Enterprise - Lecture 1 - How to get yourself 'out there'

The design council carries out a lot research into the industry and provides reports on issues that affect it. Actively show how design helps the economy through demonstrations and research.

Large agencies - very expensive (to run)

87% of creatives are employed at agencies with 10 employees or less...
11% are at a medium agencies with 50 - 100 employees...
only 2% are at large agencies. 

The design council also reduced funding to the arts by 26%

MARKETING
 "The process responsible for identifying, anticipating and satisfying customer requirements profitably"


ROLES
1. Customer needs for developing new products
2. Pricing strategies
3. Product promotion - specialising
4. Identify distribution networks - where?
5. Give customers more than they expect everytime
6. Product performance - competition etc.


VALUE PROPOSITION
has to be...
short - specific - in the customers language - pass the gut feeling test

JEFF BEZOS - creator of amazon 
- decided to sell books online because he could provide a larger selection without having to pay for expensive retail space.
- Monitoring peoples purchases allowed him to spot buying patterms and to recommend other books to customers
- Allowing reviews and ratings meant that customers were more informed on what they wanted to buy.
- Offering discount for buying three or more books also moved him away from other retailers on the high street.
- He developed the technology for customers to quickly skim over books so they could get an overview on what to buy.
-Extended the range of books by collaborating with other sellers so he can now offer second hand, rare and antique books.
-He now offers just about everything else.


from peoples skepticism on the benefits of selling online as opposed to in a shop, he was able to counter their argument by providing new technology or additional services.


THE FOUR P's - BASIC PRINCIPLES OF MARKETING


PRODUCT - services // work // input
PRICE - pricing level // daily rate // royalty // free
PLACE - location // sales environment // services 
PROMOTION - marketing methods // branding // value propsition 


You need a point of differentiation...
Something unique
thats puts you apart from other doing the same thing.


PROMOTE!