DETAILED LESSON PLAN ( DLP )

Date: March 4, 2024

Learning Area: Entrepreneurship
Monday
Grade Level: 12 Duration: 1 hour
DLP No: 18 Quarter: 1 Module: 3
Analyze the market need;
1.2.2 Determine the possible
product/s or service/s that will meet the
need;
Analyze the market need;
Code :
1.2.2 Determine the possible
CS_EP11/12ENTREP-
product/s or service/s that will meet the
Learning 0d-7
need;
Competency/ies CS_EP11/12ENTREP-
 Describe the unique selling proposition and value
0d-8
proposition that differentiates one’s product/service
from existing products/services;
 Determine who the customers are in terms of :
a. Target Market
b. Custormer requirements
c. Market size.
Unique Selling Proposition (USP) – refers to how you sell your product or services to
Key Concepts/ your customer. You will address the wants and desires of your customers.
Understandings to
be Developed Value Proposition (VP) - is a business or marketing statement that summarizes why a
consumer should buy a company's product or use its service.
1. Learning Knowledge Understand the Unique Selling Proposition and Value Proposition.
Objectives:
Skills Give and evaluate product names according to its Unique Selling
Proposition, Value Proposition, and method of segmentation used,
customer requirements, and who are the customers.
Attitude Presents his/her understanding about the market
Values Demonstrates the value of respect by listening when someone is having
an oral recitation and discussion.
2. Content Value Proposition (VP) & Unique Selling Proposition (USP)
Quarter 1, Module 3
Entrepreneurship
Recognize and Understand a Potential Market
3. Learning
Resources Internet connection, PowerPoint presentation, Laptop, LCD

4. Procedures
 Prayer
 Greetings
 Attendance Checking
 Set the House Rules
 Reading of the Objectives

Review:
Five Forces of Competition
 Buyers
4.1 Introductory  Potential new entrants
Activity  Rivalry among existing firms
(10 minutes)  Substitute products
 Supplier

Motivation:
Interactive Games – Guess the Logo
 Group Activity:

The class will be divided into 4.groups. Each group has to make an advertisement or
promotion on television.using the tagline or famous line of existing products or services
that you like to advertise. Students need to show how to convince or persuade buyers to
purchase/buy the roducts.

4.2 Activity
(12minutes)

*Provide HOTS questions and will hit the objectives

*Relates to the above activity
4.3 Analysis In relation to the above activity, answer the questions below:
(10 minutes) 1.Why did you choose that tagline of your chosen product?
2. Using your own selling strategy, how can you sell the particular product.
3. Who is your target market?

4.4 Abstraction What is Unique Selling Proposition (USP) and Value Proposition (VP)?
( 10 minutes)
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
There are many competitors in the market who establish superiority over other
entrepreneurs. Entrepreneurs should think of other alternatives to make their
products better. An important aspect in Value Proposition is that it must be
truthful and that it should establish credibility to the consumers.

Example: Potential value proposition is most common in small businesses of

your locality.
Aling Charing Sari-Sari Store opens only from 6:00 am to 6:00 pm,
but Aling Charing noticed that there are customers who go to a nearby town to
look for a convenience store at around 10:00 pm to 6:00 am. She believes that
this is a great opportunity for her store to operate 24/7. In this example, the
proposed value proposition is: “Charing sari-sari Store, open 24/7”.
The business describes a sari-sari store – a basic retail store. The
assurance from this value proposition is because of the phrase “open 24/7”,
Aling Charing’s sari-sari store opens 24/7, which makes it different from other
competitors.

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)
As an entrepreneur, present the best feature of your product or service
that is different from other competitors. Identifying the unique selling
proposition requires marketing research that you will learn from the other
modules. In promoting your products or services, make sure that it is very
specific and put details that emphasize the differentiator against the
competitors. Keep it short and simple and think of a tagline that is easy to
remember. Right now, the proposed unique selling proposition is: “Charing sari-
sari store, open 24/7”
Readers get confused between value proposition and unique selling
proposition. The two propositions are used to differentiate the products from
competitors. For example, Jollibee is known to have a Filipino taste burger. This
brand has a unique selling point because of its tagline “Langhap Sarap”
Unique Selling Proposition and Value Proposition are two of the most
famous tools used to explain why prospect customers buy each product and
service. Base on each definition, we learn that USP and VP are frameworks of
each business industry. The two propositions are valuable for the
entrepreneurs. Make sure that you're focusing on a solution that is a need, and
make sure that you are targeting a customer segment that's large enough and
cares enough about your solution so that you can build a viable business. We'll
talk more about determining the size of your target market in our next lesson.
After you understand the value proposition and the unique selling
proposition, now it’s time to understand the target market, customers
requirement and market size. As you might expect, the market is right at the
center of our word cloud for this lesson. Understanding your market is critical in
building your business model. There are three 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
a. Climate
b. Dominant ethnic group
c. Culture d. Density (either rural or urban)

2. Demographic Segmentation – divided based on consumers

 Variables to consider
a. Gender
b. Age
c. Income
d. Occupation
e. Education
f. Religion
g. Ethnic group
h. Family size

3. Psychological Segmentation – divided in terms of how customers think and

believe
 Variables to consider
a. Needs and wants
b. Attitudes
c. Social class
d. Personality traits
e. Knowledge and awareness
f. Brand concept
 g. Lifestyle
4. Behavioral Segmentation – divided according to customers’ behavior pattern
as they interact with a company.
 Variables to consider
a. Perceptions
b. Knowledge
c. Reaction
d. Benefits
e. Loyalty
f. 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 Service Requirement:
An intangible thing or product that cannot be touched but the customer can
feel the fulfillment. There are elements in service requirement like on-time
delivery, service with a smile, easy-payment etc. It includes all aspects of how a
customer expects to be treated while purchasing a product and how easy the
buying process goes.

