M1. Startup Marketing 101

2017-11-29 2:00 pm - 4:00 pm
ATDC Library (Formerly 328)
Address: 75 5th St NW, 3rd Floor, Atlanta, GA 30308, USA

M1. Startup marketing: Apply Findings from Customer Discovery to Build Your Prospective User/Customer Base

In this 70-minute session on Startup Marketing, participants will learn about the 4 “P’s” of marketing and the principles behind the Buyer Journey. Participants will also learn what information needs to be collected from customer discovery interviews to:

  • Identify customer segments and delivery channels
  • Prioritize features for their minimally viable product
  • Make pricing assumptions
  • Develop positioning and messaging to achieve differentiation 

Prerequisites: Educate members must have completed a minimum of 30 Customer Discovery Interviews. 
Attendee Type: Open to Educate Members, ATDC Accelerate and ATDC Signature companies. 
Format: Seminar
NOTE to Accelerate and Signature Companies: This class is a pre-requisite for registering for Advanced Marketing Workshops AM1. Developing My Marketing Budget and other Advanced Marketing Curriculum.

Instructor Bio

As ATDC’s CMO-in-residence, Jacqui Chew provides marketing strategy counsel to ATDC Accelerate and Signature companies. She is an award winning digital strategist and principal at iFusion, a go-to-market collective. Jacqui’s experience spans well-known brands and high-growth startups including Mark Cuban-backed Cycloramic, eBay, IBM, Stainmaster, PeopleSoft (now Oracle), and Venture Atlanta. As the senior marketing executive at Silverpop, a marketing automation pioneer, she oversaw its debut and supported the Series B round venture capital raise of $30 million. Jacqui is organizer of the acclaimed annual TEDxPeachtree conference in Atlanta. 

Registration links

Related upcoming events

  • 2020-09-24 11:30 am - 2020-09-24 1:30 pm

    Most technology startups fail. Why? They start executing before they have a sound business model. What about you? Have you discovered a scalable and profitable business model yet?

    Customer Discovery Lab is a Customer Discovery Bootcamp designed for entrepreneurs. Customer Discovery Lab uses a combination of teaching methodologies from Customer Discovery (get out of the building), Lean Startup (iterative loop of experimentation), Startup Engineering (disprove your assumptions) and the Business Model Canvas to uncover your compelling business model.

    After this program, you will have identified the core of your business model - your customer segment and value proposition. Or you may discover there isn't one. And that's OK too. It's better to find out now than after spending years and a fortune only to find out you were wrong.

    How does it work?

    1. Multi-week intensive program. You should commit to attend every week.
    2. Each week, make assumptions about what needs to be true about your business model to succeed.
    3. Design tests to disprove each assumptions.
    4. Collect data and interpret the results.
    5. Update your business model canvas based on what you have learned.
    6. Present your findings to the teaching team and get thoroughly thrashed.
    7. Repeat.

    You will be expected to talk to at least 10 potential customers each week.

    REGISTRATION LINKS

    Both Customer Discovery Theory and Customer Discovery Tools are prerequisites to Customer Discovery Lab. Please take Customer Discovery Theory first which is offered the second and fourth Tuesday of every month. Once you begin Customer Discovery Lab, you are then expected to attend every subsequent Thursday until you graduate.

  • 2020-09-29 12:00 pm - 2020-09-29 1:00 pm

    About the Class

    Protecting Intellectual Property (IP) is certainly important, but where does fit in the many priorities of any Startup business? We will address this important question in a round table fashion where attendees are encouraged to share their IP journey.  At the roundtable we will have a successful startup CEO and attorneys/advisors who have shepherded many Startups in the past with IP. This class is for any Startup aiming for long term success and wishing to learn from and network with IP experts.

    What you will learn:

    • What aspects of IP are most important to address and how should a young business address them?
    • How does IP and employment intersect?
    • What are best practices for IP security that don’t include filing for a patent or copyright?
    • What are the dangers and pitfalls of ignoring IP questions (or spending too much time focused on them)?

    The following subjects will be addressed over the course of the four-part series:

    1.       What Startups Need to Know About IP

    2.       Finding Value for Your Startup TODAY Using IP

    3.       How Does the World View You Differently Before/After IP?

    4.       IP in Action: How will you most likely use IP assets over time?

    About Georgia Intellectual Property Alliance 

    The Georgia Intellectual Property Alliance® (GIPA #gaipalliance) is empowering Georgia IP to advance society.™ Our mission is to provide the leadership, resources and advocacy to make Georgia a global model for the most efficient and effective ecosystem to facilitate creation, protection, and enablement of intellectual property for the economic and social well-being of our citizens. (https://www.gaipalliance.org/about)

    Registration