SESI 3 -T E C H N O P R E N E U R S H IP

M A RK E T
O V E RV I E W &
I D EA G E N E RA T I O N
 Learning Objectives

1: Mampu mengidentifikasikan kepribadian technopreneur dan membuat ide bisnis yang inovatif
secara mandiri maupun berkelompok

2: Mampu menganalisis model bisnis, menerapkan, dan mengembangkan lingkungan bisnis sesuai
kriteria dalam model bisnis
 Sub Topics

1. Market Overview –What Customers Need

2. Market Research – How to C onduct It
3. Generating Idea based on Market Research
4. Creating and Innovating – Based on What Market Needs
5. Entre Expo overview
MA R K E T O V E R V IE W –
W HAT C U S TO ME R N E E D S
 Shifting the Perspective!

YOU
THEM!
(yourself) customer-centric
organization-centric Business model
Business model design
design
 YOU (Yourself)
Organization-centric Business Model Design

The Questions would be:

ü What can we sell to customers?
We were the one who decided what to sell.

ü How can we reach customers most efficiently

We decided the method that we were going to use to
get in touch with the customers.

ü What relationship do we need to establish with

customers?
We decided what kind of relationship that we
wanted to have with the customers.

ü How Can we make Money from our Customers?

We decided how customers would give us the
benefits
Them!
Customer-centric Business Model Design

The questions would be:

• What job(s) do(es) our customer need to get don
and how we can help?
• What are our customer’s aspirations and how can
we help them live up to them?
• How do our customer prefer to be addressed?
• How do we, as an entreprise, best fit into their
routines?
• What relationship do our customers expect to
establish with them?
• For what value(s) are customers truly willing to pay?
How Can We Understand
the Customers’ Perspective?

The
Empathy
Map
 How to Use the Empathy Map?
1.Brainstorm to come up with all the possible Customer Segments that you might want to serve using your business model.
2.Choose three promising candidates, and select one for your first profiling exercise.
3.Start by giving this customer a name and some demographic characteristics, such as income, marital status, and so forth.
4.Referring to the diagram on the opposite page, use a flipchart or whiteboard to build a profile for your newly- named customer by asking and
answering the following six questions:
MA R KE T R E S E AR C H
H O W TO D O IT ?
The Process of Market Research
 The Process of Market Research

Step 1. Define the Objective & Your “Problem”

This might be the most important step in the market research process, “Defining the goals of the project”.

At the core of this is understanding the root question that needs to be informed by market research. There is
typically a key business problem (or opportunity) that needs to be acted upon, but there is a lack of information to
make that decision comfortably; the job of a market researcher is to inform that decision with solid data. Examples
of “business problems” might be “How should we price this new widget?” or “Which features should we
prioritize?”

By understanding the business problem clearly, you’ll be able to keep your research focused and effective. At
this point in the process, well before any research has been conducted, I like to imagine what a “perfect” final
research report would look like to help answer the business question(s).

You might even go as far as to mock up a fake report, with hypothetical data, and ask your audience:

“If I produce a report that looks something like this, will you have the information you need to make an
informed choice?”
If the answer is yes, now you just need to get the real data.
If the answer is no, keep working with your client/audience until the objective is clear, and be happy about the
disappointment you’ve prevented and the time you’ve saved.
 The Process of Market Research

Step 2. Determine Your “Research Design”

Think of the “research design” as your detailed plan of attack.
Determine your market research method (will it be a survey, focus group, etc.?).
Think through specifics about how you will identify and choose your sample (who are we going after? where will we
find them? how will we incentivize them?, etc.).
Plan where you will conduct your research (telephone, in-person, mail, internet, etc.).

Your choice of research instrument will be based on the nature of the data you are trying to collect.

There are three classifications to consider:

Exploratory Research –This form of research is used when the topic is not well defined or understood, your
hypothesis is not well defined, and your knowledge of a topic is vague. Exploratory research will help you gain
broad insights, narrow your focus, and learn the basics necessary to go deeper. Common exploratory market
research techniques include secondary research, focus groups and interviews. Exploratory research is a qualitative
form of research.

