Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Of everyone you could serve, how many do you?
What happens in it: Watch the idea unfold: a customer count, the market behind it, and the headroom it reveals. In Your call you make the decisions in a real case: Hearth & Table, my meal-kit subscription, has been running for two years. We have 2,200 active subscribers, 600 of them new this year, and I’m proud of that. At a start-up accelerator event a mentor asks me: “What’s your market penetration?” I’ve never worked it out. I estimate there are about 55,000 working families in our target area, the northern suburbs of Cape Town. Then, in the boardroom, you make the case to Steven, the mentor and investor, in three questions.
How it works: five scenes in about 30 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 1 of 5 in the Market position season of the Marketing series.
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