Find and Utilize Competitors with Competitive Analysis

No need to look for competitors since your business offering is so unique, there’s nothing out there remotely like it?

Think again!

​You are going to find competition, if you are thorough, and tenacious, and keep searching until you find offerings on the market directly or indirectly related to yours.

No one wants to find their brilliant idea has been produced by someone else. But it’s smart business to look for the same, or similar offerings to yours before investing a lot of effort in developing and/or marketing what’s already available.

Find and Utilize Competition with Competitive Analysis,” is a 50 minute talk detailing the Competitive Analysis process—efficiently, proactively, step-by-step. This Marketing PRACTICE Meetup provides a Competitive Analysis template to easily discover, and monitor your competition, enabling you to match, or surpass each of their offerings with your own.

https://www.ippglobal.org/competitive-analysis

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Marketing PRACTICE from Home with Digital Learning

Got an IDEA, or offering you’ve already developed, that you’d like to market and sell?

Learn to VALIDATE—PROVE your offeing will SELL—and WHO will likely find value in the features your offering provides.

Join us, Tues., April 21, 2020 @10:00 a.m. (pst) on Zoom, for this Global Marketing PRACTICE Webinar:
https://lnkd.in/g9YW8m2

100 attendees is a strick limit!

Global MARKETING Webinar

LIVE Marketing PRACTICE global WEBINAR

for a TEMPLATE that will PROVE your startup has marketable offerings of value, for profit:

Tuesday, April 21, 2020, 10:00 a.m.

Got an idea for an app, product or service, or want more sales with your marketing efforts?

Learn how to VALIDIATE, i.e. PROVE your offering has marketable VALUE, and how to identify WHO (target audience) will BUY your products and services.

The success of any business begins with MARKETING.

Why?

Without an offering of value, that many will benefit from using, at a price-point they’ll pay for, there’s nothing to market/brand/sell.

Product Validation Through Productization,” is a 50 minute talk on the process of becoming intimate with your potential, or developed offering. This webinar provides a template—like a plug-n-play marketing equation—for turning most any idea, or even developed product, into a marketable offering of value, for profit.

Attendees will learn how to:

  • Determine ‘Product/Market Fit,’ then concisely, and specifically label the features of the product or service you envision (or have produced).
  • Identify a benefit or solution each feature provides, as well as likely customers who will find value in your offering.
  • Perform the Productization process on each offering conceived, or developed (better late than never!), to produce marketable offerings of value, for profit.
  • Construct dynamic lists of keywords and phrases all related to your offering, your target markets, your business, and industry.
  • Utilize Productization Lists for iterative discovery, as well as SEO content when branding and marketing your [fully-productized] offering.

Avoid the #1 Reason Startups Fail

Neglect to productize each and every offering, and at best, you’ll likely waste a lot of time and money on misdirected marketing that gets little traction. At worse, ignoring Productization leads to business failure. The Productization process is time-consuming, detail-oriented, and necessary to perform, continually, to produce tightly targeted marketing that motivates clicks, downloads, and/or purchases of your products or services. Begin marketing each offering with Productization to build a sustainable, thriving business.

Speaker Bio

Creative Director, and Stanford marketing educator, Jeri Cafesin, inspired by over two decades marketing seed startups to Fortune 100s, brings practical, applicable, 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 Being FAT

On the plane coming back from Hawaii, the guy seated in front of me was easily over 300 pounds. He bulged over the armrests on either side of him. When he leaned his seat back, it came back so far it was virtually in my face. A teenage boy of equal girth sat next to him and crowded the small Asian couple on his left.

I felt annoyed, their big bodies invading the little space we all had. Then the woman across the aisle from them handed each a burger, dripping with cheese, and big bags of french fries. I went from irritated to disgusted.
Our family vacation this summer began on the Big Island. Traveling around through large and small towns, within days it was impossible to ignore that a good percentage of the tourists, and seemingly the majority of natives were extremely heavy to outright obese.

Genetically destined to be fat?

Bullshit.

Never been scientifically proven. No one has even come close to finding a ‘fat gene’ that dictates you will or won’t be, regardless of calorie intake and lifestyle.

True, it’s been shown that certain genetics gives one the propensity towards producing similar body types, but ultimately diet and exercise determine individual body mass.

