Davao Oriental State University

Banaybanay Campus

course
pack
in
Entrepreneurship
btle 101

Arranged by :
aimer s. lumaan, lpt
Instructor I

2024
 Davao Oriental State University
Banaybanay Campus

COURSE INFORMATION
1. COURSE NUMBER : BTLE -101
2. COURSE TITLE : Entrepreneurship
3. COURSE DESCRIPTION : This course dwells on the basic entrepreneurial concepts and practices. Its includes topics
such personal entrepreneurial concepts, environment and market.
4. Course Credit :3
5. PREREQUISITE : Math 15

COURSE LEARNING OUTCOMES

Upon completion of the assignments, readings, and laboratory activities, the
student will be able to:

CLO 1 Discuss and characterize the attributes of a successful

entrepreneur;
CLO 2 Acquire knowledge and competency in Entrepreneurship;
CLO3: Create Business Plan;
CLO4: Master the concepts and principles in acquiring Capital
Investment;
CLO5: Gain engagement in Small Business Entrepreneurship;
CLO6: Obtain proficiency in the concept of Business Startups

Learning Outcomes:
Learn about Entrepreneurship
Come up with a business idea
Start a business as a teenager
Be a successful business owner
Draft, design, write, implement a business plan
Present a business plan to venture capitalists
Write a business plan for Internet business
Develop a business Development Budget
Write a venture capital proposal
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MODULE 2:
DEVELOPING A BUSINESS PLAN

RECOGNIZE
AND‌
‌UNDERSTAND‌
‌THE MARKET‌
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Banaybanay Campus

MODULE 2

A deep understanding of the market is foundational to entrepreneurial

success. The "Recognize and Understand Market" module in BTLE-101
equips aspiring entrepreneurs with the essential tools to identify,
analyze, and effectively target their ideal customer base. By exploring
concepts such as market segmentation, target market identification,
customer needs and preferences, and market trends, students gain the
ability to make informed decisions about their business ventures.
This module is crucial as it provides a solid framework for developing a
sustainable business model. By recognizing the specific needs and
desires of their target market, entrepreneurs can tailor their products
or services to meet these demands, increasing customer satisfaction
and loyalty.

Additionally, understanding market trends allows entrepreneurs to

anticipate future changes and adapt their strategies accordingly,
ensuring long-term business viability.
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Before we begin with this module, answer the question below, Let’s see if you
already have some idea about Recognizing Potential Markets

ACTIVITY

Write True if the statement is correct and write False if not correct.

__________1. Value refers to what the product does for customers that they’re prepared to
pay.
__________2. Marketing concept that was first proposed as a theory to understand the
pattern in successful advertising called
Unique Selling Proposition.
__________3. In creating value proposition, entrepreneurs will consider the four (4) basic
elements.
__________4. Unique selling proposition is specific, often citing numbers or percentages.
__________5. The effective selling using advertising and marketing is part of value
proposition.
__________6. Identify and rank the uniqueness of the product or services character is one
tip for the entrepreneur on how to
create an effective unique selling proposition.
__________7. The Entrepreneurs will not consider the health benefits of the consumers.
__________8. Consumers have common wants and needs.
__________9. The market targeting is a stage in market identification process that aims to
determine the set of buyers with
common needs and characteristics.
_________10. Identifying the unique selling proposition will not require marketing research.
_________11. Targeting a specific market does not mean that you are excluding people who
do not fit your criteria.
_________ 12. Demographic segmentation is the total market divided according to
geographic location.
_________ 13. Knowledge and awareness is one variable to consider in behavioral
segmentation.
_________ 14. Service requirement is intangible thing or product not able to be touch but
feel the fulfillment.
_________ 15. Market size is like a world globe measurement.
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LEARNING OUTCOMES:
Explain what are the Methods of segmentations.
Distinguish between Value Proposition (VP) and Unique Selling
Proposition (USP)
Identify process that aims to determine the buyer common need
and behavior
MOTIVATIONAL ACTIVITY:
ACTIVITY TITLE: THE ENVELOP CHALLENGE
What can a students do with two hundreds?
In this exercise, students will work collaboratively to turn investment funding
into more capital through the execution of a successful entrepreneurial
strategy. Students will be presented with a sealed envelope with “seed” funding
for their new business. This envelope may contain a small amount of cash,
ideally 200 pesos.
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Lastly, students must submit documentation (video and photos) during the
presentation. Additionally, students must submit a hard copy of the written output
on A4-sized bond paper.
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Banaybanay Campus

lesson 2‌ ABSTACTION:
Value Proposition (VP) is a business or marketing statement that
summarizes why a consumer should buy a company's product or use its
service. This statement is often used to convince a customer to purchase a
particular product or service to add a form of value to their lives. In creating
Value Proposition, entrepreneurs will consider the basic elements:

• Target Customer
• Needs/opportunity
• Name of the product
• Name of the enterprise/company
There are many competitors in the market to establish superiority to them.
Entrepreneurs should think some alternative and how it works better. An
important aspect in Value Proposition must be truthful that will establish
credibility to the consumers.
Example: Potential value proposition is most common in small businesses of
your locality.
Aling Charing Sari-sari Store open only from 6:00 am to 6:00 pm, but Aling Charing
noticed that there are customers who go nearby town to look for a convenience store at
around 10:00 pm to 6:00 am. She believes that this is a great opportunity for her store to
operate 24/7. In this example, proposed value proposition: “Charing Sari-sari Store, opens
24/7”.
The business describes sari-sari store – a basic retail store. The assurance from
this value proposition is because of the phrase “opens 24/7”, Aling Charing Sari-
sari Store opens 24/7, which make it different from other competitors.

