LBM Workshop 1: PRODUCTIZATION
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: Watch assigned videos on motivating human behavior.
Module 2: Productize Your Offering
1. Introduction to Productization Process
2. Productizing SaaS
3. Target Marketing
4. Targeting Users
Project: Create 4 Productization lists (SEO content):
Features of your offering
Benefits of your offering
Target Markets for your offering
Target Users for your offering
Module 3: Competitive Analysis
1. Iterative Search Process
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.
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 product ideas for your new venture.
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, detail a Profit Model you'd like to implement for your offering to sell directly (license), or for your startup.
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 for feedback.
END WORKSHOP 1: PRODUCTIZATION
6 wks, 15 hrs, $500
Productization is the beginning, the FIRST STEP in setting up the Marketing Foundation required to build a sustainable business. In 6 weeks, a session of 2.5 hrs per week, this 1:1 mentorship will deliver Step 1 (the above curriculum) in the three step, step-by-step marketing process of producing offerings of value, for profit, to market and sell as licensing agreements, or as the first offering in your new startup venture.
Reach out and connect for more details.