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Marketing summary guest lecture YUKI version 2024
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This is a summary of the YUKI guest lecture in Marketing. The guest lecture was on 04/10/2024. Prof Marketing : Eva Heremans.
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MARKETING GUEST LECTURE04/10/2024
Yuki
What kind of software is Yuki?
- SAAS = Software as a service – available everywhere and every time , vb Spotify is
ook een SaaS company
What does Yuki mean in Japanese ?
- Happiness and purity
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.
1. 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
Yuki = Portal for accountants
Domain for entrepreneurs (easily sent their invoices to the accountant)
They had to learn, how to adapt to the market
2. Growth & team
Wat ze aan het 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)
1
, MARKETING GUEST LECTURE
04/10/2024
3. Not possible to automate “I’m the expert!”
4. “my clients don’t want this” Learn along the way and to adapt to the market
→ changed the mindset
Moonshot: you started from scratch with no business ideas and you are very innovative.
Five values
- Entrepreneurship (new ideas)
- Teamplay
- Fun
- Passion
- Customer Focus
Accountants thought a software would replace their job
3. Marketing
Who to target? Entrepreneur (= focus) and accountant
Framework marketing:
- The Yuki Brand
➔ Consistent branding to further enhance our brand and increase awareness among
our target audiences.
- Sales enablement
➔ Strengthening the marketing contribution in the sales process
- Existing Business
➔ Use costumer satisfaction to boost growth
- Data
➔ Easy access to all relevant data for the entire marketing department
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