How to do business with your community
ISBN : 9782897991791
Year of publication : 2021
Nombre de pages : 158
Langue : Anglais#French</trp-gettext#!trpEnglish#
The Internet is full of advice for budding entrepreneurs on how to create, develop and animate a community around their start-up project. However, a community cannot be decreed: it must be cultivated with its members, not for its members! Based on this observation, the aim of this book is to offer an alternative to these lists of advice, with an approach that fully integrates the community into the entrepreneurial process. The community is seen as an essential rather than a secondary component. To achieve this, and reap the rewards in terms of brand and market development, the book proposes the following five steps: 1) champion a cause and launch a movement; 2) recruit volunteers and organize their collaboration; 3) encourage online and offline interaction; 4) develop rituals; 5) link the value proposition.
To contextualize this approach, numerous examples clarify the concepts involved.
The book concludes by highlighting the need for joint development of the community model and the business model.
Anicet NEMANI is an entrepreneur and founder of BIMSTR, Cameroon's leading music promotion platform. A specialist in digital marketing, he is a regular speaker on topics relating to marketing at the bottom of the pyramid.
Bernard COVA is Professor of Consumer Sociology and Marketing at KedgeBusiness School (Marseille, France). He is also visiting professor at Bocconi University (Milan, Italy). His research has laid the foundations for the management of brand communities and consumer tribes, inspiring numerous companies.
Franck BARÈS is Professor of Entrepreneurship at HEC Montréal (Quebec, Canada), where he co-founded and heads the Entrepreneurship and Innovation Department. His research focuses on new forms of support for business start-ups.
