In this lesson, we explore key strategies for differentiating your solution in the market. We cover understanding competition, clarifying your unique positioning, setting effective pricing based on perceived value, building a strong brand identity, and determining optimal promotion channels to reach your target customers. You’ll learn how these elements come together to form a cohesive go-to-market plan, often visualized using tools like the Business Canvas.
🎯 Learning Objectives
• Identify and analyze both obvious and non-obvious competitors and customer alternatives.
• Clarify your unique selling proposition and strategically position your solution in the market.
• Determine pricing based on customers’ perception of cost and added value.
• Develop a compelling brand identity and communication strategy to attract customers.
• Understand how to promote your solution effectively by leveraging customer information sources.
📚 About the Course
Have you ever wondered what it would be like to create real change? You don’t have to start your own organization to make a difference in the world. Everyone can learn the social entrepreneurship mindset and skillset to build social impact. In this course, you will immerse yourself in a social or environmental challenge you want to tackle. You’ll start by researching your topic of choice, talking to people, and ideating a potential solution that you can contribute. Then, you’ll build a business model around that solution, understanding concepts like measuring social change, ensuring financial viability, funding and pitching.
This course is a safe space to experiment and explore. You’ll be guided by a ten stage framework to help structure your journey. Along the way, you’ll hear from social entrepreneurs around the world through case studies and campus conversations. These include Yale alumni, members of the New Haven community, and global changemakers. Everyone is welcome to join this course! You can apply your lived, learned, or professional experience to discover how you’re going to make a difference.
📺 Watch the full playlist on YouTube: https://www.youtube.com/playlist?list=PLh9mgdi4rNezbi0aRJeVnt99ynTVZG1PL
🎓 Enroll on Coursera for assessments and a certificate: https://online.yale.edu/courses/creating-change-through-social-entrepreneurship
🌐 Explore more learning opportunities on Yale Online: https://online.yale.edu/courses/creating-change-through-social-entrepreneurship
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