Category: Small Business Marketing

How to Generate Product IDEAS

by jcafesin, posted in Entrepreneurs, Entrepreneurship, Small Business Marketing, startup, startups

Need an IDEA [that will likely SELL] to Startup?

Many want to be entrepreneurs, but most people lack product ideas, or can’t think of a service (or app) that isn’t already available.

For over a decade, I taught entrepreneurship at Stanford and Cal Berkeley/Haas. I designed a course to teach the process of turning an IDEA (or product in development) into an offering that SELLS, and building sustainable startups.

Below is the 1st CHALLENGE in the course. It is designed to teach the PROCESS of PROVING an IDEA will sell BEFORE (taking the time and investing the money) developing it.

CHALLENGE #1: Generating PRODUCT Ideas

If you already have an idea (or product in development), skip this CHALLENGE. Focus your learning through the process of validating your existing IDEA.

It is highly recommended that you have an idea to actualize, in order to realize the full potential of this course. The idea is less important than working the process, so don’t dwell on creating a brilliant offering, or even one that you will produce right now (if ever). Learn by engaging in the process, and you’ll be able to actualize most any idea you have now, or any that may come, by simply following the steps of the RAF Method, in order (kind of like working a math equation ;-).

Imagine creating something that solves a recurring problem. Now, come up with a basic (even vague) idea of a fix for your recurring issue…

1. THINK of at least five (5) PROBLEMS you frequently encounter, and create a document titled: “MY FREQUENT PROBLEMS.” Number each problem as shown (though your LIST does NOT need to be by priority).

Examples:

  1. Trash bags that don’t fit or stay fixed to the rim of the can.
  2. Spending an hour or more online looking for a movie you’ll actually like (since Netflix’s rec engine, as with all streaming services, only recommend the content they have).
  3. Xfinity’s internet access that keeps crashing while you’re watching the movie it just took you an hour to find.
  4. Your kids are not doing well in school.
  5. You have no one with whom to share how you really feel, and you can’t afford therapy.
  6. You get tired by 3:00p.m. and want a wake-you-up, but slow burning energy snack.
  7. You can’t get a good job without work experience. And you can’t get work experience without a job.
  8. You know it’s unhealthy for your dog to be locked inside all day, but there’s no way to let him run and play during your workday.

2. LIST [at least] five (5) SOLUTIONS to your list of problems.

Examples:

  • 1a: Trash bags made to fit a variety of can sizes, with a 3” wide rubber-band around the top.
  • 2a: An app that figures out individual preferences for movies and recommends platforms with your desired content.
  • 3a: Some issues we can’t do anything about. If Xfinity is your only internet provider (as is ours), you’re screwed.
  • 4a: Software that recognizes bottlenecks in learning, and dynamically provides content geared to what student likes or will engage with.
  • 5a: Chatbot specifically designed to engage in therapy, available when you need to talk 24/7.
  • 6a: My organic, low-fat, gluten-free, great-tasting cupcakes and scones.
  • 7a: A platform, both online and live meetups, that matches students or recent grads with corporate internships.
  • 8a: A P2P service of local, professional pet care advocates, from doggie daycare to personal pet assistants.

3. Pick ONE (1) of your SOLUTIONS. Use the solution you’ve discovered in this challenge as the IDEA you’ll validate and market for profit throughout the LSM workshops. Walking the RAF method, even with an IDEA that you’ll never actualize, teaches you the PROCESS of taking any IDEA, and PROVING it will sell BEFORE developing it.

CHALLENGE #2: Generating STARTUP Ideas

Unlike finding solutions to problems, as in CHALLENGE #1, in this exercise you will begin with what you enjoy doing. While I’d like a trash bag that stays on the can, I wouldn’t find much joy in developing this particular product, as I have no interest in plastics, rubber bands, or trash.

To endure the missteps and do-overs required in launching any business takes real tenacity, that will be challenged again and again with each disappointment. You’ll want to give up, but don’t quit! You’ll learn to iterate (or pivot as they say in the Valley).

It’s important to build your business around something you enjoy doing, a task you [generally] like to perform (whether you’re being paid or not). A job that engages, excites, will help you weather the onslaught of hardships, as you’ll be iterating on what you already enjoy doing.

