Creating, communicating, and acceleration of communication of values

Professor on Entrepreneurship

Rizal Philippines
November 3, 2019

An entrepreneur has three major tasks (if he is to succeed)

         1.  Discovering, conceptualization of value that he can offer the public or prospects
              coming from:

               1.  What pisses off the customers
               2.  New needs and wants in the marketplace
               3. Competitive initiatives
              4.  New technologies;   new values

      2.  He has to communicate this to the prospects via:

              1.  Traditional sales channel  (sales people and outlets)
              2.   Traditional communication channel:   leaflets brochures,
         

    3.   Accelerate this communication process via:

                1.  Traditional media  -  newspapers, billboards, TV
                2.  Non traditional media    events, social media

              The social media:  SEO Google ads, the use of webinars, ebooks has become passe.

              Facebook has become the dominant platform.    If you do not use FB, your marketing
              efforts could be slowed down.

             Facts:      1.  many newsprints have closed shop even the veritable Time and Life, and even PDI
                              in Philippines

                           2.  Billboards now that rents out at P200,000  a month could have have gone over the
                                the top.  Myriam took pity on them 5 years back by having them banned.   You could
                               barely see and or understand their pitch at 100 kph and even more so when it rains

                          3.  TV ads which cost P700,000 to P1,000,000 every 30 seconds are zapped by the
                               remote TV controlller in households

                              Ads are now seen more on You Tube and other videos reflecting the shift in
                             the importance of mobile devices and /or FB ads in #3, ie accelerating the spread
                             of communication

                            Some say FB ads dont work.  They dont if:

                           1. You cant target well your prospects/

                          2. You cant write a good copy

  An entrepreneur must understand this process, this development first hand, and must know how to do it himself, otherwise,. he may spend tons of money which he can ill afford.  As entrepreneur, he must make paraan and avoid the pitfalls.   This series will focus on landing pages, lead generation, what to avoid, how to do this right..