ALECXIS JANE H.
EPAN TECHNOPRENEUR
BS ECE 5-1
TECHNOPRENEURSHIP
ENTREPRENEUR (By: Federico Gonzalez, President
PESO Inc.)
 People who enter into new and pioneering
ventures
 Whole brained, meaning he/she uses both
the left brain (logical) and right brain
(creative)
ENTREPRENEURSHIP (By: Federico Gonzalez,
President PESO Inc.)
 Starting up a new business
TECHNOPRENEURSHIP
 the use of technology as an integral and
key element in the transformation of goods
and services
 firms in which technology plays a critical
role in their operations
 process of engineering the future of an
individual, an organization or a nation.
 Integration of technology, innovation, and
entrepreneurship
 High tech ventures in ICT, electronics,
internet, life sciences, and biotech. Service
firms where technology is critical to their
mission, such as e-Bay, FEDEX, SMART
money transfer, e-learning.
Technopreneurship is entrepreneurship in
the field of technology (Davao City Chamber
of Commerce)
 Application of newest inventions and
advancements in coming out with new and
innovative products through the process of
dissemination
 Manufacturing of high tech products or
making use of hi technology to deliver
product to consumers
 Exhaustive use of and exploitation of
technology in making profit
IMPORTANCE OF TECHNOPRENEURSHIP
 Employment creation
 Local resources
 Decentralization and diversification of
business
 Promotion of technology
 Capital formation
 Promotion of entrepreneurial culture
 Is an entrepreneur who is technology
savvy, creative, innovative, dynamic, dares
to be different and take the unexplored
path, and very passionate about their work
 They take challenges and strive to lead
their life with greater success. They don’t
fear to fail
 Technopreneur continuously go through an
organic process of continual improvement
and always try to redefine the dynamic
digital economy
To be a successful technopreneur
1. Be a dreamer
2. Be creative
3. Be relevant to your audience
4. Encourage participation, add fun
5. Be a guide, remove frustration
6. Be a trusted solution and community
7. Provide convenience
8. Meet your audience
9. Cultivate leadership
10. Build advocates
11. It is about them, not you
MOST SUCCESSFUL AND EFFECTIVE
TECHNOPRENEURS
1. Are not born, but made
2. Is most often not a one-man team. He
works with a team
3. Is trained by a mentor
4. Is calculated risk taker
5. Shares the burden of responsibility to other
team members
6. Understand the needs of the customers
7. Has a business model in mind
8. Understand the value of resources and
where to find them
9. Does not aim to stand out but to address a
solution for a common good
10. Love what they do
“If you really want it, you’ll find a way. If you don’t,
you’ll find an excuse” –Jim Rohn
“you’ve got to start with the customer experience
and work back toward the technology – not the
other way around” –Steve Jobs
ENTREPRENEURS VS. TECHNOPRENEURS ENVIRONMENT MASTERY
SIMILARITIES  Is about generating business ideas and
 Is able to determine risk and has the seeking opportunities out from his or her
courage to take risks environment through
 Is independent and self-confident, yet  Serendipity walks
knows where to get help  Crises
 Likes a challenge  Trends
 Hardworking and willing to stick with a What is an environment mastered?
project  Understands the industry he/she is in
DIFFERENCES  Sees the opportunities, not the problems
ENTREPRENEUR  Is on top of the situation instead of being
 Likes to compete under the situation
 Is a self-starter  Is the organization/industry innovator and
 Is able to do many things at once strategist
 Is creative, and has dreams and goals ENTERPRISE MASTERY
 Likes to work for him or herself and be in  Is how to run a business
control  This pertains to the knowledge of the
TECHNOPRENEUR different enterprise discipline such as:
 Likes to innovate  Creating the business
 Is part of a team  Marketing management
 Is able to do many things at once but  Operations management
chooses to delegate  Financial management
 Is innovative and has greater vision What is an enterprise-mastered person?
