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Class material from the course "Entrepreneurship" of Goethe Universitat, WS15
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for Startups
RKW Kompetenzzentrum
held by Dr. Thomas Funke ([email protected]) and Alexandra Koch ([email protected])
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USA
Product
Marketing
Europe
Product
Marketing
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Storytelling Why is storytelling so important?
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Objectives What you‘ll get out of this class - understand the importance of storytelling - tools to create and tell your story - more awareness towards stories - help to find your story
Prologue: Communication Basics Act 1: Sender and Recipient Act 2: Story(telling) Act 3: Characters Act 4: (Story)Telling
Schedule
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Prologue
Communication Basics
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Constructivism
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THEORY OF MIND
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Communication Modells
Sender Message Medium Recipient
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Act one
Sender und Recipient
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Typical Target Group for a Startup
Investors Business Angel, VC, FFF, (Smart) Money Customers Customer groups, segments, … Partner Vendors, suppliers… Competitors Direct vs. indirect competitors
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Get to know your Target Group!
Rational Age Sex
Education Profession
Income Family Status
Living Conditions Nationality
Hobbies Media Reception
Emotional Lifestyle Values Motivation Opinion Desires Believes Attitude Behavior Nutrition Fears
Example: Target Group Porsche Driver
Rational 53 Years
Male Academic
Management 140.000 €/Year Married, 2 Kids
Single Family Household German
Golf, Tennis Smartphone, TV, Radio
Emotional Achievement oriented Materialistic Ambitious Selfconfident Career oriented, open, Lively Interested in Premium Products Interested in Culture sportive
https://www.youtube.com/watch?v=mWNcLwTvFdQ
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Recipient Categories
The Passive One (Stranger) The Opponent (Hater) The Active One (Friend) The Convinced One (Fan)
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Example: Recipient Categories
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Choose your perspective
Advertiser wants to influence
Journalist wants to inform
Author wants to entertain
Scientist Wants to prove
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Advertiser
Perspective
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Perspective
Journalist
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Perspective
Bild: www.canva.com
Author
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Perspective
Scientist
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Bring them together!
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Act two
Story (telling)
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Types of Storytelling
Defeat the Monster Rags to Riches The Adventure Rebirth
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Defeat the Monster
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Rags to Riches
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Rebirth
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Act three
Characters
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Who are your Characters?
Hero Villain Victim Elixir
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Act four
(Story)telling
Building the Drama
Intro Conflict Turning Point Outro
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Important for every story:
Listen Create Tell Engage Optimize
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Act 5
Your Story!
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Exercise
Analyze the following story!
https://www.youtube.com/watch?v=XsicBNfMahE&feature=you
tu.be
Answer the following questions:
- What kind of perspective did the presenter use?
- What kind of character was the customer/the startup?
- What was the storytelling-type?
- What could be done better?
27.11.2015 38 Thank You! Any questions?: [email protected] and [email protected]
