Actualize IDEAS into Profit — Lean Startup Marketing
- 3.5 hours on-demand video
- 4 articles
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- Certificate of Completion
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- WORKSHOP 1 gives you STEP-BY-STEP INSTRUCTION to turn YOUR IDEAS into Products, Services, and Startups for PROFIT.
- You will learn how to market your IDEA into a SELLABLE offering of value, then identify the PEOPLE who will likely buy your new app, product or service.
- You will create PRODUCTIZATION LISTS and fill them with CONTENT you will use in your BRANDING, marketing, and AD campaigns throughout the life-cycle of your business.
- You will learn to construct an ELEVATOR PITCH, to succinctly chat up your new venture, and excite potential users and investors.
- You will understand how to choose an effective PROFIT MODEL for the launch of your offering, as well as subsequent profit models for 3 and 5 years down the line.
- By the end of WORKSHOP 1, you will have the knowledge, techniques and methods to ACTUALIZE YOUR IDEAS into Products, Services, and Startups of value, for PROFIT.
- A connection to the internet, and a solid working knowledge of functioning in the online environment.
- Laptop or PC; Camera or cellphone with a camera; MSWord or OpenOffice
- A passionate interest in creating and marketing YOUR OWN IDEAS, into Products, Services and Startups of value, for PROFIT.
Learn to take ideas from your head and turn them into marketable, profitable products, services and brands. Lean Startup Marketing teaches step-by-step process (not marketing theory). Actualize your ideas with the “Ready-Aim-Fire” Marketing Method of product and lean startup launches.
A Powerful Tool for Actualizing Ideas
Entrepreneurs, mompreneurs, retirees, developers, solopreneurs and business pros— anyone wanting to start their own gig, Lean Startup Marketing will teach you the complete process of actualizing your ideas into apps, products, service and startups for profit. Don't have an idea you want to develop now, but thinking you may down the line? No problem! Learn the RAF marketing process and you'll be able to plug in ANY IDEA into the methodology (kind of like an math equation ; ).
Overview of Course Content
Think you have a great business idea? Find out before you build it, (or make your offering marketable if already developed), through the process of PRODUCTIZATION!
Actualizing ideas is time consuming, and often expensive, and frankly, unwise, until you determine if anyone will find value in what you've conceived. Productization is the process of projecting 'market fit,' to assess if you have a sellable concept before developing and producing it. Productization is also used to turn a developed product or service into a marketable offering of value, and increase sales on all your marketing efforts for that offering.
Productization is marketing practice, not theory, the step-by-step process of becoming intimate with your potential offering. Creating something that a substantial number of people will likely want, requires a thorough understanding of what you plan to sell. Whether marketing an idea, or a product in development, or more effectively branding and marketing an existing offering, Productization provides an infrastructure for lean product development.
In this interactive workshop, you will learn to identify the features and benefits of the offering you envision, assess your competition, discover how to iterate your idea to make it uniquely valuable, and conceives future offerings and markets to sell to. You'll produce Productization lists that will function as a dynamic source of copy content, filled with keywords and phrases all related to your offering, to use in your advertising and marketing efforts. You will also construct an elevator pitch to chat up your venture, as well as determine how your offering will make money.
● MBA to novice, PRODUCTIZATION will teach you all the marketing you’ll ever need to know.
● Learn the process of identifying the Features and Benefits your IDEA offers.
● Construct an Elevator Pitch for your IDEA, and refine it over the course of the class.
● Define benefits and solutions your offering provides (entertainment; real goods and/or services).
● Turn your idea into a product, service, and/or startup that offers a solution to the largest audience possible.
● Discover potential target markets and customers that have a need for your product or service.
● Perform Competitive Analysis on direct and indirect competition in your product/service space.
● Highlight and create Differentiators that separate your offering from competitors.
● Explore Profit Models applicable to your product or service.
● Identify Horizontal and Vertical markets for current offering, as well as future iterations (1.5, 2.0…) of your product or service.
Set up your business for success, at launch and beyond. Learn the process of Productization, and you’ll be able to plug ANY IDEA, product in development, or actualized offering into the methodology to create offerings of value, and effectively market them for profit.
After the completion of W1-Productization, you'll begin Workshop 2--BRANDING (must be purchased separately), and in workbook form. You'll “Take Aim” at your potential audience. You'll learn to develop branding for your offering, including startup and product names, brand identities, and taglines. Lectures drill down into design fundamentals, from color theory to layering; grid-system layout; responsive UI/UX design, including a review of online technology from webhosts to CMS systems. You'll begin a professional quality image library, and learn how to create stunning visual content, websites, targeted videos, landing pages, e-blasts and more at little to no cost. Explore the latest content marketing techniques, including SEO/SEM best practices.
