Workshop 1



Plug and play Marketing (like working a math equation), Productize each offering you have, or may in the future, to create marketable offerings of value, then effectively market/sell them, for profit.


Modules and Projects

Module 1: Marketing Fundamentals

1. The Three Primary Reasons Startups Fail—Introduction to the RAF Marketing Method

2. Startup Case Studies

3. Marketing—Foundation, Function, and Practice of Real-World Marketing


Project: List companies you know of, even your own, that has failed to perform any of the three primary RAF steps. Group discussion to share these stories.


Module 2: Productize Your Offering

1. Introduction to Productization Process

2. Productizing SaaS

3. Target Marketing

4. Targeting Users

Project: Create 4 Productization lists:

  • Features of your offering

  • Benefits of your offering

  • Target Markets for your offering

  • Target Users for your offering

Share with group for feedback.

Module 3: Competitive Analysis

1. Iterative Search

2. Competitive Analysis

3. Identify Your Offering's Differentiators

4. Define Your Offering's Unique Value Propositions (UVP)

Project: Competitive Analysis, and UVPs

  • Iterative search online to find at least 5 competing companies to yours.

  • Create a Competitive Analysis chart.

  • Identify at least 3 differentiators that make your offering unique from your competition.

  • Define your offering's UVPs.

Share with group for feedback.


Module 4: Horizontal & Vertical Marketing

1. Research & Development in the Internet Age

1. H & V Product Marketing

2. H & V Target Marketing

Project: List at least 3 projected horizontal and/or vertical markets for your current offering. Additionally, list at least 3 potential horizontal and/or vertical products for your new venture.

Share with group for feedback.


Module 5: Profit Models

1. Case Studies of Startup Profit Models

2. Typical Profit Models (including VARs)

3. Software Profit Models

4. Affiliate Profit Models

Project: Describe the Profit Model your company currently uses. If you don't have one, pick a Profit Model you'd like to implement for your offering to sell directly, or for your startup.

Share with group for feedback.

Module 6: The Elevator Pitch

1. Why Stealth Mode is Bad Marketing

2. Introduction to the Elevator Pitch

3. Pitch Script Templates

Project: Create an Elevator Pitch and pitch it to the group for feedback.



LBM W1—Step 1:

Product Validation with Productization

Bring LBM Workshop 1 to Your Business*

For LIVE LBM Workshops ONLINE, via ZOOM, to virtually anywhere on the planet, please see our Custom Workshops.


*IPP Marketing Workshops are currently available at your offices, or ours, in select San Francisco, and Seattle areas.

See multiple locations in the map below. 

For LIVE workshops at your office, please include your business location in your contact information, and if you have an office, or require a space to attend the workshops.


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