• highlight your notes meaning every color:

• Purple– title
• Pink- subtopic,
• Mint Green – dates and figures.
• Brown- names
• yellow – key terms
• NOTE: - Additional info/based on my understanding

CHAPTER 1: THE PRACTICE OF ENTREPRENEURSHIP

ENTREPRENEURSHIP
• Entrepreneurship is increasingly regarded as a valuable life skill that goes beyond simply
starting a business because it prepares a person to deal with an indefinite and unknown
future, particularly in the business world.
NOTE: You can be an entrepreneur without starting a business. Entrepreneurship is a life skill and
ideas.
ENTREPRENEURSHIP VIEWS
NOTE: Example of older views: Investing is an example of entrepreneurship. It is also accumulation
of wealth like Warren Buffet
NOTE: Older views – everything is planned in this matter. Bale may business plan ka dito kapag
may older view ka ng entrepreneurship. Tsaka marami ng gumagamit ng gantong approach kasi
mataas yung possibility na magclick yung business mo. Ex: franchising ng isang business)
NOTE: Newer views – come up with an idea and study the business they want to establish. Sa view
na ‘to you create something new/ new product Ex: Starting Google company

THE START OF ENTREPRENEURSHIP IN THE PHILIPPINES

The Philippines has long been afflicted by a high poverty rate. Even though the country is growing
economically, the poverty rate remains high. Since entrepreneurship has become the solution to
this problem through employment information, wealth development, and social empowerment, the
government now views it as the only way to fight poverty.
NOTE: Entrepreneurship is the best way to overcome poverty. it boosts the growth of the economy

➢ The 1987 Philippine Constitution, It identifies entrepreneurship as an instrument of

economic growth.

➢ Article XIl Section 1 emphasized the role of private enterprises in supporting fair
distribution of income and wealth, satisfying production of goods and services and
escalating productivity

➢ The government's objective of economic development and job information has been placed
in the supervision of the Philippine Development plan.

➢ Over the years, the evolution of entrepreneurship has been influenced by fast integration of
economies and globalization of market.

➢ The Philippine Chamber of Commerce and Industry formed the Philippine Center for
Entrepreneurship (PCE) and this created the “Go Negosyo Communities” everywhere.

NOTE: Create start-up ventures

➢ Today, Entrepreneurship lessons are embedded into the school curriculum to cultivate a
culture of enterprises and nurture tomorrow's competitive entrepreneurs.

THE SKILL OF PLAY

Entrepreneurs may try more serious educational games such as simulations, role playing and
reality games that may challenge their creativity
NOTE: Self-motivated activities. Kung saan ka masaya dapat yun yung ginaagawa mo and dapat
magimprove ka rin. Develop self-discipline, work-out emotional aspect of life. In short, use your
passion and yung gusto mo sa life kasi kapag mabigat sa loob mo yung ginagawa mo ‘di ka
maggrogrow and ‘di mo maeenjoy yung journey mo.

THE SKILL OF EXPERIMENTATION

The skill of experimentation calls for entrepreneurs to act so as learn. Acting to learn means
attempting to do something, learning from such attempts and structuring said learning when the
next thing similar happens.
NOTE: Asking questions, and finding information to improve your product or company. This skill
will help you to avoid failures

THE SKILL OF EMPATHY

The skill of empathy means being sympathetic with the feeling, situation, purposes, opinions and
wants of other people. Empathy is putting one's shoes in the shoes of other. Simply, it is relating to
the feelings of others when place in a similar circumstance
NOTE: Be open and transparent, be a good listener to other. You need to feel what your customer
wants and need.

THE SKILL OF CREATIVITY

The skill of creativity means being open-minded and letting loose one's ability to create, discover
opportunities and resolve problems.
NOTE: Practice creative thinking

THE SKILL OF REFLECTION

Taking time to reflect is the most vital skill of all skills. The discomfort handled, the feelings felt, and
the knowledge possessed gives new perspectives and allow for more assessment of the results and
forming of conclusion, which can be done through reflection
NOTE: Skill of reflection help you organize all the 4-skill mention. Life is just a game – Kailangan mo
magrelax or reflection or do recreational activities.
 THE TRUTHS ABOUT ENTREPRENEURSHIP

EXPRESS THE TRUTHS ABOUT ENTREPRENEURSHIP

- There are really no shortcuts when it comes to entrepreneurship. Entrepreneurs must
understand that is hard commitment and there is no quick formula for success.

➢ Entrepreneurship is not solely for start-ups.

NOTE: Usually, yung funding ng business mo ay galing sa mga relatives, or si entrepreneur mismo
➢ Entrepreneurs Do not have exceptional personality Qualities
NOTE: Kahit sino pwede maging entrepreneur pero kailangan na achiever, influencer, risk taker,
and open- minded for uncertainty yung tao na yun
➢ Entrepreneurship can be taught yet entails practice

NOTE: So yung mga qualities mention sa caption sa itaas na ‘to, ito yung mga need mong ipractice

➢ Entrepreneurs are not so many risk-takers

NOTE: They normally would make calculation bago gumawa ng business para iwas failure and in real life,
lahat naman talaga is risky

➢ Entrepreneurs work in partnership more than they complete

NOTE: Target consumers, investors, family, and friends are their partners

➢ Entrepreneurs are more on doing than planning

NOTE: Mas okay kung naeexecute mo yung pinaplano mo kasi bale wala rin yung mga natutunan mo
kung di mo iaapply. Kagaya ng sabi ni sir, yung education parang sandata mo lang yan para lumaban sa
life but yung skill mo para lumaban is nasa sa’yo na yun. Tsaka mas matuto ka kapag ginagawa mo yung
isang bagay

➢ Entrepreneurship is truly a life skill

NOTE: Entrepreneurs must understand that there is no quick formula for success
 TYPES OF ENTREPRENEURSHIPS
Entrepreneurship is very significant and may define as an act of starting a new business to gain
profit. And it is also an innovative procedure that has a wide range of activities that offering new
things to society.

1. INTRAPRENEURSHIP
• It refers to encouraging people to discover high risk, high reward concepts with the support
of a big corporate organization.
• Responsible for innovating within an existing organization,
Example: Gmail
NOTE: Yung intrapreneurship is isa syang business na kung saan nakapaloob sya sa isang existing
business. Bale yung isang tao yung gumagawa ng idea pero nasa company mismo sya unlike sa
entrepreneur ikaw lang mismo yung macrecreate ng idea at hahanap ng resources. Example is yung
google and gmail. Si google sinusupport nya yung employees nya para gumawa bagong product
kagaya ng gmail. Bale ang trabaho lang ni google is magbigay funds for that project.

2. ENTREPRENEURS INSIDE
• It is almost the same with intrapreneurship. Also supported by a management.
• The difference is it can function inside any type of organization whether big or small
businesses.
• It produces something value and affordable for the budget conscious customers.
Example: Puregold
NOTE: Entrepreneurs inside is sila yung mga entrepreneur na gumagawa ng mas cheaper product
and pwede sya magwork sa ibang small and big business. Example is yung puregold, may employee
na nakaisip na sa “palengke day” bababaan nila yung presyo ng fruits and vegetables. Then
eventually mas magkakaroon sila ng market.

3. BUYING A FRANCHISE
• It is a type of license bought by an entrepreneur as the franchisee from an existing branded
business.
Example: Jollibee, 7/11, Mcdonald and other more.
NOTE: Isa syang relationship between the franchisor and franchisee. Yung franchisee bumibili sya
ng lisensya dun sa franchisor para magkaroon ng karapatan na gamitin yung mga logos, slogan,
trademark, etc.. Dito, ‘di mo na iisipin kung magkakaroon sya ng customer kasi sikat na yung brand
na yun.

4. BUYING A SMALL BUSINESS

• In this type, the entrepreneur buys out the existing owner and takes the management and
operations of the small business.
• Buying a small business has numerous advantages.
NOTE: Dito, binibili nya yung business pati si owner para may na magmamanage na ng business na
yun. Di mo na proproblemahin yun target market, employees and all kasi meron ng existing loyal
customers, employees and gamay na nila yung business. Bale imamanage nalang nung bumili yung
business parang yung mga bakery

5. SOCIAL ENTREPRENEURSHIP
• It means pursuing innovative applications that have the likelihood of solving community-
based problems.
• •It is most likely helping the social problem and at the same time gaining profit for the sake
of a business.
Example: Bayani Brew, and other eco-friendly business.
- Rider Courier: Grab Express
NOTE: Sa social entrepreneurship is magtatayo sya ng business kung saan ang pinaka main goal nila
is makatulong sa tao kagaya ng mga water shortages, unemployment, education and other social
problems. Parang yung sa movie na the boy who harnessed the wind, gumawa sya ng windmill
para matulungan yung masave yung community nya from hunger and pwede nya ‘tong gawing
business para sa ibang lugar na may same situation
NOTE: Bayani brew- isa syang ice tea kung saan ginagamit nilang ingredients is gawa ng mga
farmers. Bakery – yung mga gagamitin nyong ingredients is gawa ng farmers or mga gawa ng mga
filipino tapos yung employee mo is yung mga unemployed.

6. FAMILY BUSINESS
• It is owned and managed by members of the family that is usually handed down from
generation to generation.
Example: Shoemart, SM and other more.
NOTE: Yung mga nagmamanaged nito is yung family na rin mismo. Advantage – kita ng business
ang umiikot lang sa family nila. Disadvantage – ‘di lahat ng members kayang magpatakbo ng
business. “Wealth is not pass in 3 generation”

7. SERIAL ENTREPRENEURSHIP
• An entrepreneur who constantly crops up with fresh ideas and starts a new business.
Example: Ophra Winfrey (local tv anchor, 'the Ophra Winfrey Show', own foundation, Co-founder
of Oxygen, OWN, and etc) and Steve Jobs (Apple, NeXT, Pixar, Apple)
NOTE: Ito yung mga entrepreneur na hindi lang nakastick sa isang business, Sila yung mga tao may
business na iisip pa ng panibagong idea para magkaroon ng bago business.

ENTREPRENEURSHIP AS A METHOD

ENTREPRENEURSHIP
• Act of starting and running your own business.

METHOD
• Procedure followed in achieving an end.
NOTE: Method is a systematic procedure

PROCESS
• Series of actions which are carried out to achieve a particular result.
NOTE: Process is step-by-step
THE ENTREPRENEURIAL METHOD BY PROF. SARAS SARASVATHI

➢ Describes a logic of thinking that is usually used by some of the most successful
entrepreneurs to form their ventures

➢ This method mainly consists of five effectual principles; effectuation is the idea in
entrepreneurship that the future is unpredictable yet controllable.
NOTE: Prof. Sara interviewed successful and expert entrepreneur to find out what they have in
common. The focus of entrepreneurs is to create a future and not predicting it

FIVE EFFECTUAL PRINCIPLES:

1.BIRD IN HAND (START WITH YOUR MEANS)

• If one is trying to build a new venture he should start with his available means.
Ex: Socorro C. Ramos - The National Bookstore (1942) 211 pesos as starting capital Rented a
small-corner space at the foot of Escolta Bridge, Santa Cruz., Manila
NOTE: Try to know yourself. Don’t just focus on one specific goals, it’s important to open for the
new possibilities and opportunities.

2.AFFORDABLE LOSS (FOCUS ON THE DOWNSIDE RISK)

• To limit the downside risk, entrepreneur should define his affordable loss.
Ex: Mariano Que - Worked in a drugstore Invested 100 pesos in antibiotics and sold to people
using wooden pushcart
NOTE: Ang meaning ng principle na ‘to is limitahan mo lang yung mga risky moves ng business mo
lalo kung nagsisimula ka pa lang. Iwasan ang “all or nothing” mindset kasi matatalo ka.

3.CRAZY QUILT (FORM PARTNERSHIPS)

• This is about entering into new partnerships that can bring in new opportunities and
reduces uncertainty.
Ex: Jollibee Foods Corporation partnered with Globe Business to centralize its express delivery
service to one convenient number:87000.
NOTE: It reduces risk, kasi mas lalago yung business. Ex: Jollibee x globe- mas rarami yung
customer ni Jollibee kasi makakatawag na sa kanila yung mga customer.
4.LEMONADE
 • It is possible to the entrepreneurs to encounter mistakes and apparently not all bad
surprises are always negative, they see them as a new opportunity
Ex: Dr. Cecilio Pedro- Was an owner of Aluminum Containers, Inc., Known as Unilever Group
Replace aluminum tubes to plastic tubes
NOTE: “If life gives you lemons, make lemonade” about lang ‘to sa pagiging madiskarte sa buhay.
Yung mga bad happenings na nangyari sa’yo, pwede mong gamitin yun.

5.Pilot in The Plane

• Entrepreneurs in this principle believe that the future is really something that needs to be
controlled and not try to predict.
Ex: Corazon D. Ong
CDO Foods- Making processed meat products was just her hobby at first
NOTE: Concentrate kung paano mo maiimpluwensyahan yung tao. Ex: natulungan ni Corazon lahat
ng mga moms na hirap magluto gamit yung processed meat.

COMPONENTS OF ENTREPRENEURSHIP METHOD

1.IDENTIFY DESIRED IMPACT

➢ Curiosity
➢ Drive;
➢ Motivation
NOTE: Pursue what you wanted to do.
2.BEGINS WITH MEANS AT HAND
➢ "Who am I?"
➢ "What do I know?"
➢ "Whom do I know?"
NOTE: These questions help you to understand you resources at hand.
3.DESCRIBE THE IDEA TODAY
➢ The desired impact + means at hand = Describing the idea today
4.ESTIMATE AFFORDABLE LOSS
➢ Instead of estimating risk think about the things that you are willing to lose.
NOTE: Instead of estimating the risk. Entrepreneurs thinks about the things they are willing to lose.
Once an entrepreneur thinks of these things. Maavoid mo yung fear of failure.

