Learn to take ideas from your head and turn them into sellable, profitable products, services and brands. Lean Startup Marketing teaches step-by-step process (not marketing theory). Actualize your ideas with the “Ready-Aim-Fire” gorilla marketing method of product and lean startup launches.
● Productize your idea into an offering of value.
● Identify solutions your offering provides specific target markets.
● Perform competitive analysis to discover key differentiators.
● Develop, design and produce advertising and marketing material from product and startup identity to building brand awareness, through websites, landing pages, social media marketing and more at little to no cost.
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
Over 90% of startups fail the first year. Do you want to increase your odds of success? Learn the “Ready-Aim-Fire” gorilla marketing method of realizing your ideas into offerings of value.
You'll “Get Ready” to turn your idea into a viable product or service using step-by-step methods to identify your idea's features and benefits. Next, you'll find target markets, assess competition and define differentiators, then establish profit models, as well as horizontal and vertical markets for your productized offering.
After Productization, 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. Learn the process of copywriting, and 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 marketplace. Delve deep into product and lean startup launching of websites, print and PPC advertising, email campaigns and social media marketing (SMM) strategies. 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 if this course you'll be able to turn virtually any idea into a product or service of value, and sell it directly, or launch your first offering of many as a startup for profit.
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.
Think you know the RAF MARKETING PROCESS?
And take the RAF MARKETING METHOD QUIZ before moving on...
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.
Think you know MARKETING?
And take the MARKETING 101 QUIZ, before moving on.
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.
Think you know MARKETING, beyond THEORY?
And take the MARKETING 102 QUIZ, before moving on.
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...
Think you know the PRODUCTIZATION PROCESS?
And take the PRODUCTIZATION PROCESS QUIZ before moving on.
"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.
Think you know how to effectively set up a PROJECT HIERARCHY?
Take the PROJECT HIERARCHY QUIZ before moving on.
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.
Think you know how to PRODUCTIZE your SAAS application?
And take the PRODUCTIZING SAAS QUIZ before moving on.
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.
Think you know how to find TARGET MARKETS who will find value in your offering?
And take the TARGET MARKETING QUIZ before moving on.
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.
Think you know how to find USERS for your application, product or service?
And take the TARGETING USERS QUIZ before moving on.
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.
Think you know how to write an engaging ELEVATOR PITCH?
And take the ELEVATOR PITCH QUIZ before moving on.
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.
Think you know how to find what you're looking for as efficiently as possible?
And take the ITERATIVE SEARCHING QUIZ before moving on.
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.
Think you know how to find competitors that have the same, or similar offerings to the one you are currently producing?
And take the COMPETITIVE ANALYSIS QUIZ before moving on.
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.
Think you know how to identify HORIZONTAL & VERTICAL MARKETS for your new offering?
And take the HORIZONTAL & VERTICAL MARKETING QUIZ before moving on.
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.
Think you know how to choose a PROFIT MODEL for launching your offering, as well as 3, and 5 years down the line?
And take the PROFIT MODELS QUIZ before moving on.
AFFILIATE MARKETING is a trending new way to make money today. This video walks you step-by-step through the AFFILIATE MARKETING process, to give you a greater understanding of how to utilize this growing trend, that has become a new industry, in online marketing.
Think you know how to make money as an AFFILIATE MARKETER, or ADVERTISER?
And take the AFFILIATE MARKETING QUIZ before moving on.
Think you know the PRODUCTIZATION PROCESS introduced in WORKSHOP 1?
PRODUCE ALL 8 PRODUCTIZATION LISTS, an ELEVATOR PITCH, and a PROFIT MODEL for rollout and beyond, for YOUR projected APP, PRODUCT OR SERVICE!!
PLEASE READ FIRST, BEFORE PROCEEDING TO THE ASSIGNMENTS!
This text provides you directions on how to submit your assignments, and details on what happens once you do.
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.
J. Cafesin is marcom specialist, and a creative director for Target Media Design & Marketing. She has facilitated the successful launch of a wide variety of products and startups included The Learning Company, Providian Financial Corp, Southland Associates, Bay Networks, TransWorld Entertainment, First Nationwide Bank, HP, Intuit, and many others. She is also a marketing instructor at the University of California, Berkeley, and Stanford University.