 Likes to be the one to control innovation  Understands and integrates the functions of
and be part of an evolution management (marketing, human resource,
COURSE MODEL SEED operations, and finance)
 SELF MASTERY  Understands and integrates the process of
 ENVIRONMENT MASTERY management (planning, organizing,
 ENTERPRISE MASTERY directing, and controlling)
 DEVELOPMENT OF BUSINESS PLAN  Leads and inspires rather than manage
SELF MASTERY DEVELOPING A BUSINESS PLAN
 Passion comes from knowing yourself. Development of business plans covers:
 Self-mastery brings passion. When you  Writing the business plan
know yourself, you know what you want  Presenting and defending the business plan
and do not want  Adding refinements to the presented
What is self-mastered person? business plan
 Does not need a high IQ PROTECTING THE IDEAS AND OTHER LEGAL
 Does not need high EQ and AQ ISSUES FOR THE ENTREPRENEUR OR
 Is naturally a/an: TECHNOPRENEUR
 Performer – competitive and What is Intellectual Property?
efficient  It includes patents, trademarks, copyrights,
 Epicure – sensual and cheery and trade secrets
 Boss – takes charge and loves a  These represents important assets to the
good fight entrepreneur or technopreneur
 A self-mastered person is whole brained  Intellectual property should be understood
and has a personal vision and knows even before engaging the services of an
strengths. attorney.
Republic Act No. 8293
Intellect Property Code of the Philippines
 Sec. 2 The state recognizes that an effective
intellectual industrial property system is
vital to the development of domestic and
creative activity, facilitates transfer of
technology, attracts foreign investments
and ensures market access for our
products
 Sec. 4.1 The term intellectual property
rights consists of:
 Copyright and related rights
 Trademarks and service marks
 Geographic indications
 Industrial designs
 Patents
 Layout designs
 Projection of undisclosed
information
COPYRIGHT
 Right given to prevent others from printing,
copying, or publishing any original works of
authorship
 Issues surrounding access to material on
the internet have led to major legal battles
for the entertainment industry
 Copyrights are registered with the national
library of the Philippines
 Term of copyright is the life of the author
plus 70 years
PATENTS
 Patent - grants holder protection from
others making, using, or selling similar
ideas
 Utility Patents – protection of new,
useful, and unobvious processes,
machines, compositions of matter,
and articles of manufacture; term of
20 years.
 Design Patent – covers new,
original, ornamental, and unobvious
designs for articles of manufacture
 Patent – application
 Introduction – consist of background
and advantages of the invention, the
problems that it overcomes, and
how the invention differs from
existing offerings
 Description of invention – includes a
detailed description of the invention
and of drawings that accompany it.
 Claims – specify what the
entrepreneur is trying to patent
 the application should contain a
declaration signed by the
inventor(s).
 Patent – Infringement
 Many businesses, inventions, or
innovations are results of
improvements on, or modifications
of, existing products
 Copying and improving on a product
may be perfectly legal and a good
business strategy.
 If patent infringement is
unavoidable, the entrepreneur may
try to license that product from the
patent holder.
 It is advisable to hire a patent
attorney to ensure there is no
possibility of infringement.
TRADEMARKS
 A distinguishing word, name, or symbol
used to identify a product
 It can last indefinitely
 It can be filed solely on the intent to
use the trademark in interstate or
foreign commerce; also with the
intent to use in the future
 Categories:
 Coined marks
 Arbitrary marks
 Suggestive marks
 Registering the trademarks
 Filing must meet 4(four)
requirements
1. Completion of the written
form
2. A drawing of the mark
3. Five specimens showing
actual use of the mark
4. The fee
 Initial determination of suitability
takes 3 months
 Objections must be raise within six
months, or application is considered
abandoned.
  The entrepreneur has the right to
appeal in case of refusal
 Once accepted, trademark is
published in the trademark official
gazette to allow any party 30 days to
oppose or request an extension to
oppose
 Registration is issued if no
opposition is filed
 Procedure takes about 30 days.
BENEFITS OF REGISTERING A TRADEMARK
1. Provides greater protection
2. Deters other from using your trademark
3. Provides the trademark owner with greater
remedies
PROVIDES GREATER PROTECTION
1. Protects a company’s name or logo, which
is often a company’s most valuable asset.
2. Grants the trademark owner to receive
exclusive nationwide ownership of the
mark.
3. Decreases the likelihood of another party
claiming that your trademark infringes
upon their trademark
4. Provides official notice to others that a
trademark was already used.
DETERS OTHER FROM USING YOUR TRADE MARK
1. Alerts others to your registration and
prevents the defense of innocent
infringement
2. Does not allow the registration of same or
similar mark.
PROVIDES THE TRADEMARK OWNER WITH
GREATER REMEDIES
1. Grants the trademark owner the right to
recover up to triple damages and fees of
their trademark lawyer from infringer
2. Trademark owner receives the presumption
of being the valid owner of the mark.
3. Gives the trademark owner an automatic
right to sue in federal court.
TRADESECRETS
 Provides protection against others
revealing or disclosing information that
could be damaging to business.
