SENIOR HIGH SCHOOL

COURSE MODULE
ENTREPRENEURSHIP
FIRST SEMESTER
1ST QUARTER
SY 2020-2021

Module 8: Gate 2: Market and Message

Topic: Opportunity screening, Market and Message

Learning Outcomes:
At the end of the lesson the learners are able to
1. Identify target market
2. Red and Blue ocean strategy
3. Create a compelling message

Learning Activity:
1. The learners will watch the pre-recorded video discussion during their Asynchronous period
2. During synchronous, the students can ask the subject teacher their questions relevant to the topic
3. The learners will use the Discussion section of Canvas to ask their questions or share their thoughts about the
topic. Participation will be graded (due three days after pre-recorded discussion is given)

Introduction (with core value/Character integration)

Romans 12:2 ESV

Do not be conformed to this world, but be transformed by the renewal of your mind, that by testing you
may discern what is the will of God, what is good acceptable and perfect.

Part of our lesson today is about how to create a compelling message. Each business exists for the
sole purpose of making money, the other factors of its existence depends to the entrepreneur’s
motives.
Last week we have learned that entrepreneurs should have empathic capabilities, in order to identify
the pain points from the point of view of the customers.

As a teacher who lacks much experience in entrepreneurship, I am only conveying the lessons for the
students. In hopes that Wesleyan University-Philippines will produce not just competent students with
basic knowledge and practices in business and Entrepreneurship but are also empathic and are able to
respond in opportunities to genuinely serve their respective community and at the same time
developing their businesses.

Our business operation should be more than just money making, it is also about our message to the
community. If you are to start a business of your own, how do you want your business to be recognized
by your community?
Body (with real life application: current issues)

Opportunity Screening

Entrepreneurs must be wise enough to shortlist their opportunities carefully. Not all opportunities will give
the same return on their investment and impact, so they should not launch all that is listed.
Granting availability of resources, here are the 5-point criteria provided by Day8 Business academy for
SMEs to screen and shortlist various opportunities. A “no” to a single question makes the proposal not
feasible,

5-point What it is?

Customer Is the market real?
Timing Is it big enough?
Finance Can it be profitable?
Product Can we differentiate?
Competitiveness Can we win?

Blue x Red Ocean Strategy

Red oceans are all the industries in existence today – the known market space. In red oceans, industry
boundaries are defined and accepted, and the competitive rules of the game are known.

Here, companies try to outperform their rivals to grab a greater share of existing demand. As the market
space gets crowded, profits and growth are reduced. Products become commodities, leading to cutthroat
or ‘bloody’ competition. Hence the term red oceans.

Blue oceans, in contrast, denote all the industries not in existence today – the unknown market space,
untainted by competition. In blue oceans, demand is created rather than fought over. There is ample
opportunity for growth that is both profitable and rapid.

In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. A blue ocean
is an analogy to describe the wider, deeper potential to be found in unexplored market space. A blue
ocean is vast, deep, and powerful in terms of profitable growth.

The sequence starts with buyer utility, followed by price, cost and adoption.

1. Does your business have exceptional buyer utility? If yes, continue. If not, rethink.
2. Is your price affordable to the mass of buyers? If yes, continue. If not, rethink.
3. Can you limit your cost to profit at your strategic price? If yes, continue. If not, rethink.
4. What are the adoption barriers in actualizing your business idea? Are you addressing them
up front? If yes, continue. If not, rethink.
5. After accomplishing all this sequence, you will have a commercially viable blue ocean idea.
Identify the Target Market

The more focused the target market definition, the better for the marketing communication group to
know who to send messages to and for the sales force to know who to approach. But keep in mind that
focus is not the same as having too narrow a target market that limits demand and growth.

- Customer (is the market real?)

- Timing (is the market big enough?)
- Finance (will we be profitable?)

Not all people will be customers, there are three different benefits customers may be looking for, each
representing a unique market segment – superior product, low price or superior service.
Product superiority- refers to how well knowns the product is, in terms of demand and how
necessary it is (could be brand name in terms of franchise)
Low price- not just simply making your prices cheap, there are people that are willing to pay a
reasonably high price in exchange for assurance and quality of product/service. Could also be the
mode of payment such as installment.
Superior service- commitment of the business to their customers. These are usually the added value
given by the business to their customers after purchase.

