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Many companies entering the Chinese market want to do SEO on Baidu, promote their brand on WeChat and Weibo, and prospect on Chinese online media. This is the first step to get established in the market. However, it is necessary to define your goals. For example, if you want to generate leads, increase traffic to your site, create a community etc. your digital strategy and will flow from your goals. Depending on your goals, in China, you will find 5 ways to market digitally.
SEA is a paid marketing tool that boosts your ranking in the search engines. This tool shows your business on the search engines as an advertisement. (Similar to Google ads.) The advantage of SEA (or SEM) is the speed of its implementation. This tool allows you to choose the keywords you will be found for. SEM also gives better visibility on the web since it includes banner ads.
A company can issue common stock through an initial public offering (IPO) or by issuing additional shares into the capital markets. Either way, the money that is provided by investors that purchase the shares are used to fund capital initiatives. In return for providing capital, investors demand a return on their investment (ROI) which is a cost of equity to a business. The return on investment can usually be provided to stock investors by paying dividends or by effectively managing the company’s resources so as to increase the value of the shares held by these investors. One drawback for this source of capital funding is that issuing additional funds in the markets dilutes the holdings of existing shareholders as their proportional ownership and voting influence within the company will be reduced.
Capital funding can also be gotten by issuing corporate bonds to retail and institutional investors. When companies issue bonds, they are in effect, borrowing from investors who are compensated with semi-annual coupon payments until the bond matures. The coupon rate on a bond represents the cost of debt to the issuing company. In addition, bond investors may be able to purchase a bond at a discount, and the face value of the bond will be repaid when it matures. For example, an investor who purchases a bond for $910, will receive a payment of $1,000 when the bond matures.
Capital funding through debt can also be raised by taking out loans from banks or other commercial lending institutions. These loans are recorded as long-term liabilities on a company’s balance sheet, and decrease as the loan is gradually paid off. The cost of borrowing the loan is the interest rate that the bank charges the company. The interest payments that the company makes to its lenders is considered an expense in the income statement, which means pre-tax profits will be lower.
While a company is not obligated to make payments to its shareholders, it must fulfill its interest and coupon payment obligations to its bondholders and lenders, making capital funding through debt a more expensive alternative than through equity. However, in the event that a company goes bankrupt and has its assets liquidated, its creditors will be paid off first before shareholders are considered.
There are companies that exist for the sole purpose of providing capital funding to businesses. Such a company might specialize in funding a specific category of companies, such as healthcare companies, or a specific type of company, such as assisted living facilities. The capital funding company might also operate to only provide short-term financing and/or long-term financing to a business. These companies, such as venture capitalists, could also choose to focus on funding a certain stage of the business, such as a business that is just starting up.
Licensing allows you to give suppliers, competitors or complementary businesses certain rights over your patent, while receiving royalty income and still retaining ownership of your asset.
To be successful, a licensing arrangement should benefit all the parties involved. By acquiring rights to a patent, a licensee can:
create new products, services and market opportunities for themselves
reduce costs to acquire new technologies, without having to develop their own
save time getting a new product to market
gain competitive advantage over rivals, especially if their licence is exclusive
If put into place correctly, licensing can be lucrative and mutually beneficial to both the patent and the licence holder. However, licensing can also increase potential competition and risks for both parties, so it's important to consider potential pitfalls.
Disadvantages of licensing patents
It can take a lot of effort and determination to find the right licensee. To give your product the greatest chances of success, you should put a lot of thought into evaluating potential licensees and structuring your licensing agreement.
Other potential risks and downsides to patent licensing include:
loss of control (partially or fully) over your invention
relying on the licensee's ability to effectively commercialise your patent
risk of poor strategy or execution damaging the product success
poor quality management damaging your brand or product reputation
In addition, by licensing out your product, you are effectively creating competition for yourself. You may try to limit the scope of the license as much as possible to avoid giving your competitors unnecessary advantage in the marketplace.
Keep in mind that you will need to manage your relationship with the licensee carefully. If things go wrong, you may find yourself in disputes or needing to cover legal costs. Before you sign over any rights to your patent, it's worth doing due diligence checks on any potential licensees to assess their suitability and track record.
If you decide to sell or license your patent, you should keep detailed records of any contracts or agreements you have made. Seek legal advice if in doubt.
The brain has two sides, and people often describe themselves as left-brained (logical and analytical) or right-brained (intuitive, subjective). The truth about your grey matter isn’t so black and white. Even if you might lean one way or the other, both sides of the brain still matter in your thought processes, and certainly in your buying decisions. We’re not robots, so we will never make purchase decisions based solely on logical factors, such as economics (cost-benefit ROI analysis) or politics.
Think about when someone buys a Ferrari. They might have seen a photo of the fire-red sleek machine and fallen in love with it instantly. Of course, they will then justify the decision by looking up mechanical specifications – the car’s horsepower, cutting-edge engine, aerodynamic design, safety record, maintenance requirements, etc. That’s both sides of the brain working in concert for this purchase decision.
Create an overall brand position that speaks to the unique benefits of the brand and its products, an overarching position that could work for most audiences. The key is to tailor the brand message to the individual audiences as appropriate, emphasizing the benefits that are most relevant to each audience.
The messages for each audience should support or at least fit under the overall brand position. A Marketing Specialist with brand positioning expertise should be able to help you with this. It is very possible to do successfully however the most common issues are trying to define the overarching brand position so generally that it is trite or meaningless and attempting to craft your messages in a manner in which the way they relate to one another and how they demonstrate support of the overarching brand position. The trick is to create a hierarchy of benefits and messages that work at an overall brand level but also with individual audiences.
Pitch this product to companies that would benefit most from it’s uniqueness. Remember to your introduction succinct. Try not to begin the pitch with a long recitation about yourself, your achievements, your company's history, and so on.
The company is purchasing the product not your biography. While knowing what inspired the product may prove beneficial it’s not wise to give long drawn unnecessary details.
Show self-assurance. You know it’s a great product and that it’s one of a kind, tell them how and why.
Sell value, not price. Let them know why they stand to benefit most from this product.
Back up your product. Support your theories about your product with proof of its functionality and performance.
Make sure your solution solves real problems. Companies would like to offer their customers a product that makes their lives easier.Get ahead of potential problems. Try to demonstrate how your product could possibly assist in avoiding specific problems or issues.
This is your creation, your passion, your dedicated thoughts and efforts. Place the same energy spent creating it to relay the importance of a company having it.