Unique selling proposition (USP) refers to how you sell your product or
services to your customer. You will address the wants and desires of your
customers.
As entrepreneur, you think of marketing concept that persuade your
target customers. The following questions you may ask in doing this,
What the customers want? What brand does well? What your
competitor does well?
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Some tips for the entrepreneur on how to create an effective unique

selling proposition to the target customers:
Identify and rank the uniqueness of the product or services character
Very Specific
Keep it short and simple (KISS)

As entrepreneur, present the best feature of your product or services

that are different from other competitors. Identifying the unique selling
proposition requires marketing research that you will learn from the other
modules. In promoting your products or services, make sure that it is very
specific and put details that emphasize the differentiator against the
competitors. Keep it short and simple and think of a tagline that is easy to
remember. Right now, the proposed unique selling proposition:

“Charing Sari-sari Store, opens 24/7”.

Readers get confused between value proposition and unique selling

proposition. The two propositions are used to differentiate the products
from competitors. For example, Jollibee is known to have a Filipino taste
burger. This brand has a unique selling point because of its tagline “Langhap
Sarap”

Unique Value Proposition and Value Proposition are two most famous tools
used to explain why prospect customers buy each products and services. Base
on each definition, we learn that USP and VP are frameworks of each business
industry. The two propositions are valuable for the entrepreneurs.

After you understand the value proposition and the unique selling proposition,
now it’s time to understand the target
market, customers’ requirement and market size.
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A. Target Market
Market Targeting is a sage in market identification process that aims to
determine the buyers with common needs and characteristics. Prospect
customers are market segment that entrepreneurial venture intends to serve.
In targeting a specific market, it will exclude people even if it will not fit your
criteria. Rather, target marketing allows you to focus your marketing money
and brand message on a specific market that is more likely to buy from you
than other markets. Product is more affordable, efficient, and effective way to
reach potential clients and generate business.
Commonly used methods for segmenting the market are follows.

1. Geographic segmentation – the total market is divided according to

geographical location.
Variable to consider
A. Climate C. Culture
B. Dominant ethnic group D. Density (either rural or urban)

2. Demographic Segmentation – divided based consumers

Variable to consider
a. Gender e. Family size
b. Age f. occupation
c. Income g. education
d. Ethnic group h. religion
3. Psychological Segmentation- divided in terms for customers think and
believe.
Variable to consider

a. Needs and wants e. knowledge and awareness

b. Attitudes f. brand concept
c. Social class g. lifestyle
d. Personality traits
4. Behavioral Segmentation- divided according to customers’ behavior
pattern as they interact with a company.
Variable to consider
a. Perceptions d. benefits
b. Knowledge e. loyalty
c. Reaction f. responses
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B. Customer Requirements
Customer requirements are the specific characteristics that the customers
need from a product or a service.
There can be two types of customer requirements:
1. Service Requirement
2. Output Requirement Service Requirement
Intangible thing or product that is not able to be touched but customer can feel
the fulfillment. There are elements in servicerequirement like on-time delivery,
service with a smile, easy-payment etc. It includes all aspects of how a customer
expect to be treated while purchasing a product and how easy the buying
process goes.
Output Requirements:

Tangible thing or things that can be seen. Characteristic specifications that a

consumer expects to be fulfilled in the product. Costumer that will avail services
as a product, then various service requirements can take the form of output
requirements. Forexample, if the consumer hires a multi cab, then on-time
arrival becomes an output requirement. Customer buys gadgets (phone
speaker), the specification like the loudness and clarity are the output
requirements.

C. Market Size
Entrepreneur’s most critical task is to calculate the market size, and the potential
value that market has for their startup business. Market research will determine
entrepreneur possible customers in one locality.
What is Market Size?
Market size is like a size of arena where the entrepreneurs will play their business. It is
the approximate number of sellers and buyers in a particular market. Companies are
interested in knowing the market size before launching a new product or service in the
area. In determining the market size, entrepreneur will conduct a strategic marketing
research from reliable sources using the following method. First step is to estimate the
potential market – approximate number of customers that will buy the product or avail
your services. Second step is to estimate the customers who probably dislike to buy your
product or avail the services. Third step is for the entrepreneur to estimate the market
share, that means plotting and calculating of the competitor’s market share to
determine the portion of the new venture. Market size become the most important if you
ever need to raise funding for your business.
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APPLICATION 1:
Entrepreneurs will take a look at each customer’s demand in the market.
Understanding your market will help reach your goal to compete with bigger
competitors. Building positive relationships with customers required more
understanding in customers purchasing motivations and habits.
_____________and ____________ basically joint hand in hand to promote its
product and services. __________is a sage in market identification process that
aims to determine the buyer common need and behavior.

There are four (4) methods for segmentation, __________, __________,

__________and __________. There are two types of customer requirement the
__________ and __________, the tangible and intangible things. Understanding
your market will help reach your goal to compete with bigger competitors.

APPLICATION 2:
Give at least 5 products being advertised or promoted on television. Evaluate each one
according to its USP, VP, method of segmentation used, customer requirements, and
who are target customers.

Customer
Method of Target
Product Name Requirements
USP VP Segmentation customers

1.

2.

3.

4.

5.