5.REFLECT AND BE HONEST

➢ Think of the next step to do to sustain your venture
NOTE: Once an entrepreneur does not have a desired impact; he/she may quit so kailangan nyang
mag-isip ng next step para mamaintain yung hunger sa isip at puso mo.

6.TAKE SMALL ACTION

➢ Each step must not be extreme but still these can be done
NOTE: Dapat isa-isa lang hangga’t na maging stable na sya. Wag naman yung extreme full blown
yung paggawa mo kasi extreme rin yung pagbalik sa’yo.

COMPONENTS OF ENTREPRENEURSHIP METHOD

NETWORK AND ENJOIN OTHERS IN THE JOURNEY

• Rather than competition practice collaboration and co-creation
NOTE: Sharing once ideas it increases resources, and ideas
BUILD AND LEARN FROM WHAT HAS BEEN LEARNED
• When failures happen embrace them
NOTE: Nothing is right or wrong, we are making things better
MANEGERIAL AND ENTERPRENURIAL THINKING
NOTE: Manegerial thinking – need ma manage yung business tapos dapat di ka magfail.
Entrepreneurial Thinking – ready magrisk, fail, and gumawa ng new idea for business.

ENTREPRENEURSHIP REQUIRES DELIBERATE PRACTICE

• Entrepreneurship methods is both a mindset and a practice
NOTE: ‘Di mo lang kailangan experience, and kailangan paulit-ulit mo ‘tong gawin hangga’t sa
magwork na yung business mo. Wag kang susuko. “ear;y we fail, the earliest we can gain)
• Practice is usually linked with repetition and of course experience.

MINDSET ITS CHARACTERISTICS AND ESSENTIALS

WHAT IS MINDSET?
➢ A mindset is a belief that qualifies like intelligence and talent are fixed or changeable traits.
NOTE: Enterprenurial mindset make possibl;e innovations, taking risk and accept failures. Yung
pagkakaroon ng mindset, makaktulong ito lalo na sa mga enterprenuer dahil magseserve itong
motivation mo to fight difficulties in life and ‘di ka mattaakot sa failures and risk.
• The word mindset was coined by Carol Dweck in her book "Mindset"
• The book was based from her research about personalities of successful people.

• Carol Dweck found out that successful people have different mindsets which are a fixed
versus growth mindset .

THERE ARE NUMEROUS (4) MINDSETS TO CONSIDER

FIXED MINDSET - Perceive that their talents and abilities are set.
NOTE: Kapag fixed mindset, unchangeable and inborn na yung mindset na yun. Most dangerous
mindset daw ito kasi ‘di mo na mababago yung mindset na yun Ex: Simula nung bata ka pa, meron
ka ng mindset na kapag natalo ka sa isang laro, failure ka na or ‘di ka na magaling..
GROWTH MINDSET - Traits can be changed, developed, and strengthened by working on them.
NOTE: Yung Growth Mindset naman, ito yung mindset na pwede mo pa maimprove tsaka ‘di sila
takot sa failure kasi alam nila na mababago naman nila ‘to. Ex: Natalo sa laro, imbis na isipin mo na
failure ka na or bobo ka sa laro na yun; dahil may growth mindset ka, iibahin mo yung mindset na
yun tapos maeencourage ka na magpractice sa game na yun para gumaling ka
ABUNDANCE MINDSET - Will consider that there is plenty of resources for everyone and that
resources will not ran out because it is replaceable.
NOTE: Ang Abundance Mindet naman, ito ata yung pagiging positive, and ang lagi mong iniisip na
may iba pa naming option. Magkaiba silan ni growth mindset kasi ginagawa nito is kapag may
problem sya hahanap sya ng way para masolusyunan yun while yung abundance mindset hahanap
sya na ‘di naman ganun kalaki yung problema, may iba pang problem ana mas importante. Ex:
Natalo sa game, kapag may abundance mindset ka ang iisipin mo is marami pa naming ibang laro na
pwede mong laruin baka mas magaling ka dun.
SCARCITY MINDSET - Shall think that there is a inadequate amount of things around, so some
people can either benefit or lose them.
NOTE: Sa Scarcity mindse.t Ito yung mindset na win it or lose it. Like kapag may mindset ka na
ganto, iisipin mo lang na limited lang yung choices mo so ‘di ka gaggawa ng solusyon or anything if
ever man matalo ka. .Ang gagawin mo lang sa first time na suimabak ka sa problem mo, makikipag
unahan ka na maging best kasi kapag natalo ka, ‘di mo na ‘to iimprove Ex: Naglalaro ka ng games;
kapag may Scarcity mindset ka iisipin mo dapat manalao ka sa game na yun para masabi na
magaling ka sa mga iba’t ibang games. .

FIXED VS. GROWTH MINDSET

FIXED MINDSET
• I'm either good at it, or I'm not.
• When I'm frustrated, I give up.
• I don't like to be challenged.
• When I fail, I'm no good.
• Tell me I'm smart.
• If you succeed, I feel threatened.
• My abilities determine everything.
NOTE: Kapag may mindset ka na ganto, hirap ka sumabak sa mga challenges kasi natatkot ka and ‘di
mo tinitry maging better.
GROWTH MINDSET
• I can learn anything I want to.
• When I'm frustrated, I persevere.
 • I want to challenge myself.
• When I fall, I learn.
• Tell me I try hard
• If you succeed, I'm inspired.
• My effort and attitude determine everything.
NOTE: Sa mindset na ‘to, gusto mo machallange and maging better

CHARACTERISTICS OF AN ENTREPRENEURIAL MINDSET

• Entrepreneurship is a challenging path. There is no distinct set of traits signifying success.
NOTE: Ang enterprenurship, wala specific na traits para maging successful pero gawing basehan
yung traits ng mga successful people

There are several characteristics often common to successful entrepreneurs.

1.CURIOSITY - Being curious is really shared among successful entrepreneurs. This trait
strengthens the ability to understand things with a new standpoint.
NOTE: Itong trait na ‘to, leads to question which eventually leads to answers. Kapag curious ka sa
isang bagay, syempre hahanap kla ng solusyon para mafeed yung curiosity mo

2.COMMITMENT - The focus should be on achievements, because it would motivate the

entrepreneur to persevere as he/she moves forward and continues to harvest good outcomes.
NOTE: Being committed, meaning raedy ka sa failures and challenges na haharapin mo kasi kung ‘di
ka commited, mabilis ka lang gigive up once na nahirapan ka na.

3.OPTIMISM - Tough attitude towards challenges makes up successful entrepreneurs. For a

successful entrepreneur, there is always a solution to every problem.
NOTE: Itong trait na ‘to, kailangan mo lang maging positive kasi this leads to success like kunwari
may problem ka, you would not think that it is as a problem, hence an opportunity to improve. And
kapag optimistic ka, iisipin mo na makakhanap ka lagi ng solusyon sa problema mo.

4.FLEXIBILITY - It helps us to be supple to deal with a series of difficult situations, solve problems
easily and make progress from obstacles.
NOTE: Sa trait na ‘to, kaya mong naoovercome yung iba’t ibang problems. Tsaka iisipin mo na
marami kang option masolusyonan yun Ex: may problem sa marketing and finance department, as
the ceo, kaya mong magcomeup ng solusyon dun sa dalawang department or kahit sa anong
department kasi flexible ka magwork.

5.OWNERSHIP - successful entrepreneurs always trust that their success comes from their own
ability. Simply, they have high internal locus of control.
NOTE: Sa trait na ‘to, responsible ka sa kung ano mang dumating na problem sa ‘yo. Kumbaga in
power comes with great responsibility. Kung nagkaroon ka man ng decision making sa life mo,
tapos ‘di nagging maganda yung kinalabasan. Hindi mo sisihin yung ibang tao para sa mistake na
yun.

6.LEADERSHIP - A successful entrepreneur always guides, motivates, and empowers his team.
NOTE: Sa trait na ‘to, yung pagiging leader means kayang mainspire yung team mo to do their best
and hindi ‘to yung utos ka lang ng utos, yes, inuutusan mo sila pero at the same time nandun ka
para iguide sila if ever man na may mali.

7.CONNECTION - Entrepreneurs must choose those people that would form his collective links so
that he could breed his idea.
NOTE: Itong connection, need mo pumili ng team mo or ng friends mo wisely since sila yung
tutulong sa’yo sa mga ideas mo and maging impluwensya sila sa life mo or business.

8.SELF-RESPECT - Taking care of oneself daily through rest, exercise and diet is essential. Always
have ample rest and sleep for renewing one's energy.
NOTE: Ito naman, dapat may self- care ka. You need to rest din kasi mahirap gumawa kapag burn
out ka and mahihirapan ka makaisip ng ideas.

ESSENTIALS OF THE ENTREPRENEURIAL MIND

➢ Entrepreneurial Mindsets appear to be like common sense, yet they are not common
practice.
NOTE: Entrepreneurial mindset is the set of skills that enables people to make the most out of the
opportunities
There are essential things in order to really employ and initiate successful mindsets:
PASSION FIRST - Real entrepreneurs look for what really are important to them, what they truly
wanted to, and then bring together their business around those things.
NOTE: Yung pagkakaroon ng passion sa ginagawa mo, makakatulong ‘to sa’yo kasi inspired ka sa
ginagawa mo and kapag gusto kasi natin yung gingawa natin, ‘di tayo masyadong magiisip ng
negative kineme.
EVERYTHING IS POSSIBLE - This mindset is about believing that entrepreneurs are capable of
accomplishing unexpected results.

100% ACCOUNTABLE - Entrepreneurs always believe that they have the power to choose their
responses to any circumstance because they have this 100% accountable mindset.
NOTE: Accountable means mapagkakatiwalaan ka. Like kapag gumawa ka ng decision tapos mali
yung decision na yun, since may accountable mindset ka, itatake mo yung fault na yun at the same
time gagawan mo ito ng paraaan para masolusyunan.

WE ARE CONNECTED - Entrepreneurs believe they can achieve their dreams not by being alone,
though they love to be independent.
NOTE: Dito naman, it explains na kaya naabot nya yung pangarap sa paraan ng pagconnect nya sa
customers or sa mismong teams nya. Kumbaga ‘di nya maachieve yun kung ‘di rin dahil sa kanila

LIVE LIFE TO GIVE - Most people now especially businesspeople want to offer their time and
resources for a valuable cause. As people in business when they profit more, they tend to give
more.
NOTE: Parang ito yung pagbaba ng presyo or pagbibgay ng promos or sales sa mga customers since
thankful/grateful yung Business sa mga customer nito

ATTITUDE OF GRATEFULNESS - Most people also focus much of their thoughts on what they do
not process. This mindset provides the recognition of all positives in every experience except for
entrepreneurs.
NOTE: Yung mindst na ‘to is about being thankful kung anong meron ka ngayon and ‘di mo iniisip
kung ano yung mga regrets and failures mo in the past.

THE TIME IS NOW - This mindset for entrepreneurs refers to recognizing that all their powers
exist in the moment.
NOTE: I think ito yung mindset na kung may gusto kang gawin, gawin mo na ngayon or simulant
monna ngayon. Also, ‘di sila nakafocus sa past and future; nakafocus sila kung ano sila ngayon.

ENTREPRENEUR AS A HABIT
• Habit Loop is a process wherein the brain makes decision whether to store or repeat such
behavior.
 • A habit is an unconscious behavior done often and regularly.
NOTE: Masasabi mo lang sya na habit sya kung regularly mo syang ginagawa. Like daily.
Entreoreneur as a habit naman is kailangn mong maging creative without overthinking in order to
make an immediate solution to their problems

• Good habits can be acquired using "habit loop".

NOTE: Habit loop consist of 3 elements (1) Cue (2) routine (3) reward. These can help in
understanding how to change bad habits or form better ones.

THE SELF-LEADERSHIP HABIT

Self-leadership from this book is the practice of purposely influencing and controlling one's
behavior, actions, thinking and feeling.

Self-leadership is related to optimism, happiness, consciousness, and emotional intelligence

among others.
NOTE: Ang meaning lang nito is leader ka ng sarili mo, kumbaga ikaw magcocontroll kung ano yung
behavior, actions na gusto mo gawin para maging better. Meaning din nito is you are your own boss,
para madictate mo kung ano yung next step na gagawin mo para sa business mo.

Self-leadership needs the implementation of three (3) important strategies, namely.

BEHAVIOR-FOCUSED - this strategy concerns enhancing self-awareness to manage behaviors

especially when dealing with essential bur not-so-good tasks.
NOTE: Behavior focused is important for entrepreneur to keep track on their progress and their
accomplishments. Important din ito kasi you’re hungry for persistence and driven to want more
every single day

Here are ways to accomplish this strategy:

a. SELF-OBSERVATION - This increases the consciousness of how, when and why
entrepreneurs behave the way that they do in some situations.
NOTE: Dito, maasses mo yung sarili kung bakit ganun yung ginawa mo or nagging cause nun para
maimprove mo yung sarili mo and tanggalin or iwasan mo yung mga bagay na nakaksama sa’yo

b. SELF-GOAL SETTING - This concerns the process of planning goals of entrepreneurs.

NOTE: itong goal setting, ito ata yung long-term and short-term goals para alam kung ano yung mga
gusto mong maachieve ngayon and sa mga susunod pang araw.

c. SELF-REWARD - This is about paying oneself after accomplishing the set goals with either
tangible or intangible rewards.
NOTE: Ito naman is yung pagbibigay ng something sa sarili kasi you thought that you did good.
Usually, gagawin mo yung mga bagay na gusto mong gawin to reward yourself.

d. SELF-PUNISHMENT - This is allowing entrepreneurs to evaluate their behaviors in order to

reform them.
NOTE: Ito naman, ito yung way ng pagdisiplina mo sa sarili mo para ‘di mo na ulit yun gawin.
Usually, ito yung mga nakaksama sa’yo kaya hindi mo na sya gagawin paunti-unti para maiwasan na
yun.

e. SELF-CUING - This is making lists and notes or writing motivational posters as reminders of
the planned goals.
NOTE: Dito naman, sinusulat mo yung mga goals mo or anything motivational para magawa mo
yung mga gusto mong maacomplish.

