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.
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
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