMS
are a blogging platform, posting a blog entry
• Identify your revenue model – subscription,
would be a key activity.
ads, freemium, etc. and outline your back-of-
REVIEWER!!! FROM GRANT AND FRIENDS, PASALAMAT NALANG IN PERSON <3
6. CHANNELS
List the FREE and PAID channels you can
use to reach your customer. Channels that
could boost up the products and services that
you will be offering so that the customer will
have an idea and be informed about it.

7. COST STRUCTURE
List out all your fixed and variable costs.

8. REVENUE STREAMS
Identify your revenue model – subscription,
ads, freemium, etc. and outline your back-of-
the envelop assumptions for lifetime value,
gross margin, break-even point etc.

9. UNFAIR ADVANTAGE
Jason Cohen, a smart bear, did a great 2 part
series on the competitive advantages . Most
founders lost things as competitive
advantages that really aren’t. Anything that
is worth copying will be copied.