NATURAL REWARD - This is about making every task enjoyable by emphasizing the positive
aspects of each task and its importance.
NOTE: Yung natural reward, di mo mafefeel na burnout ka kasi you make it worthwhile andyou
think of the positive side of the matter because it boosts their energy. Tsaka win-win situation ‘to
kasi nageenjoy ka na sa ginagawa mo at the same time may naachieve ka pa

CONSTRUCTIVE-THOUGHT - This means creating positive and productive means of thinking that
are advantageous to the performance of entrepreneurs.
NOTE: Ito ata yung kapag iniisip mo after lahat ng challenges na may prize sa dulo or reward.
 THE CREATIVITY HABIT
Creativity is the capacity of turning fresh ideas, insights, inventions, products or artistic objects
that are considered to be unique, useful and of value to others into reality.
NOTE: Yung creativity habit naman is creating ideas into something unique and can eventually help
others.

THE CREATIVITY HABIT

• Creative people are open to experiments and do not fear to commit mistakes.
• Entrepreneurs are said to be creative people because they are constantly in practice of
creativeness.
• An in-depth observation of the entrepreneurial process indicates that creative thinking is
the essential "skill" of an entrepreneur for the formation of fresh ideas.
• Simply, creativity is the ability of imagination.
• Imagination makes somebody to reach unexplored areas.
NOTE: Ang pag may creative mind ka ‘di ka dapat takot sa failures or sa risk kasi exploring
something unique and important skill ‘to as entrepreneur kasi matutulungan ka nito na maging
better yung business mo. Like nagkakaroon ka ng pinabagong vision dun sa product mo

However, there are certain problems in the practice of creativity which are;
• Fear
• No craving for disorder
• Fondness for judging over making ideas
• Distaste for nurturing ideas
• Perceived shortage of challenge
• Failure to differentiate reality from fantasy

THE IMPROVISATION HABIT

Improvisation is the unstructured way of creating something in the absence of planning. It is the
rational ability to promptly sense and change direction quickly.
Improvisation helps entrepreneurs outperform their competitors who do not possess this habit.
NOTE: About lang ‘to sa pagkakaroon ng ability magimprovise ng bagong idea if ever na magkaroon
man ng problem or nagkataon na same idea kayo ni competitor.

TAKEAWAYS:
• Self-leadership, creativity and improvisation are the habits essential towards
entrepreneurial actions.
• Self-efficacy plays a significant role in the development of the intentions and of the
entrepreneurial actions.
• Entrepreneurial self-efficacy is the belief that entrepreneurs has the capability to start new
businesses. It is a vital element of the entrepreneurial mindset.

OPPORTUNITY RECOGNITION USING MINDSET

• An opportunity is a means to generate profits by creating unique, innovative, and desirable
products or services which are not being found in the market yet.
NOTE: Opportunity, meaning lang nito is kailangan mong itake advantage yung situation or
problem ng mga tao para magcreate ng something unique na product

• The most common form of value is economic or the ability to make profit.
NOTE: Meaning nito is importante na yung tatayuan mong business kasi dun ka makakkuha ng
customers and kailangan alam mo rin yung needs and wants nila.

• Social Value addresses a social need or provides benefits to the society

NOTE: Kailangan mo maging socialize sa customers mo like getting their feedbacks para maimprove
yung product mo.

• Environmental Value is the opportunity to preserve the natural surroundings.

NOTE: Ito yung kapag malinis or nakakaenganyo ba yung place na pinagtayuan mo ng business.
Tsaka ito rin ata kung environment friendly ba yung product mo.

• Opportunity Recognition is a process by which individuals and businesses makes use their
entrepreneurial mindset to establish new business or ideas.
NOTE: Ito naman is pagcreate ng new product out of a problem. Chinecheck nila kung ano pa yung
wala pa sa market and kung papatok ba sya sa customers nila.
 • In addition, a fresh idea that is open for opportunity should be different from existing
products or services that the market is willing to accept and adapt.
NOTE: dapat yung product mo is bago sya sa paningin ng takot tsakamagbibigay sya ng value sa
customers mo.

• Entrepreneurs are able to see problems as opportunities.

NOTE: Take problems as positive idea to create something good

HOW TO START WITH IDEAS

There are several approaches in forming ideas from the not-so-formal to a more formal way of
creating ideas.
Here are some structured strategies of forming ideas:
• ANALYTICAL - This is about breaking a problem into details or looking at a problem in a
common way to produce ideas on improving or innovating products or services.
NOTE: ito naman is yung paghimay ng problem para makita mo kung ano yung dapat mong
pagtuunan ng pansin. Tsaka ito rin yung pagtingin sa perspective ng ibang tao dun sa product mo.

• SEARCH - This involves linking personal experiences that are significant to the existing
problem.
NOTE: ito naman is yung pagrelate sa personal experience mo. Since May personal experience ka
dun, malalaman mo agad kung ano yung problem na dapat mong pagtuunan and solusyonan.

• IMAGINATION-BASED - This is interrupting doubts and dropping restrictions to produce

fantasies or make-believe situations.
NOTE: Ito naman kailangan di ka magdoubt sa imagination mo kasi kagaya ni steve jobs, maraming
‘di naniwala sa kanya kasi malaki yung imagination nya for making computers and steve jobs prove
them wrong by doing it kaya nagkaroon ng apple computer

• HABIT-BREAKING - Sometimes, the human mind needs to depart from the usual patterns
to stimulate creative insights.
NOTE: kailangan magstick ka muna dun sa kung ano yung pattern mo ngayon, wag ka muna
magdagdag ng iba kasi maout of focus ka.

• RELATIONSHIP-SEEKING - This is establishing a link between concepts that are not usually
connected.
NOTE: ito naman, is nageexperiment ka dun sa mga concepts. Tinitidnan mo kung anong
mangyayari kapag pinagsama or pinaghiwalay mo yung concept ng isang bagay.

• DEVELOPMENT - This employs the modification of existing concepts to make improved

choices and new potentials.
NOTE: Ito naman yung is iisip ka ng panibagong strategy or way para maimprove yung business
mo.

• INTERPERSONAL - This needs interaction with a group to generate ideas.

NOTE: Ito naman yung meeting with the team, maggagather kayo ng ideas para makabuo ng isang
malaking idea.

FOUR PATHWAYS TO OPPORTUNITY IDENTIFICATION

• An opportunity could be in the form of a new product and/or service, newfound markets,
newly opened distribution channels, new ways of production, supply or new methods of
organizing.
Here are the pathways towards the identification of opportunity:
FIND PATHWAY
• This pathway assumes that opportunities exist independent of entrepreneurs and are
waiting to be found.

• Generally, an opportunity is found when the entrepreneur sees a clear problem and
develops a solution.
NOTE: Ang sinasabi lang dito is, present naman talaga yung opportunity, nakadepende lang yun
kung hinahanap ba sya ng tao. Look into the problem para makahanp ng opportunity.

SEARCH PATHWAY
• This is used when entrepreneurs are not quite definite what type of business, they want to
jump in. Hence, they engage in an active search to discover new opportunities.

• Through actively searching these sets, entrepreneurs are able to access a wealth of
information and discover new opportunities.

NOTE: Since di mo alam kung anong type yung business na gusto mong gawin, maghahanap ka
ngayon ng problem na di pa nasosolusyonan ng ibang business na pwede mongmagawa. ,

EFFECTUATE PATHWAY
• This is a pathway that uses the entrepreneur's skills, knowledge, and abilities to unearth an
opportunity that suits him.

• Effectuate Pathway is not simply discovering opportunity but really creating it using "What
you know", "whom you know" and "Who you are" as an entrepreneur.

NOTE: Dito naman, ichecheck mo kung may passion ka ba dun, or kung gusto mo ba yung ginagawa
mo. Titidnan mo rin kung kaya mob a ‘tong gawin, and kung meron ka bang sources para gawin
yung product mo.

DESIGN PATHWAY
• This pathway is considered most difficult because this needs practice and creative thinking
before discovering real unsatisfied needs.

• By focusing on the unsatisfied need of the market particularly the latent ones, the
entrepreneur is able to discover valuable opportunities.
NOTE: Ito raw yung pinakamahirap kasi kailangan masatisfy mo yung customer mo at the same
time maeexecute mo yung product mo creartively. Matetest din dito kung gumagana ba yung
product mo.

• -Latent needs are those needs that customers do have but do not know they have.

ALERTNESS, PRIOR KNOWLEDGE AND PATTERN RECOGNITION

ALERTNESS
• In reality, information is everywhere
• Alertness refers to the ability to easily pinpoint opportunities in the environment.
• With their usual activities every day, entrepreneurs turn to be alert to existing
opportunities.
• Some research reveal that entrepreneurs' perseverance and positivity make them more
alert and prepared to identify and act on possible opportunities that others do not even see.
NOTE: Example: walang nagbebenta ng gulay. As an entrepreneur you see it as an opportunity to
make a business out of it. Bale yung pagkaalert means yung pagtingin ng mga potential business.

PRIOR KNOWLEDGE
• Prior knowledge is the information gathered from the combined life and work experiences.
• Studies that shown that entrepreneurs that have knowledge about the industry and market
in combination with abroad network are able to recognize better the opportunity around
them.
NOTE: Dito naman, meron ka ng experience or idea kung ano yung naeexperienc nila or ikaw
mismo. Ex; walang nagtitinda ng gulay. May idea ka na na walang nagtitinda sa inyo, pwedeng yung
din yung problem ng mga kapitbahay mo so gagawa ka ng business about dun. Tsaka dapat may
experience or may knowledge ka rin muna kung paano magtayo ng business bago mo ito itayo.

PATTERN RECOGNITION
• Pattern recognition refers to identifying relationships between seemingly isolated things or
occasions
• Often when "connecting dots" there are constraints that block the way. Real entrepreneurs
ignore these things and try to find ways to look beyond constraints.
NOTE: So dito ichecheck mo kung bbebebnta ng aba yung product mo sa kung sino yung customer
mo, and saan ka magbebenta. So para malaman ‘to, titignan mo kung sino yung mga competitors mo
and check mo kung oks ba yung business nya para sure na magiging okay din yung business mo.

FROM IDEA GENERATION TO OPPORTUNITY RECOGNITION

• In order for an idea to be feasible, it must be fresh or inimitable or at least a twist from an
existing concept that will be acceptable and adaptable in the market.
• The concept should be something of value to consumers because it is a need, a desire, useful
and has the capacity to earn profit.
NOTE: Kailangan yung idea mo is something new, unique, acceptable and matatanggap ng mga
customers mo. Example Grab – this is something unique kasi nakakapagbigay sya ng convenience sa
tao na umorder sa iba’t ibang fast food chains.

The IDEATE Method is an ideation process empirically proven to help budding entrepreneurs
recognize problems, cultivate innovative solutions, and choose the best creative entrepreneurial
idea.
IDENTIFY - Identifying problems that customers are trying to solve, are spending money to solve,
but still unsolved to the satisfaction of customers is also about identifying solutions to this
problem.
NOTE: Dito inidentify mo kung ano yung problem ni customer and kung paano mo sya
mososolusyonan.

DISCOVER - Actively searching for ideas in problem-rich environment where there is social and
demographics change, technological change, political and regulatory change and/or change in the
industry structure.
NOTE: Dito, tinitidnan mo yung mga pagbabago sa paligid mo and kung paano mo ba ito
masosolusyonan and paano ka magaadapt.
ENHANCE – Ta king the ideas and expanding to new applications or adding innovative twists, or
simply enhancing ideas.
NOTE: Dito, parang kapag nilaunch mo na yung product. Get the feedback of the customer then
check mo kung ano pa ba yung pwedengh iimprove ng product.
ANTICIPATE - Studying change and analyzing future scenarios as they relate to social,
technological, and other global changes and trends.
NOTE: Dito, titidnan mo kung ano yung possible things that the customer will use in the future.
Parang creating ideas ng mga bagong features dun sa product mo.
TARGET - Defining and understanding a particular target market, validating new ideas with early
adopters.
NOTE: Dito, titidnan mo kung ano yung possible things that the customer will use in the future.
Parang creating ideas ng mga bagong features dun sa product mo.

CHAPTER 3: THE USE OF DESIGN THIKING

DESIGN THINKING
• a process for creative problem solving.
NOTE: Trying to find innovative solution. It questions the problem, assumption and what
complication would. It helps you to brainstorm to reach the needs and wants of consumers

PRINCIPLE ABOUT DESIGN THINKING

1.HUMAN-CENTRICITY AND EMPATHY- providing solutions that focuses on consumers’ needs
NOTE: Need mo malaman kung ano yung needs ng tao para alam mo kung ano yung dapat mong
solusyonan
2. COLLABORATION- a team who would cooperate with each other
NOTE: The purpose of design thinking is to create different ideas and it works well various
composition who would gladly cooperate with it
3. IDEATION- is a core design thinking principle
NOTE: Participants are encouraged to produce many ideas considering the quality
4. EXPERIMENTATION AND ITERATION - is an unending process
NOTE: Knowing the feedback about your product will help you to improve and you will get the
preferred form of the suggested solution
5. A BIAS TOWARDS ACTION- face to face engagement through " going out in the field"
NOTE: All the possible solution turns into concrete prototypes if set out in the real world
 THE DESIGN THINKING PROCESS (HASSO PLATTNER INSTITUTE OF DESIGN
STANFORD)

NOTE: This process is flexible in nonlinear rather than sequential. There is always feedback coming
from the previous step. To have deep knowledge about the problem and solution information is
taking continuously at it will result an unending loop. Kaya nagkakaroon ng unending loop kasi
meron pang maiimprove yung product and nagbabase yung improvements sa feedbacks and sa mga
user.