1. LIST three (3) of your top interests. Be as specific as possible!

What do you love to do (or even like to do)? Are you a gamer? An athlete? Like to bake? Shop? Read? Enjoy traveling? Gardening? Crazy in-love with your dog, or cat, or parrot?

2. LIST [at least] five (5) things you like to do — activities you enjoy engaging in. Don’t worry about how profitable they may be. Just list what you enjoy doing. Note, you won’t always enjoy even tasks you generally like.* I’m a writer, and often find the writing process frustrating, but overall I love to write.

3. Come up with ONE (1) IDEA for a product or service that’s in-line with one [or more] of your interests and/or pleasures.

Examples:

  • You’re a gamer and have an IDEA for an MMOG that’s better than World of Warfare.
  • You bake the best scones on Earth, and you want the world to taste ‘em.
  • You’re a science fiction fan, and want to share your thoughts on movies, shows and other finds on an All Things SciFi podcast.
  • You’re an avid reader and want to share your thoughts on a literature review blog.
  • You love real estate and want an app that gives all the information about a property instead of the current platforms like Redfin hiding critical data.
  • You love your mom, and she need someone to take her to her doctor’s appts, shopping…etc. — Uber meets vetted and qualified (medical, financial…etc. pros) on-call personal assistant.

Use ONE (1) IDEA to actualize through the RAF Method, and create offerings of value, for profit, with a job you’ll love to do, daily.

*You won’t always get to do things you like when validating and actualizing IDEAS into products for profit. You’ll have to take on job functions you hate, but are necessary to launch and grow any business. I love to write, but I hate marketing my work!

IDEA to PRODUCT for PROFIT Webinar

by jcafesin, posted in business, careers, Developers, Engineers, Entrepreneurs, Entrepreneurship, growth hacking, lean startup, marketing, Silicon Valley, Small Business Marketing, startups, STEM, Venture Capital

Eventbright Webinar: https://lnkd.in/gETT2C_S

Have a biz IDEA you think will SELL?

PROVE IT…BEFORE YOU BUILD IT, with the Productization process.

Over 500,000 startups launch in the U.S. annually. More than 90% fail from bad to no marketing.

Marketing is NOT advertising! Marketing any product or service BEGINS (or should) in product development of the IDEA. Running ads through Google or on Insta, to print and viral campaigns only happens after your IDEA has been validated—productized—as a marketable offering of value.

“IDEA to PRODUCT for PROFIT,” is a 50 minute presentation exposing a distinct pattern that leads to business failure time and again, then introduces a unique marketing paradigm to build, brand, and grow a successful business. Originally developed for the Stanford entrepreneurial community, the RAF Marketing Method is a proprietary marketing model that makes effectively marketing a business doable, in sequential, actionable steps.

This webinar is Lean Business Marketing PROCESS, a step-by-step marketing template that delivers a clear and specific path, a roadmap for consistently creating (or directing those you hired to produce) digital, print and viral campaigns that build your brand image and motivate sales. Attendees will learn how to set up a solid foundation for marketing their offerings, and branding their venture into a sustainable business.

This presentation empowers entrepreneurs, engineers to CEOs with a proven method of effectively marketing an idea, or a new or existing offering, step-by-step, into a thriving company.

Attendees will learn:

  • MBA to Marketing novice, learn Marketing PROCESS, like never before.
  • The RAF Marketing Method to avoid the three primary points of business failure.
  • Productization of your product, service, or nonprofit, into a marketable offering of value.
  • How to effectively build Brand awareness of your offerings and company.
  • Effective Multichannel marketing for branding and conversion.

10 minute Q & A follows the presentation.

Speaker Bio

Creative/Art Director Jeri Cafesin, inspired by over two decades marketing seed startups to Fortune 500s, brings practical, doable, lean Marketing PRACTICE to Silicon Valley. A MarCom specialist for over two decades, and founder of IPPglobal.org—Lean Marketing Workshops for Entrepreneurs—her marketing strategies and campaigns have helped build thriving companies that realize sustained business growth.

On Networking

by jcafesin, posted in Marketing, Small Business Marketing, sociology, stanford, startup, startups, technology, UC Berkeley, Uncategorized, writers

My second job out of college I was the Art Director for 1928 Jewelry Co. The company is still alive and vital today, quite a monument to startup lore. My boss, Fred Burglass, was the best boss I’ve ever had. Funny. Kind. Patient. Smart. I really loved that man. He was like a father to me, taught me many things about marketing, business, and people. Yet I still struggle to adhere to possibly his greatest lesson.

