ADAPTIVE TEACHING GUIDE

Most Essential Topic # 1: Recognize and Understand the Market

Lesson # 1: Recognize and Understand the Market

Prerequisite Content-Knowledge: Recognize a Potential Market

Prerequisite Skill: Critical thinking

Prerequisites Assessment:
Review on the Entrepreneurship Multiple Choice.
Direction: Encircle the letter of your choice.
_____1. It is the process of considering, evaluating, and pursuing market-based activities that are believed to be advantageous for
the firm.
A. Opportunity – seeking
B. Opportunity – seizing
C. Opportunity – screening
D. Sources of opportunity
_____2. This is essential to opportunity – seeking which allows the entrepreneur to see things in a positive and optimistic light in
the midst of crisis or difficult situations.
A. Entrepreneurial mind frame
B. Entrepreneurial gut game
C. Entrepreneurial heart flame
D. Entrepreneurial heart frame
_____3. It is the ability of entrepreneur that can sense without using the five senses,
also known as intuition.
A. Entrepreneurial mind frame C. Entrepreneurial heart flame
B. Entrepreneurial gut game D. Entrepreneurial heart frame

_____4. One of the essentials of an entrepreneur’s opportunity–seeking that refers to the driven passion of an individual.
A. Entrepreneurial mind frame C. Entrepreneurial heart flame
B. Entrepreneurial gut game D. Entrepreneurial heart frame
_____5. What variable of the societal environment includes income level and employment rate?
A. Economic forces C. Political forces
B. Sociocultural forces D. Technological forces

Pre-lesson Remediation Activity:

1. For Students with an Insufficient Level of Prerequisite Content-knowledge and/or Skill(s):
 Review about Introduction to Entrepreneurship

2. For Students with Fairly Sufficient Level on Prerequisite Content-knowledge and/or Skill(s):
 Question and Answer activity where the students will share their difficulties on the topic.

Introduction:

1. TIME ALLOTMENT: (Three (4) Sessions) TEACHER’S CONTACT INFO: _________________________________

2. RUA (OBJECTIVE/The student is expected to gain from learning the topic/lesson)
At the end of the lesson, the learners will:
 1 – Describe the unique selling proposition and value proposition that differentiate one’s product/service from existing
products/services.
 2 – Determine who the customers are in terms of:
a. Target market
b. Customer requirement
c. Market size
3. Context where the student is going to apply his/her learning (In what PAA/EFAA and personal use?)
The learners will use their knowledge on doing self-assessment if they are able to create a effective Unique selling
Proposition, Value proposition and also understand the market
4. Overview:
 In this lesson student will determine who the customers are in terms of target market, customer requirements, and market
size.
  Students able to describe the unique selling proposition and value proposition that differentiate one’s product/service from
existing products/services.

Student’s Experiential Learning:

Recognize and Understand Market
Chunk 1: Have the students know the difference of Unique selling Proposition and Value Proposition.
Formative Question 1: What is the Value Proposition?
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
Formative Question 2: What is Unique Selling Proposition?
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 an entrepreneur, you should think of marketing concepts that persuade your target customers. You
may ask the following questions in doing this: What do the customers want? What brand does well? What does your competitor
sell well? Some tips for the entrepreneur on how to create an effective unique selling proposition to the target customers are:
 Identify and rank the uniqueness of the product or services character
 Be very Specific
 Keep it Short and Simple (KISS)
Formative Question 3 : What is their differences?
VALUE PROPOSITION UNIQUE SELLING PROPOSITION
- Are longer statement than USP because they express tangible - Composed of 3 to 5 words
result or concrete outcomes - Separates you from the competition set up “buying criteria”
- They serve to convince your target market that they’ll the Being Unique
“value of their money” - Company can have many USP as many as company
- The company have a only 1 VP. product/service offered

Chunk 2: Have the students to understand the target market, customers requirement and market size.
 Formative Question 1: What are the Factors That Will Determine Your Customers?
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 a market segment that an entrepreneurial venture intends to serve. In targeting a specific
market, it will exclude people 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. Choose a product that is more
affordable, efficient, and effective to reach potential clients and generate business.
Commonly used methods for segmenting the markets are follows.:
1. Geographic segmentation – the total market is divided according to geographical location.
 Variables to consider {Climate, Dominant ethnic group, Culture, and Density (either rural or urban)}
2. Demographic Segmentation – divided based on consumers
 Variables to consider (Gender, Age, Income, Occupation, Education, Religion, Ethnic group, and Family size)
3. Psychological Segmentation – divided in terms of how customers think and believe
 Variables to consider (Needs and wants, Attitudes, Social class, Personality traits, Knowledge and awareness, Brand concept
and Lifestyle)
4. Behavioral Segmentation – divided according to customers’ behavior pattern as they interact with a company.
 Variables to consider (Perceptions, Knowledge, Reaction, Benefits, Loyalty, Responses)

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

Formative Question 1: What is Market Size?

C. Market Size
Market size is like a size of the 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, the entrepreneur will
conduct a strategic marketing research from reliable sources using the following method.
Step 1- estimate the potential market – approximate number of customers that will buy the product or avail
your services.
Step 2- estimate the customers who probably dislike to buy your product or avail the
services.
Step 3- 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.

Synthesis:
Entrepreneurial process begins with ….
And ends with…

An entrepreneur will only become successful if he or she is clear regarding the value and unique selling proposition of the
product offering. The Value and Unique selling Proposition should center on the needs of both the primary and secondary
target marker markets. Knowing the market also helps the entrepreneur in calculating the market size and coming up with
an estimated of profits. The market may be segmented based on demographic, psychographic, geographic, and behavioral
factors.

RUA of a Student’s Learning

 For students with internet connectivity For students without internet connectivity
Give at least 5 products being advertised or Give at least 5 products being advertised or
promoted on television. Evaluate each one according promoted on television. Evaluate each one according
to its USP, VP and method of segmentation used, to its USP, VP and method of segmentation used,
customer requirements, and who are the customers. customer requirements, and who are the customers.

Students will upload their work in Google Drive Students will pass their work

INSTRUCTION: Write an essay according on what is asked.

As an entrepreneur, you are planning to have a business. Using the following guide questions, answer them so
you can now start drafting your business plan.
1. What product do you want to sell?
2. How will you apply the concept of value proposition and unique selling proposition?
3. What is the best tagline of your chosen product?
4. Who is your target market?
Post-lesson Remediation Activity
The teacher will provide a printed material and remediation activity to help students learn about the topic.
Identify whether the following is a Unique Selling Proposition or Value
Activity 1
Identify whether the following is a Unique Selling Proposition or Value Proposition of a product/service.
Example: Langhap Sarap Example: Unique Selling Proposition

1. Safeguard ____________________
2. Love ko to ____________________
3. Supermarket ____________________
4. Surf ____________________
5. Bukas kahit anong oras ____________________

Activity 2.
Determine what method of market segmentation (Geographic,
Demographic, Psychological and Behavioral Segmentation) will be used for
the following items.
1. We have Climate Change. ____________________
2. Over 60 years of age. ____________________
3. Branded (US Levi’s). ____________________
4. This product is good for my health. ____________________
5. Most People in the community are Roman ____________________
Catholic.