Unit 3: Customer Connections

This unit will define the various ways to connect with customers. It expands student learning and understanding around the BMC boxes of Unique Value Proposition, Channels and Customer Relationships. The unit begins by defining product positioning and evolving the student teams UVP statement into a positioning statement. They will also choose a working brand name for their business idea. Once students understand how they should be talking to their customers, they will detail where (channels) to reach them and how to establish a relationship with them. The unit concludes with an overview of the startup marketing fundamentals. These often use digital marketing tactics given the web’s timely, impactful, and cost effective tools of communication.

Enduring Understandings

  • A positioning statement will guide how we talk to our customer segment.
  • Startups often fail or run out of money if they do not build the correct path to customers.
  • Some startup marketing tactics are cost effective ways to reach my customer target and make them aware of my new product or service.

Essential Questions

  • How does a positioning statement differ from the UVP?
  • How can a poor choice of channel derail my business model?

Expected Outcomes by End of Unit

  • Students will develop positioning statements for their business.
  • Students will prioritize their channels to reach customers.
  • Students will identify marketing tactics to get customers aware, interested, and purchasing their product or service.

Key Terms and Concepts

  • Positioning
  • Positioning Statement
  • Direct Channels
  • Indirect Channels
  • Customer Relationships
  • Marketing Funnel (Get, Keep, Grow)
  • Upsell, Cross-Sell, Next-Sell
  • Marketing Tactics
  • Traditional Marketing
  • Digital Marketing