Entry Level Digital Marketing: Mission 2 - 5C's Analysis

The Theory

Company

Details about your company.

• What’s your company’s value proposition?
• What is unique about your company?

Collaborators

External parties your company works with to deliver value. 3 categories of collaborators:

• Product/Service Delivery (ex. content creator)
• Distribution (ex. affiliate marketer)
• Brand (ex. Beats by Dr Dre)

Customers

• Your customers
• total addressable market
• other relevant factors.

Competitors

Others in your market, serving your audience.

• Who is providing similar services?
• What are your customers’ alternatives to your product/service?
• What is the size of your competitors?

Context

Factors that directly or indirectly impact your company.

• Political
• Environmental
• Legal
• Technological
• Economic

Exercise: Paypal Analysis

Company

• What is special about this company (value proposition)?

  • Convenient payments without bank details

• What are the strengths and weaknesses of this company?

  • Strengths
    • It is well-established, long history
    • It has integrated with a lot of big partners (ebay)
  • Weaknesses
    • It getting really big
    • Too many directions and offerings

• What other details about the company are relevant?

  • It acquired Honey, a coupon app
  • Elon Musk and Peter Thiel + the PayPal mafia came from there.

Collaborators

Three types of collaborators: 1️. Product/Service delivery (ex. content creator or another company) 2️. Distribution (ex. affiliate marketer) 3️. Brand (e.g. Beats by Dr Dre)

Customers

What do your customers need?

Competitors

Who else is doing the same thing?

• Stripe
• Square
• Venmo

Context

Understand what is happening in the world

• Political
• Environmental
• Legal
• Technological
• Economic

Key Takeaway Identifying that there are three classes of Collaborators makes it easier to identify opportunities.

Why do we do this?

The answers to these questions will guide the marketing strategy

The Task: Do a 5C Analysis

Company: LeftOvers

The company helps customers do meal planning using the ingredients that already exist in their fridge.

It's unique selling points are:

• It reduces food wastage
• Provides new ways you can cook/prepare the ingredients you already own

Collaborators

• Product/Service Delivery
  • Product
    • Collaborate with a recipe book author and tie in recipes to the service
    • Partner with a grocery store to have custom deliveries every week
  • Service
    • Serve clientele of fitness companies/gyms adding to their offering
    • Power influencer transformations
• Distribution Collaborators
  • Bundle with Samsung health as a default app
  • Release an API for providing other apps with recipe functionality
• Brand Collaborators
  • Partner with no-waste brands like Oddbox, ChicP
    • Their goal is to reduce food waste. We can have them supply users with cooking ingredients
  • Partner with famous restaurants/chefs
    • Create content to revamp your own leftover ingredients
    • Raise awareness to home cooking
    • E.g. Surprise chef cooking show

Customers

Potential customer types:

• Single live at home
• Gym meal preppers
• Mothers with kids

Competitors

• Yummly
  • Big recipe database
  • Already have this as a small feature in their website
• Grocery stores
  • Woolworths (Australian supermarket chain) have recipe feature in their app that is integrated with shopping/delivery
• YouTube / YouTube creators
  • New recipes often more interesting than what you have in the fridge

Context

• Post-Covid/Recession world
  • Money is tighter for a lot of people
  • Society is cutting down on discretionary spending
• AI is starting to provide easier planning
• Groceries are being delivered to you