Much more troubling than genetics, studies have also shown cultures pass on habitually destructive behaviors from one generation to the next. Clearly, this plays out on Hawaii’s Big Island, where the pace is beyond slow, bordering reverse. The warm, humid air stifles motion; and the narrow, curvy, hot roads surrounded by desolate lava flows do not entice jogging, or cycling, or even rollerblading any distance. Typical cafes and family restaurants served large portions, piled high, and most were consumed quickly.

It’s no wonder so many were fat. http://bit.ly/aXAvnc

Been there. Done that. Spent my youth in front of the TV, and ate. Of course, I was overweight. Took a lot of ribbing as a plumb kid, and rarely got a date in my teen years. Made to feel small for being big, so I took the defensive pose and stood on [faulty] moral grounds instead of doing the hard work I knew it would take to lose the weight.

The summer before my senior year of high school my best friend gave me some black pills from her mother’s medicine supply. We both dropped 25 pounds before Christmas break, with ease. It would be another five years before replacing pharmaceuticals with racquetball, but eventually I learned to maintain a ‘normal’ body weight with diet and consistent, rigorous exercise. And I’d love to say staying fit gets easier to maintain with practice, but that too would be crap. A huge amount of my energy is still spent on my internal battle between reason and desire.

I love food. I have a slow metabolism. I always feel hungry. Working out hurts. I’m weak. Addicted. Old, now.

Whatever my excuses, the absolute truth is even running three miles five days a week, and mindful of every mouthful, when I put into my body more calories than I use, I gain weight. Like it or not, the reality is food has calories that turn to fat if they are not burned for energy. Simple laws of physics, and believe in them or not, we are all beholden to them regardless of genetics.

I am cursed with the proclivity towards obesity. My blood pressure is low, probably from running which is known to lower heart rate. It takes me longer to use calories than say, my husband, who has always been thin with a fast burn rate. Three out of four of my grandparents died of complications from adult onset diabetes brought on by consuming too much, and moving too little. My father’s been fat as long as I can remember; desserts high up on his reason for living, and a self-proclaimed connoisseur of just about anything eatable. Sports meant exercise, which was too taxing to even watch on TV, but he loved cop/court dramas, only getting off the couch for the bathroom or to get a snack.

I work very hard to maintain what so often feels a facade—the lazy kid who loves to eat always lurking just beneath the surface. She taunts me, tells me sugar cubes aren’t as bad as say, donuts, and tries to persuade me to remain inert since exercise hurts. Well, no shit. Fatiguing and stretching muscles is going to hurt. Jogging is jarring on bones and joints, no doubt. But pursuing trim isn’t simply a matter of being ‘in,’ as in hip, slick and trendy. It continually proves to be healthy.

Running is the quickest calorie burn for me, which is why I do it, but most any rigorous exercise that makes you sweat for half hour or more a day shows substantial health benefits. Cardio workouts are known to strengthen the heart, and our immune system to fight off colds, flu, cancer and more. Staying light increases life expectancy, neural connectivity, reduces depression, and mood swings, and makes it a hell of a lot easier to run. And stretching muscles keep us limber, less likely for bone loss, or injury, and quicker to heal.

And being fit isn’t only socially acceptable, it’s socially responsible.
Close to one quarter, 25% of our health care costs goes to complications from obesity. http://www.usatoday.com/news/health/weightloss/2009-11-17-future-obesity-costs_N.htm

In a restaurant in Walnut Creek for dinner with a friend last week, I watched her bump and grind her way through the crowded entrance. She’s been fat as long as I’ve known her, stands only five feet and weighs no less than 250 pounds. After squeezing into our booth across from me, she first described her recent knee surgery, only months after her back surgery, then spoke at length of her upcoming retirement plans, projecting a long, healthy, happy future well into her 90s.

She had to be kidding.

Obesity takes years off life expectancy, regardless of heredity. http://www.sciencedaily.com/releases/2009/03/090319224823.htm
On the plane home from Hawaii, on my way back from the tiny bathroom, I noticed “Proud to be big,” printed across the sweatshirt of the large teen next to the fat guy in front of me. Facebook returned 472 pages of “Fat and Proud” groups.

Are they for real?

Be proud for winning the row with your inner-child demanding instant gratification, not giving into the brat.

