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Marketing 1: Guest lecture 3
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Dit is de samenvatting van de 3e guest lecture voor TEW bedrijfskunde, SEW en HI van marketing 1.
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Yousra AmachtihGUEST LECTURE 3 09/12/2022
Yuki
What kind of software is Yuki?
• SAAS = Software as a service – available everywhere and every time , vb Spotify is 0ok een
SaaS company
What does Yuki mean in Japanese ?
• Happiness and purity
1 digital revolution
Alles is digitaal geworden. Vroeger was je bureau bv altijd vol met papieren en potloden en pennen
maar nu is een laptop meer dan genoeg.
Digital is the ‘new Normal’
We want everything in just a few clicks.
2 Yuki: why – how – what?
Why? – we want to enable millions of entrepreneurs in running their business based on the best
available information (so on time, instantly available and reliable)
How ? – we are facilitating their accountant in the role as expert and position him as coach. We
provide him the tools to provide that information in (real)time, correct and complete
What? – a modern, highly automated, document centric and self-learning bookkeeping platform,
assisting in data processing, quality control & analytics combined with a strong focus on cooperation
between entrepreneur and accountant
3 Growth & team
Wat ze op begin deden was verkeerd omdat heel veel accountants dachten dat Yuki hun job ging
overnemen. Maar het goede aan Yuki is dat ze een duidelijke boodschap overbrengen, ze konden de
‘early adopters’ overtuigen. Het was een ‘kick-off’ om te starten. Ze bleven groeien.
What was the resistance they received from the market?
1. Change
2. Killing jobs ( & business models)
3. Not possible to automate “I’m the expert!”
4. “my clients don’t want this”
2014 foundation 2020 30.000 2021
2016 5.000 2018 18.000
of Yuki in Belgium clients Acquisition by Change of Branding YTD
clients clients 20 Moonshot
first clients 2 Visma 40 +50.000 clients
10 employees employees
employees employees 50 employees
Moonshot: you started from scratch with no business ideas and you are very innovative.
1
, Yousra Amachtih
GUEST LECTURE 3 09/12/2022
Five values
• Entrepreneurship (new ideas)
• Teamplay
• Fun
• Passion
• Customer Focus
4 Marketing
1. meet the team
a. marketing manager – tine Van den Borne (makes sure that they are working in the
same direction)
b. marketing Director – Anne-Marie Kleiss (responsible for aligning both the Belgium
and the Dutch marketing team
c. portfolio marketeer – Judith van den Borne
d. growth hacker – Remco Van Meel (executing data-experience)
e. senior creative – Alec Dhondt ( to improve brand awareness)
f. digital Marketeer – Erik De Rijdt (makes sure that everyone is present)
g. event Marketeer – Lies Teunis (responsible for events)
Belgium Netherlands
Marketing Manager Marketing Manager
Vacancy Content Marketeer Content Marketeer
Senior Creative Campaign Marketeer + Employer branding
Portfolio Marketeer Portfolio Marketeer
Event Manager Event Manager
Field marketeer
Digital & Growth
Team lead Digital & growth
Digital & growth marketeer
Data & Automation marketeer + vacancy
2. Know your target audience
a. Accountants
i. Be accountancy offices
1. As of 10FTE
2. >400 clients
ii. Quadruple focus:
1. Prospects
2. Existing partners
3. DMU & associates
4. File administrator
b. Entrepreneurs
i. Companies in Belgium
1. Average SME
2. 25-35 FTE
ii. Threefold focus
1. Prospects
2. Clients
3. students
2
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