- Subject index
What every entrepreneur needs to know about marketing a new venture
This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits.
Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures.; Unique Focus: The author looks beyond the “4Ps” to address forces in the external marketing environment.; Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing ...
Chapter 2: Finding and Evaluating the Right Marketing Opportunity
Finding and Evaluating the Right Marketing Opportunity
As you know, venture failure is the norm and venture success the exception. Why is this? Well, in most cases, the reality is that many business failures can be traced back to the fact the venture was built based on a bad or wrong opportunity.1 Yes, would-be entrepreneurs are constantly coming up with so-called possible opportunities for potential businesses. But some opportunities are simply better than others. One of the problems entrepreneurs often have is that they tend to focus inwardly (often because of their backgrounds and/or experiences) on opportunities that they think are good opportunities. Another major problem is that some entrepreneurs simply fail to find out what the potential customer ...