Entrepreneurship, Second Edition

5.8. YOUR OPPORTUNITY JOURNAL

Reflection Point

Your Thoughts...

How do you learn about your customer? What secondary sources can you use? What primary data will you collect? How do you segment your market? Who's your PTA? Who are your STAs? How will you price your product? How will you distribute your product? What channels are available? Which channels are best? When will you add new channels? What is your marketing communications strategy? What mix of advertising, PR, personal selling, and direct marketing is most effective? What guerrilla tactics can you use to create a buzz? How will you get your product's buzz to be heard above the noise? Articulate what you would like your brand to be. How will you build it during launch? During growth?