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Entrepreneurial Leadership Development
12 - Month Training Program
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I. The Truth About Your Vision - Products & Services
Objective: Description, Competition, Future Enhancements
Participants describe the details of their product or service; what it is, how it works, special
features, how a customer can obtain it, where a customer can obtain it and the benefit of
purchasing the product or service. The workshop requires the participant to research his/her
competition, the competitors’ market share and evaluation of how products and services
compare. Any future enhancements will also be documented at this time.
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II. Plan to Bring in the Cash - Sales Forecasting & Planning
Objective: Forecast Revenue Projections
Participants incorporate the pricing model into the sales forecasting process to determine if
the product or service is a revenue generating concept. Through the forecasting process the
business owner will use the pricing-model and products or services to project opportunities
and sales goals; determining annual projections for a 3-5 year period. Upon completion, the
owner has a full picture of the company’s growth opportunities; resulting in clearly
documented and defined goals.
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III. Analyze Your Customer - Conduct a Marketing Analysis
Objective: Target Market, Market Needs, Trends, Growth & Potential
Many business owners struggle with understanding their markets. This can greatly hinder
the growth of a company. In this workshop participants utilize true to life research to study
the market/industry and it’s statistics. The participant’s market research is used to
determine if there is a market for the service or product offered. Owners learn to better
understand market needs, who to target and most importantly they learn about the
potential for growth.
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IV. Target Your Customer - Marketing Strategy & Implementation
Objective: Pricing, Promotion Distribution, Marketing Programs
Once the business owner understands the market, pricing should be evaluated based on
market needs, competition, etc. In this workshop the participant ensures that pricing is
appropriate and designs a marketing strategy around the pricing. The marketing strategy
will also include promotion, distribution and marketing campaigns strategies to connect
customers with the product or service.
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V. Plant the Seeds for Cash to Grow - Sales Strategy & Implementation
Objective: Outline Strategies to Capture and Drive Sales Activity
Once the sales goals have been set the owner must determine exactly how they will
accomplish the sales goals. The owner is required to identify and document the specific
methods for reaching the sales goals for each product or service category.
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Continue on to Courses 6 - 10
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