I’d been working there over a year and had neglected to attend any of the executive parties the company threw in their beach house in Malibu. Fred called me into his office one afternoon and insisted I come to the upcoming holiday party, as it was part of my job to schmooze with our current and potential new buyers, and my executive co-workers.

The Friday night before the Saturday party I called my assistant into my office. She’d wanted to go to the party, so I suggested she pretend that she’d come with me. I asked her if anyone was looking for me there, like our boss, Fred, to tell them she just saw me on the beach, or on the deck, or downstairs talking with the Macy’s buyer. I thought I was being clever, outsmarting Fred by telling him I’d be there, and then setting up my assistant to lie for me so he’d never know I wasn’t. The Malibu property was an estate home and easy to get lost in. My assistant was charming and smart and would have no problem pulling it off.

Monday morning Fred called me in his office. I know you weren’t there on Saturday night, he began. But the truth is, you’re just screwing yourself. You want to build your career, maybe your own company down the line, or even write novels full time? Business success, in whatever you choose to do, requires networking, he assured me.

Sadly, I’d pretty much tuned him out. Network. Network. Network. Building relationships is the only way you’ll propel your career forward, Fred consistently preached, so I’d heard all this before.

Problem was, I’ve always been a recluse. An artist by nature and trade, I likely landed in the arts because I have a hard time being with people. I suck at small talk. And I’ve learned getting too personal with questions or opinions is a fast way to shut down dialog. It’s exhausting walking the line of popular decorum, putting on that public face and pretending I believe the guy, or am even interested in how successful he thinks his startup is going to be when he doesn’t even know the SaaS he’s built is already being done by someone else. Ever hear of Competitive Analysis? I want to ask him, but don’t. I used to, but it wasn’t received well.

I give myself all kinds of excuses for not networking. I’m just not good with people. I’m better at creating than chatting. I’m an empath—get too much input around people so I need to limit my contact. But I know it’s all bullshit. You are a brilliant creator, Fred used to tell me. But no one will know that if you don’t meet the right people who recognize your talent and connect you with others to help you exploit it. You must network!

He was right, of course. Digital advertising—Facebook to Google to TikTok—has a very low ROI, generally between .05 – 1.5%. Print is usually higher, but not by a lot, assuming the targeting and messaging are equally tight. Building relationships in-person or online can yield far greater ROI, if done right. Amazon built an empire on exceptional customer service, eliminating the risk of online purchasing by making returns easy, garnering staunch brand advocates. Shark Tank candidates aren’t on the show just for VC money. They’re there for Lori Greiner’s connection to the shopping channel, QVC. The tech entrepreneurs want Mark Cuban’s contacts in the Silicon Valley community.

While networking ROI may seem harder to quantify than digital ads or even direct mail, consistently talking with people in your industry [and related industries] at meetups, SIG meetings, trade shows, webinars, conferences, biz and tech talks, and even office parties, over time will yield better ROI—broader brand recognition and more sales—than any other form of marketing/advertising.

Starting a startup, or finding a job or getting clients, the more you network with your industry and target markets, the greater your odds of building a thriving business. After all, it’s not what you know, but who you know that will help you pave your path to success.

Marketing and Religion

by jcafesin, posted in atheism, atheists, blog, business, Entrepreneurs, Entrepreneurship, growth hacking, lean startup, marketing, psychology, Religion, republicans, Silicon Valley, Small Business Marketing, startups

Do you believe in God?

Why?

Likely because your mother taught you to—marketing to you throughout your formative years the benefits of belief:

  • Community
  • Solace
  • Salvation

Your beliefs were marketed to you through holiday celebrations, and maybe Sunday school and prayer. Even if mom, and/or your dad, didn’t directly push their beliefs onto you, they likely sold your religion to you via example: crossing themselves when hopeful; saying (and believing) “thank god,” instead of giving the credit to the person or people who brought about whatever they were thankful for.

Religion is a PRODUCT. Always has been—a way for the few in power to control the masses. Christians, Jews, Muslims, all major religions have become successful, thriving businesses through MARKETING…

Read more:
https://lnkd.in/d8ZKxE77