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Samenvatting Business for Creatives
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Samenvatting van de less Business for Creatives, gegeven door Van Weyenberge Didier. De powerpoints aangevuld met eigen notities van tijdens de lessen
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Business for CreativesBusiness for Creatives.....................................................................................................................................................1
Les 1: De scène (20/09/2023)..........................................................................................................................................3
Belangrijkste reden voor falen van startups: !!............................................................................................................3
Opdracht:..................................................................................................................................................................... 5
Les 2: Het groter geheel (27/09/2023).............................................................................................................................6
Bedrijfsdoelstellingen..................................................................................................................................................6
Service concept............................................................................................................................................................6
Van missie tot individuele objectieven........................................................................................................................7
Bedrijfsstrategie...........................................................................................................................................................8
Les 3: Het groter geheel (04/10/2023).............................................................................................................................9
Belang van totaalervaringen........................................................................................................................................9
Elementen van totaalervaringen...................................................................................................................................9
DESTEP analyse.......................................................................................................................................................10
SWOT analysis..........................................................................................................................................................10
Concurrentieanalyse..................................................................................................................................................11
Positioneringsmatrix..................................................................................................................................................11
Les 4: De Klant (11/10/2023)........................................................................................................................................12
De klant..................................................................................................................................................................... 12
Segenteren, targeten en positioneren.........................................................................................................................12
De Service Marketing Mix........................................................................................................................................12
PRODUCT................................................................................................................................................................13
PRICE.......................................................................................................................................................................13
PLACE......................................................................................................................................................................13
PROMOTION...........................................................................................................................................................14
PEOPLE....................................................................................................................................................................14
PROCESS.................................................................................................................................................................. 14
PHYSICAL EVIDENCE...........................................................................................................................................14
Expectations management.........................................................................................................................................15
Pyramid of Expectation.............................................................................................................................................15
Les 5: De Klant (18/10/2023)........................................................................................................................................16
Customer journey......................................................................................................................................................16
Digitale marketing.....................................................................................................................................................17
Klantenmanagement..................................................................................................................................................17
Klantentevredenheid en -loyauteit meten..................................................................................................................18
Les 7: De medewerker (15/11/2023).............................................................................................................................19
De medewerker..........................................................................................................................................................19
Rol van medewerkers in dienstverlening...................................................................................................................19
Organisatiestructuur..................................................................................................................................................19
Taken, verantwoordelijkheden, bevoegdheden..........................................................................................................21
Cultural Fit................................................................................................................................................................21
Recrutering................................................................................................................................................................21
Complementariteit.....................................................................................................................................................21
Onboarding................................................................................................................................................................22
Job satisfiers en dissatisfiers......................................................................................................................................22
Planningsproces.........................................................................................................................................................22
Meten van medewerkertevredenheid en -retentie......................................................................................................22
Les 8: De drivers (22/11/2023) – Afwezig, notities vragen!..........................................................................................24
Belangrijkste financiële drivers.................................................................................................................................24
Operationele assumpties............................................................................................................................................24
Financiering............................................................................................................................................................... 24
Les 9: De Drivers (29/11/2023).....................................................................................................................................25
De balans................................................................................................................................................................... 25
, De resultatenrekening................................................................................................................................................25
Het kasstroomoverzicht.............................................................................................................................................26
Cash = King............................................................................................................................................................... 26
De Balanced Scorecard..............................................................................................................................................26
Business Model Canvas.............................................................................................................................................27
Les 10: De puzzel leggen (../11/2023)...........................................................................................................................28
Jouw doelen............................................................................................................................................................... 28
Jouw traject...............................................................................................................................................................28
Jouw business model canvas.....................................................................................................................................29
Les 11: het volgende stadium (../11/2023) – notities Emilie..........................................................................................30
Groeipijnen................................................................................................................................................................30
Hoe aan de top blijven...............................................................................................................................................32
The Golden circle......................................................................................................................................................32
,Les 1: De scène (20/09/2023)
Iedereen heeft zijn sterktes, maar je moet ook mensen hebben die je helpen om je creativiteit levensvatbaar te maken
Waarover verdwijnen er zoveel bedrijven?
- geen financiële power; gebrek aan geld
- overschatting (vb. verkoop van producten overschatten; onvoldoende vraag); te weinig vraag
→ voorkomen: marktonderzoek (zien of er vraag is naar je producten)
- veel concurrentie op de markt – differentiëren = onderscheiden van anderen!
- Gebrekkige marketing: mensen moeten weten dat je product er is, doelgroep bereiken
→ meegaan met de groei van de markt
Peter Drucker: ‘Not to innovate is the single largest reason for the decline of existing organizations. Not to know how
to manage is the single largest reason for the failure of new ventures.’
Voorbeelden van merken die eerst heel succesvol waren
- Kodak: camerabedrijf dat niet is meegegaan in de digitale evolutie (verkeerde inschatting)
- Blockbuster: movierantingbusiness,
Wat is management?
- Plannen
- Organiseren
- Leiden (team juist kunnen aansturen + aanstellen)
- Checken (terugkijken)
= POLC!
= dingen regelen en organiseren en zorgen dat ze niet mislopen
Belangrijkste reden voor falen van startups: !!
1. Geen ‘droom’ hebben doel om naar te streven + motivatie ervoor
= (duidelijke) visie
2. Gebrekkige planning! plan hebben om richting te geven + opdelen taken
=focus van dit vak vs. meerjarenplanning
3. Zwakke vraag Marktonderzoek doen + testen; op voorhand polsen naar wat de markt vindt van
jouw idee (doelpubliek ondervragen) (vb. jongeren, mensen met een hond, …)
Wat het doelpubliek vindt = belangrijk
4. Onvoldoende kapitaal Kapitaal = geld dat je nodig hebt voor realisatie
Je hebt startkapitaal nodig als je zelf bijv. een bedrijf wilt beginnen
→ je zal geld moeten ophalen (familie, banken, …)
5. Verkeerde locatie Centrale ligging = heel belangrijk indien gericht op het fysische (online minder)
+ kijken naar de omliggende bedrijven (vb. 3 frituren in één straat)
→ clustering! (vb. in winkelcentrum): zoveel mogelijk mensen naar een plaats
halen die gedeelde basisbehoeften hebben
6. Slecht management Heel ruim: kan met van alles te maken hebben
7. Zwakke marketing Marketing = het op de markt brengen van uw product of dienst en het dan in de
kijker zetten + aanpast aan de gebruiker / doelgroep
Waarom doelgroepen kiezen/ selecteren?
→ Veel effectiever en efficiënter
8. Te snelle groei Vb. evolutie Ellis Burger
, Retail = verkoop aan klanten; alles wat verkoop is aan de eindgebruiker (vb. supermarkten, kledingzaak, ...)
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