WHERE THE IDEAS COME FROM
  (OSTERWALDER & PIGNEUR)
    LECTURE OUTLINE
    Quick review of Marketing Strategy
    New Product Development (NPD) Process
    Lean Startup Movement
         REVIEW OF MARKETING 
         STRATEGY
       THE TENETS OF TARGET 
       MARKETING
       1.   It’s unrealistic to come up with a product that 
            delights all customers
       2.   Firms do better when they target a specific 
            group of customers
           a.   Narrowly targeted products are more likely to 
                delight customers
           b.   We don’t have to have a complicated product to work 
                in several different environments
           c.   Channel relations are simpler
           d.   Promotion can be more specific
    FOUR STEPS TO MARKETING 
    STRATEGY
                     Define the Market
                        Segment
                         the Market,
                      Choose attractive
                        segments
                        Design a
                       Marketing Mix
                       to Appeal to the
                         Target
                        Position our
                         offering