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所在平台: Udemy |
课程主页: https://www.udemy.com/course/lean-startup-marketing/
课程评论：没有评论
课程名称：实现和营销产品以获取利润 课程概述：90%的初创企业因营销不善或缺乏营销而失败。创业者们在不断开发应用、烘焙杯子蛋糕、设计服装和餐具，他们希望创建繁荣的企业。然而，事实上，大多数企业如果没有有效的市场营销是无法生存的。本课程“实现和营销产品以获取利润”教授建立在营销基础上的逐步营销流程（而非学术理论或创始故事），以确保高效的产品开发、最大化增长和可持续的商业成功。 该课程在斯坦福大学、加州大学伯克利分校及其他大学以现场教学形式授课，适合创业者、妈妈创业者、STEM、SaaS和游戏开发者，以及寻求成为自己老板或扩大现有业务的资深商界人士。 **工作坊1：产品化** “实现和营销产品以获取利润”工作坊1：产品化，教授将你的创意转化为应用、产品、服务甚至初创企业，并为之进行获利营销的逐步实践。即使你现在没有想要开发的创意也没问题！学习RAF营销方法，你将能够将任何创意插入该方法（就像数学方程）来产生有价值的产品。这一过程涉及通过分析产品/市场契合度来“验证”你的产品，确保你拥有可销售的概念。 在这个互动工作坊中，你将学习如何彻底检查你设想（或已生产）的产品，评估竞争对手，发掘如何迭代你的产品，使其独具价值。你将发现目标市场和用户，形成与现有产品相符的未来产品构想，并制作可以动态更新的产品化列表，为你的推广活动提供相关关键词。 该工作坊将教会你如何识别每个潜在或已生产产品的特色与利益，定义你的产品所提供的解决方案，发现真实的目标市场及客户，进行竞争分析，突出或创建你的产品差异化因素，探索适用于你的产品或服务的盈利模式，识别当前及未来版本的市场，构建电梯推介（Elevator Pitch）。完成工作坊1后，你将能够将任何创意、正在开发的产品或现有产品转化为独特有价值的商品，并有效地进行盈利营销。 在工作坊1完成后，可单独购买工作坊2：品牌塑造。你将学习如何为你的产品和业务开发品牌形象，包括名称、标志和标语，深入讲解图形设计，从色彩理论到网格布局体系；响应式UI/UX设计以及在线技术的选择等。你还将开始一个专业视觉内容库，学习如何创建视觉内容、网站、针对性视频、着陆页，以及低成本的PPC和社交媒体营销活动等。 当工作坊1和工作坊2（产品化和品牌塑造）完成后，你将准备“发射”你的品牌产品，进入工作坊3：启动。在此阶段，你将创建产品及精益初创企业的营销活动，包括网站、印刷和数字广告、电子邮件营销和社交媒体营销策略。课程还将教授引人入胜的文案写作技巧，增进内容营销效果，帮助你提高投资回报率（ROI）。 本3部分的工作坊系列的最后一节视频课程结束时，你将能够将几乎任何创意转化为有价值的独特产品或服务，并直接进行销售或启动第一款产品，为盈利打下基础。
90% of all startups fail from bad to no marketing.Entrepreneurs everywhere are busy developing apps, baking cupcakes, designing clothing and cutlery-each one hoping to create thriving businesses. But the fact is, most won't survive without effective marketing.Actualizing and Marketing Products for Profit teaches step-by-step Marketing PROCESS (not academic theory or founder's stories), of building a business on a marketing foundation to assure efficient development, maximum growth, and sustained business success.Taught LIVE @ Stanford, UC Berkeley and other universities, this proprietary marketing workshop is for entrepreneurs, mompreneurs, STEM, SaaS and game developers, and seasoned business pros-anyone looking to become their own boss, or grow their current business.-Overview of Workshop 1: PRODUCTIZATIONActualizing and Marketing Products for Profit, Workshop 1: PRODUCTIZATION, teaches the step-by-step PRACTICE of turning your ideas into apps, products, service, and even startups, and then marketing them for profit. Don't have an idea you want to develop right now? No problem! Learn the RAF Marketing Method, and you'll be able to plug most ANY IDEA into the methodology (kind of like an math equation ; ) to produce offerings of value, that SELL with your marketing efforts.Productization is the process of 'validating' your offering by analyzing product/market fit to assess if you have a sellable concept before producing it. 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 and producing SEO content marketing that gets response.In this interactive workshop, you will learn to thoroughly examine the offering you've envision (or produced), assess your competition, and discover how to iterate your offering to make it uniquely valuable. You'll discover target markets and users to sell to, and conceive future offerings that align with your current selection. You'll produce Productization lists that will function as dynamic sources of content, filled with keywords related to your offering and business to use in your campaigns.● MBA to marketing novice, PRODUCTIZATION will teach you all the marketing you'll ever need to know to build, brand, and grow most any business.● Learn how to identify the Features and Benefits of each potential, or produced offering.● Define solutions your offering provides (entertainment; real goods and/or services; SaaS).● Discover potential target markets and real customers that have a need for your offering.● Perform Competitive Analysis on competition in your product/service space.● Highlight and/or create Differentiators that make your offering better than your competitors.● Explore Profit Models applicable to your product or service to determine how your offering will make money.● Identify Horizontal and Vertical markets for your current offering, as well as future iterations (1.5, 2.0…) of your product or service.● Construct an Elevator Pitch to chat up each new offering, and your new venture.At the completion of Workshop 1, you will be able to turn most any idea, product in development, or existing product into a unique offering of value, and effectively market them for profit.--After the completion of W1-Productization, you may 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 a brand identity for your offerings and business, including startup and product names, logos and taglines. Lectures drill deep into graphic design, 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, PPC and Organic social media campaigns and more at little to no cost. Explore traditional and trending content marketing techniques, including SMM/SEM best practices.W1 and W2-Productization and Branding complete, you're ready to "Fire- Launch" your branded offering to your targeted markets in Workshop 3-LAUNCH. You will create campaigns for product and lean startup launching of websites, print and digital advertising, email campaigns, and social media marketing (SMM) strategies. Learn Copywriting techniques for writing captivating headlines, and content marketing that SELLS your offerings. Print media basics, and soliciting PR are reviewed, as is using data 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 3-part workshop series, you'll be able to turn virtually any idea into a unique product or service of value, and sell it directly (licensing agreement), or launch your first offering of many to come as a startup, for profit.
