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Module 3: Market

Identify and enter the marketplace that’s right for you.

   LECTURE 3.1

Marketing Communications / B2C Sales

In this session of Entrepreneurship 101, we define the field of marketing communications, covering the basics of advertising, branding, public relations and social media. We explore the importance of thought leadership in the technology sector, and where to go for help when developing a marketing plan.

We look at marketing communications from the standpoint of technology startups. Startups with a limited marketing budget will find this session especially relevant.

   LECTURE 3.2

Entrepreneurial ecosystem and legal fundamentals

This session focuses on market strategy and provides practical tips on how to prepare to enter the marketplace with your product.

The session is geared for startups that have not yet entered the market and are contemplating what needs to be in place for product launch. We examine case studies that emphasize the importance of taking a customer-centred approach to market entry and of being aware of barriers to scaling and selling your product.

   LECTURE 3.3

Sales (B2B)

How are you going to sell your product?

In this session, we explore sales and the principles of “selling value” to your customers. We emphasize the challenges of sales for technology startups. Get tips on:

  • Dealing with stakeholders and distributors
  • Managing risks and problems
  • Making sales calls
  • Successfully closing a sale
  • Following up with potential customers


   LECTURE 3.4


Get a strategic perspective on the distribution channels available to startups.

In this session, we examine the pros and cons of different channels such as inside sales, direct sales, distribution, e-commerce, franchises and integrators. The session emphasizes developing the right criteria for choosing and managing channels.

Integrating sales across multiple channels can be challenging for technology companies. A case study is used to illustrate these points.

   LECTURE 3.5


The art of negotiation touches every aspect of our lives—we routinely negotiate with our spouses, our children, our landlord, our employer, and so on. It is equally important in business—we negotiate with our customers, our suppliers and our investors.

In this session, we discuss case studies that focus on situations most entrepreneurs will face: research projects, starting a business venture, obtaining investors and licensing a product or invention.