IMPORTANT: This lecture is only for students assigned to the supplementary curriculum "Extended Study on Innovation" offered by the Innovation Incubation Center (i²c)! For further information, please visit http://i2c.tuwien.ac.at/home/are-you-a-student/how-to-apply/
***Content description***
1. Marketing & Sales Lecture (lecturer: Dieter Rappold):
Any startup has the goal of becoming a successful business. While product development is a primary component of a successful startup, equally important is the ability of a startup to become self-sufficient with profitable customers. Many non-business people think that throwing a marketing plan together and starting sales takes a weekend to develop. But the reality is that successful growth, marketing and sales takes time, hypothesizing, testing, processes and some trial and error. How does a startup, especially one that does not have a marketing and sales expert, take the necessary steps to develop a successful growth, marketing and sales strategy, objectives and tactic that lead to sustainable growth?
This course is designed to outline key areas of growth, marketing and sales that startups should focus on from the day they say ‚ya, let’s do this!' till the day they are ready to launch.
Startup lifecycle and how growth, marketing and sales fits in: Why worry about growth, marketing and sales when I do not even have a product to sell?
- Difference between marketing and sales (everyone is a sales person in a startup!)
- Basics of Classical Marketing: 4 P’s, 6’Ps, Markets, Buyer Personas, Buying Process, Marketing & Sales Process
- B2B, B2C, B2G, B2B2C – distribution options
- Developing a marketing strategy, objectives and tactics
- Customer behavior; needs, wants and desires and decision making, empathizing with the customer.
- Call Process – what happens on every interaction with a customer
- Pricing strategies - how to leverage the most undervalued P of the 4Ps of Marketing
- Latest tips and tricks to marketing and sales: internet marketing/social media, Growth Hacking, SEA/SEO
- North star, key metrics and how to make your efforts in go2market measurable.
2. Public Relations Workshop (lecturer: Bernhard Holzer)
Many startups have or will have all kind of stories to tell. But the reality is that most startups lack of visibility or it could be better. What is the right story to tell, who to tell the story and how to find the right media and journalists? This course is designed to provide PR fundamentals, methods and inspiration about how startups can improve their press work.
- Intro PR & storytelling
- Startup PR – what is the difference regarding to classic press work?
- Storytelling – why you are journalists from today on?
- How do I find the right media and get journalists?
- How can I structure a story?
- Insights about how PR & storytelling can give your startup a huge boost
Many examples about how and why PR & stories work in real life for startups and what we can learn out of this
3. Growth Hacking (lecturer: Rameez Okpalaugo)
Growth hackers are in demand, and this workshop will give students an introduction into the world of growth hacking and the importance of having a data-driven appraoch in growing a startup.
This workshop will cover the basics of growth hacking in two parts. In part one, we will take a deep dive into the theroy and concept behind growth hacking. Students will get an overview of the ins and outs of growth hacking; best practices; tools; my proven frameworks, and more.
The second part of the workshop will involve more hands-on, student-driven activities. The outcome is that students learn to develop their own strategy backlog and have a clear understanding of their ideal customer profiles - at the end, it's expected that students will present their strategy and next steps to be taken!
Growth hacking framework - Developing strategies
- What is growth hacking and the growth mindset
- Intro into psychographic personas
- Intro into the pirate metric funnel and how to translate it into their business
- Define Northstar metric + assisted metrics
- Intro into tool based marketing - my top +20 tools + use cases
- My proven backlog templates and frameworks
4. Corporate-Startup Partnerships (Maximilian Schausberger)
Corporate-Startup Partnerships have never been more widely practiced, more important, or more impactful than today. Startups can benefit not only from direct revenue growth, but also from indispensable insights, recognition and trust achieved by signing the first contracts with multi-national corporations. Moreover, many of the start-up exits widely praised in the media are acquisitions by corporates. In this lecture you will:
- Understand the different types of corporate-startup collaboration and their advantages and disadvantages
- Discover the Do’s and Don’ts in a corporate-startup partnership
- Find out what is needed for a start-up to be able to work with a corporate
- Learn about Corporate Venture Capital and strategic corporate investors as exit channel
***Lecturers***
Dieter Rappold is the founder and CEO of Speedinvest Pirates, the growth marketing unit of Speedinvest and partner for more than 80 European Startups. He founded one of the most successful Digital Agencies in Austria with knallgrau (later Virtual Identity) in 2001 and scaled it to 50 employees as part of an independent agency with more than 180 employees and 21 million euro in annual revenue. Thus he has over 17 years of experience working with large Brands like Coca-Cola, Heineken, BMW, Opel, Telefonica, HVB and others on international Web Projects and digital strategies. He is an accomplished speaker with more than 100 keynotes, lectures and interviews on digital marketing, making him an expert on the field.
Bernhard Holzer is a PR professional and one of the most well-known communications experts in the Austrian and German Startup scene. He worked in a leading communications position at Germanys biggest Startup-factory Rocket Internet in Berlin. Before that he founded zoomsquare, Austrias Startup of the year 2013. He also set up the StartupPR and Storytelling company woodspr, focusing on Austria, Germany and Switzerland (DACH-region) as well as international Tech media.
Rameez Okpalaugo is a seasoned growth hacker who has been in the field of digital marketing for the last 10 years. He is the founder of Gymclub.fitness and Okaygrowth™️, a growth hacking and brand design agency that helps companies scale by 10x. With his agency, he managed to work as an interim CMO for various companies and startups from being the vice president of growth at a crypto company where he automated around 80,000 messages on social media to generating over 1 million euros in revenue for a legal tech startup.
Maximilian Schausberger is Managing Director at Elevator Ventures, the Venture Capital entity of Raiffeisen Bank International. Elevator Ventures is investing from a €50 million commitment and already built a portfolio of 14 growth companies. Maximilian Schausberger has successfully launched and grown corporate startup and innovation programs, enabled long-lasting strategic partnerships in Telecom and Banking, built high-performing teams and returned Venture Capital profits through successful exits in various companies. Maximilian holds board positions in high-growth companies and supports their business development on strategic level. Alongside his investment activities, Maximilian was listed as Forbes DACH 30 under 30 and is external lecturer at universities.