EMPATHIZE: RESEARCH ABOUT USER’S NEEDS

• Empathy - Describe the ability to put yourself in another person’s shoe to really see the
world through people’s in a given context or situation.
NOTE: Sa Emphathize, ilalagay mo yung sarili mo sa position ng ibang tao para malaman mo yung
perspective and malaman mo yung context or situation in order to gain understanding on the
problem you’re trying to solve
DEFINE: STATE USER’S NEEDS AND PROBLEMS
The purpose of this problem statement is to establish the core problem and generate tangible and
actionable ideas to solve the problems.
NOTE: This step is to identify who the user is. Kailangan malaman kung ano yung pangangailangan
ng mga users at pagnasagot nay un. Makakadevelop ng insights para magkaroon ng solution para sa
problem. Inestablish yung core problem para makagenerate ng tangible and actionable ideas to
solve the problem
IDEATE: CHALLENGE, ASSUMPTIONS, AND CONSTRUCT IDEAS
 • In this stage, designers are prepared to start generating ideas.
NOTE: Ang mga designers and prepared and ready na para maggenerate ng ideas. The concrete
background of knowledge on the first two stages which are emphatize and define. Dito sa ideate,
entrepreneur may now look at alternate ways para maiidentify yung problem and mapiinpoint
yung innovative solution
PROTOTYPE: START TO FORM SOLUTIONS
• A prototype is a low-cost, scaled-down quick working sample of entrepreneurial ideas for
new product or features found in these products.
NOTE: Sa prototype, dito mo makiita yug product and kung paano ito magagamit. The purpose of
prototype is identified what is the best most likely solution for each of the problem from the
previous stages. After examination, prototype can either be accepted, enhance, reinspected, or
rejected depending on the user’s experience
TEST: TRY SOLUTION OUT
• The complete product is tested in real life environment using the best solution in the
previous step.
NOTE: Ito yung final stage, dito na matetest yung complete product sa real-life environment using
the best solution from the previous steps. Pwede balikan ng designers yung mga previous steps to
make some adjustments, repetition, and improvements. Important na masitify yung customer
needs nila and if ‘di man nagwork ‘to babalik sa previous steps para iimprove ito
THE POWER OF STORYTELLING
• Stories are about specific events of real people and their respective lives that can inspire
opportunities, ideas, and solutions. These stories offer actual details to be used in picturing
solutions to certain problems.
• Storytelling is the core of the structure and functions of every human being to connect
events as a complete experience through time. Hence, storytelling makes it an important
and effective tool during the design process of both products and services.
NOTE: So basically, people have always told stories, and they're an important part of our daily
communication, but stories have a deeper purpose than just being entertaining. (Sa katunayan pa
nga), storytelling is a very valuable business ability (na kapag na gamit ng tama at maayos) It can
benefit a company in a variety of ways, including enhancing client loyalty, developing a successful
marketing plan, and even increasing your company’s profit.

• Storytelling is a vital instrument for feedback. Feedback is the foundation of the repetitive
process of prototyping that may lead to solving the problem. At each step in the design
process, the events and lessons experienced are described through storytelling.
 • Storytelling offers the opportunity of hearing feedback about the product from the
consumers’ mouth or see how the product could be used in real life.
NOTE: Prototypes and stories are frequently intertwined. (madalas laging magkasama yan) because
in making prototypes you need to have stories. Explanation and repositioning of experiences could
lead to several new analyses and interpretations, allowing for the testing of novel ideas before fully
committing to a policy, program, or service. That is why feedback is really important as it is critical
to use data to guide and inform your decision-making, as well as to influence product or service
innovations and changes. (So, hindi magkakaroon ng pagbabago kung walang feedback, at hindi
magkakaroon ng feedback kung walang storytelling, ganun kahalaga ang storytelling). In short,
nagiging story telling sas impleng pagbigay mo lang feedbac kasi kinkwento mo yung experience
mo.
• In the design process, the essential problems that consumers face when using a product or a
service are known through storytelling. This knowledge about the problems are reflected in
the formulation of the solution based from the test made by the consumers.
NOTE: This is because storytelling communicates a sense of purpose, and businesses that have a
sense of purpose are noticed and gain consumer loyalty. So having a problem-solving product or
service isn't enough; our business must stand out (kailangan alam natin kung ano yung mga
problemang kinakaharap ng mga consumers natin when they are using our products or services.)

Usually, every story has the following elements:

1. Domain/What - This is the definition of the topic that is the concern of the story.
NOTE: Dito mo itatanong kung ano ba yung main concern ng story mo. It could be any consumer
problem that needs to be tackled during the design process.
2. Players/Who - These are the people involved in a story.
NOTE: The major player in the design process is the persona, which reflects the demographic
information of the consumer who will be confronted with the experiences.(Basically, ito yung mga
consumers ng product or service natin) Other people in the story could include members of support
groups or employees who interact directly with our customers.
3. Story flow/How - There are three main chapters for each story namely the beginning,
middle, and end.
NOTE: Like any other story, there is always a beginning, middle and end. And there is a concern in
every story that may be a part of the middle stage, which is the design process's goal. There may
also be issues that are discovered before the story's big event or before the story ends.

STORYTELLING IN THE DESIGN PROCESS

• To form a solution that is human and user-centered, there must be a user involvement in
the design thinking process.
NOTE: feedback from our consumers is very essential. Their feedback or involvement plays an
important role in forming a solution to specific concerns in our product or service. As a result,
storytelling is used throughout this process, with a specific objective in mind for each stage. The
following illustration can be used to convey a story:

• The Double Diamond is a process that uses both the divergent and convergent thinking
NOTE: The two diamonds signify a process of broadening or deepening one's understanding of an
issue (divergent thinking) before taking action (convergent thinking).
• Divergent thinking solves problems by proposing multiple possible solutions to identify the
one that is best. While Convergent thinking concentrates on finding the single best solution
to a problem.
NOTE: So many ideas are generated in Double Diamond, then refined and constrained to the best
concept or idea. (In a simple word, sa Double Diamond matira matibay, sa dami ng possible
solutions na maiisip mo at the end of the day you will only choose the best one. But remember,
hindi ito yung gumagamit ng mini-my-nimo sa pagpili, of course you will need your data, and where
will you get that? From the feedback of your consumers.)
• In this model the process happens two times, when the problem is defined and when the
solution is formed.

FOUR PHASES IN THE DOUBLE DIAMOND

1. UNDERSTAND/DISCOVER - The first diamond helps people define what the problem is.
NOTE: It also entails speaking with and spending time with people who are affected by the
problems or issues. (So basically, dito tayo magkakaroon ng insight sa kung ano yung problema)
2. DEFINE - The understanding from the discovery phase can help describe the challenge in a
different manner.
NOTE: Basically, in this part of the diamond we can scope down our focus based on what we have
discovered in the first half. So in short, the first diamond is our ‘Problem Space’ where we research
and define what the problem is.
3. DEVELOP - The second diamond inspires people to offer multiple answers to the well-defined
problem.
NOTE: This part is attempting to find motivation elsewhere and co-designing potential solutions
with a wide group of people.

4. DELIVER - Delivery includes experimenting with different solutions in a limited way.

NOTE: In this part, getting rid of the solutions that aren't practical or feasible and refining the ones
that are is very important because we have to finally decide what solution works based on the
feedback that we receive. In a simple word, the second diamond is our ‘Solution Space’ . Here we
are focusing more on designing the solution after defining what the problem is on the first diamond.

PROBLEM FRAMING
• This step comes early in the design process that deals with exploring the problem to know
exactly the concern that needs a solution.

• Here storytelling is used to identify the problem using qualitative data from the consumers.
Storytelling is very vital to empathize with consumers with their problems as they relate
their pain points.
NOTE: Basically, problem framing is like the beginning of the story. In this part, several storytelling
sessions with customers who possess the personal traits can be organized. The information
obtained during these meetings must be examined in order to gain a complete understanding of the
problem. Also, I personally believe that there will be a story behind any business concept you come
up with, whether it's for producing a new product or expanding your company. Tell this story and
provide context so that our consumers and stakeholders can see why our service or product is
worth purchasing or investing in.

SOLUTION FRAMING
• In the solution definition and prototyping stages, the designer needs to test and evaluate a
number of possible solutions to obtain the best solution based on the standpoint of the
user.
• Storytelling is used in this stage to confirm the efficiency of the solution by creating a two-
way communication with the consumer. Here the designer must know if the solution really
works best for the consumer.
NOTE: In this part the consumers may be able to provide feedback to the designer through
storytelling at the prototyping stage after trying the solution. Then the designer can observe how
customers interact with the prototype solution. In this way, he can create a practical analysis of the
recommended solutions to the problem. (Remember the story flow that I’ve discussed earlier? To
better understand ‘Solution Framing’ is like the middle stage of the story, the main target in the
design process. Dito na kasi tayo nag te-test and nag e-evaluate ng mga possible solutions to obtain
the best one.)
SOLUTION IMPLEMENTATION
 • Practically speaking, in the design thinking process the consumer feedback about the
product or the service can be collected as a basis for improvement.
• Storytelling can be used as an instrument to discover how the end product is used by
consumers in their everyday lives. From the feedback sessions, the information gathered
could become useful in enhancing a better version of the product in the future.
NOTE: After having the middle stage, of course a story must have an end and that is the
implementation of the solution. After knowing the problem, and after knowing the solution we can
now implement it to enhance or improve our products or services. Basically, your idea has been
created to solve a problem so tell the story of how you were affected by the problem and how it led
to the creation of your product/service. Use real-life experiences to make the story accessible to the
audience, as this makes it easier to grasp why your products would offer value to their lives.
EXAMPLE:
1. The Coca-Cola Happiness Machine campaign
• In this campaign they featured a Coca-Cola vending machine converted to deliver "doses" of
happiness to college students. The machine was installed in the middle of the student
cafeteria at St. John's University in Queens, New York. The Coca-Cola 'Happiness Machine'
video captures students' joy and happiness. The students' expressions of unpretentious
surprise and delight can be seen in the video. (kung gaano sila kasaya, at kung paano sila
nag share sa mga surprises na binigay nung machine, all of that was captured) Coca-Cola
was able to capture what matters the most, and that is "life's simple pleasures." (that’s how
they show a good story)

2. “Kwentong Jollibee Campaign”,

• this campaign features a real-life story of Rejections, Heartbreaks and True Love that
captures the heart of every audience who have watched it.
NOTE: using storytelling in this manner allows the audience to connect with you, allowing them to
trust you as a person, and thus the brand. This is especially true when the story is highly relatable,
which has the added benefit of being easier to understand and remember because it is personally
relevant - the audience can sympathize with the protagonist in the story. And that is the ‘Power of
Storytelling’
OBSERVATION AND INSIGHTS
NOTE: Most of the time people tend to fail to find a solution to their problem because they didn’t dig
dipper who their subject was. Getting data about your target market is an important aspect of the
design thinking approach since it gives you an idea of what customers think or feel; and doing this
would help you create a product and service that reaches their needs and wants.
 THREE TYPES OF RESEARCH
1. GENERATIVE RESEARCH - new opportunities are identified and the needs are discovered
NOTE: That’s why there are several research techniques to gather insights about the needs of
people and the most popular of which are observation and interview.
NOTE: In research, there are three types of research that can be used which are generative
research, evaluative research, and validating research.
NOTE: First, generative research, generative research tries to identify or define an opportunity to
solve a real human issue. The goal of it is to look to the world around us to find opportunities for
solutions and innovation which usually happens in the early stage of a product. (So bale sa
generative research, yung mga researchers is naghahanap pa lang sila ng possible solution sa
problema and sa research na ‘to wala pang execution ng product. More on observation and insights
muna)
2. EVALUATIVE RESEARCH - feedback on experiments are collected and these are applied in
repetitive ways in order to progress
NOTE: Second, Evaluative research, Evaluative research is used to assess the success of a solution
that has already been addressed in some way. It tests your existing solution to see if it meets
people’s needs, or if it is easy to access and use.( Sa evaluation research naman, dito may product ka
na and itestest mo sya kung gumagana or magugustuhan ba sya ng consumer. Doing this, mas
maiimprove ng researchers yung product nila) Now, these two types of research center on new
ideas and more on the future.
3. VALIDATING RESEARCH (TRADITIONAL MARKET RESEARCH) - is purposely for
understanding what is presently happening.
NOTE: While validating research also known as traditional market research is purposely for
understanding what is presently happening. Meaning, it focuses more on taking an assessment of
the overall market for a product or service. It’s like experimenting on focus groups to understand
how well have consumers responded to a new product.( So here, narealese mo na sa market yung
product mo and sa research na ‘to vinavalidate mo kung sino ba yung kadalasan gumagamit ng
product mo or nareach nya ba yung suggested target market mo or kung nagustuhan din ba ‘to ng
mga consumers)

CURIOSITY, OBSERVATION, AND INSIGHTS

NOTE: So here, meron tayong flow chart on how curiosity, observation and insight works. When
we're kids, we tend to get curious about the things around us, and when we are interested in
something; we want to know more about it. Well, my point is, curiosity helps us to know new things
and makes us observe something we didn’t know much about. Curiosity and observation must work
hand-in-hand by inquiring about assumptions to understand what is unknown. In addition, it helps
us in making connections and deepens relationships with people to see problems from different
angles. Usually, hindi naman tayo magoobserve ng isang bagay kung di naman tayo curios and
kadalasan hahanap tayo ng way para mafeed yung curiosity natin and dun na papasok yung
observation.

