Corporate Curriculum for
Lean Business Marketing Interactive Workshops

(Module lengths are projections, and will vary with number of attendees.)

PRODUCTIZATION

Module 1: Marketing Fundamentals—3.0 hrs
1. The Three Primary Reasons Startups Fail—Introduction to the RAF Marketing Method
2. Startup Case Studies
3. Marketing—Fact, Fiction, Foundation and Function—the PRACTICE of Real-World Marketing

Project: List companies you know of, even your own, that has failed to perform any of the 3 primary RAF steps. Discussion to share your stories.

Module 2: Productize Your Offering—3.5 hrs
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 for feedback.

Module 3: Competitive Analysis—3.5 hrs
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 from your competition.
• Define your offering’s UVPs.
Share for feedback.

Module 4: The Elevator Pitch—2.5 hrs
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.

Module 5: Horizontal & Vertical Marketing—2 hrs
1. Research & Development in the Internet Age
1. H & V Product Development
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 for feedback.

Module 6: Profit Models—3 hrs
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 feedback.

BRANDING

Prerequisite: Productization Modules 1, 2, & 3

Module 7: Identity Development—3 hrs
1. Branding Basics
2. Naming Conventions—Naming your offering and startup
3. Taglines/Slogans
4. URLs and Web Protocols
5. Brand Elements & Standards

Project: Write a sticky Tagline for your new offering and company.
Share your new product’s name, company name, and taglines for feedback.
Project: (For companies with complete identities) Identify Brand Elements in your I.D., and implement Brand Standards.

Module 8: Design Fundamentals—3 hrs
1. Introduction to Graphic Design
2. Psychological Elements of Design
3. Line Art vs Continuous Tone
4. Applied Color Theory
5. Color Reproduction Across Media

Project: Create a Line Art Icon with a harmonic color scheme utilzing the Color Wheel. If you have an existing logo, use the Color Wheel to create a variety of color harmonies.
Share for feedback.

Module 9: Identity Design—2.5 hrs
1. Identity Design Across Media
2. Working in Thumbnails
3. Logo Design for Offering and Startup
4. Typography in Print & Digital Media
5. Rebranding

Project: Produce thumbnail designs of your product and startup logos that are visually consistent across all media.
Share for feedback.

Module 10: Layout and Reproduction—2 hrs
1. Effective Layout
2. Responsive Design
3. Image Reproduction Across Media

Project: Produce thumbnail sketches of a digital or print ad for your product or service with an effective, responsive layout.
Share for feedback.

Module 11: Effective Visual Content—3 hrs
1. Elements of Attention-Grabbing Imagery
2. Copyright Law Basics
3. Free and Low Cost Image & Video Capture

Project: Begin a Visual Library of reproduction-quality images and video clips, and share 3 HD images, and 1 MP4, directly related to your company’s offerings.

Module 12: Digital Marketing—3 hrs
1. User Interface Design and Engagement
2. User Experiences
3. Digital Navigation
4. Search Engine Optimization (SEO)

Project: Design a User Experience in text, and/or thumbnail sketch.
Share for feedback.

Module 13: Online Technology—2.5 hrs
1. Basic Online Operations
2. E-Commerce Operations
3. Domains, Subdomains & Subpages
4. Webhosting & Cloud Computing
5. Content Management Systems (CMS)

Project: Research webhosting, and/or CMS, and choose one or more for your businesses needs and budget.
Share for feedback why you chose what you have—how and why it suits your company’s needs for launch and beyond.

Module 14: Website Development—2.5 hrs
1. Purpose and Function of Websites
2. Creating a Website Sitemap
3. Typical Websites Components & Pages
4. On-site Blogs & Vlogs
5. Free and Low-Cost Website Hosting & Templates

Project: Produce thumbnail sketches for your startup website using imagery from your visual libraries. If you already have a website for your startup, replace your content with more effective layout and imagery.
Share for feedback

Module 15: Digital Campaigns—2.5 hrs
1. Cost-Per-Click (CPC) Ad Campaigns
2. Landing Pages & Microsites
3. Video Campaigns
4. Video Scripting

Project: Produce thumbnail sketches of a Landing page campaign, with an embedded video.
Share for feedback.

Module 16: Copywriting Basics—4.5 hrs
1. Purpose, Function, and Practice of Copywriting
2. Copywriting Grammar
3. The Creative Brief
4. Generating Campaign Ideas

Project: Create a complete Creative Brief for a CPC campaign.
Share for feedback.

Module 17: Content Marketing—4.5 hrs
1. Copy Anatomy
2. Headlines that Sell
3. Effective CTAs
4. Creating Company Newsletters

Project: Create a lead-generating Landing page campaign to get sign-ups for your company’s newsletter.
Share for feedback.

LAUNCH

Prerequisite: Productization Modules 1 – 3
Prerequisite: Branding Modules 7 – 17

Module 18: Social Media Marketing—4 hrs
1. Social Media Marketing Campaigns
2. SMM Profile Pages
2. Building Social Networks
3. SMM Management Tools

Project: Create Startup Profile Pages on LinkedIn, Twitter, Facebook, Instagram, Pinterest, and any other social network your potential audience frequents. Use content from your website, as well as your visual libraries to create your pages. Be sure to stick to your Brand Standards!
Share for feedback.

Module 19: Email Marketing—3.5 hrs
1. Garner Email Address
2. Creating Eblasts
3. Producing Drip Email Campaigns
4. A/B ‘Split’ Testing

Project: Produce an eblast or drip email campaign for your offering with a strong incentive to motivate recipient to take immediate action.
Share for feedback.

Module 20: Print Media Marketing—4 hrs
1. Direct Mail Packages
2. Brochures and One Sheets
3. Merchandising & Outdoor Marketing

Project: Create a Direct Mail Package for your offering and startup.
Share for feedback.

Module 21: Audio/Visual Presentations—2.5 hrs
1. Live Presentations
2. Webinars
3. Podcasts

Project: Write a document describing a TedTalk you’d like to give, or Podcast you’d like to host weekly.
Share for feedback.

Module 22: Generating PR—2.5 hrs
1. Getting Reviews and Testimonials
2. Generating Press with a Press Release
3. Creating Buzz with Interviews

Project: Create a press release to a reporter of a publication in your startup’s industry who will likely be interested in your offering, and new venture.
Share for feedback.

Module 23: Data Analytics Basics—2 hrs
1. Understanding A/B (Split) Testing
2. Utilizing Recommendation Systems
3. Collaborative Filters

Project: Create a split test CPC campaign for your offering.
Share for feedback.

Module 24: Funding Your Venture—2.5 hrs
1. Venture Capital overview
2. Crowd-Source Funding

Project: Create a Kickstarter page to solicit crowd-source funding, or a VC Pitch Deck for venture capital funding, for your venture. Share for feedback.

—End Sessions—

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