David delivered a workshop for the Southern Africa Innovation Support Programme (SAIS) and its BOOST UP project.
His presentation “Understanding Your Market” covered aspects of market research, consumer expectations and strategic marketing. The content of the workshop took from, and built on, David’s online video toolkits, articles and book ’Chase One Rabbit: Strategic Marketing for Business Success’.
Hosted in Zambia, workshop participants included startup entrepreneurs from Botswana, Namibia, South Africa, Tanzania and Zambia.
A short video extract from the workshop in which David asks what customers are buying really, which is often more, or even different from, what you think you are selling, illustrated with some amusing and inspiring examples:
In this short video extract David talks about how to do market research to get a deeper understanding of customers’ perspectives, in practical, authentic and inexpensive ways: “listening to customers”:
Links to further information and resources for startups:
Marketing book: “Chase One Rabbit: Strategic Marketing for Business Success. 63 Techniques, Tips and Tales for Creative Entrepreneurs”
[eBook / paperback / audiobook / signed copy / info, extracts, reviews]
Free Business Development Resources for Creative Entrepreneurs
– free eBook, videos, blogs, examples, guides and more (link)
Article: What are you selling, Really? (link)
Book extract: “Don’t do Market Research!” (link)
“People don’t buy what you do, they buy why you do it,” as Simon Sinek says in his Golden Circle TED talk:
BOOST UP is a three-part startup support programme organised by the Connected Hubs network and the Southern Africa Innovation Support Programme (SAIS 2) in Botswana, Namibia, South Africa, Tanzania, and Zambia.
BOOST UP targets startups that use technology to solve a societal challenge and are looking for skills that could help them articulate their business.
The BOOST UP series comprises of the Set Up online training events, Stand Up pitching competitions, and Scale Up incubation programme (consisting of an online incubation programme and an intensive online bootcamp).
David advises startups as well as high-growth businesses in the fields of design, media, technology and other creative sectors.
He is also a keynote speaker on business models and business growth in the creative and digital industries at events and conferences for startups.
David has worked in more than 50 countries around the world.