NOTE: Now after we observe something, we give insights about it. Most people get confused about
observation and insight. Observation centers on raw data that are purposely gathered from what
has been heard and seen excluding interpretation. (Yung observation is yung nakikita, naririnig and
napapansin natin sa isang bagay.). While Insight is an interpretation that offers a new
understanding of human behavior or attitude that could initiate opportunities. (Dito naman,
binibigyan mo na ng meaning yung isang pangyayari. Bale yung insights nagbibigay sya ng new idea
and perspective. For example, may nakitang kang umiinom ng maiinit na kape. Ang observation mo
is nakita mo na hot coffee yung inorder nya and ang possible na insight is baka mahilig sya sa kape,
or umiinom sya ng kape para magising yung diwa and so on. There are a lot of insights you can get
from this idea)

Ex: Swiffer Mop

NOTE: Let’s take P&G’s case in solving the problem of floor mopping. Now, itong si P&G
inobserbahan nya yung mga taong naglilinis ng lapag. So from that observation, naggenerate sila ng
insights such as na ayaw ng tao na naglilinis ng lapag gamit ang mop and water kasi nga naman
kumakalat lang yung tubig tapos hindi pa nalilinis yung dumi. Hence, from these insights, Nakagawa
sila ng product na tinatawag na swiffer. The Swiffer brand is a waterless mop that cleans surfaces
easier and conveniently. So napadali yung pagmomop nila and maiiwasan na nila yung mga messy
and dirty water nila dahil naresolve na nito ni Swiffer mop.
OBSERVATION TECHNIQUE
Based on the perspective of Spradley, here are the nine dimensions for observational purposes:
1. SPACE - the physical lay-out of the places
NOTE: Ito yung mga environment, atmosphere, or the situation around the area
2. ACTOR- the range of people involved
NOTE: Ito yung mga taong nasa situation na yun.
3. ACTIVITY- a set of related acts people do/or activities that happen
NOTE: so ito yung ginagawa ng mga tao na involved dun sa situation
4. OBJECT - the physical things that are present
NOTE: so self-explanatory na ‘to
5. ACT - single actions that people do
NOTE: Ito naman is yung ginagawa ng isang indibidwal na tao
6. EVENT - a set of related activities that people carry out
7. TIME - the sequencing of events that takes place
NOTE: ito yung mga morning, noon, night, or anything that involves time.
8. GOAL - the things people are trying to accomplish
9. FEELING - the emotions felt and expressed
NOTE: ito yung mga happy, sad, confused and so on

AEIOU FRAMEWORK
• In 1991, AEIOU framework was develop by Rick Robinson and his team
• AEIOU framework – is an important and helpful tool to use for classifying and construing
observations collected during user research field studies and usability testing efforts
• It basically stands for Activities, Environments, Interactions, Objects, and Users.
NOTE: Next is an AEIOU framework. In 1991, Rick Robinson and his team ended up with the AEIOU
framework after clustering and categorizing the large data about the over-the-counter interaction
at McDonald's restaurants. AEIOU is a framework for making field observations organized and
useful. (Ang kaibahan naman nito sa 9 dimensions ni Spradley is mas detailed ‘tong framework na
‘to and usually ginagamit ‘to sa mga small group of people). This framework basically stands for
Activities, Environments, Interactions, Objects, and Users.
ACTIVITY
• this comprises activities actions and behaviors with specific goals in mind, and the
processes executed to accomplish them.
NOTE: First, activity, it is a set of actions that a person has to perform. Sabihin nating may-ari ka ng
coffee shop and syempre may goal yung tao kung bakit sya pumunta ng coffee shop. Well, most
people are drinking coffee or eating pastries and some are studying or meet their date. (so yun yung
mga example ng activity.
ENVIRONMENT
• It details the overall context and characteristics of the space where activities are being
observed.
NOTE: Next is the environment, in here, you would observe the details of the overall space in which
all activities take place. Continuing on the same example, pwedeng sabihin natin na kaya
pumupunta yung mga tao sa coffee shop mo kasi tahimik or maybe gusto nila yung music, or baka
rin kasi malamig or kagaya sa picture baka nagbibigay sya ng vintage vibe. So, it’s like providing a
certain ambiance.
INTERACTION
• It consists of both interpersonal and person – artifact interactions. Proximity and space may
also play a significant role within these relationships
NOTE: Third is interactions, interactions are anything that happens between a person and someone
or something. Now that people are going to your coffee shop, magkakaroon talaga ng interaction
like communication between the customer and the barista, or the cashier gives a receipt to the
customer, or kahit sa simpleng pagkagat ng customer sa straw nila after nilang uminom ng coffee;
that is an example of interaction
OBJECT
• this sets the items within the environment and how they are used. It is essential to note
both the fundamental and minor uses of objects and how people connect them to do their
activities
NOTE: Fourth is object, this sets the items within the environment and how they are used. Naalala
nyo yung receipts and straw na sinabi ko kanina? So that is an example of an object because sila
yung mga bagay na involved when you’re observing the coffee shop.
USER
• This includes the people within the environment that are being observed. The key
information comprises their values and biased, behaviors, needs and relationships.
NOTE: Lastly is user, a user is anyone involved in the activity, or actions and how those evolved into
activities. It is basically the people whose behaviors, preferences, and needs are being observed. So,
in the example, ito yung mga type ng customer na meron ka, Maybe yung customer mo are mostly
students, or couples, or call centers, and so on.

DESIGN INTERVIEWS IN THE DESIGN THINKING PROCESS

INTERVIEWS
• Interviewing is an important tool to identify and empathize with a customer's needs, from
fresh ideas and find out new opportunities.

• An expert interviewer should be open minded, a skilled listener, a keen observant, flexible,
and exhibits patience.
OPEN - ENDED QUESTIONS
• Open - ended questions can be used to discover opportunities, outlooks, and the causes.
NOTE: It can help analyticaly and critically. Open ended question is broad and gives other freedom
to respond
EFFECTIVE INTERVIEW QUESTIONS
• Michael J. Marquardt - The author of "Leading with questions".
A. EXPLORATIVE - opening out viewpoints
Ex. (How do you find…?)
NOTE: type of question opens out new insights, ideas, viewpoints.

B. AFFECTIVE - focus on feelings

Ex. (How is your impression of…?)
NOTE: This questioning, you would know the people’s feelings. It talks about his/her emotion
C. REFLECTIVE - boost further explanation
Ex. (What in your opinion causes…?)
NOTE: Manner of asking question boost further explanation according to his/her thoughts, an past
experience that you might get great insights and information. EX: have you been experiencing this
problem before
D. PROBING - getting more details; going deeper
Ex. (Can you explain how…?)
NOTE: Probing means asking question calls for deeper analysis, getting more details. This is
followed up question, this the way conversation to keep the customer talking EX: Can you elaborate
why this is happening
E. ANALYTICAL - examining causes & effects not only the symptoms
Ex. (What do you think the reasons for…?)
NOTE: They allow you to find solution in a different problem EX: How satisfies are you with our
products and service? What is your reason.
F. CLARIFYING - clarity of a message
Ex. (So, that means…?)
NOTE: Statement that prevent misunderstanding and interpretation. It makes the statement is
clear.
CLOSED QUESTIONS
• Closed questions are likely to center on facts or what, when, and where questions that are
typically easy to respond to.
INTERVIEW TECHNIQUES
Here are some reminders to have a successful and informative interview:
• Make the interviewee relaxed
• The interview should be on time heading in the right direction
• Ask open ended questions
• Repeat to confirm
• Thank the customer / interviewee at the end of the process

EXPERIMENTS IN THE DESIGN THINKING PROCESS

PREPARE EXPERIMENTS IN THE DESIGN THINKING PROCESS

NOTE: This is where you will test the design by making experiments or prototypes that will show if
the project will be effective or not wherein it will be a hypothesis and here in our experiments, we
have three types

THREE TYPES OF EXPERIMENTS

1. TRYING OUT NEW EXPERIENCES

NOTE: the first one is Trying out new experiences here is when entrepreneurs go to other countries
where they can learn new business skills or ideas that may help their business Improve,
2. TAKING APART PRODUCTS, PROCESS AND IDEAS
NOTE: the second one is called Taking apart products, processes and ideas in this type of
experiments, entrepreneurs try to get new results or ideas by taking them apart and putting them
later back together again.
3. TESTING IDEAS THROUGH PILOTS AND PROTOTYPES
NOTE: on the last type of experiment entrepreneurs test ideas through pilots and prototypes,
wherein entrepreneurs create small, initial or unpolished product of the original product in order
to test or experiment on it.

ART AND SCIENCE APPLIED TO ENTREPRENEURSHIP

1.Ask a question
NOTE: first is to ask questions to the customers in order to know their main problems so that the
product or project may find a solution to that problem,
2. Research about subject
NOTE: second one is to research about the subject, wherein the entrepreneur will source out
information about their potential customers and competitors.
3. Create a hypothesis
NOTE: the third one is to create a hypothesis or an assumption that the entrepreneurs need to
improve in order to think of the right and working business model.
4. Experiment to test a hypothesis
NOTE: next is to create an experiment to test their hypothesis where the idea may be tested by
using a survey.
5. Assess data and conclude
NOTE: fifth one is to conclude the data that has been gathered from the results of the experiments,
wherein in this part you will make the conclusion that will answer the problem or questions.
6. Publish results and call others to expand
NOTE: and last is to publish results and call others to expand on this part entrepreneurs survey or
interview customers to give them feedback or criticisms for them to refine or improve their
business or product, wherein with this an entrepreneur may be closer to perfection with his/her
product or business

CHAPTER 4: BUILDING BUSINESS MODELS

ANAND MAHINDRA
“The more you drive positive change, the more enhanced your business model ”
NOTE: The more yung positive thinking mo sa pagplaplan ng business makakaisip ka ng creative
ways para sa business model mo
NOTE: The system is the people. Business is the model is the product of experience. Para raw ‘tong
batas. Para maehance yung business model kailangan may innovation.

BUSINESS MODEL
WHAT IS BUSINESS MODEL?
According to management guru Peter Drucker:
“A business model is supposed to answer who your customer is, what value you can create/ add for
the customer and how you can do that reasonable cost”
NOTE: Sa business model, kinikilala mo kung sino yung customer mo kasi dito ka magbabase kung
paano mo ihahandle yung business. Ito rin yung iisip ka ng strategy para mahikayat mo si customer
na bumili ng product mo.

DIFFERENT TYPES OF BUSINESS MODEL

• MANUFACTURER: A person or a registered company

NOTE: Ito yung mga taga-gawa nung mismong product.
• DISTRIBUTOR: Any entity or a company that purchases non competing products
NOTE: Ito yung mga nagdidistribute ng product. Usually yung mga dinidistribute nil ana product,
meron na sya sa market and wala syang pinagbago sa ibang product.
• RETAILER: A person or a business that purchases goods from the wholesaler
NOTE: Sila yung mga nagbebenta ng mga product na galaing sa wholesaler
• FRANCHISE: It can be a manufacturer, distributor, or retailer
NOTE: a licensed company sell their products with their own logo like for example Jollibee, Mcdo
and so on
• BRICK-AND-MORTAR: Refers to the old-fashioned street-side business that sells products
face-to-face
NOTE: Ito yung mga grocery stores or convenience stores na nagooffer ng face – to – face service
• BRICKS-AND-CLICKS: A model where a company combines its online and physical
presence
NOTE: Parang brick and mortar lang ‘to ang kaibahan lang ay yung Bricks and Clicks meron sila
both online and physical store.
• DIRECT SALES: Products are directly sold to the customers
NOTE: Ito yung mga avon, direct sya kasi inaadvertise mo yung product ng avon directly dun sa
customer
• HIGH TOUCH: The model uses a lot of human interaction and involvement in order to the
experience highly personalized
NOTE: Ito yung kailangan mo maattract yung customer mo in a way na babalik sila and magiging
loya dun sa product mo or service. So, bale kailangan maganda yung quality yung ibibigay mo sa
kanila. EX: yung mga hair salons, Kaya bumablik yung mga customer sa kanila kasi maganda yung
paggupit, accommodating yung mga hairstylist and so on
• FAMILY-OWNED: This is a model that is owned and operated by a family
NOTE: Yung business nay un ay owned ng family kaya pinapasa yung nalang yung mga strategy nila
for business from generation to generation

BASIC TYPES OF MODERN BUSINESS MODEL

• NICKEL-AND-DIME: Make use of the lowest price strategy in selling products

NOTE: Ito yung inaadvertise ng business yung product nila in just a low price pero meron pa yun
hidden charges one na nagavail ka EX: Cebu Pacific. Sila yung may pinakamurang ticket pero kapag
may gusto kang kainin sa plane, babayaran mo pa yun.
• FREEMIUM: A combination of free and paid services
NOTE: Ito yung matritry mo sya ng free pero limited features lang yung makukuha mo unless
magbabayad. EX: Spotify, nagagamit mo sya ng free pero may ads at limited skips ng song lang yung
pwede mong gawin unlike kapag nakaspotify premium ka, walang ads and may unlimitedly skips.
So, bale mauupgrade yung service or product kapag nagbayad ka

• E-COMMERCE: Is an upgradation of the old-style brick-and-mortar

NOTE: Ito yung buy and sell through internet EX: Shopee and Lazada
• AFFILIATE MARKETING: A commision-based model where companies make profit by
promoting a partner’s product and convince its followers to buy
NOTE: Ito yung sa mga vloggers or may maraming followers sa social media. So bale ang ginagawa
ng company or nung business is bibigya nila ng free product yung tao na yun at the same time
papasahurin din nila para ipromote yung product sa mga followers nila.
• DROPSHIPPING: The owner has no ownership of the product or hold any inventory but has
an E-store
NOTE: Ito yung pagbebenta ng product in a way na hindi mo hawak-hawak yung product. Kumbaga
ibebenta mo sya sa customer then oorder ka dun sa isang site tapos directly ishiship dun sa
customer EX: Nagbenta ka ng lamp sa FB Market, kapag may bumili sa’yo. Ang gagawin mo is
pupunta ka sa shopee or any online shops na may mababang presyo ng lamp. Kapag inadd to cart
mo sya ang ilalagay mong address and informtion ay kay customer.
• NETWORK MARKETING: This model works on direct marketing and direct selling
philosophy
NOTE: Ito yung magrerecruite ka ng mga tao para tulungan kang magrecruite pa ng ibang tao Then,
ang gagawin nung pinaka head ng recruiter is itratrain sila para makahanap ng client. Usully, ito ata
yung mga insurance company.
• HIDDEN REVENUE: A model where the company offers its service free
NOTE: Ito yung kagaya ng google and facebook, free sya kasi maraming makakagamit nung app na
yun so naadvertise yung app or website for free gamit yung mga tao mismo.
• DATA LICENSING/DATA SELLING: Web technology where companies need vital
information to perform its operations and gain profit
NOTE: Ito yung binebenta mo yung idea mo and bibilin yun ng ibang company para gamitin. Kapag
kunwari may research paper ka and meron yung copyright para di manakaw ng iba. So yung ibang
company, ang gagawin nila is babayaran nila yung research mo for ilang months opr years depende
sa contract ata.
• AGENCY-BASED: A partner company that has specialization in doing non-core business
activities
NOTE: Ito yung nagbabayad si client para sa service ng agency nay un. EX: Marketing Agency, ang
gagawin ng client is babayaran nya yung agency na yung para makaiisip ng mga advertisement
strategy para sa product nya