 Trade secrets has life as long as the idea or
process remains a secret
 It is not covered by any federal law but is
recognized under a governing body of
common laws in each state
 Employees may be asked to sign a
confidential information agreement
 Entrepreneurs need to take proper
precautions.
 Legal action is possible only after the
secret has been revealed.
LICENSING
 A contractual agreement giving rights to
others to use intellectual property in return
for a royalty fee
 Types of licensing:
 Patent license agreements – specify
how the license would have access
to the patent
 Trademark license agreements –
involve a franchising agreement
 Copyright license agreements –
involve rights to use or copy books,
software, music, photographs, plays,
etc.
 Factors to be considered:
 Customer’s recognition of licensed
property
 Whether licensed property
complements existing products or
services.
 Entrepreneur’s experience with the
licensed property
 Long-term outlook for the licensed
property
 Kind of protection provided by the
agreement
 Commitments in terms of payments
of royalties, sales quotas, and so on.
 Renewal options
PRODUCT SAFETY & LIABILITY
 It is the responsibility of a company to meet
any legal specifications regarding a new
product covered by the consumer product
safety act.
 The act created a commission with the
responsibility of prescribing safety
standards.
 The development of stricter regulations
regarding labeling an advertising is also
part of the commission’s responsibility
 Large fines as well as product recalls are
the typical outcomes of any action enforced
by the commission.
INSURANCE
 It provides a means of managing risk in the
new business.
 Some insurances are requested by law and
cannot be avoided while others may be
necessary to protect the financial net worth
of the venture
 Skyrocketing medical costs can have a
significant impact on the insurance
premiums.
 Entrepreneurs also have to consider health
care coverage
 It provides a means of managing risk in the
new business.
CONTRACTS
 A legally binding agreement between two
parties
 Often business deals are concluded with a
handshake
 The rule is not to rely on a handshake if a
deal cannot be completed within one year.
 Courts insist on a written contract for all
transactions over $500
 Table 4 – Contract conditions and results of
a breach of contract
 An offer is made. It can be oral or
written but is not binding until
voluntary acceptance of the offer is
given.
 Voluntary acceptance of offer.
Consideration (something of value)
is given by both parties.
 Both parties are competent and/or
have the right to negotiate for their
firms
 Contract must be legal. Any illegal
activities under a contract are not
binding. An example might be
gambling.
 Any sales of $500 or more must be
in writing.
 Table 5 – Contract conditions and results of
breach of contract
 The party in violation of a contract
may be required to live up to the
agreement or pay damages.
 If one party fails to live up to its end
of contract, the second party may
also agree to drop the matter and
thus not live up to the agreement as
well. This is referred to as contract
restitution.
 Four essential items in agreement to
provide the best legal protection:
1. understand the terms & conditions in the
contract
2. cross out anything that you don’t agree to
3. do not sign if there are blank spaces (these
can be crossed out)
4. make a copy for your files after signing.
DEVELOPING A BUSINESS PLAN
Planning as part of the business operation
 Planning is a process that never ends for a
business
 As the venture grow up to mature business,
planning will continue.
SUCCESS
STRATEGY
BRAINSTORM
PLANNING
IDEA
“Failing to plan is planning to fail” –Alan Lakein
“Plan the work, work the plan” –PMBOK 4th edition
What is a Business Plan?
 A written document prepared by the
entrepreneurs and technopreneurs
 Describes all the relevant internal and
external elements and strategies for
starting a new venture.
 An integration of functional plans such as
marketing, finance, manufacturing, sales
and human resources.
Who should write the plan?
 The business plan should be prepared by
the entrepreneur/technopreneur
 They may consult with many other sources
in its preparation such as lawyers,
accountants, engineers, and marketing
consultants.
Who reads the Business Plan?
 The business plan may be read by:
 Internal Stake Holders
o Employees (-_-)
o Management (^_^)
o Stakeholders (^_^)
 External Stakeholders
o Suppliers (-_-)
o Candidates for employment
(^_^)
 o Customer/Interested parties  Current demand in target market
(^_^)  Market segmentation – the process
o Partners (^_^) of defining and subdividing a large
o Competitors (X) homogenous market into clearly
Why have a business plan? identifiable segments having similar
 To familiarize the technopreneur with the needs, wants, and demand
venture, its goals, and objectives characteristics. Its objective is to
 It helps determine the viability of the techno design a marketing mix that
venture in a designated market precisely matches the expectations
 It provides guidance to the technopreneur of customers in the targeted
in organizing his or her planning activities segment.
