EMS L1

Entrepreneurial

• pertains to the distinct qualities and characteristics of an individual that are associated with initiating, operating, and managing a business venture.

• linked to an individual’s capacity and willingness to assume various types of risks in order to recognize, pursue, and capitalize on potential opportunities.

Marketing

• is the process by which a business introduces its products or services to potential customers with the objective of generating sales and profit.

• involves building and sustaining customer relationships through various tools and activities, such as advertising, promotions, and other communication channels.

Entrepreneurial Marketing

• refers to a creative, customer-oriented, and resourceful approach adopted by startups and small businesses to establish brand recognition and attract their target market.

• This approach relies on innovative strategies to generate value despite constraints in budget and resources.

Professor Christina Wallace of Harvard Business School

“In entrepreneurial marketing, your job is to discover what needs to be sold, and how, and to whom, and with what messages.”

Innovation, Customer-Centricity, Resourcefulness, Adaptability

Characteristics of Entrepreneurial Marketing

Adaptability

• rapid pace of societal change and the evolving preferences of customers, entrepreneurs must possess the characteristic of _______.

• entrepreneurs need to remain flexible and responsive to shifts in the market, customer preferences, technology, and competition.

example of adaptability

• many businesses that previously relied on physical stores transitioned to online selling through e commerce platforms such as Shopee and Lazada.

• This strategic shift enabled them to continue operations despite restrictions and disruptions caused by the crisis.

Resourcefulness

• limitations in their operations, particularly in terms of financial and human resources,

• must learn how to allocate resources efficiently and maximize their potential in order to achieve business objectives.

Customer-Centricity

• it places strong emphasis on understanding customer needs, behaviors, and preferences.

• continuously seeking customer feedback, analyze purchasing patterns, and monitor market trends to ensure that their offerings remain aligned with the evolving wants and needs of the market.

Innovation

• includes identifying unmet customer needs that can be incorporated into the business and creating solutions to address those needs.

• coming up with new product ideas, new business ventures, and innovative approaches to differentiate their business from the rest, especially in saturated markets.

innovation, customer-centricity, resourcefulness, adaptability

I-CC-Re-Ad

entrepreneurial strategy

• Innovative, flexible, risk-taking

• Niche or small segments first

• Limited budget, uses creativity & social media

• High tolerance, adapts quickly

• Interactive, personal, feedback driven

Traditional Marketing

• Structured, predictable, proven methods

• Broad, mass audiences

• Large budgets, ads, agencies

• Low tolerance, relies on consistency

• one way communication, product-pushing 

Startup

• is a company or organization in its early stages, typically characterized by high uncertainty and risk.

• its success depends on its ability to solve a problem that people care about.

• They are the source of new ideas and innovations.

• They are the engine of economic growth, creating jobs and driving productivity.

MSMEs (Micro, Small, and Medium Enterprises)

meaning of MSME

MSME

• are businesses categorized based on their asset size and number of employees. They form a vital part of the country's economy and represent a significant portion of the business sector.

• These enterprises provide employment, foster innovation, and drive regional economic development across the country.

Micro Enterprises

• Employ fewer than 10 workers with assets not exceeding PHP 3 million

Small Enterprises

• Employ between 10 and 99 workers, with assets ranging from PHP 3 million to PHP 15 million.

Medium Enterprises

• Employ between 100 and 199 workers, with assets between PHP 15 million and PHP 100 million

importance in startups & MSME

• create jobs.

• drives innovation.

• generate wealth.

• engines of economic growth.

• provides opportunities for people with ideas and vision.

• sources of new products and services.

• diversify the economy.

Entrepreneurial Mindset

• is a set of skills that relies very heavily on positive and resilient thinking. People with this mind frame see new opportunities where others only view risk.

• They’re constantly generating ideas to solve everyday problems and are unafraid of advocating for their views or pursuing their ideas on their own.

Independent

Accountability

Goal-oriented

Resilience

Willingness to experiment

5 Characteristics of Entrepreneur

Independent

• Self-directed learning

• necessary to achieve any goal, whether private or professional

Accountability

• Taking ownership of your triumphs and errors

• allows you to reflect on how your actions impact yourself and others, what you’ve learned from your mistakes, and everything you’ve accomplished.

Goal-oriented

• focused individuals who prioritize their goals and follow an action-oriented trajectory to achieve them.

• Knowing what you want to do is the first step to achieving succes

Resilience

• Bouncing back and moving forward despite challenges and adversity will help you grow, learn, and build your problem-solving skill set.

Willingness to experiment

• Testing out different business plans or management methods, gathering feedback, and making tough decisions are all a part of this process.

Corporate Marketing Mindset

• isn’t just a way of working; it’s a way of thinking.

• focuses on understanding customers, identifying opportunities, and taking dynamic, intentional actions to grow a business.

Customer Focus

• Everything in a marketing mindset starts with the customer.

• Businesses must listen, learn, and adapt to meet their needs.

• moving beyond surface-level demographics and digging into behaviors, emotions, and problems your audience is trying to solve

Adaptability:

• market is always shifting

• new technologies emerge, consumer preferences evolve, and competitors improve.

• they pivot when necessary, turning challenges into opportunities for growth.

• If you’re not agile, you’re outdated.

Data-Driven Decisions

• Collecting and analyzing data ensures your efforts are based on facts, not assumptions.

• understanding campaign performance or tracking customer behavior, a ___________ approach fuels smarter, more predictable outcomes

Innovation & Creativity

• Refer to the ability to make new ideas, develop unique strategies, and provide new concepts that differentiate a product or service in the market

purpose of Innovation & Creativity

• To capture consumer attention, meet changing demands, and create unique selling offers that give a competitive edge.

benefits of Innovation & Creativity

• Helps in developing unique advertising campaigns that stand out.

