Article

Lean Startup Marketing Workshop

Bernhard Kappe

Published on: May 16th, 2011

This post was previously on the Pathfinder Software site. Pathfinder Software changed its name to Orthogonal in 2016. Read more.

Todd Wyder and I will be teaching a Lean Startup Marketing workshop at Orthogonal on June 10th. The first workshop we did, on business model generation and customer interviews was a lot of fun, especially when we saw the light go on for some of the participants. The participant mix was very interesting – a lot of early stage startup entrepreneurs, but also some “intrapreneurs”, including four people from the innovation group of a billion dollar company.

Here’s what one of the participants, Brian Chau, Director of Product Innovation at Wheels Inc., said:

That was one heck of a useful workshop. What you guys put together was awesome and got us out of the gate immediately.

Anyone even thinking about building a new venture should first go through this course and face brutally honest questions about market testing the viability of their ideas. This course teaches you how to not fall into traps and fool yourself. You learn the secret path to solve the fundamental problems of startups – the art of designing objective business experiments, eliminating uncertainty, and building momentum.

The next workshop, on June 10th, covers marketing in a lean startup. In order to create a splash at launch, you need to get a head start with marketing. Marketing is the lifeblood of any organization, but there are so many aspects of it, that it can be really confusing. We will help you sort through all of it with a proven framework that will help you determine:

Compelling Positioning
Push (interrupt) vs. Pull Marketing
Landing pages
A/B Testing
Social Media Marketing
Lead Generation
Email Marketing
Search Engine Optimization
Pay Per Click
Conversion Rate Optimization
Content Marketing
The best tools to use

If your startup or new product development effort is stuck in neutral, these classes can help you get in gear. Because of the hands-on nature of the class, we can only accommodate 20 people. Early Bird Pricing is valid through May 20th.