Output Requirements:
Tangible thing or things that can be seen. Characteristic specifications that a
consumer expects to be fulfilled in the product. Costumers will avail services as
a product, then various service requirements can take the form of output
requirements. F
For example, if the consumer hires a multi cab, then on-time arrival becomes an
output requirement. Customer buys gadgets (phone speaker) the specification
like the loudness and clarity are the output requirements.

C. Market Size
The entrepreneur’s most critical task is to calculate the market size, and
the potential value that market has for their start-up business. Market research
will determine the entrepreneurs’ possible customers in one locality.

What is 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. The first step is to estimate the potential market –
approximate number of customers that will buy the product or avail your
services. The second step is to estimate the customers who probably dislike to
buy your product or avail the services. The third step is 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.
Market size becomes the most important factor if you ever need to raise
funding for your business.

1.5 Application To apply what you have learned in the previous discussion, answer the question below.
(10 minutes Your answers should be at least 50 words.
) 1. How would you differentiate Value Proposition and Unique Selling proposition?
4.6 Assessment Talking to
( 10 Learners/
minutes) Conferencing
Analysis of
Learners’
Products
Tests Multiple Choice:
Direction: Encircle the letter of your choice.
Multiple Choice: Select the best answer and write the letter only on the
space provided.
1. What is the relationship between unique selling proposition and value
proposition?
a. a framework of each business industry
b. meets your competitors needs wants
c. persuades another to exchange money for a product or service
d. connected with only one particular thing
2. The following variables are to be considered in behavioral
segmentation, except
a. perception b. brand concept c. reaction d. benefits
3. What is the function of Value Proposition?
a. used to power up sales
b. used to convince customer to purchase a particular product or
services.
c. help customers buying habits
d. provide value to your customers
4. Give an example in promotion using Value Proposition and Unique
Selling proposition.
a. with the slogan “Langhap Sarap”
b. ordinary sari-sari store
c. multinational business
d. fruit shake stand
5. ___________________ will determine possible customers in one
locality.
a. Market design
b. market research
c. Market strategy
d. market size
6. The term behavioral segmentation refers to:
a. divided based on consumers
b. divided in terms of how customers’ think and believe
c. divided according to geographical location
d. divided according to customers behavior pattern as they interact with a
company
7. What is market size?
a. Tangible things that can be seen
b. Size of arena where the entrepreneur will play their business
c. The most important part to the success of the company
d. Another variation of segmentation marketing.
8. These are considered favorable indicators for doing business in that
particular location. a. structure of the segment b. capability of the
business c. size and growth of the segment d. segmentation marketing
9. This selects the type of customer requirement
a. service requirement
b. service responsibility
c. service oriented
d. service fulfillment
10. This refers to how you sell your products or services to your
customer.
a. Value proposition
b. Selling proposition
c. Unique selling proposition
d. Marketing concept
11. The following are tips for the entrepreneur on how to create an
effective unique selling proposition to the target customers, except
a. Identify and rank the uniqueness of the product or services
characteristic
b. Be very specific
c. Keep it short and simple
d. Completeness of proportion
12. Geographic segmentation refers to:
a. Divided according to geographical location
b. Divided based consumers.
c. Divided in terms for customers think and believe
d. All of the above
13. Service requirement is a/an ___________________ thing or product
that cannot be touched but customer can feel he fulfillment.
a. Tangible c. Service
b. Intangible d. Output
14. Tangible things that can be seen refers to
a. Service requirement c. customer requirements
b. Output requirement d. Entrepreneur’s output
15. What is the first step in conducting strategic marketing?
 a. Estimate the potential market
b. Estimate the customers who are probably dislike to buy your product
c. Estimate the market share
d. Estimate business funding.
Reinforcing
Enhancing Assignment:

Give at least 5 products being advertised or promoted on television.

Evaluate each one according to its USP, VP and method of
segmentation used, customer requirements, and who are the customers.

Product Name USP VP Method of Customer Target

Segmentation Requirements customers
Ex. Jollibee Langhap Filipino Psychological Service All people
Sarap taste & Output
burger
Preparing for
the New
Lesson

5. Remarks Continue next meeting with the discussion.

6. Reflections “Sometimes you can have the smallest role in the smallest production and still have a big impact.”

A. No. of learners
who earned
80% in the
evaluation.
B. No. of learners
who require
additional
activities for
remediation.
C. Did the remedial
lessons work?
No. of learners
who have
caught up with
the lesson.
D. No. of learners
who continue to
require
remediation.
E. Which of my
learning
strategies
worked well?
Why did these
work?
F. What difficulties
did I encounter
which my
principal or
supervisor can
help me solve?
G. What innovation
or localized
materials did I
use/discover
which I wish to
share with other
teachers?

Prepared by:
Name : Janeth Z. Rom School : Don Andres Soriano National High School
Position: : Teacher I Division : Toledo City
Contact Number : 09465241807 Email address : janethzeta.rom071.@deped.gov.ph