What is The Workshop?The MarketReady Workshop is an intensive, hands-on, week-long training session designed to help you bring your product to market or to expand your existing market footprint.
By the end of the week, you can expect to have a fully vetted go-to-market channel strategy and the tools and information necessary to scale your business into retail, distribution, and/or B2B channels. |
Who is The Workshop for?The Workshop isn't for everyone, and we are selective about who we choose to participate. We are looking for driven, hard-working, passionate people who are ready to do what it takes to win.
We move fast, we talk faster, we don't pull punches, and we don't coddle. We're honest, up-front, direct, and are looking people who are the same. If your feelings are easily hurt, if you're easily distracted, if you're not ready to take constructive criticism, and if you're not ready to succeed, The Workshop isn't for you. If you are serious, ready to fight, and ready to win in a competitive global marketplace, you're who we're looking for. |
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Successful applicants must meet the following criteria:
Product Ready To GoMust have a consumer or B2B product ready to go to market (or at/near final prototype stage)
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Initial Funding and/or Early RevenueMust have obtained initial funding and/or generated early revenue (through pre-orders, online sales, retail sales, etc.)
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Ready to WinMust have a serious work ethic and the desire to drive, win, and succeed. Crybabies need not apply.
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(Note: While The Workshop generally focuses on technology consumer or B2B products - mobile, computing, health/fitness, etc. - we are happy to review applications for products in other fields / categories. If you believe your product lies far enough outside these parameters and needs more specific assistance, please contact us regarding our Business Development options. )
When is The Workshop?
The Workshop is held quarterly. The next Workship is March 13 - 17, 2017. Applications are due by Monday, January 30, 2017.
Where is The Workshop?
The Workshop is held in the Los Angeles, California area. Location for the March Workshop will be announced soon.
Why Do You Need The Workshop?
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You need The Workshop because you haven't been selling into the retail, distribution, carrier, and B2B channels for decades.
You need The Workshop because you don't want to waste time making expensive mistakes bringing your product to market. You need The Workshop because you want to get a leg up on your competition. You need The Workshop because you recognize that you don't know what you don't know. You need The Workshop. |
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Why is The Workshop so Expensive?
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The same reason Ferraris and Rolexes are expensive - because it's worth it.
But compared to the cost of fumbling your way to market, The Workshop isn't expensive at all. Yes, it seems like a big number out of context, but attending The Workshop will both save and make you money. |
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How Will The Workshop Help Me?
During The Workshop, you will learn years worth of information about how to go to market in a single week. We have condensed decades of learnings and experience into a concentrated program designed specifically to do one thing: help you intelligently and successfully bring your product to market.
If you're just now ready to take your product to market, The Workshop will help you understand the steps necessary to develop a channel strategy and how to successfully get your product placed in the channel(s). If you've already got product in the marketplace, The Workshop will teach you how to take what you've already accomplished and scale your existing business into other retailers, channels, and opportunities.
You'll have to pay close attention, work hard, and be ready to question assumptoins of what you know about the marketplace. But if you are ready, and integrate what you learn into your business plans, The Workshop can make the difference between success and failure.
Here are a few of the basic topics we'll cover in detail during The Workshop. And yes, we start with the basics because it's absolutely amazing how many companies screw those up:
If you're just now ready to take your product to market, The Workshop will help you understand the steps necessary to develop a channel strategy and how to successfully get your product placed in the channel(s). If you've already got product in the marketplace, The Workshop will teach you how to take what you've already accomplished and scale your existing business into other retailers, channels, and opportunities.
You'll have to pay close attention, work hard, and be ready to question assumptoins of what you know about the marketplace. But if you are ready, and integrate what you learn into your business plans, The Workshop can make the difference between success and failure.
Here are a few of the basic topics we'll cover in detail during The Workshop. And yes, we start with the basics because it's absolutely amazing how many companies screw those up:
This isn't a game - this is business and it can be ruthless. Ribbons aren't given out just for showing up, and the channel will expect - and reward - performance. We'll work with you to develop not just a winning strategy but a winning mindset.