Let’s take off the pc gloves and get down to brass tacks.
Nearly 34% of American adults http://www.nytimes.com/2010/01/14/health/14obese.html and close to 20% of our kids are obese—30 or more pounds overweight, setting them up with health issues for the rest of their lives. http://www.cdc.gov/obesity/childhood/index.html
We may have the right to do what we want with our body, but beyond the cost to society, modeling obesity condemns our children to a shorter life, full of health problems, body issues and social stigmas. And, it’s true you don’t have to be a young, flat, anorexic model to be beautiful—but illness is never pretty.

Fat is NOT a state of being. For most, it’s merely a state of mind. Eat salad and fish, not burgers and fries; include a rigorous workout daily, religiously, and most anyone can achieve and maintain fit. It’s going to hurt, especially at first. Get over it. Start slow, work up. Deny yourself that dessert on the knowledge the sugar rush is bad for your body thin or fat, and calories from sugars convert quickly to fats. Think before shoving crap in your mouth and get off the couch and odds are you’ll ultimately feel better, have more energy, get more done; be healthier, happier, smarter, and live longer. Best of all you’ll be modeling healthy living to our kids, and grandkids, and possibly a few generations down the line obesity will be a thing of the past.

LIVE Marketing Workshops @ Your Office

IPP’s Lean Marketing Workshops are presented LIVE, at your business, or local office space in select locations.* LIVE LBM workshops are also available online, via Zoom, to virtually anywhere on the planet. We provide practical, lean Marketing methods, tools, process, and projects, to turn each offering you produce (now, or in the future) into a marketable offering of value, then market them, for profit (or donations).

Each workshop is Marketing PRACTICE, immersion into today’s trending marketing methods, and timeless marketing strategies, developed to educate participants to think differently about the Marketing Process, then apply this knowledge to build a sustainable foundation for effectively marketing your business at launch, and beyond. And that’s just Workshop 1…​

Follow the steps in each workshop, in order, to achieve greater engagement on your all your marketing efforts forward. 

IPPglobal.org

Check out IPP’s Homepage: IPPglobal.org

Screw a Border Wall, Let’s Build a DOME

My daughter came home crying from her job as a barista for a local Boba Tea cafe.

“They don’t like me, mom! I’m doing the exact same level of work that all the new kids are, and they keep calling ME out cuz I’m not Asian.”

Several other barista type jobs at various locally businesses to which she applied told her flat out they only hire Asians (which, at least in my neighborhood, includes Indians, from India). Since most of the fast food and convenience stores here are owned by Asians, this has severely limited her choices for simple, flexible, part-time work.

A month ago, on the first day of this first job my daughter’s ever had, she came home and said, “My manager called me their ‘diversity hire,’ since I’m the only White person who works there. It hurt my feelings. He made me feel like I didn’t get the job cuz I deserved it.” Every day since, she’s come home with other racist comments most of her managers continue to make.

Our daughter has a 4.3 gpa, is a hard worker academically, and socially. She is the only White person in her group of friends. She’s worked very hard, and continues to do so, to be a part of this Asian crowd, that is now well over 75% of her high school in an East Bay suburb of the San Francisco Bay area.

My son wasn’t so lucky. Boys going through puberty are all about bravado, one-upping each other. Girls are about connecting, communicating, building their community. Our son was excluded and bullied for not being “A”sian, throughout middle and high school. He had no friends at all, though he tried again and again to ‘fit in’ with them, from Karate to Robotics to Chess clubs and more. It broke his heart daily, and mine as well, watching my beautiful, open, kind kid ostracized for being White. He will likely struggle with a damaged self-image the rest of his life because of those formative experiences.

Yet, neither of my children are racists, like so many of their Asian friends and associates. My daughter gets bullied often, even from her ‘friends’ with thoughtless comments: “I only date Asians. I don’t find White girls attractive,” from the 4 out of 5 boys in her group. My daughter would love to get asked to proms, on dates. She watches her Asian girlfriends get asked out. She does not.*

These are REALITIES for all of us, Asians and Whites, here in the global melting pot of the San Francisco Bay Area, and yet my children are still not racists. Why, when so many are?

My daughter and her best friend had a sleepover the weekend before Thanksgiving, and her BF told me their family didn’t celebrate the holiday. Her mother was a tech-visa transplant from China in her early 20s, and had no association with U.S. traditions. She did not adopt them for her kids, regardless that they are native born here. My daughter’s BF confessed she’d always dreamed of celebrating Thanksgiving, like most of her friends. Well, of course I invited her, and her mom and brother, right then. She was so excited she texted them, and the girls were jumping up and down, cheering, moments later with her mother’s response.

