1.1

2.


Outline
3. 3


(
)

(
)

(Entrepreneurs)


(VC)
(Angel)

(

4. (1/2)


Ex. FacebookLinkedIn

Ex. EMBA
Angel ( or )
Ex.
VC
Ex.


Ex.

Ex.

Ex.

Ex.
4
Angel & VC
5. (2/2)


Ex.

Ex.

Ex.


Ex.



Ex.


Ex.

5
6. 6
(Due Diligence)
7. 7


1. E-mail
2.
3.

1. ( NDA )
2. ( Letter of InterestTerm Sheet )
8.
8
9. 9
Marketing Research Definition
Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to
address these issues,
designs the method for collecting information,
manages and implements the data collection process,
analyzes the results, and communicates the findings and their implications.
American Marketing Association http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
10. 10
Secondary Data
Government statistics
Market research publication
Scholar research
Financial statements of public companies
Useful websites:
(http://www.dgbas.gov.tw/)
(http://mic.iii.org.tw/)
IEK (http://www.iek.itri.org.tw/)
Market Research Method
Primary Data
Interview
Questionnaire survey
Observation
Focus group
Experiment
11. 11
Common Marketing Research Questions

How big is the existing market?

12. How big is the potential market? 13. How fast is the market growing? 14. What are the buyers like? 15. How and why do buyers use the product? 16. What market segments exist? 17. What are their existing behaviors? 18. What is the pain? 19. Which functions user care most? 20. Who will pay? 21. How much they will pay?Market Sizing
Consumer
Product
Pricing
22. 12
STEPS
Phase I: Determine the Research Problem
Identify and clarify information needs
Define research problem and questions
Specify research objectives and confirm information value
Phase II: Research Design
Determine the research design and data sources
Develop the sampling design and sample size
Examine measurement issues and scales
Design and retest the questionniare
23. 13
STEPS
Phase III: Execute the Research Design
Collect and prepare data
Analyze data
Interpret data to create knowledge
Phase IV: Communicate the Research Results
Prepare and present final report
24. 14


!!

(
Case
1.
2.
3D

25. (1/2)


From Secondary Data:
18-45463
18455000
230
From Secondary Data & Interviews:

3000-4000
4.2
15
?

26. (2/2)



-
-
- Business
model
16

27. (1/3)





(Domain knowledge)
Consumer

What are the buyers like?

28. How and why do buyers use the product? 29. What market segments exist? 30. What are their existing behaviors?Product

What is the pain?

31. Which functions user care most?Pricing

Who will pay?

32. How much they will pay?17
33.








3D

18

34. 35. 36.