- Without the proper sense of urgency, you will fail. We'll make sure you have it.
- We'll work with you to develop clearly focused goals for your product and your company as it goes to market
- We'll help ensure that internal attitudes are correct - and properly aligned.
- Dysfunction can't be avoided, but we'll teach you how to keep it to yourself.
- You'll learn about becoming customer-centric. It's not about you - it's about them.
...it's how you learn to destroy them.
Like it or not, your competitors are your enemies. They are after the same resources you are - retail shelves, mindshare with buyers, sales to consumers, market share, and profit. They do not want you to win. The better you understand your competitors, the easier it will be for you to overcome them.
Like it or not, your competitors are your enemies. They are after the same resources you are - retail shelves, mindshare with buyers, sales to consumers, market share, and profit. They do not want you to win. The better you understand your competitors, the easier it will be for you to overcome them.
- Understanding your competitors' sales, marketing, product development, and purchasing strategies. If you don't know what your competitors are doing, how can you beat them?
- Implementing best practices - know what your competitors are doing correctly and do it better.
- Is your company set up to beat the competition? Are you ready and able to find and exploit your competitors' weaknesses?
Buyers are unique creatures and run the gamut of knowledge and experience. Some have just been thrown into a product category they know nothing about while others are career veterans who know more about the company than the CEO. Knowing how to interact with them is key to succeeding. We'll help you understand the answers to common questions about Buyers:
- What do Buyers look for in products/companies?
- What motivates Buyers?
- How are Buyers compensated?
- What are a Buyer's margin requirements?
- What specific language / jargon does a Buyer use (and expect you to know)?
- How do I know what the Buyer really wants from me?
- How do I developing and maintain a relationship with a Buyer?
Every single day, deals are won and lost based simply on preparation. If you walk into a meeting well-dressed, well-spoken, and well-prepared, you immediately improve your chances. Think that seems obvious? Trust us, it isn't. We'll help you be prepared to win - first time, and every time.
- Meeting Prep 101 - We'll show you precisely how to correctly prepare for any meeting.
- The Two Questions - Once a Buyer is interested in your product, there are only two primarly questions they have. You'd better have answers to those questions.
- How to properly dress and act in a meeting - It's amazing what people feel is appropriate to wear to a business meeting. We'll teach you to avoid those mistakes.
- Using market data intelligently - Most companies don't understand the power of market data. We'll teach you not to be like most companies.
Talking a big game in a meeting is easy. If you don't follow it up with actual action, however, you probably won't get another meeting anytime soon. Buyers have long memories and word gets around about untrustworthy manufacturers. We'll work with you to know what you can promise, what you shouldn't promise, and how to actually follow through on those promises.
The Workshop FAQ
Does MarketReady require an equity stake in my company?
No! Your equity is precious and you've probably given more than enough of it away already. We charge a single, flat fee for attending The Workshop. Our other training and Business Development services are also no-equity fees based on your needs.
If chosen, who from my company should attend?
Depending on the size of your company and the types of hires you've already made, we generally recommend, at a minimum, the founder or c-suite-level decision maker attend along with the managers/executives most directly responsible for Sales and Marketing (if applicable).
I represent an overseas manufacturer looking to bring my product(s) to market. Is The Workshop for me?
Absolutely! The Workshop covers everything you'll need to know to develop your brand and bring your products to market around the world.
Does MarketReady provide housing/lodging during the Workshop?
No, but we will be happy to work with you to find appropriate local hotels and/or short-term stay options.
I have a great idea for a product, but I don't have funding/prototype/business plan/etc. yet. Can I still apply and attend?
We're glad that you have a great idea and we'd be happy to help you through our Business Development programs (in addition, there are tons of excellent accelerators out there we can recommend who can help get you off the ground). The MarketReady Workshop, however, is for startups and companies who are late stage and ready to go to market (or, for existing companies, those who are ready to scale their business). We want everyone invovled to be at approximately the same stage so that everyone can get the most out of The Workshop.