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NORTHLINK
TECHNOLOGICAL COLLEGE
LEARNING MATERIALS 4.1
Subject: Entrep- Entrepreneurship

MESSAGE FROM SIR TEMPS

Good day! How are you doing? I hope everyone is fine. Have you learned something
from our previous module? I hope so. We have another topic to be learned this time.
On this session, you will understand the concepts, underlying principles, and
processes of starting and operating a simple business. Specific objectives are as
follows:

Objectives:
At the end of this session, you are expected to be able to:
1. Manifest understanding of starting and operating a simple business
2. Implement marketing plans and strategies

Please be guided with the following:

 First, read Information Sheet 4.1: Implementing a Business Plan

a. Implementation of Marketing Plans and Strategies
b. Actual Selling of a Product or a Service

Note: Other means to understand the content:

 Attend the Online Synchronous Lecture thru zoom meeting to be scheduled
on the first week of November. Meeting ID will be sent thru our GROUP
CHATBOX.

 Second, perform Course Activity 4.1

Just in case you have questions, you may send it through our GROUP CHATBOX or
thru text messaging at 09480001331.

Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
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Information Sheet 4.1:

Implementing a Business Plan
The marketing plan plays a very important role in the entrepreneur’s business plan. Its
role is to ignite the customers to be informed, be persuaded, and be reminded to buy a
product or avail a service. To fulfill this role, this session will teach you how to make
marketing concepts a reality. The implementation of a marketing plan and strategies is
the stage when the entrepreneur puts his marketing ideas into action.
Implementation of Marketing Plan and Strategies
Preparing a marketing plan and implementing a marketing plan are two different
disciplines. Preparing a marketing plan is research-based, very technical, and
focused on coming up with a methodical marketing plan. Implementing a marketing
plan is strategy and tactics-based, needs manpower to execute, and is result-oriented.
Implementation of the marketing plan is an iterative process and does not end after
one round. It changes and adapt to the internal and external factors affecting the
product or service. Therefore, the entrepreneur should always prepare a marketing
plan ideal for one year. Effective marketing implementation starts with listing the
marketing activities and those who will be involved in executing the tasks. Here are the
ideal marketing plan implementation steps.
Step 1: Divide the marketing plan into small manageable pieces and manageable
timelines.
The entrepreneur must discuss the marketing plan and the marketing objectives
thoroughly to the marketing team at the onset and establish accountabilities. The value
proposition, the unique selling proposition, and the 7P’s must be clear with the
members of the marketing team and why these were chosen to best communicate the
product or service to target customers. He must also discuss thoroughly with marketing
team critical implementation aspects such as organizational preparedness, allotted
budget, implementation schedule, and risks.
Examples of value proposition, unique selling proposition, marketing mix
strategies and tactics for an online clothing business:
 Value proposition: Virtual shopping mall
 Unique selling proposition: Hand-made fashionable clothes from indigenous
Filipinos
 7P’s marketing mix strategies:
 Product: Hand-made fashionable clothes
Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
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 Place: Online/Internet
 Price: Penetration pricing (will start with low price until it peaks)
 Promotion: Internet marketing (e-mails, social media, Web sites)
 People: 24/7 helpdesk
 Packaging: Organic paper
 Process: Return policy of 10 calendar days
Step 2: Explain and delegate the marketing tasks to assigned individuals.
The online clothing entrepreneur must discuss the marketing objectives and the
specific marketing tasks to assigned people so they know exactly what they will do and
when to deliver them. The entrepreneur must also update, monitor, and evaluate the
marketing assignments every week or every month depending on the importance and
urgency of the marketing task.
Step 3: Keep the communication line open.
The entrepreneur must ensure that the line of communication between him and
the marketing team is always open to avoid implementation issues. This is very critical
because if there is a communication gap, customers will be the ones to suffer.
Communication channels have been revolutionized by technology, thereby leaving no
reason to no communication.
Step 4: Monitor accomplishments and progress.
Each of the marketing team member’s tasks must be monitored and evaluated to
see if the deliverables were done correctly and timely. The entrepreneur must also
review the results according to sets standards. The entrepreneurs must check the
progress on a weekly or monthly basis depending on the nature of business and
marketing objectives and should also interpret the results so that he will know what to
do next.
Step 5: Open yourself to relevant ideas of your marketing team
Because the ones in the frontline are the entrepreneur’s marketing members, the
entrepreneur should listen carefully to all their specific insights and findings and
document them. They have the first-hand experience and idea about the behavior,
psychology, demographics, and geography of the target market. They can better
describe to the entrepreneur the picture of reality- the marketing plan implementation
results and other relevant feedback that may not be covered by the marketing plan.
Step 6: Adapt to the internal and external factors that affect the marketing
function.
Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
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The entrepreneurs must be always at pace with the changes happening within
and outside the environment where his business operates. The entrepreneur must not
ignore all relevant factors so he or she knows how to counter them or follow them by
devising a revised marketing plan. The marketing plan is a work in progress and must
be revisited accordingly. It evolves in relation to the internal movements and the market
condition it operates.
Step 7: Incorporate incentives and penalties for motivation.
Every milestone should be celebrated, and one of the best ways to do it is to
incentivize the marketing team. On the other hand, nonperformance of the marketing
team should also have some consequences. These incentives and penalties will
always remind the members of the team to keep themselves on their toes. A
congratulatory remark plus a tap in the back means the team member did a task right,
whereas repeated coaching sessions and reminders mean the team member was not
quite effective in the given task. Incentives have proven to really work well in motivating
employees.
Step 8: Analyze and interpret the results.
This final step is one of the most crucial. The entrepreneur must analyze and
interpret the overall results of the marketing plan implementation. Each accomplished
marketing task must be marked as a milestone to recognize that a task is already
executed as envisioned. All the relevant insights and learning must be recognized and
incorporated in the next marketing plan. Effective marketing strategies and tactics must
be maintained and monitored if they still work. An effective marketing plan
implementation will give the entrepreneur an edge against the competitors. Consistent
successful marketing plan implementation, on the other hand, will sustain the business
and establish credibility to customers.
Actual Selling of a Product or Service
The first objective of a marketing strategy is usually to create awareness. But the
ultimate objective of any marketing strategy is for the product or service to be sold
because this is where the revenue comes in. The validation of how good or bad a
marketing strategy is can be manifested through how much sales the entrepreneur
generated. The actual selling of a product or service may seem to be easy for some, or
it may vary per person or services. But many successful entrepreneurs believe that
there are proper methods to sell products or service. There are various selling

Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
 Page 5

strategies entrepreneurs use that you can also apply when you sell your actual product
or service:
1. Cold calls. This is a selling strategy whereby the seller calls a random person
who has no relationship with the business yet but is considered as a potential
customer. The seller should expect that the customers are “cold” and skeptic
when he sells the product to them.
2. Consultative selling. It is a dialogue process between the buyer and the seller
(who acts as an expert consultant) as how the buyer’s problems or pain points
can be addressed by the product or the service of the seller.
3. Direct selling. It is where an independent direct seller goes directly to
customer’s house and presents his products.
4. Persuasive selling. This is often associated with being pushy, but persuasive
selling is different in such a way that it is selling with subtlety. This is positioning
the product or service as rare, limited, or recommended by experts. The
persuasive seller is able to engage a customer in a conversation rather than a
sales pitch.
Here are the steps in selling the products or service:
Step 1: Find prospects.
There is no such thing as “everyone”, “all of them”, or “everybody” when it comes
to marketing and selling. At the onset, the entrepreneur has to choose an initial group
of people that has common interests and preferences that the entrepreneur has to find.
This mechanism lessens unnecessary marketing and selling expenses and makes the
strategy more effective and suited to the primary target market, also called sales leads
or prospects.
Step 2: Sell credibly to your primary target market (sales presentation).
The selling presentation is one of the most challenging tasks in selling. The
entrepreneur or his sales agents must contact the prospects in any of the possible
channels where they can be easily reached such as face-to-face, Internet, mobile
phone, landline phone, text message, advertisement, affiliates, or any other creative
and strategic channel where they will be enticed to buy. There are four types of sales
presentation as follows:
 Stimulus response- offering the customer a compelling position that triggers
them to initiate purchase

Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
 Page 6

 Formula selling- follows a standardized selling approach or based on a

formula.
 Canned presentation- is a sales presentation memorized by the presenter.
 Need presentation- is a question-and-answer presentation with the aim of
understanding the exact needs and wants of the customers.
Step 3: Manage customers’ inquiries and objections.
Customers are not buying for the sake of buying. They are the entrepreneur’s
major critique. They are usually asking questions related to price or value proposition.
They need to be assured that the value of their money is satisfied by the value of the
product or service. Therefore, the challenge for the seller is to address the unique
needs of customers based on their interests, needs, and situations to proceed with
closing the sale.
Step 4: Close the sale.
The entrepreneur must close the sale by ensuring that both the seller and the
buyer agree to the conditions of the sale. The entrepreneur must ensure inspire the
buyer to instigate an action by making a firm commitment to buy the product or avail
the service. In processing the sale, the entrepreneur should ensure that the customers
will have a seamless buying experience so that they will be encouraged to repeat
transacting with the business. In essence, closing a sale is not just a transaction but an
organic ending of the sales process.
Step 5: Develop a long-lasting relationship with customers.
Closing the sale spearheads a long-lasting relationship with customers. The
entrepreneur must ensure that he asks for feedback regarding the product or service
sold so that he knows if the customer is satisfied or not. The entrepreneur should
assess the product or service satisfaction of customers and confirm if their satisfaction
is complete. Entrepreneurs must also prepare their after-sales strategy to entice
customers to come back and repeat the purchase over and over again. This way, the
entrepreneurs will save on additional marketing expenses to acquire new customers,
because maintaining happy customers is more cost-effective than getting new ones. In
short, the entrepreneur must maintain the good rapport that he has with loyal
customers.

Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT
 Page 7

Course Activity 4.1

Name:

Set: Contact No.

Apply the concepts that you have learned from this module and from the previous
ones in selling your own products. Document the process of making the product as
well as the actual selling. Make a photoessay for this activity.

Reference: Batisan, Ronaldo S. (2016). DIWA Senior High School Series: Entrepreneurship

Northlink Technological College

Learning Materials on Entrepreneurship
Developed by: Reymark O. Temporada, LPT