Vodafone and Sky launched a new television series entitled "The Big Idea" where contestants compete for seed money to turn their business plans into reality. Vodafone has also just launched its small business price plans and are hoping the show will serve as a vehicle to promote the new offerings to entrepreneurs.
Why target SMEs at the pre-startup stage?
Having no history with other providers, companies see the startup stage as an ideal one to become the default brand option. Duncan Robbie runs Shell Livewire, a forum for small business owners. In his opinion, "Entrepreneurs tend to be focused individuals that know what they're looking for. They make the judgement call and are the decision maker; you don't have to go through any gate-keepers. Entrepreneurs are more susceptible to change and new working ideas."
Nick Moss runs the Business Startup tradeshow and comments "Targeting entrepreneurs and pre-start businesses is a logical step for any business. If you are a bank, for example, then targeting a business before it starts is definitely logical. You become the lead supplier as the entrepreneur hasn't got a history with other companies. Entrepreneurs are essentially risk takers; they step out of the guaranteed income and assurity band. They have no guarantees as to where their next pay cheque is coming from, so they are willing to take a greater risk."
How to reach small business owners?
Entrepreneurs are notoriously difficult to reach. There is no one database of small business owners and gaining access to those who are considering starting their own company is an even greater challenge for marketers. Vodafone is hoping that through the television show small business owners will identify themselves and consider the pricing packages that Vodafone has to offer.
Evaluating pre-startup entrepreneurs
Moss from the Business Startup tradeshow further comments, "Twenty per cent of visitors attending the event will never actually start a business. Exhibitors have to be ruthless: talk to them and clarify that they're actually worth talking to."
Moss feels that there are three types of entrepreneurs:
Vodafone is off to the right start and are targeting the entrepreneurs who already have the idea and are starting their business. According to B2B Marketing, "With such an increase in activity; TV, Internet and face-to-face marketing all taking a big step towards entrepreneurs, and the establishment of a degree dedicated to just that, it seems that entrepreneurs might just be the next big thing for brands."
Why target SMEs at the pre-startup stage?
Having no history with other providers, companies see the startup stage as an ideal one to become the default brand option. Duncan Robbie runs Shell Livewire, a forum for small business owners. In his opinion, "Entrepreneurs tend to be focused individuals that know what they're looking for. They make the judgement call and are the decision maker; you don't have to go through any gate-keepers. Entrepreneurs are more susceptible to change and new working ideas."
Nick Moss runs the Business Startup tradeshow and comments "Targeting entrepreneurs and pre-start businesses is a logical step for any business. If you are a bank, for example, then targeting a business before it starts is definitely logical. You become the lead supplier as the entrepreneur hasn't got a history with other companies. Entrepreneurs are essentially risk takers; they step out of the guaranteed income and assurity band. They have no guarantees as to where their next pay cheque is coming from, so they are willing to take a greater risk."
How to reach small business owners?
Entrepreneurs are notoriously difficult to reach. There is no one database of small business owners and gaining access to those who are considering starting their own company is an even greater challenge for marketers. Vodafone is hoping that through the television show small business owners will identify themselves and consider the pricing packages that Vodafone has to offer.
Evaluating pre-startup entrepreneurs
Moss from the Business Startup tradeshow further comments, "Twenty per cent of visitors attending the event will never actually start a business. Exhibitors have to be ruthless: talk to them and clarify that they're actually worth talking to."
Moss feels that there are three types of entrepreneurs:
- those thinking about starting a business
- those undertaking a "reality check"
- those who are already in the process of starting a business
Vodafone is off to the right start and are targeting the entrepreneurs who already have the idea and are starting their business. According to B2B Marketing, "With such an increase in activity; TV, Internet and face-to-face marketing all taking a big step towards entrepreneurs, and the establishment of a degree dedicated to just that, it seems that entrepreneurs might just be the next big thing for brands."
Labels: b2b marketing, branding, business startup, duncan robbie, nick ross, shell livewire, small business, sponsorship, the big idea, tradeshow, vodafone