 It serves as an important tool in helping to  Analysis of the competitors
obtain financing  Marketing strategy
OUTLINE OF THE BUSINESS PLAN:  Promotion & promotional budget
 TITLE PAGE  Distribution channels
 Name and logo of the business IV. Operational plan
 Location/address of the business  Description of company’s operations
 Date of business plan  Product location
 EXECUTIVE SUMMARY  Accessibility
 Three to four pages summarizing  Operation costs
the complete business plan  Personnel
 What is the business concept or  Inventory
model?  Supplies
 How is the business concept or V. Organizational plan
model unique?  Form of ownership
 Who are the individuals starting the  Identification of partners or
business? principal shareholders
 How will they make money and how  Authority of principals
much?  Management-team background
I. General Company Description  Roles and responsibilities of
 Mission Statement – a brief members of organization
statement of an organization’s VI. Risk Analysis
purpose and its scope of operation  Evaluate weakness of business
 Company goals and objectives – a  New technologies
goal is a broad primary outcome. An  Contingency plans
objective is a measurable step you VII. Appendix (contains back up materials)
take to achieve the goal. Objective  Letters
should be S.M.A.R.T  Market research data
II. Products and Services  Feasibility analysis if available
 Product Brief description  Price lists from suppliers, etc.
 Features and benefits SUMMARY
 Technical specifications I. Title page
 Product brochures II. Executive summary
III. Marketing plan III. General company description or profile
 Value proposition – it refers to a IV. Products and services
business or marketing statement V. Marketing plan
that a company uses to summarize VI. Operational plan
why a consumer should buy a VII. Organizational plan
product or use a service. Ex. VIII. Financial plan
Jollibee, Galaxy Cable, Chooks to go IX. Risk analysis
 X. Appendix  Place – Convenience
MARKETING SALES AND CONCEPTS DIFFERENCE BETWEEN SALES & MARKETING
What is marketing? SALES
 Selling  Trying to get the customer to want what the
 Advertising company produces
 Promotions MARKETING
 Making products available in stores  Trying to get the company produce what the
 Maintaining inventories, etc. customer wants
MARKETING SCOPE – What do we market
 Marketing is the process of planning and  Goods
executing the conception, pricing,  Services
promotion, and distribution of ideas, goods,  Events
services to create exchanges that satisfy  Experiences
individual and organizational goals  Personalities
(American Marketing Association)  Place
 Marketing management is the art and  Organizations
science of choosing target markets and  Properties
getting, keeping, and growing customers  Information
through creating, delivering, and  Ideas and concepts
communicating superior customer value CORE CONCEPT OF MARKETING
SIMPLE MARKETING SYSTEM
NEEDS, WANTS, PRODUCTS UTILITY, VALUE
& SATISFACTION
DEMAND
COMMUNCATION

MARKETING EXCHANGE, TRANSACTION

GOODS/SERVICES MARKET RELATIONSHIPS
INDUSTRY (A MARKET (A & MARKETERS
COLLECTION COLLECTION NEED - food (is a must)
OF SELLERS) OF BUYERS) WANT – pizza, burger, French fry’s (translation of
MONEY a need as per our experience)
DEMAND – burger (translation of a want as per our
willingness and ability to buy)
DESIRE – have a burger in a five star restaurant
INFORMATION
MARKETING TRIANGLE
MARKETING CUSTOMERS
 Marketing is the sum of all activities that
take you to a sales outlet. After that, sales
take over
 Marketing is all about creating a pull, sales
is all about push
 Marketing is all about managing the four
P’s COMPANY
 Product COMPETITION
 Price
Who is a Customer?
 Place
 Anyone who is in the market looking at a
 Promotion
product/service for attention, acquisition,
Marketing Mix (The 4 P’s and 4 C’s)
use or consumption that satisfies a want or
 Product – Customer Solution
a need.
 Price – Customer Cost
 Promotion – Communication
  Customer has needs, wants, demands, and
desires.
 Understanding these needs is starting point
of the entire marketing
 These needs, wants, demands, and desire
arise within a framework or an ecosystem
 Understanding both the needs and the
ecosystem is the starting point of a long
term relationship
How do consumers choose among products and
services?
