There are only two aspects to business:  Innovation and marketing.  Everything else is administrative work.

Start-up CEOs must understand marketing strategy from the inside out. Communicating to their investors, leading their marketing staff and guiding their market progress are CEO imperatives. Failing to understand the fundamentals of marketing strategy dooms start-ups, or at best, limits their market penetration.

In this intensive one-day class, start-up CEOs will obtain a working understanding of the major areas of marketing strategy and how it works in the real world. You will learn how to anticipate and answer investor questions. You will be able to oversee your marketing employees and assure they are covering all important issues. You will learn how to avoid the marketing mistakes that have made Silicon Valley a graveyard of good ideas.

In one day, you will gain a working understanding of the major areas of marketing strategy, including:

• Market definition: Understanding the size, shape and competitive realities of your market.
• Market segmentation: How to divide your market into prioritized and conquerable pieces.
• Buyer genotypes: Learning who makes and influences buy decisions and how to nurture each toward closed sales.
• Whole product definition: Knowing everything buyers require before committing to a purchase.
• Product positioning: Understanding where you and your competitors are on the market map, and how to maneuver around the competition.
• Branding: How to make a market think and feel what you want them to in order to bias buying decisions in your favor and block competitor sales.
• Market messages: How to communicate with the outside world, for branding, promotions and sales.