Create a compelling message

Positioning is communicating the overall positive impression of a brand, relative to competition.

There are three points to remember in product or service positioning – it must be relevant, it must
be unique, and it must be communicated.
*note that on chapter 4 (opportunity seeking) there are four benefits that can be communicated to the
consumers.
Relevant- is about Identifying and solving pain points. The pain point can be
- Actual (unsatisfied performance)
- Latent (creating a higher level of satisfaction)
Unique- is about being creating distinctive value compelling enough to attract customers to buy
continuously. Being unique can come in many ways depending on what is needed by the consumers.
9 ways to create value:
1. Better Superior product or superior service
2. Faster Speed or capability to move quickly
3. Cheaper Lower prices with same or better value
4. Closer Good relationship with the customers, including localization
5. Larger (or Wider choices including bundled choices with alliance partners
smaller) (if smaller, more convenient)
6. Easier Flexible service or total solution provider
7. Rarer Exclusivity, or being the only choice in the area
8. Prestige Reputation for favorable and aspirational perception
9. Different New category or innovation, including targeting unserved market
(the innovation need not to be superior and can be inferior
compared to what is available)
Notice that most of the value ideas listed focused to perform better from existing competition except for
the last item because it focuses on being different; promoting to add innovative value. Make sure that
your added innovative value is relevant. Do not pursue being different if it will be irrelevant to your target
market’s needs.

For example: Puno’s ice cream

Established: 1950’s – 1960s

Location: Cabanatuan Nueva Ecija
Puno’s Ice Cream and Sherbet was founded by Atanacio and Simeona Puno in an effort to send
their nine children to school. Today, it has become a well-known ice cream brand in Cabanatuan
City, Nueva Ecija.
Started with their original flavors Cheese cashew macapuno and Buko sherbet with lychees. Ice
cream has been a comfort food for many families. Typical flavors of chocolate, vanilla, strawberries,
mango, etc. all cream-based ice cream can be bought. Puno’s ice cream strategy of introducing new
flavors was smart, in a way these flavors are from familiar ingredients but still introduced a new
concept.
They started as retailers of their own homemade ice cream recipes. They focused to penetrate
Cabanatuan City as their target market. Come year 2000, they have established their first branch
outside Cabanatuan city, located at Talavera Nueva Ecija. Up to this date, they have a few dealers
located at manila and have other company owned branches located at Baler, Bulacan, and
Pampanga.

Communicating- the last step of positioning. No matter how well developed the product/service is, if the
entrepreneur fails to intentionally communicate its value to his market, the entrepreneur himself fails to
be aware of his brands value.
Customer bonding strategy
- Awareness
- Trial
- Repeat purchase
*Additional knowledge: What is the difference of Consumer and Customer?
- Consumer: End user, Consumes the product or directly receives the service purchased.
Individual/Family/Group
- Customer: buys product either to consume it or resell it. Business/Company
Conclusion
Before launching the Business, the Entrepreneur is able to conduct studies and observations about the
behavior of the market depending on the industry or type of business the entrepreneur wants to put up. It is the
entrepreneur’s advantage that there are existing competition because he will have a subject to observe.
Preparation is not just an internal operation. It is also external, knowing your position in the market and knowing
how to bond with your customers especially if you are starting your business it is important that you create a good
customer bonding strategy in order to have “loyal customers” who potentially can amplify awareness to the
community of your target market about your business and what you offer.

Assessment
4 types of Consumer Benefits: Using your own proposed business concept, state the benefits of the
customers/consumers from your business.
Ideation Process: Using your proposed business answer the 11 step process according to your
business context.

Presentation should be prepared via Power point and reporters must be effective and fluent in delivery.
Next week During Synchronous

References
ENTREPRENEURSHIP by Josiah Go
https://travelhabeat.com/puno-ice-cream-nueva-ecija/#:~:text=Puno's%20Ice%20Cream%20and
%20Sherbet%20was%20founded%20by%20Atanacio%20and,in%20Cabanatuan%20City%2C%20Nueva
%20Ecija.

Prepared by:
Keith Bryan S. Javier
Subject Teacher

Checked by:

Dr. Emmeline T. Arel

Principal, High School Department
Supervising Dean, Basic Education Department

Noted By:

Dr. Emmeline T. Arel

Supervising Dean, Basic Education Department