Descriptive Research –If your research objective calls for more detailed data on a specific topic, you’ll be conducting
quantitative descriptive research. The goal of this form of market research is to measure specific topics of interest,
usually in a quantitative way. Surveys are the most common research instrument for descriptive research.

Causal Research – The most specific type of research is causal research, which usually comes in the form of a field test
or experiment. In this case, you are trying to determine a causal relationship between variables. For example, does
the music I play in my restaurant increase dessert sales (i.e. is there a causal relationship between music and sales?).
 The Process of Market Research

Step 3. Design & Prepare Your “Research Instrument”

In this step of the market research process, it’s time to design your research tool. If a survey is the most appropriate
tool (as determined in step 2), you’ll begin by writing your questions and designing your questionnaire. If a focus
group is your instrument of choice, you’ll start preparing questions and materials for the moderator. You get the
idea. This is the part of the process where you start executing your plan.

“Step 3.5” should be to test your survey instrument with a small group prior to broad deployment. Take your
sample data and get it into a spreadsheet; are there any issues with the data structure? This will allow you to catch
potential problems early, and there are always problems.

Step 4. Collect Your Data

This is the meat and potatoes of your project; the time when you are administering your survey, running your
focus groups, conducting your interviews, implementing your field test, etc. The answers, choices, and observations
are all being collected and recorded, usually in spreadsheet form. Each nugget of information is precious and will
be part of the masterful conclusions you will soon draw.
 The Process of Market Research

Step 5. Analyze Your Data

Step 4 (data collection) has drawn to a close and you have heaps of raw data sitting in your lap.
If it’s on scraps of paper, you’ll probably need to get it in spreadsheet form for further analysis. If
it’s already in spreadsheet form, it’s time to make sure you’ve got it structured properly. Once
that’s all done, the fun begins.
Run summaries with the tools provided in your software package (typically Excel, SPSS,Minitab,
etc.), build tables and graphs, segment your results by groups that make sense (i.e. age, gender,
etc.), and look for the major trends in your data. Start to formulate the story you will tell.

Step 6. Visualize Your Data and Communicate Results

You’ve spent hours pouring through your raw data, building useful summary tables, charts and
graphs. Now is the time to compile the most meaningful take-aways into a digestible report or
presentation. A great way to present the data is to start with the research objectives and business
problem that were identified in step 1. Restate those business questions, and then present your
recommendations based on the data, to address those issues.
Example
of Market Research
G E N E R A T I N G I D E AS
B A S E D O N M A R KE T
RES EARCH
 Visualize Your Data and
Communicate Results
You’ve spent hours pouring through your raw
data, building useful summary tables, charts
and graphs. Now is the time to compile the
most meaningful take-aways into a digestible
report or presentation. A great way to present
the data is to start with the research objectives This is last step of the Market
and business problem that were identified in Research. It contains of
step 1. Restate those business questions, and result.
then present your recommendations based on
the data, to address those issues. It represents the opinion of
your potential market. By
using the result of the
market research, you could
decide what kind of
products/services that would
be suitable with their
NEEDS/WANTS
C R E A T IN G A N D I N N O VA T IN G –
B A S E D O N W HAT MA R KE TS N E E D
 Switching the Paradigm

THEM!
YOU Customer-centric
Organization-centric Business model design
Business model design What job(s) do(es) our customer
need to get done and how we
What can we sell customers? can help?

How can we reach customers What are our customer’s aspirations

most efficiently? and how can we help him/her live up
to them?
What relationship do we need How do our customers prefer to be
to establish with customers? addressed?

How can we make money What relationship do our customers

from our customers? expect us to establish with them?

For what value(s) are customers truly

willing to pay?
 References

Osterwalder, Alexander; Pigneur, Yves (2010). Business Model

Generation: A Handbook for Visionaries, Game Changers, and
Challengers. John Wiley & Sons, Inc. New Jersey. ISBN: 978-0470-
87641-1

http://www.mymarketresearchmethods.com/the-market-research-
process-6-steps-to-success/