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: 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:
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Features of your offering
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Benefits of your offering
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Target Markets for your offering
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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
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Iterative search online to find at least 5 competing companies to yours.
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Create a Competitive Analysis chart.
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Identify at least 3 differentiators that make your offering unique from your competition.
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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.
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END WORKSHOP 1: PRODUCTIZATION
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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.