Productization and Branding complete, you're ready to “Fire— Launch” your branded offering to your targeted markets in Workshop 3--LAUNCH. Delve deep into product and lean startup launching of websites, print and PPC advertising, email campaigns and social media marketing (SMM) strategies. Learn Copywriting techniques for captivating headlines, and content marketing that SELLS your offerings. Print media basics, and soliciting PR are reviewed, as is using analytics to increase ROI. Securing venture capital (VC), or crowd-source funding for your new venture completes the RAF marketing model.
By the last video lecture of this course you'll be able to turn virtually any idea into a markeable product or service of value, and sell it directly, or launch your first offering of many as a startup for profit.
- Work-at-Home Innovators and Inventors
- Software Engineers
- Application Developers
- STEM University Students
- Creatives—writers, artists, actors, designers, looking to sell their creations, blogs or vlogs
- Seed-funded and Incubator Startup personnel
- City College Students looking for a career path
- Machine Learning Developers
This is a COURSE MAP, to help you effectively navigate this class. We review optimal viewing progression, how to access all quizzes, assignments, and additional reading material, to get all the rich, and dense content provided in this workshop.
Introduction to the RAF marketing method to actualizing your ideas into products, services, and startups for profit. In this video, we drill down and closely examines the RAF marketing methodology step-by-step.
We review the three most common reasons startup's fail, and then learn how to employ the RAF marketing method to avoid these startup failures.
The process of PRODUCTIZATION begins with MARKETING.
In fact, the entire Lean Startup Marketing course is about product and startup marketing. But taking an idea from your head, and producing a product or service that someone actually wants, and then sell them on your offering, requires an intimate knowledge of marketing.
Whether you have your MBA, or are new to the marketing game, all the marketing you need to know is in this, and the next video.
MARKETING is SELLING people on our products, services and messages. Get ready to delve deep, down to the foundation of what motivates people to ACT— buy our offering and into our messaging.
This video is close to the bone. The subject matter is equally controversial when I teach it LIVE. It will likely challenge your currently understand of MARKETING, whether MBA or novice, and [hopefully] motivate you to think about MARKETING differently, more... realistically than ever before.
PRODUCTIZATION is the process of taking an idea and turning it into an offering of value— something somebody wants. In this video, we explore the process of productizing an existing product we all know, to better understand the mechanisms and methodologies of PRODUCTIZING an idea into a product or service, targeted to benefit a specific group of people.
We begin the journey of PRODUCTIZING our idea by taking the first step— Step 1. Get Ready and identify your ideas offerings and markets...
"Every minute spent organizing, is an hour earned," Benjamin Franklin said.
In this video, learn how to set up a PROJECT HIERARCHY for your new venture that will save you time searching for files, but also give all stakeholders access to the same content and corporate brand standards. This video demonstrates how to create a FILE HIERARCHY of dynamic CONTENT— Productization Lists, Images and Videos to use in your branded advertising and marketing campaigns.
With your PROJECT HIERARCHY set up, it's now your turn to execute STEP 1 of the RAF MARKETING method: PRODUCTIZE your idea into an offering of value.
Many innovator today are developing software as a product, or service (SaaS). It's smart to do so. Software takes time to produce, but cost less (in real money) to actualize.
This video will take you step-by-step through the PRODUCTIZATION PROCESS of actualizing a SaaS IDEA into a software service of value.
The MARKETING PROCESS starts wide and drills down to the individual. TARGET MARKETING is the process of identifying broad groupings of potential users for our offering. We do this with a variety of techniques that we review in this video.
Performing the TARGET MARKETING process is essential to the success of any company with each new offering, but critical for new ventures. You will learn to identify how your new offering satisfies a desires, or solves a problem for large, but specific groups of people.
Never forget, MARKETING is SELLING. And we are NEVER selling to target MARKETS. We are always selling to PEOPLE. This video explores the PROCESS of Targeting USERS, the people in our target markets.
Using a SaaS application idea as a model, we examine how to identify the people who will find benefit in the features of our offering. We'll drill down on where to find them, and how to reach as many as possible with your upcoming advertising and marketing campaigns.
