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Create a Startup in Web3 as a Non-Technical Entrepreneur

2 Weeks


Cohort-based Course

Go from idea to reality in 1 week. Leverage market insights, live feedback from experts, and tested frameworks to launch a startup in Web3.

Hosted by

Samantha Mullett

Web3 Advisor, Sr. Product Marketer (Chainalysis, Dapper Labs, 50+ clients)

Course overview

Understand how to build and where to go

Do you have an idea for a product? Does it touch Web3? Most new startups will.

In one week, we'll work together to refine your idea into a marketable product with a solid business plan. You'll leave with a playbook for how to build and scale in our Web3 world.

Who is this course for


You have an idea for a Web3 product you want to get off the ground.


You're curious about a problem and want to create a solution that leverages the most innovative technology and tools available.


You’re tired of working off assumptions and want to operate in frameworks that give you fast, valuable feedback so you can grow quickly.

What you’ll get out of this course

Get a product marketing playbook to set you on the right course of action

I help companies like Chainalysis find product-market fit. I've developed a custom workbook that we'll work through together so you leave knowing how to grow your idea into a high-demand product.

Discover your customer

Discover what your market looks like, detail your ideal customer profile, and learn how to start valuable conversations.

Get fast feedback

Reframe relationships with early evangelists so you can create a customer feedback loop and extract deep insights. Test assumptions, dig into customers on a deeper level, and learn the frameworks that will refine your offering to its core.

Master storytelling skills

Shape messaging with the right data, for the right audience, at the right time. You'll workshop language with experts and peers to get it right.

Grasp broader implications

Understand how your product fits into our Web3 world and leave with positioning that sets you apart from the noise.

Understand what matters

Too many Web3 companies chase community numbers and build off of vaporware. Learn how to build an authentic community and decipher which metrics matter most in order to foster long-term growth.

Apply your knowledge in practice

Get hands-on, heads-down time to apply these concepts and frameworks to your business. Be ready for some tough love; you'll receive live feedback from cohort members (and me!) and leave feeling confident about where you're headed.

Meet your instructor

Samantha Mullett

Samantha Mullett

Web3 Advisor, Founder, Senior Product Marketer, Adjunct Professor of Web3 Foundations, CSU Chico

I help companies such as Chainalysis, Dapper Labs, and Celo get new products off the ground.

Since 2017, I've specialized in the Web3 space, helping companies across blockchain infrastructure, DeFi, NFTs, and more. I began editing technical whitepapers during the ICO boom and grew into leading full-scale marketing teams for clients like Dapper Labs, Celo, and more. After working with 50+ clients, I've distilled what I know into this course: how to turn your idea into a successful startup in Web3.

Together, we'll break down your startup idea into its most viable form and then build it back up using the tools, frameworks, and concepts I've developed.

Curious how Chainalysis grew to be the intelligence platform of choice for major government agencies? How Dapper Labs slam-dunked NBA TopShot?

Sign up today. You're next.

Questions? Connect with me here:




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Course syllabus


Product-Market Fit (PMF) Foundations: What PMF is and where to start

Most people think Web3 growth hinges on community, but they miss a crucial step: the underlying product. Whether that's an NFT, a trading platform, or a product built with a community in mind, most companies miss basic value mapping and end up wasting time, energy, and ad dollars. Learn how to build a product in Web3, hype-free.


Clarify your problem and purpose

Every successful unicorn starts with this foundation. Drill into the challenge you're solving so you have an in-depth understanding of the path you're on, with live peer feedback. You'll leave knowing the What, Why, and How of your startup idea.

Bonus: You'll have a narrative to use in pitch decks, social profiles, website pages, and more.


Positioning Workshop

Do you know your exact target market and the position you want your product to take in your customers' minds? If you've ever felt unsure about how you talk about your product, or whom you're talking to, this section is for you.


Idea validation, hacking growth, and OKRs

Customer feedback is vital to growth. Discover quick and easy ways to get feedback even if you have no product yet.

Learn how to scale this over time and solidify key metrics to track along the way.

Leave with Objectives + Key Results (OKRs) that carve your path to product-market fit.


Understand the journey ahead

The ability to grow and adapt to the market is the swiss army knife of every successful company. You'll learn to play the long game of expansion in order to scale over time.

By the end of this cohort, you'll have a clear understanding of how to build your product, grow your team and business, and the mindset that's essential to get there.

Course schedule

4-6 hours per week
  • Orientation & Workshop 1: Product-Market Fit and the journey ahead

    Fri Nov 11, 10-11:30am PDT

    Join for a lively orientation to the course. You'll meet your fellow cohort participants and learn how to get the most out of our week together. We jump into what the product-market fit journey looks like and why it's vital to success. Get ready to play, and stay curious!

  • Workshop 2: Problem, Purpose, Positioning

    Mon Nov 14, 10-11:30am PDT

    Drill into your exact target market and understand your "bullseye" customer, regardless of any prior work. You'll leave this workshop with a new sense of how to define a customer and a positioning statement that sticks.

  • Workshop 3: Idea Validation, Hacking Growth, OKRs

    Wed Nov 16, 1-2:30pm PDT

    Learn how to capture customer feedback effortlessly and iterate your business to scale. Define your Objectives and Key Results (OKRs) for the next 12 months to set you on your path to product-market fit.

  • Next Steps & Demo Day

    Fri Nov 18, 10-11:30am PDT

    Nail your next steps and learn about additional follow-up workshops for ongoing support. You'll pitch your peers and get feedback, even if you have no product yet. Finally, we celebrate what we've accomplished!

  • Self-paced articles & projects

    2 hours per week

    You'll get resources for learning how to set up your business for success in Web3. Projects outside of workshops are solely for your business, putting into practice frameworks you learn. This program focuses more on doing and less on lecture.

  • Co-working labs (Optional)

    Tueday/Thursday 1 hour each

    You'll get time to get stuff done and get feedback from Web3 experts + peers.

Learning is better with cohorts

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 live feedback sessions

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 is a cohort-based course?
Will sessions be recorded?
How do I get this reimbursed by my company?
I work full-time, what is the expected time commitment?
What is the application process like?
Will there be networking opportunities?
Who is this course NOT for?
Is there a refund policy?
Is it possible to run a private cohort for my company?

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Create a Startup in Web3 as a Non-Technical Entrepreneur