Know how I got 924 registrations on the day of launch!

During one of my most recent stints with a SaaS platform developer, I was commissioned to get the product out to the market. As usual, the founders wanted to ‘go out quick’, and guess what, my 21-day taskmaster came to the rescue.

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What we will cover in the workshop?

A series of abstract questions for your (aspiring) startup, that will help you set the vision & purpose for your brand as it is being built up!

Know about your customers, their segments, and personas. This module comes with an exercise for you to do just what would let your prospect notice you!

While this module begins with the ‘how to’ of a simple competitor study, the inferences would also help you set the tone for you to do the Market Research all by yourself. You would be learning how to arrive at SWOT, Key Business Drivers, CAGR, Financial Projections, and so on…

How would your brand want to be known & seen as? Formal? Cool? Friendly? Sage? Authority? Bring the vibe and personality for your entity, in this chapter!

Talk to the people you know that may be interested in trying your business offering. Ensure they are absolutely okay even if you screw up! Learn the key parameters, dos & don’ts, and the attributions to set up private beta!

On this pre-order, you would be receiving over 10,000 slide templates along with the package. In addition to it, you would be learning how to develop a pitch deck for investors or even for sales as well.

You would also be getting a comprehensive list of all the available listings & beta launch sites. Simply mark what all are relevant for your business offering, and start the profiling.

While this activity is largely attributed to the SEO exercises, Day 8 of the Three Week Theory is primarily a session on behaviour & personality development!

On this day, you would be learning how to set up a customer support matrix, delegation, process management, and an orientation on how to comprehend requests for new features in your business offering as well.

If you are a product startup, Technical Documentation is the backbone of your business offering. Comprehensive drafting of the ‘how to’ using your platform would empower your customers. There is a convention to follow, and we would be discussing all that here!

The most absorbed content on the internet is the videos. But what kind of videos would get you the edge? We have classified it into three – hub content, help content, and hero content. Got a fair idea? Let’s dig deeper!

Media presence is inevitable. It could be anything that grabs the public’s attention. But, does it serve the purpose? PR involves some budgets. “Some”. Deriving more from less requires a strategic approach, and no theories are involved in this discussion.

Remember the private beta user acquisition from the first week? Well, not everyone would actually make effective use of your business offering, while some would come up with sharp feedback. This module will have a few prominent use cases, which would resonate with most other startups for a comprehensive roadmap setting…

Not everyone needs to be everywhere. With reference to the identification of our target group, marketing channels would be ascertained. This will set the tone for a successful Go To Market strategy!

Stepping into the third week means that you’re getting equipped to set the date of launch, factoring in the timelines to create assets like videos, technical documentation, customer support mechanism, etc.

The exercises from Day 4 would come into effect! Decisions on the choice of colours, branding, and archetypes would be made. Why after two weeks after its identification? Simple. The private beta users would weigh into your brand personality. A little validation!

A quick confession here! Three Week Theory wasn’t courseware or a masterclass all these days. It is a taskmaster for entrepreneurs & startups. While there would be a tinge of mastery, it is all aimed at facilitating you with prudent execution.

By this time, you will have the content, target group, demographics, and all the required information to find your customers. Let’s get going!

Prospect/customer engagement is not a task. It is a journey! Automate it with a set of communication patterns for better recall value.

Prepare everything for deployment! Mark your beginning.

While we have hundreds of sales & marketing workshops, this module may be seemingly similar to most of them. One difference with Three Week Theory is that the orientation would be towards answering ‘why’ instead of ‘how to’.

Three Week Theory

We all get great ideas to startup at one point. Few try to execute, and succeed at it as well. However, with many, there is some gap with the execution; and that’s predominantly during the launch.

Nail your product launch in 21 days!
Scale up quick!

Three Week Theory is a 21-day taskmaster for startup founders & entrepreneurs to ensure they leave no stone unturned as you plan to GoToMarket. 

What is all covered in it?

Subscribe to the Masterclass, and your copy is pre-ordered too!

Complete access to the 21-day digital workshop, SOP documents & templates, resource materials, and two one-on-one consulting sessions.

Digging Deeper

Innovators develop great solutions. On getting the product ready for launch, the lookout begins for early adopters a.k.a beta customers. But, how do we find them? Startup founders are aware of the marketing channels. There are a lot, and maybe overwhelming for us to even decide on where to start. It is observed that 63% of startups struggle to find early adopters after their launch. While searches only help us with theories, there isn’t a practical hand-holding for entrepreneurs, though we see a number of courses and books on operations instead. In addition to the need for hand-holding, there is an urgency to get the product out to market.

Three Week Theory is written to be a 21-day taskmaster for startups & entrepreneurs to help them get everything ready to Go To Market, starting from identifying the right user personas for your product to writing a press release. There is one activity to do every day. The goal of this book is to ensure mental sanity by helping startups avoid taking things to the last minute, and importantly not to kindle complacency as a plan is being rolled out to launch your product. In a nutshell, Three Week Theory quashes the FOMO when it comes to marketing activities for the product launch, and facilitates you to be more productive with efficient use of time. Three Week Theory comes with an action plan; full of worksheets and templates that are designed to plug & play for launch.

Balaji Vijayaraghavan is a digital media specialist, comic, philanthropist & a TEDx speaker. From his decade-long experience as a marketer across various sectors, he has derived this concept after observing a pattern with over fifteen product launches. Arguably, based on a survey with developers from several startups, he found there is a history of last-minute completions even with some long-pending sprint backlogs. A quote from TED India 2009 by Harsha Bhogle, a cricket commentator and management guru, “no country in the world works as slow as we do till the last three weeks before an event, and no country in the world works as fast as we do in the last three weeks before an event”, further vets the stance that Three Week Theory comes into play everywhere even without our knowledge, especially in the startup ecosystem.

Gives you clarity and directions in preparing for your launch

Get to the ground to understand why you do what you do, and synchronize with your customers’ requirements. Learn how to find early adopters, validate your business offering, and prepare yourself for growth.

Marketing is not selling. It is a mere establishment of your legitimate existence!

There are hundreds of channels to establish your digital presence. There are places that we often tend to miss, and there are places where we do wrong investment of time & money. Three Week Theory will clear the air for you.

We all get great ideas to startup at one point. Few try to execute and succeed at it as well. However, with many, there is some gap with the execution; and that’s predominantly during the launch. Three Week Theory is a 21-day taskmaster for startup founders & entrepreneurs to ensure they leave no stone unturned as they plan to Go To Market.

Testimonials & Endorsements

Balaji carries us like a friendly coach with simple steps to adopt & practice. His depth of knowledge as a marketer is a great value add for our organization. Looking forward to work with him.
Devarajan Chinnusamy
CMD, URC Group
One thing that’s great about Balaji is his depth of knowledge across various industries. If he can start an online academy, I am sure he will have to upgrade the servers soon!
Sathya Narayanan
Wonderful insights and a must read for small businesses that are scaling up! The theoretical marketing knowledge is of little help in workplace. Balaji explains how to synchronize learnings with an implementable action plan that’s relevant today.
Sriram Srivatsan

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