 VALUE - the value or benefits the
customers gain from using the product
versus the cost of obtaining the product
 SATISFACTION – based on a comparison of
performance and expectations
Performance ≥ Expectations = Satisfaction
Performance < Expectations = Dissatisfaction
Customer looks for value
 Value = Benefit / Cost
 Benefit = Functional Benefit + Emotional
Benefit
 Cost = Monetary Cost + Time Cost + Energy
Cost + Psychic Cost
MARKETING PLAN
 A written document that acts as a
guidebook of marketing activities for the
marketing manager
CONTENTS OF MARKETING PLAN
 Business Mission Statement
 Objectives
 Situation Analysis (SWOT)
 Marketing Strategy
 Target Market Strategy
 Marketing Mix
 Positioning
 Product
 Promotion
 Price
 Place – distribution
 People
 Process
 Implementation, Evaluation, and Control
PRODUCT
 Anything that is offered to the market for
attention, acquisition, use or consumption
that satisfies a want or a need
Types of Products
 Consumer Products
 Services
 Industrial Products
PRODUCT ITEMS, LINES, & MIXES
 PRODUCT ITEM – a specific version of a
product that can be designated as a distinct
offering among an organization’s products
 PRODUCT LINE – a group of closely-related
product items
 PRODUCT MIX – all products that an
organization sells
 Width – how many product lines a
company has
 Length – how many products are
there in a product line
 Depth – how many variants of each
product exist within a product line
 Consistency – how closely related
the product lines are in end use
What is a service?
 An act or performance offered by one party
to another (performances are intangible,
but many involve use of physical products)
 An economic activity that does not result in
ownership
 A process that creates benefits by
facilitating a desired change in customers
themselves, or their physical possessions,
or intangible assets.
SOME INDUSTRIES – SERVICE SECTOR
 Banking, stock broking
 Lodging
 Restaurants, bars, catering
 Insurance
 News and entertainment
 Transportation (freight and passenger)
 Health care
  Education  People
 Wholesaling and retailing  Promotion and education
 Laundries, dry-cleaning  Physical evidence
 Repair and maintenance  Price and other user outlays
 Professional (Ex. Law, architecture, THE GIVE AND GET OF MARKETING
consulting)  The customer gives, the company gets
CLASSIFICATION OF SERVICES  Money
 Pure tangible service  Time
 Banking  Energy
 Good transportation (Major service with  Commitment
minor product)  Referrals
 Business hotels (Product=Service)  Past experiences
 Computers (Major Product with minor  Expectations
services)  Knowledge
 Materials/Components  The company gives, the customer gets
 Pure tangible product  Product
MAJOR CHARACTERISTIC OF SERVICES  Price
 INTANGIBILITY – services cannot be seen,  Value
tasted, felt, heard or smelled before  Convenience
purchase  Selection
 INSEPARABILITY – services are produced  Service
and consumed simultaneously  Warranty
 VARIABILITY OR HETEROGENITY – services  Brand
are highly variable DRIVERS OF CUSTOMER SATISFACTION
 PERISHABILITY – services cannot be stored  Many aspects of the firm’s value
 NON OWNERSHIP – services are rendered proposition contribute to customer
but there is no transfer of title satisfaction:
THE MARKETING MIX  The core product or service offered
 The conventional view of the marketing mix  Support services and systems
consisted of four components (4 P’s)  The technical performance of the
 Product firm
 Price  Interaction with the form and its
 Place/distribution employees
 Promotion  The emotional connection with
 Generally acknowledged that this is too customers
narrow today no includes:  Ability to add value and to differentiate as a
 Processes firm focus more on the top levels
 Productivity (technology) MARKETERS AND MARKETS
 People (employees)  Marketers are focused on stimulating
 Physical evidence exchangers with customers who make up
 Marketers today are focused on virtually all markets – B2C or B2B
aspects of the firm’s operations that have  The market is comprised of people who
the potential to affect the relationship with play a series of roles: decision makers,
customers consumers, purchasers, and influencers
THE 8 P’S OF THE INTEGRATED SERVICE  It is absolutely essential that marketers
MANAGEMENT VERSUS THE TRADITIONAL “4P’S” have a detailed understanding of
 Product elements consumers, their needs and wants
 Place, cyberspace, and time  Much happens before and after the sale to
 Process affect customer satisfaction
 Productivity and quality
STAGES OF CUSTOMER INTERACTION
1. PRE-PURCHASE STAGE
 Create awareness
 Create interest
 Communicate information
 Communicate image
 Gather information
 Evaluate alternatives
2. PURCHASE-INTERACTION STAGE
 Interaction with company systems
 Point-of-sale service
 Exposure to sales setting
 Exposure to employees
 Access and convenience
 Variety and terms of sale
3. POST-PURCHASE STAGE
 product-in-use situation
 Feedback from others
 Post-purchase service
 Warranties
 Return policies
 Customer service centers