Marketing for Startups Masterclass
10 Weeks
·Cohort-based Course
Learn how to research, write and execute a customer-centred marketing plan that increases your chances of survival
Marketing for Startups Masterclass
10 Weeks
·Cohort-based Course
Learn how to research, write and execute a customer-centred marketing plan that increases your chances of survival
Course overview
'The young reed dies so easily. Beginnings are times of such great peril.'
That's a quote from Frank Herbert's Dune.
It's an appropriate epigraph for our course because most businesses die within their first few years.
"Die" is a better word than "fail", we feel, because it captures the finality and the feeling of absence for its grieving founders.
They die because they run out of money, their product is wrong for the market or they are outcompeted.
Our Marketing for Startups Masterclass will help you beat those odds by teaching you how to research, write and execute a marketing plan that puts the customer first in everything you do.
As part of a small cohort of students, you will learn basic marketing skills that will transform you into a marketer who understands why the world's best businesses treat marketing as the advocate for the customer.
We've created lectures and interactive tasks for you and sourced case studies, videos and podcasts.
We have designed this course for three different types of people:
Founders who want to keep their startups alive. The best founders have T-shaped skills, which means a deep knowledge of one thing (the vertical bar of the T) and a general knowledge of many things (the horizontal bar of the T). To be a successful entrepreneur, you need to understand the basic marketing. Without this knowledge, your startup is more likely to fail.
Founder in waiting, ready to take the plunge. The market for your product or service is a jungle. There are things in there that will bite you if they can. Let us protect you by teaching you essential marketing theories like ' jobs to be done' and 'pricing power'.
People working in marketing at startups who want to be more effective at their job. Chances are that nobody in the company, including you, is trained in basic marketing. After just five weeks of study, you'll become the most valuable member of the marketing team.
If you'd like a course taster, we're hosting a 'Lightning Lesson' on Maven on Monday, 23rd September, at 5.00 pm (GMT) called 'How to Find Your Founder's Story.'
We'd love to see you there.
Who is this course for
01
Founders who want to keep their startups alive
02
Founders-in-waiting ready to take the plunge
03
People working in marketing at startups who want to be more effective at their job
What you’ll get out of this course
Learn how to use the MORTN scale to assess your market orientation as you start putting the customer first in everything you do.
Learn how to design questionnaires with attitudinal and behavioural questions so you can identify distinct customer segments in your market.
Learn how to use marketing professor Mark Ritson's Meaningful/Actionable Grid to segment your market into homogenous groups.
Learn how to create a target segment portrait by answering questions about customer demographics, attitudes and behaviour.
Learn how to write a positioning statement that articulates your product's unique point of difference and a reason to believe it.
Learn how to write specific, measurable, achievable, relevant and time-bound (SMART) objectives to hold your marketing strategy accountable.
Learn how to figure out the job your product is doing for customers using Clay Christensen's Jobs to be Done framework
Learn how to use the Van Westendorp Price Sensitivity Meter to find the highest price customers will pay for your product
Learn how to find and frame your founder's story using universal plot structures to create a memorable narrative people can easily repeat.
Learn how to create the best distribution strategy for your startup by understanding and using your core competencies.
This course includes
10 interactive live sessions
Lifetime access to course materials
33 in-depth lessons
Direct access to instructor
10 projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
Marketing for Startups Masterclass
Course syllabus
Week 1
Sep 30—Oct 6
Events
- Sep
30
What Does it Mean to be Market-Orientated?
What Does it Mean to be Market-Orientated?
Mon, Sep 30, 4:00 PM - 5:30 PM UTC
Modules
- Getting StartedGetting Started3 Lessons
Free preview
Case study: Google HomeCase study: Google Home3 Lessons • 1 Project
Week 2
Oct 7—Oct 13
Events
- Oct
7
Market Research is The Light
Market Research is The Light
Mon, Oct 7, 4:00 PM - 5:30 PM UTC
Modules
Free preview
Case study: CalmCase study: Calm3 Lessons • 1 Project
Week 3
Oct 14—Oct 20
Events
- Oct
14
Use Segmentation to Meet the Unique Needs of Your Customers
Use Segmentation to Meet the Unique Needs of Your Customers
Mon, Oct 14, 4:00 PM - 5:30 PM UTC
Modules
Free preview
Case study: IKEACase study: IKEA3 Lessons • 1 Project
Week 4
Oct 21—Oct 27
Events
- Oct
21
Who Am I Going to Target?