• Promotes the development of products and services that fulfill unmet needs.

• Strengthens brand recognition and customer loyalty.

Risk-Taking

• It is the willingness to step into uncertain situations, try new strategies, or invest in new opportunities even when the outcome is not guaranteed.

purpose of risk taking

• is essential because consumer behavior and market trends are unpredictable. Entrepreneurs must take calculated risks to expand their reach and maximize opportunities.

Benefits of risk taking

• Opens doors for new markets and innovations.

• Provides opportunities for growth and higher returns.

• Builds resilience by helping businesses learn from failures and adapt to challenges.

Proactiveness

• Ability to take initiative, anticipate future market changes, and act ahead of competitors.

• means identifying trends, monitoring consumer needs, and launching strategies before competitors do.

Benefits of proactiveness

• Allows businesses to stay ahead of market shifts.

• Improves customer satisfaction by addressing needs early.

• Enhances competitiveness by setting industry trends instead of following them.

Innovation in Customer Acquisition

• refers to the application of creative approaches, advanced technologies, and fresh strategies to attract and engage with new customers.

• This could involve digital tools, personalized marketing, social media campaigns, or unique promotional methods.

purpose of Innovation in Customer Acquisition

• is to stand out from competitors, adapt to changing consumer behaviors, and provide a more effective way of reaching and converting potential clients. It ensures that marketing efforts remain relevant and impactful.

Entrepreneurial Approaches in Innovation Customer Acquisition

Value Innovation

Lean Startup Experimentation

Leveraging Digital Platforms & Low-Cost Marketing

Partnerships & Collaboration

Value Innovation

Lean Startup Experimentation

Leveraging Digital Platforms & Low-Cost Marketing

Partnerships & Collaboration

Entrepreneurial Approaches in Innovation Customer Acquisition

Value Innovation

• look for gaps in the market and create unique solutions that competitors don’t offer.

• Instead of competing on price alone, they innovate on value.

Lean Startup Experimentation

• test small-scale campaigns, collect feedback, and adjust quickly to find the most effective way to attract customers.

Leveraging Digital Platforms & Low-Cost Marketing

• Instead of relying on expensive ads, entrepreneurs creatively use social media and content marketing to reach customers.

Partnerships & Collaboration

• often team up with other businesses or influencers to tap into new customer bases.

Importance of Innovation in Customer Acquisition

• it helps businesses adapt to rapidly evolving markets and consumer expectations.

• allow companies to reach customers more effectively and at a lower cost compared to traditional methods.

Elon Musk (Tesla, SpaceX)

• Built hype-based marketing with almost zero traditional advertising.

• Used his own personality and social media presence as the brand.

• Turned bold announcements and even product failures into viral publicity.

Steve Jobs (Apple)

• Focused on storytelling and lifestyle branding over technical specs.

• Made customers feel emotionally connected to Apple products.

• Used iconic launches and minimalist ads to sell identity, not just gadgets.

Tony Tan Caktiong (Jollibee)

• Localized Western fast food with Filipino flavors and values.

• Embedded emotional storytelling in ads centered on family and love.

• Beat global giants by making Jollibee feel culturally authentic.

Edgar “Injap” Sia (Mang Inasal)

• Disrupted the market with the “Unli-Rice” value innovation

• Focused on affordability and Filipino eating habits.

• Scaled fast through grassroots marketing and word-of-mouth.

Henry Sy (SM Malls)

• Marketed malls as lifestyle hubs, not just shopping centers.

• Created demand by offering shopping, dining, and entertainment in one place.

• Made “malling” a cultural experience and built the largest mall empire.

Marketing Mindset

• all about being innovative and understanding your audience

• stay active and explore new ways to promote your product or service.

Resource-Based Marketing (Resource-Based Theory)

• strategy that highlights the value of organizational resources and capabilities as the key to gaining a competitive edge and increasing performance.

• Rather than relying primarily on market trends or external prospects, this attitude prioritizes utilizing internal capabilities.

Value, Rarity, Inimitability, Non-substitutability

VRIN FRAMEWORK

Value

• Resources should allow a company to seize opportunities or reduce hazards in its external environment.

• They should help to increase customer value, lower expenses, and improve operational efficiency

Rarity

• Resources that are uncommon or distinctive in an industry are more likely to create a long-term competitive advantage.

• If a resource is widely available and easily accessible to competitors, its ability to establish a distinct market position suffers.

Inimitability

• Resources that competitors find difficult to copy or replicate increase a company's competitive advantage.

• This can be attributed to sophisticated organizational knowledge, unique partnerships, or exclusive technologies.

Non-substitutability

• Resources that cannot be easily replaced with alternatives are considered more valuable. If competitors can reproduce or substitute a company's resources with similar ones, its competitive advantage will disappear.

coca cola

EXAMPLE OF VRIN FRAMEWORK

Opportunity-Based Marketing (OBM)

• a modern B2B marketing strategy that emphasizes tighter alignment between marketing and sales teams.

• It builds on the principles of Account-Based Marketing (ABM) but focuses more directly on specific opportunities and buying groups within accounts.

• By tailoring messaging to stakeholder roles and deal stages, OBM helps organizations improve efficiency, relevance, and customer trust.

Disney+

EXAMPLE OF OPPORTUNITY-BASED MARKETING (OBM)

Resource-Based Marketing

• Internal Resources and Capabilities

• Sustain competitive advantage

• Product-Centric

• Traditional Approach

Opportunity-Based Marketing

• External Market Opportunities

• Gain market share by addressing unmet customers needs or new market openings

• Customer Centric

• Modern Approach