Your #1 job as CEO of your IDEA is to SELL IT. You should be chatting up your IDEA constantly, at networking events, to your friends and family, and just about anyone else who will listen. It is your job to create early buzz, but more importantly, to get feedback about the viability and usability of your IDEA from those you tell about your potential offering.
Feedback helps us make our products and services better! In this video, we focus on the step to developing and writing an engaging ELEVATOR PITCH- a 5-15 second persuasive speech showcasing the best bit about your new venture.
Learn why 'stealth mode' isn't effective yesterday, or even in today's wired world.
Every hour wasted searching Netflix for a good movie, is an hour wasted of my life. All too often, user platforms offer nothing useful unless we know exactly what we're looking for and search for that directly (with only a few keywords, since most search engines can't understand more).
The problem is, quite often we don't know exactly what we're looking for. We only have a vague idea.
ITERATIVE SEARCHING is technique for effectively using SEARCH to find what we need in the most efficient way. But first, you must understand 'SEARCH,' which we also review in this video.
So, you think you have a GREAT IDEA? You, alone, have thought of this unique and wonderful new offering that would solve an issue for a specific, but rather large group of people?
Maybe. But unlikely.
More often then not, there are competing products and services for our offering, even if only indirectly. Some may already be produced, and successful. It is imperative to find out who your competition is, and what they have, before you bother to actualize your initial IDEA. COMPETITIVE ANALYTICS shows us if our IDEA really is unique, and how to ITERATE OUR INITIAL OFFERING, if necessary (and likely), to compete.
The process of COMPETITIVE ANALYSIS will help you not only identify your competitors, but show you what you have that is different, hopefully better, than theirs.
The third place startups fail: They don't invest in research and development. In today's wired world, it is imperative that startups release updates, and/or new products and services every 6-12 months or so. Trying to ride on your initial success doesn't last long in the internet age. Competitors will likely find and produce something similar if your offering has a sustained growth pattern.
HORIZONTAL & VERTICAL MARKETING is a method of identifying potential new markets and users for our offering, as well as exploring ideas, and therefore markets for offerings to come. This last set of dynamic PRODUCTIZATION LISTS, give you and your team a continual base of new target markets and users in which to aim your marketing and advertising campaigns.
How will you make money with the IDEA you are actualizing into a product or service (or message)?
Typical PROFIT MODELS, from Brick and Mortar to VARs to .ORGs are examined in this video, and also trending SAAS PROFIT MODELS, to give you a range of choices to realize a profit on your offering as soon as possible after launch.
PLEASE READ FIRST, BEFORE PROCEEDING TO THE ASSIGNMENTS!
Assignments in LSM are PROJECTS to build your startup. DO ALL THE PROJECTS, and you will have lists of CONTENT MARKETING for the campaigns you'll build in W2--BRANDING.
DO THE WORK, and you WILL HAVE SEO COPY highlighting the best things about your offering.
DO THE WORK, and build a marketing infrastructure for your startup that consistently produces campaigns that will SELL your products and services, to build a thriving, sustainable business.
PRODUCTIZATION is the process of actualizing an IDEA into a product or service someone, (hopefully many people) will want. It is a STEP-BY-STEP method of identifying WHAT you have, what your potential offering DOES, and WHO will find value in it. PRODUCTIZATION is about getting intimate with your idea. Performing the process will give you the CONTENT you will need to BRAND and MARKET your offering.
There are 8 PRODUCTIZATION LISTS:
1 - 2. Features and Benefits
3 - 4. Target Markets and Target Users
5 - 6. Competition and Differentiators
7 - 8. Horizontal and Vertical Markets
ALL LISTS MUST BE IMPLEMENTED AND POPULATED before moving on. WORKSHOP 2—the BRANDING process, REQUIRES PRODUCTIZATION LISTS, as CONTENT for your ad campaigns and marketing material.
The ELEVATOR PITCH
►Create an engaging, succinct FIRST DRAFT ELEVATOR PITCH, a 1 – 3 sentence marketing pitch of your IDEA.
Use your PRODUCTIZATION LISTS for the WORDS to chat up your IDEA'S potential features, benefits, and the solution your potential offering will provide for a specific group of people.
How will you make money with your offering? Sell your product through Amazon, or offer your Apps on Google Play, or your crafts through Esty? Or maybe, you'd like to sell your code as a License Agreement to another company?
Whether you are selling a SaaS application, or your special draft beer, or your new fashion line, determining a PROFIT MODEL for launch is required if you hope to make money with your new venture.