The seven of us ate turkey, and stuffing, and shared stories of thanks around the table that night. We played Pictionary after dinner, and laughed and laughed. When the kids exited the scene to play video games, Yi, my husband and I spoke of relationships, politics, religion, ignoring social lines of polite conversation. And though we have radically different perspectives, and I did not feel a personal connection with few common interests, a profound one existed between us. A single parent, having divorced her White husband over a decade earlier, and raising two kids, a boy my son’s age, and a girl, my daughter’s best friend, Yi loves her children the exact same way, with the same intensity as I do mine.

Globalization is a REALITY. It’s happening, right now. Most first world nations are being inundated with immigrants looking for that illusive ‘better life.’ Like it, or not, global integration is here, and, as my husband, and our kids know, it is mandatory, simply must happen, for humanity, and our very small planet to survive us.

My husband is a software architect. He’s been creating and deploying SaaS offerings for over 25 years here in Silicon Valley. Every job he’s ever had in the software industry, and trust me, he’s had a lot of jobs, he’s worked almost exclusively with Asians. While offshore H1B labor has been brought here by the tech industry since 1990, this massive Asian influx globally was not anticipated. In the last five yrs, the companies he’s worked for, whether the staff is 30 or 3000, in IT, or any other department now—close to 60% are of Asian descent. And yet, my husband is not racist, though he’s been passed up for many positions by Asians on work visas and H1Bs.**

“One wish,” my mom asked my sister and me on our drive home from elementary school back in the old days. “Anything you want, what would it be.”

“World peace,” I’d said. It was the mid-1970s, and a common catch phrase, but I meant it. Without war, or economic disparity, I believed in our creative potential to problem solve, and our unique ability to work together to realize our fantastical visions. I didn’t know about the hunger of greed then, insatiable, and colorblind.

It has been particularly hard on my kids, this globalization process. It deeply saddens me that they must suffer the slights of blind prejudice, just as the Asians in past generations had to suffer the racism of the ignorant Whites here. It terrifies me—the global competition for fewer jobs my kids will be competing for after college. Yet, I still advocate for globalization. This very small planet must integrate, or we will perish, and likely take much of the life here with us.

My daughter worries she’ll never meet anyone to date, yet alone marry, but I assure her she likely will. And it’s even likely that man will be Asian, since 36.4% of the global population are Asian*** and more than half of them are men. “It doesn’t matter where someone came from, what their heritage, or place of origin on the planet,” I’ve preached to my kids. “Choose to be with someone kind.”

A border wall surrounding the U.S. entirely will not stop Asians from flying in from China and India, Korea, Viet Nam, Indonesia and other emerging Asian nations. Nor will it stop the Middle East, South Americans, Cubans from coming here. Seeking to keep us separate is a fool’s play. Communication is key to build bridges over our differences, allowing us to meet in the middle and mutually benefit from our strengths. Ignorance and mistrust breed with distance. Nationalism is just thinly disguised racism.

Asians, Latinos, Syrian’s, and Palestinians, are all different cultures, not separate races from Caucasian. We are one race, the human race. Globalization—the blending of cultures—is hard for everyone, scary, new, threatening to our social structure, but a must if humanity is to survive, even thrive. The beauty of interracial marriage is the same thing that bonds Yi and I, as parents. We both passionately love our kids. She can’t possible hate Whites, since her children are Asian/White. Combine two cultures, at least on a localize level, defeats racism, as most every parent loves their kids with intensity Yi and I do. It’s one of our best bits about being human—the magnificent, spectacular, all-encompassing love we get to feel, and share.

*Regardless of the sociology, it is unusual in the extreme to see an Asian man partner with a White women (though common the other way around), both here in the States and abroad.

**Hiring offshore for less money, now being exploited by every social network from Facebook to YouTube, to Mr. Trump’s summer staff at his Mar-a-Lago estate, lowers the pay rate for all of us. It’s no wonder U.S. income levels have been stagnant for years.

***As of July, 2019, there are approx. 1.43+ billion Chinese (in China), or 18.41% of the global population. Indians (in India) are a close second, with approx. 1.37+ billion, or 17.4% of the total world population. Combining just these two Asian cultures, their world population is 4.1 billion people, or 36.14% of the world population, and that is just within their respective countries, not actual global numbers including visa work-holders and undocumented immigrants abroad.

https://www.worldometers.info/world-population/china-population/