• SUBSCRIPTION: Offers a long-term contract to customers

NOTE: Ito yung kagaya ng Netflix, magbabayad ka lang ng monthly tapos maacquire mo na lahat ng
service nila
• AGGREGATOR: A network model where the company acts as a middleman between two
individual parties
NOTE: Ito yung kapag cinocompile ng isang website or app lahat ng product from different supplier.
Pare-parehas silang binebenta. Kumikita lang si aggregator sa mga commission nakukuha nya dun
EX: Uber
• ONLINE MARKETPLACE: A collection of different sellers into one platform
NOTE: Ito yung parang shopee. Sila yung middleman dun sa business na yun kasi si shopee para sya
online mall kung saan andun lahat yung iba’t ibang store tapos magkakapagcompare si customer ng
prices, ratings and so on dun sa product na bibilin nya.
• CROWDSOURCING: A model that solicits intellectual information of users
NOTE:Humihingi ka ng tulong sa tao para magawa mo yung project or product mo. Pwede rin yung
hihingi ka ng opinion para sa product mo. EX: Kick Starter. Gusto mong gumawa ng game, so hihingi
ka ng tulong sa tao or “Backer” Para bigyan ka ng pera worth kunwari $50,000 pero may dealine
yung pagdodnate ang pagsupport ng pera pag ‘di ka nakaabot sa deadline at di umabot sa target
money($50,000). Lahat ng perang dinonate nila sa’yo ay babbalik sa backer. Kapag nagging
successful naman yung product mo, bibigay mo ng reaward yung mga tumulong sa’yo
 • BLOCKCHAIN: A digital ledger that is irreversible and decentralized
NOTE: Ito yung bitcoin and Ethereum. Para makakuha ka ng pera sa blockchain, may tinatawag na
mining basically para pinapasolve mo yung computer yung isang complicated na math problem
tapos kapag nasolve yun bibigyan ka nil ana form currency.
• LOW-TOUCH: There is a minimum human assistance in selling a product or service
NOTE: Ito yung mga self-service. Kapag pumunta ka sa shop, tapos bibilin mo yung gusto mong
bibili then mag auautomated check out ka.
• RAZOR AND BLADE: A model in which one item is sold at a low price or even given for free
in order to intensify the sales
NOTE: The lower the price of the product the bigger the sales. EX: Bibigyan mo ng product in just a
low price yung customer para ‘di sila lumipat sa ibang brand. Kailangan may loyal customer para
sila yung bibili sa’yo
• CONSULTING: Composed of experienced and qualified professionals that offers services
NOTE: Ito yung nagchacharge sila sa client depending on the number of hours they have rendered
service EX: Educators, accountants, and lawyers
• SOCIAL ENTERPRISE: Aims to put up a business more for creating a positive change but
with profit
NOTE: EX: Bayani Brews – kumukuha sila ng supplies from independent farmers para matulungan
sila

THE BUSINESS MODEL CANVAS

• In his earlier book “Business Model Ontology” Alexander Osterwalder, the Business Model
Canvas consisting of nine segments for its building blocks. This business model can be
written in a one-page canvas. The thoughts and ideas of the entrepreneur are kept intact
and focused although he may modify each block as the need arises.
NOTE: It means that business model canvas is a business goal use to visualize all the building blocks
when you want to start a business. This includes customers to market value preposition and finance
EXAMPLES:
STARBUCKS BUSINESS MODEL CANVAS
• KEY PARTNERS:
• Coffee Farmers/Suppliers
• Equipment Manufacturers
• KEY ACTIVITIES
• Marketing
• Supply Chain Management

• KEY RESOURCES
• Starbucks Brand
• Stores/Distribution Network

• VALUE PROPOSITIONS
• World’s best coffee drinking experience

• CUSTOMER RELATIONSHIPS
• Mobile App/Loyalty Card
• Cups w/ customers’ name

• CHANNELS
• Cozy and cool Starbucks Store
• Grocery Stores

• CUSTOMER SEGMENTS
• Mass Market

• COST STRUCTURE
• Marketing
• Stores
• Suppliers

• REVENUE STREAMS
• Sales of Food and Beverages
• Additional revenue streams: Franchise, server ware, licensing, etc.
 • NOTE: Here is the 9 segments of Business model of starbucks

FACEBOOK BUSINESS MODEL CANVAS

• KEY PARTNERS:
• Content Partners (TV Shows, Movies, Music, News Articles)

• KEY ACTIVITIES
• Platform Development
• Data Center Operations Mngt

• KEY RESOURCES
• Facebook Platform
• Technology Infrastructure

• VALUE PROPOSITIONS
• Connect w/ your friends, Discover & Learn, Express yourself
• Reach, Relevance, Social Context, Engagement
• Personalized and Social Experiences, Social Distribution, Payments

• CUSTOMER RELATIONSHIPS
• Same-side Network Effects
• Cross-side Network Effects

• CHANNELS
• Website, Mobile Apps
• Facebook Ads, Facebook Pages
• Developer Tools and APIs

• CUSTOMER SEGMENTS
 • Internet Users
• Advertisers and Marketers
• Developers

• COST STRUCTURE
• Data center costs
• Marketing and Sales
• Research and Development
• General Administrative

• REVENUE STREAMS
• Free
• Ad Revenues
• Payment Revenues

KEY PARTNERS
• are the network of suppliers and partners that may provide business model more effective
NOTE: Key partners in important because it can be optimizing the use of resources forming new
resources streams.

4 DIFFERENT TYPES OF PARTNERSHIP

• STRATEGIC ALLIANCE: This partnership is an arrangement between non-competitors

NOTE: These  partnership between non-competitors can be advantages to each other’s business
but still retaining their independence. EX: If you have coffee shop and new business cafeteria opens
near at your location. With that you will have several suppliers of coffee beans since the cafeteria
also serves coffee.

• JOINT-VENTURES: Is a business arrangement in which two or more parties agree to pool

their resources
NOTE: This is when two businesses agree to form a completely different company EX: Cheese
company and a milk manufacturer. The cheese company may form a joint- venture to milk
manufacturer for cheese manufacturing in another place.

• BUYER-SUPPLIER RELATIONSHIP: On the part of the supplier this means a stable

established customer for their product
NOTE: Such relationship can make certain dependable supplies in your business

• COMPETITION: This partnership is an agreement between competitors to help share the

risks
NOTE: The purpose of this is to share or form awareness sa mga competitor on the same industry
kung anong gagawin nila.

KEY ACTIVITIES
• are the most essential activities in achieving a company’s value propostion and to operate
successfully

NOTE: This represent the company must do to make the business model work. EX: Business of
delicacies. The key activities that I can do is to make new recipe or widen the variety of option for
my customer

CATEGORIES OF KEY ACTIVITIES

1. Marketing
NOTE: Dito nagfofocus kung pano mo ipropromote yung product mo sa customer.
2. Sales
NOTE: About ‘to sa kung paano mo ibebenta yung product mo
3. Design
NOTE: This focuses the appearance of the product itself.
4. Development
NOTE: Commonly once the company is already established, it will focus on the development of the
service that could satisfy the needs of the customer
5. Operating
NOTE: This focuses on the manufacturing of the product and delivery of the services.
6. Distribution
NOTE: This is about reaching out to the customer to sell to them and delivering the item to them.
EX: You provide warranty to your customer.
7. Customer Experience
NOTE: Contains customer service and customer support

KEY RESOURCES
• describes the most important assets required to make a business model work
NOTE: Ito yung bagay na nagpapatakbo sa company.

CATEGORIES OF KEY RESOURCES

• PHYSICAL: Physical assets which are considered tangible resources that a company make
use of to form its value proposition
NOTE: EX: Equipment, machines, vehicles and so on. Basically, the things that are essential to be
able to operate your business
• INTELLECTUAL: These are non-physical.
NOTE: These are non-tangible resources. EX: Brand itself, legel copyrights and so on.
• HUMAN: Human resource is very vital in service-oriented companies
NOTE: This tackles about the employees as considered vital in operating a business
• FINANCIAL: All businesses have key resources in finance

CUSTOMER VALUE PROPOSITIONS

• Customer Value Proposition (CVP) is a business’s way of generating value in their product
or service when targeting potential customers. CVP is a description of the user’s experience
that he will come to realize upon buying and using of a product.

NOTE: These are the tagline. EX: CVP of Starbucks is “World’s best coffee drinking experience”. It is
a statement consisting of reason why someone should do business in your company
EXAMPLES:
STARBUCKS BUSINESS MODEL CANVAS
• KEY PARTNERS:
• Coffee Farmers/Suppliers
• Equipment Manufacturers

• KEY ACTIVITIES
• Marketing
• Supply Chain Management

• KEY RESOURCES
• Starbucks Brand
• Stores/Distribution Network

• VALUE PROPOSITIONS
• World’s best coffee drinking experience

• CUSTOMER RELATIONSHIPS
• Mobile App/Loyalty Card
• Cups w/ customers’ name

• CHANNELS
• Cozy and cool Starbucks Store
• Grocery Stores

• CUSTOMER SEGMENTS
• Mass Market

• COST STRUCTURE
 • Marketing
• Stores
• Suppliers

• REVENUE STREAMS
• Sales of Food and Beverages
• Additional revenue streams: Franchise, server ware, licensing, etc.

FACTORS CONSIDERED IN THE DEVELOPMENT OF CVP

• FUNCTIONAL VALUE: The product and/or service offers the solution to a particular
problem
NOTE: The said solution is considered convenient, and a better version compared to others EX:
Apple, Iphone will always build something new. Then Iphone will be setting standard of another
competitor in which they will have the same feature as they have.

• EMOTIONAL VALUE: The product and/or service is pleasant to look at or attractive

NOTE: EX: Mcdonald release a new product. So, since it look appealing and new. Customer will but
it

• ECONOMIC VALUE: The product and/or service offers a financial advantage, promotes
energy conservation, saves time or is innovative

• SYMBOLIC VALUE: For the customer the product and/or service is valuable because of a
certain type of status given to the customer
NOTE: EX: Apple or Samsung release a new product. ‘Di ka na magdoudoubt sa product kasi alam
mo ng subok na and marami na rin gumagamit.
 TYPES OF CUSTOMER VALUE PROPOSITIONS

1.ALL BENEFITS - This type of CVP just list all the benefits or solutions that a product and/or
service offering to target customers

2.FAVORABLE POINTS OF DIFFERENCE - Differentiating their solution by conveying its point of

difference compared to the customer’s next-best alternative

3. RESONATING FOCUS - Identifies the one or two points of difference between its solution and its
competitors that provide the best.
CUSTOMER RELATIONSHIPS
• are the types of relationships a company forms with its customer segments
NOTE: It’s a crucial element in businesses because it will allow business owner to see preference
and see how they can improve to maintain good relationahip with the customer. It’s not only about
customer service department but also extend to marketing and sales team as well these department
significant influence over the company and interaction to the customer

TYPES OF CUSTOMER RELATIONSHIPS

• PERSONAL ASSISTANCE - The customer can communicate with a real salesperson to

provide them help.
NOTE: This type of customer service is based on human interaction

• DEDICATED PERSONAL ASSISTANCE - Intimate type of relationship that involves

assigning a salesperson to an individual person
NOTE: a company representative is assisting an important customer

• SELF- SERVICE - There's no relationship here, basically you assist yourself.

NOTE: There’s no human interaction with the customer.
 • AUTOMATED SERVICES - Combination of customer self-service and automated processes.

• COMMUNITIES - Can be used to be or close and connected with their current and potential
customers.

• CO-CREATION - Is an extension of traditional customer relationship.

CUSTOMER SEGMENTS
• Refers to demographic such as age, ethnicity, profession, and/or gender: or psychographic
factors which include spending behavior, interests and motivations.
NOTE: This talks about who your customer is.

TYPES OF CUSTOMER SEGMENTS

1. MASS
• Unsegmented market in which products with mass appeal products such as softdrinks,
orange juice, etc.
NOTE: This is to get large number of customers without distin guishing the element. In short, any
types of ng tao EX: Jollibee. Yung product na ‘to di lang sya pangbata, pwede sya sa lahat ng age,
gender and all
2. NICHE
• This segment should be strictly defined based on the preferences of this specific customer
segment
NOTE: They have customer or group people to target.
3. SEGMENTED
• The company forms various customer value propositions
NOTE: Business have multiple value proposition that are similar in function but different in their
characteristics
4. DIVERSIFIED
• These customer segments have very diverse needs and wants
NOTE: Para ata ‘tong yung mga SM, may iba’yt iba silang customer kasi pinagsama-sama na ni SM
lahat ng mga shops
5. MULTI-SIDED PLATFORMS
• Type of segment when customers are reliant with each other
NOTE: Customer relied with each other. EX: Online shopping.

