Sales & Marketing articles in the KEVOS Business library. 41 pages.
How to build a leading brand on a minimal marketing budget — through product quality and word of mouth, an all-team social-media presence with alternative real-life campaigns, a…
Six strategies behind a market leader — a problem-solving product, smart consumer marketing, zero-debt growth, social commitment, continuous R&D, and relentless technology innov…
Why chasing customers beats chasing investors — prove your unit economics and capital comes to you. Covers the customer-first principle, profit-sharing partnerships instead of u…
How to identify business trends — research customers and become a subject-matter expert, change your channel, team and location to match, and use search-trends tools to spot wha…
The product design process — research your stakeholders deeply, surface each group's real problems, turn them into a value proposition, and unite everyone on a common platform f…
SWOT analysis as a tool to see what's working and what isn't — the four quadrants on the internal/external and helpful/harmful axes, the factors behind each, how to run a SWOT w…
Convince any customer with one simple strategy — sell benefits, not features. A feature is about your product; a benefit is about the customer's life. Translate every feature in…
Chase customers, not investors — prove unit economics first, use profit-sharing instead of capital, and make your first landlord and chef your investors, so funding chases you.
SWOT analysis explained — the four factors (Strengths, Weaknesses, Opportunities, Threats), the internal-versus-external matrix, how to run a SWOT with your team, where the data…
Twelve retail display strategies to attract customers and lift sales — theme, cross-merchandising, lighting, eye-level placement, an inviting window, product testing and visible…
How to price your product — define your customer profile, calculate COGS, price on the value you create rather than cost, influence the real decision-maker, use scarcity, and ti…
Win the customer's belief by selling benefits, not features — translate every product feature into an impact on the customer's life, and focus on their success so they invest in…
A guide to market research — primary vs secondary research, the six reasons it matters, a five-step DIY method covering competitors, customer problems, value and difficulty, and…
How to design a product or service before you launch — researching your ecosystem, identifying and deeply understanding every stakeholder, framing a value proposition from their…
How to identify and act on market trends — researching customers and the ecosystem, becoming a subject-matter expert, and using search-trend tools; then the changes to make once…
Make your brand go viral without a big budget — five tips on organic branding, leading with feeling over information, grabbing attention instantly, jingles, and emotional persua…
Net Promoter Score (NPS) explained — its five advantages, the three customer types (detractors, passives, promoters), the promoters-minus-detractors formula, and how to measure …
Build a customer-feedback system — six benefits of feedback, the NPS score, six digital channels to collect it, how to design a form that gets answered, and methods to analyse t…
Create ad campaigns that win hearts — nine tips on putting value before profit, turning your product into a living brand-hero, telling a campaignable emotional story, and delive…
How to improve customer experience and build loyalty — the benefits of great CX, the factors that attract customers, and nine strategies including AI chatbots, prioritising sati…
A complete discounting strategy — two checks before you discount, the three aims, fifteen discount techniques, nine profit parameters (margin, markup, break-even) to price it ri…
How to measure customer lifetime value (LTV) — the value times duration formula, repeat vs reference business, calculating COCA, retention vs attrition, and the five customer st…
Why customer relationship is the real reason businesses succeed — get closer to customers, research and localise new markets, never take customers for granted, serve digital cus…
Market research explained — why it matters, the four customer dimensions, primary versus secondary research, the five primary methods (surveys, focus groups, interviews, observa…
The bootstrapping investment secret — capital chases those who don't need it. Prove your unit economics with profit-sharing instead of raising cash, reach profitability, and wat…
How to market products to Gen Z — understand their eight traits: always online and video-first, allergic to hard selling, an eight-second attention span, and a demand for real v…
A complete guide to market research — what it is, why it matters (understanding customers, competitors, pre-launch testing, product development, growth), the four customer dimen…
A framework for measuring marketing productivity and fixing funnel gaps — the five A's (aware, appeal, ask, act, advocate), the purchase action and brand advocacy ratios, the co…
A 7-step content management system for social media — set goals, build a content engine, listen, match content to each platform, audit, distribute, and serve customers to drive …
A ten-point framework for world-class customer experience — listen, empathise, delight, keep customers updated, hire well, be honest, respond fast, always pick up, escalate clea…
The 8 P's framework as a strict sequence — Problem, Prospect, People, Product, Pricing & Positioning, Process & Performance, Profit — bound together by Purpose. How to build a b…
How to spot business trends and act on them — research the market, become your own expert, use trend tools, then reshape your business model (channel, team, hiring) to ride the …
Build a strong brand without deep pockets or a celebrity — brand as blind faith, umbrella branding, the creative-media-consistency formula, keeping your brand promise, and earni…
Porter's four generic competitive strategies for outpacing rivals — cost leadership, differentiation, cost focus and differentiation focus — mapped on the scope-versus-advantage…
User experience (UX) explained — strip out what customers never use, design seamless, easy and repeatable journeys across shop, phone and online, build on research not opinions,…
Five categories of competitor-analysis tools for tracking, analysing and learning from your competition — web-mention alerts, social media analytics, SEO and backlink tools, con…
A framework for positioning your product — the business sequence (perfect customer, problem, product, positioning), the four value propositions (performance, relational, emotion…
How to scale from a single customer to many — replicating partners and customers, creating a partner-and-customer value flywheel, driving word-of-mouth with discount coupons and…
A practical guide to discounting — the aims of a discount, fifteen discounting techniques from loyalty and seasonal to bundled, early-bird and refer-a-friend, the parameters tha…
How to calculate productivity — the Output divided by Input formula with worked examples, the human and technological elements that raise it, and using KRA and KPI as critical s…
A comprehensive framework for business development, covering the sales funnel, prospecting, communication, and client empathy.