Who Am I Going to Target?
Mon, Oct 21, 4:00 PM - 5:30 PM UTC
Modules
Free preview
Case Study: Jet BlueCase Study: Jet Blue3 Lessons • 1 Project
Week 5
Oct 28—Nov 3
Events
- Oct
28
And What is My Position?
And What is My Position?
Mon, Oct 28, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: AirbnbCase study: Airbnb3 Lessons • 1 Project
Week 6
Nov 4—Nov 10
Events
- Nov
4
Objectives Are the Final Part of Strategy
Objectives Are the Final Part of Strategy
Mon, Nov 4, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: American GreetingsCase study: American Greetings3 Lessons • 1 Project
Week 7
Nov 11—Nov 17
Events
- Nov
11
The first P is Product
The first P is Product
Mon, Nov 11, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: FitbitCase study: Fitbit3 Lessons • 1 Project
Week 8
Nov 18—Nov 24
Events
- Nov
18
Price is a three-part discipline
Price is a three-part discipline
Mon, Nov 18, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: MailchimpCase study: Mailchimp3 Lessons • 1 Project
Week 9
Nov 25—Dec 1
Events
- Nov
25
Promotion is where all the glamour and the clamour is
Promotion is where all the glamour and the clamour is
Mon, Nov 25, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: AldiCase study: Aldi3 Lessons • 1 Project
Week 10
Dec 2
Events
- Dec
2
Place is also known as Distribution
Place is also known as Distribution
Mon, Dec 2, 5:00 PM - 6:30 PM UTC
Modules
Free preview
Case study: HPCase study: HP3 Lessons • 1 Project
What people are saying
Matthew Addai
Mali McCalla
Gameli Ladzepko
Meet your instructor
Dino Myers-Lamptey
Dino founded The Barber Shop, a strategy-led creative company that aims to solve the biggest business problems through data, distribution and disruptive ideas.
The Barber Shop work with businesses that are driven by a purpose and which strive to enrich culture through the pleasure that they bring. Their clients include Sky, Triumph, Mayo Clinics and Parkinson’s UK.
Dino is also Co-Chair of CAN (Conscious Advertising Network), an NED for MGOMD and is also a board member of the UK Effies, Marketing Society and a Trustee for the Brixton Finishing School.
In 2023 Dino was recognised as a Top 10 Media Planner by Campaign, for the 6th year, an industry 40 over 40, a Marketing Society Fellow and was added to the Campaign A-list in 2024. Dino is also a founding member of MEFA (Media For All), and has recently founded Diverse Speakers.
Dino was one of the first investors in Lee Henshaw's company Into-it.
Lee Henshaw
Lee brings his extensive experience from the entertainment, technology and media sectors to this masterclass.
In his twenty-five-year career as an entrepreneur, he has launched, grown, and sold two online marketing businesses. He recently launched his third, the music technology company Into-it.
With his first two companies, Way to Blue and Silence, he advised household-name entertainment brands on PR, creativity and media buying.
As the founder of Into-it, a browser extension that transforms banner ads into personalised music notifications, Lee remains at the forefront of innovative digital marketing.
Lee produced Look Up, the pop-up record and bookshop in Stoke Newington curated by Gilles Peterson, which explored the positive relationship between mental health and the arts. He is also the author of the novel Queer Fish in God's Waiting Room and an Oasis biography. As a journalist in the 90s, he wrote about music and technology for The Manchester Evening News, The Guardian, The Observer, and The Independent.
Join an upcoming cohort
Marketing for Startups Masterclass
Cohort 1
£750
Dates
Payment Deadline
Don't miss out! Enrollment closes in 4 days
Course schedule
3 hours per week
Mondays & Thursdays
5:00pm - 6.30pm GMT
Join us every Monday and Thursday at 5.00pm GMT for an hour and a half's study
August 29th, 2024
5.00pm GMT
That's our launch date
Weekly projects
2 hours per week
We recommend reading, watching or listening to the first lesson ahead of the class. The other two are optional.
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Frequently Asked Questions
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
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Join an upcoming cohort
Marketing for Startups Masterclass
Cohort 1
£750
Dates
Payment Deadline
Don't miss out! Enrollment closes in 4 days
Stay in the loop
Sign up to be the first to know about course updates.