CHANNELS
• are the touch points through which a company communicates with its target customers
NOTE: Channel is how you will you reach to your customer

5 PHASES OF CHANNEL MAY PASS THROUGH:

1. AWARENESS - This is the marketing and advertising phase

NOTE: Inaadvertise mo palang yung product, or pinapakilala mo sa customer

2. EVALUATION - The phase where the customer evaluates the product or service
NOTE: Chinecheck nya kung oks ba yung product nay un. Ineevaluate nya kung worth it bas yang
bilhin

3. PURCHASE - This phase is the actual sales process

NOTE: Customer are allowed to purchase the product or binibili na nung customer yung product

4. DELIVERY - The fulfillment stage of the process

NOTE: It delivers the product

5. AFTER SALES - Centers in giving customer care and support after purchase
NOTE: Ito ata yung kapag tinatanong mo yung customer kung oks ba yung product or kung may
problem man ay tutullungan sila ng company para dun
 DIRECT CHANNELS VS INDIRECT CHANNELS

• DIRECT CHANNELS: are those that the entrepreneur owns or has control over.
NOTE: EX: Factory 🡪 consumer.
EX: Punta ka sa official apple store tapos bibilin mo yung product
• INDIRECT CHANNELS: Also known as partner channels; the company makes use of
intermediary and places its products or makes the service obtainable at the partner store
NOTE: Factory 🡪 Distributor 🡪 consumer. EX: Coca cola company will distribute the product to
convenience store then they will sell it to customer

VALUE PROPOSITION CANVAS

• This makes certain that a product and/or service takes into consideration the values and
needs of the customers.
NOTE: This canvas can be tool to upgrade a product or services offering to develop an entirely new
offering. Ito yung ginagawa para malaman kung papatok ba sya sa market and kung kailangan ba
sya ng tao

CUSTOMER PROFILE
• Points to the customer segment that the company shall serve its product and/or service
offering.

CUSTOMER GAINS
• These are the expectations and needs of customers upon buying a product or being
provided by a service
NOTE: customer gains make the customer happy and valued

TYPES OF CUSTOMER GAINS

• REQUIRED GAINS: These are the gains which a solution can’t function without them
NOTE: These are the basic expectation of the customer EX: Bibili ka ng selpon. Expected ni
customer na sa selpon nay un ay makakatawag sya or makakrecieve sya ng tawag

• EXPECTED GAINS: These are the gains we expect from a solution even if it could work
without them
NOTE: Beyond the basic expectation. EX: Bumili ka ng selpon, and you expected na visualy
attractive yung cellphone

• DESIRED GAINS: These are the gains that we would love to have if we could, but are not
expected from a solution
NOTE: This gain completes the satisfaction of the customer EX: Bibili ka ng phone, Malaki yung
memory, mabilis kapag naglalaro ka and maganda yung camera

• UNEXPECTED GAINS: These are the features that go beyond what is expected
NOTE: Ito yung mga unique features ng product. EX: Bibili ka ng Phone, tapos yung phone na yun is
foldable.

CUSTOMER PAINS
• are a specific problem that customers or prospective customers of your business are
experiencing in the marketplace
PAIN POINT CATEGORIES
• PRODUCTIVITY PAINS: the customer wants to be more efficient or wants a more
streamlined experience when dealing with companies
NOTE: The customer wants to use their time efficiently

• SUPPORT PAINS: are areas where your customers aren’t receiving help during the buying
process.
 Note: Ito ata yung walang customer service

• FINANCIAL PAINS: are time problems customers face that involves money
NOTE: Ito ata yung masyadong mahal yung product tapos madidiscourage silang bilhin yung
product

• PROCESS PAINS: areas where your business is creating friction or pain for buyers due to
sub-optimal processes

CUSTOMER JOBS
• Shifts the focus from a hypothetical or aggregate user to what actual user want to
accomplish by using the product
NOTE: It describes an important issue that they are trying to solve in their lives. Customer are
trying to satisfy their needs

TYPES OF CUSTOMER JOBS

• FUNCTIONAL JOBS: These are the regular and jobs that a customer is trying to do
NOTE: When your customer tries to perform a specific task, they are aiming to get the functional job
done
• SOCIAL JOBS: Consist of the manners a customer desires to reflect his image in a social
environment
NOTE: It describe how customer wants to be perceive by others
• PERSONAL/EMOTIONAL JOBS: Include how a customer works towards feeling a certain
way
NOTE: It may seek a specific feeling
• SUPPORTING JOBS: Often customers also purchase value

THREE ROLES OF CUSTOMERS IN ASSISTING SUPPORTING JOBS:

 1. BUYER OF VALUE - Any purchase that may cover from evaluating choices at hand up to
paying for the product chosen
NOTE: deciding which product to buyer taking delivery of the product or service
2. CO-CREATOR OF VALUE - Customer has a direct hand in the manufacture of the product
NOTE: Your customer perform job related in organization
3. TRANSFERER OF VALUE - Giving the ownership of the product to another person because
it has no value to the original owner anymore
NOTE: it relates to the end of the life cycle value of proposition. EX: the customer disposes a
product. Transfer it to other or re-sell it

VALUE PROPOSITION
• refers to the value a company promises to deliver to customers should they choose to buy
their product

GAIN CREATORS
• describe how your products and services create customer gains
NOTE: They intend to create benefits that your customer expect or desire
PAIN RELIEVERS
• describe how your products and services alleviate specific customer pains
NOTE: They are trying to eliminate or reduce the customer pain before and after trying to get job
done
PRODUCTS AND SERVICES
• creates value by getting jobs done while relieving pains and creating gains

THE LEAN CANVAS: A BUSINESS MODEL CANVAS ALTERNATIVE

• The focus is more on customer’s needs, on actionable metrics and offer a fast idea-to-
product transformation

THE LEAN CANVAS

• PROBLEM
• Top 3 problems

• SOLUTION
• Top 3 features

• KEY METRICS
• Key activities you measure

• UNIQUE VALUE PROPOSITIONS

• Single, clear, compelling message that states why you are different and worth buying

• UNFAIR ADVANTAGE
• Can’t be easily copied or bought

• CHANNELS
• Path to customers
• Customer Segments
• Target customers

• Cost Structure
• Customer Acquisition Costs
• Distribution Costs
• Hosting
• People, etc
• Revenue Streams
• Revenue Model
 • Life Time Value
• Revenue
• Gross Margin

ELEMENTS OF THE LEAN CANVAS MODEL

1. PROBLEM: Entrepreneur shall list the three high priority problems that the customer
segment is experiencing

2. SOLUTION: Once a problem has been identified, the next step to look for is the effective
solution

3. VALUE PROPOSITION: Contains a marketable promise to the target user that the business
will solve their problem
NOTE: It captures their imagination like brainstorming with your team
4. UNFAIR ADVANTAGE: Competitive advantage that cannot be copied and bought by others

5. CUSTOMER SEGMENTS: The problem and the customer segments must be connected

6. CHANNELS: Ways to reach the customer segments

7. REVENUE STREAMS: The money matter of the business

NOTE: It explains how your product will bring money EX: Sales, buy 1 take 1
8. COST STRUCTURE: Operational costs a business must pay
NOTE: In this field, you will write down the things that you need to pay to bring the product to the
client EX: salaries, cost of materials, maintenance
9. KEY METRICS: Monitor the performance of a business
 CHAPTER 1: MARKET AND CUSTOMERS

BETSY SANDERS
- “Service, in short, is not what you do, but who you are. It’s a way of living that you need to bring to
everything you do if you’re to bring it to your customer interactions”
NOTE: Kung anong klase kang tao, nagrereflect sa service na ginagawa mo sa tao. So kailangan natin
maging better para madala natin sya or masanay tayo na makapagserve ng Mabuti sa tao
• Customers are the core of every business.
NOTE: Customer real bosses of the business and sila yung foundation para lumago yung business.
Kung wala sila ‘di aangat yung business mo and wala kang kikitain.
• Having an increasing number of Customers is the only one way to grow a business.

• For an entrepreneur, he needs to reflect on the market he is about to enter the moment he
start the process of creating a good business concept and model.
• He needs to understand the needs of his customers, satisfy their needs, and retain them
NOTE: Dapat di tayo basta-basta magdedecide, kailangan alamin natin yung needs and wants ng
customer para possible na manatili sila as customer natin.. The key to success in business is to
understand the market.

MARKET AND CUSTOMERS

• A Market is any place where Manufacturers, Distributors, and Retailers sell, and Consumers
buy.
NOTE: Ito yung mga websites or lugar kung saan bumiili yung mga seller, or buyer
• Inside the markets are competitive companies that offer similar product and/or services.
NOTE: Since sa market may similar product and service, nacocontrol nila yung pricing ng product
kasi marami silang competitor
• Markets are always dynamic; hence businesses must always monitor the trends and the
changing needs of customers.
• Factors that influence the changes in the marketplace could be the economic situations,
Innovations, lifestyles, and new fashions.
NOTE: Kailangan maging observant sa mga trends para makuha mo yung atensyon ng customer EX:
Squid game theme
 • In starting a new business, An Entrepreneur must understand the market and those that are
inside it.
• It is essential to understand customers, their needs, their personality, their attitudes and
even their budgets.
• A company needs to recall a “hunger” in a customer to buy its certain products.
NOTE: Kailangan kilalanin natin yung target customer natin para makaisip tayo ng strategy kung
paano ibebenta yung product mo. Essential din ‘to para mataasan natin yung mga competitors

ESSENTIALLY, HERE ARE THE THINGS THAT CUSTOMERS LOOK FOR WHEN BUYING
AN OFFERING WETHER, A PRODUCT OR SERVICE OR BOTH

PRICE
Majority of the customers look at price when buying a product or availing of a services.
NOTE: Bumabase sa presyo yung mga customer para macheck kung pasok ba yun sa budget nya
pero nakadepende pa rin yun sa consumer kung gustong-gusto nya talaga yung product bibilhin
nya yun in any price

EXPERIENCE
Most customers wanted to buy things that are readily available. The market today contains so many
alternatives to choose from.
NOTE: Kailangan mabigayan natin yung customer ng magandang experience sa pagavail nung
product nila. Isa ‘tong way para maging loyal customer mo sila at the same time marecommend nila
yung product mo sa ibang tao

DESIGN
The design of the product must always be appealing to customers.
NOTE: Ito yung unang nakikita ng customer so kailangan presentable and maganda sa paningin nila
para masttract silang bumili

FUNCTIONALITY
It is always expected by the customer that the product he is buying can serve its purpose.
NOTE: Ineexpect n ani customer na yung bibilhin nyang product is magagamit nya and masasatify
yung needs nya para maging loyal customer mo sya

CONVENIENCE
The product and/or service must be always readily available for the customer. Otherwise, he will
not but the product and possibly Look for an alternative.
NOTE: Mas prefer ng customer yung less hassle and convenient way of shopping. Kailangan madali
lang gamitin yung prouct

RELIABILITY
The product should be dependable, and it should be meet the customer’s requirements and
expectations every time he buys it.
NOTE: Kailangan malagpasan natin yung expectation nila kasi kapag nagawa mo yun,; sa inyo na
sila bibili

COMPATIBILITY
The product should be well-matched with the other products that the customer is already
consuming.
NOTE: EX: Printer shop. Kailangan compatible sa laptop or pc nila yung ibebenta mong printer para
less hassle

MARKET AND CUSTOMERS

➢ Customers are the essential component of every business because they are the ones who uses
and judges the quality of those products and/or services being bought from the market.

➢ In order for the business to flourish, every business needs to retain old customers and make new
ones. Therefore, for an Entrepreneur, he needs to consider that every customer is valuable and
profitable.

TYPES OF CUSTOMERS AND TARGET CUSTOMER GROUP

TYPES OF CUSTOMERS
Every customer is unique, hence there is no single formula to approach them. In order to identify
the best approach on how to handle customers, it is necessary to know them first.

THE POTENTIAL PANDOY (POTENTIAL CUSTOMER)

• The one that shows interest in the product\service by asking questions
NOTE: EX: Ito yung mga taong nagtatanong about dun sa product mo pero di pa sya bibili at
nagtatanong pa lang sya sa product mo

NEW NETNOT (NEW CUSTOMER)

• Is the fresh customer who has just bought something for the first time from a business?
Beginner in using the product.
NOTE: Ito yung mga tao na first time nya palang bumili so kailangan magbuild kang ng customer
relationship para maging loyal customer mo sila

IMPULSIVE ICOY (IMPULSIVE CUSTOMER)

• Is a customer that make instant buying decision based on craving or whim provided that
conditions are right. Highly influenced by his current mood when shopping
NOTE: Ito yung mga customer na nakabase sa mood or cravings yung pagbili nila so kung maganda
yung product or service mo possible na bumili pa sila sa’yo at maging regular customer

DISCOUNT DABOY (DISCOUNT CUSTOMER)

• Is a customer who never buys a product and\or avail of service on full price but only on a
discounted rate. Never shop for anything off-sale.
• The group of Daboy has the biggest slice of pie/percent in the total customers of any
business.
NOTE: Ito yung mga customer na bumibili kapag may sale EX: Shoppee 9.9. Mahirap silang maging
loyal customer kasi sila madala yung mga customer na tuwingmay discount lang bumibili

LOYAL LANDO (LOYAL CUSTOMER)

• is a satisfied customer that keeps coming back to one’s store for more purchase?
NOTE: Ito yung mga loyal customer, sila madalas yung nagrerecommend ng product mo since
nasaisfy mo yung needs and wants nila.

TARGET CUSTOMER GROUP

A target market is a group of possible consumers or organization buyers to whom a company wants
to sell its product and\or services. An entrepreneur needs to identify exactly the paint points (a
specific problem that prospective customers of your business are experiencing.) and preference
that his product\service offering would be resolving for the intended users.

1. CONSUMER OR BUSINESS - A product and\or service may be intended for a business-to

business (B2B) or business-to-consumer (B2C) market.

2. GEOGRAPHIC - Defining the target market according to the place where possible customers live
or work, take a vacation or do business.

