Workshops & Services

Rocket Launch Marketing: Product Marketing Expertise

Consulting

My consulting work today is focused on helping companies with product positioning – or as I like to call it “framing”. As a consultant I have worked with many startups that came to me with what they thought were marketing or sales problems but the root cause was poor product framing. You can read more about my thinking about framing and positioning in these articles:

How product framing can help grow your startup (or kill it)

Everything you know about positioning is wrong

A startup positioning template

Workshops and engagements

2 hour group framing workshop ($100 to $300 per person) – occasionally I do a group workshop where I cover the basics of product framing and positioning and introduce a process you can use to find your own product’s best frame. Tickets prices depend on the size of the group. If you want to organize one in your town, drop me a line.

Private half-day framing workshop ($2K, plus travel) – I come to your office and spend a half day working with your team. The schedule for the day looks like this:

9:00 – 9:20 Introduction to product framing and positioning including why we stink at it

9:20-10:00  A walkthrough of the framing process including the inputs and outputs.

10:00 – 10:30 De-framing: a discussion of the current product frame and how to de-frame that product

10:30- 11:00 An interactive discussion working through the long list of the company’s unique attributes

11:00 – 11:30 Value – we then work through the value that is mapped to the unique attributes.

11:30 to 12:15 Positionstorming – working with the 4 styles of framing as a guide we will brainstorm a long list of potential frames for consideration

12:15 – 12:45 Creating the short list. We will narrow down the long list of potential frames to a short list of candidates

12:45 – 1:00 Next steps – I will walk you through how to validate and test the candidates to come to a winning frame.

The month-long advisory engagement ($6K plus travel) – This is a popular engagement with startups that are looking to accelerate their strategic marketing efforts and get a month’s worth of hand-on learning with me. The goal here is to assess your problem areas, create an action plan and work through the first few weeks of implementing the plan. The way it works is I spend a day with the team to kick off the project, and then spend a half-day to a day with the team every week for a month. At the end we will have worked through a thorny strategy problem and I’ve trained the team on how to move forward without me.

Don’t see what you need here? Drop me a line april@rocketwatcher.com

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