3. DEMOGRAPHIC - Describing by means of age, gender, income level, education background,

marital status, and other areas of an individual customer's life.

4. PSYCHOGRAPHIC - Psychographic characteristics are based on the intrinsic traits of customer

such as personality, lifestyle, social status, AIO (Activities, interest, opinions) and attitudes.

5. GENERATION - Define the target market based on which generation they were born namely
Baby Boomers, Gen X, Millennials and even Centennials.

6. COHORT - A cohort is a group of subjects who share a significant characteristic or typically

subjects who experienced a common event in a selected time, such as birth or graduation.

7. LIFE STAGE - Other businesses use the stage of life for targeting marketing whether its infancy,
childhood, adolescent, adulthood, or old age.

8. BEHAVIORAL - Another way of finding the target market is based on computer loyalty, occasion-
based, consumer usage and others.

CUSTOMER PERSONAS
 • It is a short fictional profile of an ideal user or customer. An entrepreneur must need to
conduct market research to produce a brief combination of actual or acceptable customer
details. This user persona includes a fictional name and photo, important demographics,
user needs and desires, goals, motivations, activities, pain points, and quotes
NOTE: It is the voice of the user, and it develops a deeper understanding the customer needs and
how to resolve them.

STEPS TO CREATE CUSTOMER PERSONAS:

STEP 1: CREATE A HEADER

• The header must consist of a fictitious name, a picture and a quote which sums up what is
the most important to the persona that is related to the product and/or service offering.
NOTE: Keeping the design theme and organizes and focus who are they’re servicing for

STEP 2: INCLUDE A DEMOGRAPHIC PROFILE

• Personal Background-consists of the age, gender, ethnicity, education, persona group, and
family status.
• Professional background-contains details like occupation, income level. and work
experience.
• User Environment- it is the physical, social, and technological context of the use.
• Psychographics-contains facts, for example attitudes, interests, motivations, and pain
points.
NOTE: This is like the summary of the personal details about the customers.

STEP 3: INCLUDE END GOALS

• It is the encouraging factor that stimulates action. It defines the things the persona wants or
needs that have to be fulfilled.
NOTE: So after nakuha mo na yung info ng customers mo, makakagawa ka na ng strategy o product
na marereach yung needs and wants nila

STEP 4: INCLUDE A SCENARIO

• The interaction of the user to a product/ service in a particular situation to reach his end
goal(s). The scenarios detail the when, where, and how of the story happens.
NOTE: It is the brief story that describes how the persona use the product or the plan to complete
this specific task.
GILDA - THE EVENT PLANNER OF THE FAMILY
• “Even with busy schedule, a family needs to bond to relax and build memories”
NOTE: Example ‘to ng customer persona. So yung header and quotes yan yung step 1 na tinutukoy
kanina
• 45 years old
• Married
• Manila, Philippines
• 6 Children
• She is always busy due to everyday office and meetings schedules.
• Loves her dad and Mom and her two siblings
NOTE: Yung mga nakabullet and yung sa baba ng bullet, yan yung step 2. Ito yung demographics.

ACTIVITIES
• Gilda get children out of the bed and get them ready for school.
• She prepares for her children’s “baon” to school.
• Run errands for the family on a daily basis.
• Scheduling of meetings and dates with friends and colleagues.
• Cooking dinner, cleaning and decorating the house.
• Goes to work from Monday to Friday.
PAIN POINTS
• Gilda has little time to plan for outdoor activities for her family.
• Having to check a lot of websites for activity planning.
• Guides must be ready available as soon as her family arrives to the place.
NOTE: Yung step 3, ito yung activities and pain point. Ito yung mga ginagawa ni Gilda everyday with
her family

MOTIVATIONS
• Create memories for the whole family.
• Make relaxation, unwind and lessen stress
together with family.
• Have fun with children, hubby, mom, dad, and siblings.

GOALS AND NEEDS

• A trip to great beaches every summer for
immediate and extended family.
• Romantic places for “staycation” with hubby.
• Require creating outdoor activities for the family while on vacation.
• She needs simple apps to connect with possible destinations to visit.
NOTE: Yung sa step 4, Ito yung Motivations and Goals & needs. Ito yung mga gusto nyang mangyari
tungkol sa vacation na ipapagawa nya

CUSTOMER JOURNEY MAP

• A most popular and favorite tool for imagining the customer’s experience/s is the customer
journey mapping. A customer journey map is a representation of a typical customer’s
experience over time instead of a snapshot.
• The map helps to set where customers become frustrated on their way to buying and
beyond.
NOTE: Ito yung parang reviews ni customer upon buying the product. Dito mo malalaman kung
saan ba nagkulang yung product and service mo and ano yung mga dapat mong ipagpatuloy na
gawin

EXAMPLE OF CUSTOMER JOURNEY MAP

KEY COMPONENTS OF A JOURNEY MAP

 1. ACTOR – This is the viewpoint of the journey who is actual in the persona or the user hence
there must be one journey map on each persona in order to create a solid story that
captures their particular journey
2. SCENARIO + EXPECTATIONS – Scenario is the situation which the journey map talks about
the relations to other goals. Scenarios could be those that are projected when the product is
still in the development or in progress.
3. JOURNEY PHASES – are the various high levels stages of the journey of an actor. Each
company should have a data to determine various phases in a particular scenario
4. ACTIONS, MINDSET, AND EMOTIONS – these talks about the behaviors, thoughts, and
feelings of the actors during the journey.
• ACTIONS – this are the concrete behaviors and steps engage by users. This element is not
meant to be a granular step-by-step record of every isolated interaction.
• MINDSET – this corresponds to the thoughts, questions, motivation and information of
actors in a various journey. This are also based on the customer’s exact words from
research.

• EMOTION – This are drawn as a distinct line across the journey phases. This line accurately
indicates the emotion of ups and downs of the eperience
5. OPPORTUNITIES - these are the insights that are obtain in mapping. These are
opportunities that they can use to identify the ways of optimizing the actors’ experience.

IMPORTANCE OF A CUSTOMER JOURNEY MAP

1. Refocus a company with an incoming perspective
2. Form a new target customer base
3. Form a customer focused mindset all over the company

STEPS TO CRAFT A CUSTOMER JOURNEY MAP

1.Set clear objective for the map
NOTE: Kailangan alam mo yung mga goals mo
2.Profile personas and define their goals
NOTE: Use feedbacks from customer so that you can improve your marketing, product,
operations and so on.
3.Emphasize the market customer personas
NOTE: You need to know the customer personas and interact with the business
4.Write down all the touchpoints
• Actions
• Emotions and Motivations
• Obstacles and Pain Points
NOTE: these are the tools that help entrepreneur understand the comfort purposes of
customer journeys

5.Identify the elements of the map to show

• Current State
NOTE: The actions, thought, and emotion that the customers is presently experiencing while
interacting with entrepreneur’s company
• Day in the Life
NOTE: Actions and thought that the customer is presently experiencing when he
participates in a daily basis whether it includes the company
• Future State
NOTE: To imagine actions, thought, and emotion that the customers is experience when
they interact in the company in the future
• Service Blueprint
NOTE: this is a journey map that starts with a simple version of the abovementioned map

6. Identify the resources on hand and those that

NOTE: Must emphasize all the resource that goes the customer’s experience
7. Experience the customer journey himself are still needed
NOTE: After designing the customer’s journey, the entrepreneur must analyze that result by
himself
8.Create the needed changes
NOTE: Analyze the data and change something for its business that would benefits its
customer

MARKET SIZING
• The market size refers to the aggregate number of possible buyers of a product and/or
service in an industry and the aggregate revenue that these sales may produce over the
course of year
NOTE: Kailangan alam natin kung ilan at kilala natin yung possible market natin bago tayo
magrelease ng product
• This would provide a better understanding of the entrepreneur’s investment worthiness in
terms of time, money, and effort.
NOTE: Pwede kang magbase sa mga existing type ng business to know your market size

FOUR CATEGORIES OF MARKET SIZE

1. POTENTIAL AVAILABLE MARKET (TAM)

The potential available market is the total possible value that presents the global market of
products and/or services sold over a definite time frame without any limits of geography
and other factors. This assumes the 100% market share.
NOTE: Ito yung kapag binenta mo yung product mo, sure na bebenta yun kasi in demand
sya kahit saan ka man pumunta.

2. TOTAL ADDRESSABLE MARKET (TAM)

Is the potential value of product and/or service sold to a particular customer segment. This
shows the number of customers in the core market around the world who are in need of the
entrepreneur's product and/or service offering. An entrepreneur in order to know its TAM
must define FIRST their own company and should know where their company is heading to
NOTE: Yung product mo, meron dapat syang particular na target na customers para alam
mo kung anong klaseng tao ba yung bebentahan mo

3. SERVICE AVAILABLE MARKET (SAM)

Is the SUBSET costumer of the total addressable market (TAM) who can reached and ready
to buy goods or services using one revenue stream/channel?
NOTE: Ito yung mga grupo ng customer na gusto nil ana yung product mo is ready to buy na
 4. SERVICEABLE OBTAINABLE MARKET (SOM)
Is the SUBSET of the SAM that will realistically get to use a product and/or avail of the
service. This is the target market who entrepreneur shall primarily sell to. Entrepreneur
should have a strong understanding of their local market, deeper knowledge of their own
company and what they can deliver.
NOTE: Ito yung mga grupo ng customer na once na nagustuhan na nila yung ready to buy na
product mo sila yung most likely na magiging loyal customers

MARKET SIZING APPROACHES

THERE ARE TWO WAYS TO SIZING A MARKET WHICH ARE:
TOP-DOWN
• This type of sizing is normally completed by using demographics such as company size,
industry type, location, population, age, income, and others. It requires the determination of
an existing dependable top-line demand estimate.
NOTE: Ito yung mga market size na in demand na.
Multi-client research from publishers
• There are a lot of publishers on the market selling products with different range underlying
research and accuracy such as The Freedonia Group, Packaged Facts, and Simba
Information.

NOTE: Kailangan maghanap ka muna ng company na gagawa ng work para magresearch

about sa market size and sa customers mo
Apparent consumption calculated from government production and trade statistic
• There are dependable industry shipment/production statistic and import/export data given
industry using sources such as Philippines Trade Data, Philippine Statistic Authority,
Foreign trade Statistic of the Philippines, and even Department of Trade and Industry. It is
possible to estimate demand through estimating apparent consumption. The formula for
this is:

• Apparent Consumption= Domestic Production - Exports + Imports

 NOTE: Ito yung mga general data sa buong bansa. Ito yung kapag naghanap ka ng overall
data
A production census of leading suppliers in markets with a concentrated supply base.
• When supply base consists of only few suppliers such that they are less than ten (10), top-
line demand estimated can be established easily by adding all the sales or production of
leading manufacturers of the product being studied.

BOTTOM – UP
• The bottom-up is only considered if there are no dependable sources of top-line demand are
present. However, if this approach can give more dependable estimate though analysis of
product consumption in relation to a direct indicator (the product being consumed) then
this can be useful.
• Compared to top-down methodology, this approach can be more time consuming.
• It is actually recommendable to use both approaches in solving a problem although often
they generate dissimilar results. However, said result must be close enough to offer a more
precise solution.
NOTE:In here, you do all the market research. Kubaga alang tutulong sa’yo na agency para
magresearch about sa market size and target market mo

WHAT IS ENTERPRENEURSHIP MARKETING?

ENTERPRENEURIAL MARKETING
• A marketing spirit that distinguishes itself from traditional marketing practices.
• Entrepreneurial marketing campaigns try to emphasize the company’s greatest strengths
while stressing their value to the customer
NOTE: These was used by well-known companies.

MARKETING STRATEGIES
• RELATIONSHIP MARKETING – Solid connection between the brand and the customer
NOTE: Buidling customer service.

• EXCEDITIONARY MARKETING – Involves forming markets and creating innovative

products
NOTE: Identify new opportunities and know new market

• ONE TO ONE MARKETING – Customers are marketed to as individuals

NOTE: emphasize individual experience with customer EX: You own coffee shop. By
remembering their order and preference, it boost the reputation of your shop.

• REAL TIME MARKETING – Makes use of the power of technology to interrelate with
customer
NOTE: It focuses on current trends to be able provide relevant message to be put in
audience wants and needs EX: active social media presence

• VIRAL MARKETING – Places marketing messages on the internet

NOTE: Uses internet to market product. Use the emotion of the customer to talk about the
product

• DIGITAL MARKETING – Leveraging the power of internet tools to back – up marketing

efforts
NOTE: Marketing products online and using any form of digital technology to promote
across any channel online EX: Email marketing

SIX ELEMENTS ENTERPRENEURIAL MARETING BY MICHAEL H.

HORRIS
• Customer intensity
NOTE: Putting value on your customers will make your company successful
• Continuous innovation
NOTE: create innovative ide
• Strategic flexibility
NOTE: Being able to adapt to changes and have strategies
• Calculated risk-taking
NOTE: taking the opportunity even unsure of the outcome
• Proactiveness
NOTE: It is about being ahead, and thinking ahead.
• Resource leverage
NOTE: Use resources to produce a greater shared value

CRETING A PERSONAL BRAND

PERSONAL BRAND
• Differentiates an entrepreneur from the rest of his competitors
• Forms a lasting impression on the minds of the customers and the quality of his product
and/or service
NOTE: It makes them unique and how they present themselves o the world.

BENEFITS OF PERSONAL BRANDING

• Trust and authority
• Get featured in media
• Build a network
• Attract more customers
• Premium pricing
• Creating a lasting platform

SOME SOCIAL MEDIA PLATFORMS

• LinkedIn - can create a powerful background for the current business and what a company
can provide to its customers
 NOTE: To let other know who are the professional.
• Twitter - used for simple sharing information
NOTE: Posting business news or sharing information
• Pinterest - perfect for communicating the entrepreneur’s numerous interests
NOTE: post high-definition photos