curricula school for startups by GYUOWe



School for Startups 2012 curricula is structured on 4 event sessions (in Cluj-Napoca and
Bucharest). In addition to this there will be 11 video broadcasts accessible to our students
on website.

The schedule and content of 2012 School for Startups Romania is the following:

A. On March 2nd 2012 an online broadcast will take place with the topic: Building
the 21st Century Business

The broadcast will be coordinated by Doug Richard

Learning outcomes:

     Introduction to the 10 vital questions every successful entrepreneur has to be
        aware of
     The tools to take an idea and transform it into a successful business
     Be able to understand the definition of a business
     Recognize the value of drawing a business map to outline how your business
     Learn how to incorporate all elements of business into your map
     Realize that the better you understand your business, the more likely you are
         to make the right choices and as a result the right decisions.

B. 1st bootcamp called “10 Questions” will take place in the following locations:

- March 5th and 6th, 2012 in Cluj
- March 8th and 9th in Bucharest

The bootcamp will be sustained by Doug Richard

Learning outcomes:

1st day:

1)The Proposition: What do we do that people need or want?
    Understand the importance of visualising the business
    Understand the different types of advantage; New, Performance, Price, Shared
      Access, Personalized etc.
    Learn how to define your advantage

2) The Customer and the Market: Who are they?
     Understand the different types of markets
     Learn how to define your customers

3) The Channel: How do we reach them?
     Recognize how to identify your channels
     Understand the different types of channels and how to use them for different

4) The Pricing Model: How much is it worth?
     Understand the difference between a pricing model and a revenue model
     Recognize the two categories of pricing models; fixed and dynamic

5) What relationship do they want to have with you?
    Understand the four key types of relationships
    Realize that once your key type of relationship is defined, it can be used as a very
      powerful tool

2nd day:

6) The Partner: Who is our key partner?
     Recognize that partners can be anywhere
     Understand that different types of partnerships are relevant for different types of

7) The Competition: Who are we up against?
     Understand that the key to recognizing your competitors is comparison.
     Learn how to recognize where you win and when you win against your

8) What do we have in common?
    Recognize the importance of identifying your industry characteristics
    Understand an introductory guide to Michael Porter’s big forces in business

9) The Asset: What is our key asset?
     How to recognize your key assets and protect them

10) The Competency: What must we be good at?
     Identify your key area and stick to it; operational excellence, product leadership
       or customer intimacy
     The importance of a fully balanced team; an outward facing member, an organizer
       (inward‐facing) and an analytical person.


   a.   How to build a business
   b.   Describe your business proposition in one sentence.
   c.   Describe your advantage.
   d.   Draw your Business Model.

   e. Map your path to market.
   f. Describe your unique selling point.

C. On April 2nd, 2012 a broadcast with topic: Generating Traffic - Social Media will
take place

The Broadcast will be coordinated by Doug Richard and Alexandra Samuels

Learning outcomes:

     Introduction to Social Media Strategy
    Understand the definition of Social Media
    Learn Social Media’s different users; for example listening, outward facing –
     brand presence & inward facing: productivity & collaboration
    Learn how to design a basic social media strategy
    Understand the benefit of focusing on goals with measurable outcomes
    Know the truth about ROI
    Recognize the value of sticking to your strengths
    Learn how to identify and engage influencers

      Understand why monitoring matters
      Learn how to work with Dashboards
      Understand how to set up Google Reader
      Understand what needs to be monitored; your brand, key names, competitors,
       industry & your clients
      Know how to set up a search & keyword--‐based RSS feeds
      Recognize when to start talking and when to just listen

D. 2nd Bootcamp with topic Social Media & E-Commerce will take place in Cluj on
April 23rd 2012 and in Bucharest on April 25th, 2012

The Bootcamp will be sustained by: Alexandra Samuel / Tiffany St. James and James

Learning outcomes:


Social Media
    What is Social Media?
    Understand the value of Social Media to your business
    Recognize the importance of storytelling --‐ blogs (WordPress), video (YouTube),
       podcasting, Flickr

     Learn how to identify your audience
     How to find your audience by selecting the right online presence; text (blog),
      video (YouTube), social network (Facebook/Twitter)
     Learn how to plan your online presence
     Know how to build your Social Media network and reputation
     Learn what to monitor--‐ your brand, key names, competitors, industry, your
      clients and customers
     Outline useful monitoring tools--‐ RSS, Google Reader; iGoogle; Google News
     Have the ability to manage: Evernote, Basecamp, Delicious


    a.   Demonstration of Twitter, Facebook and Google+
    b.   Demonstration on creating LinkedIn, twitter advanced;
    c.   Facebook power tips.
    d.   How to create a dashboard that lets you follow what people say about you, your
         business and your field.


    Learn the five specific principles of how Amazon run their business
    Setting up an Amazon Marketplace account
    Using flatfiles to list products in Bulk on Amazon
    How to use multiply marketplaces quickly and efficiently
    Understand how a Google Analytics accounts works
    See how to setup an online shop in 5 minutes
    How to decide on what technology your transactional website needs to run on.
    How to set up a quick and easy fulfilment operation
    Why customer service is so hard �� putting together a proper customer service plan


    a.   Setting up a marketplace.
    b.   Using flatfiles.
    c.   Setting up a PayPal account.
    d.   Setting up an Analytics account.

E . Video broadcast with topic: E-Commerce, Build your own site &Payment
Gateways will take place on May 9th 2012

The broadcast will be coordinated by Doug Richard and James Denning

Learning outcomes:

Learn how to build your own site
    How to choose the right platform
    Be equipped with the tools to set up a basic platform in
    How to set up a platform using EKM Powershop
    How to set up a platform using
    How to set up a platform using Shopify
    Understand the costs involved
    Provide an overview of the Integrator driven platforms

Payment Gateways �� what are they, and when do you need them
    Refreshers guide to setting up a Paypal Account
    Learn how to integrate Paypal into your website
    Refreshers guide to setting up a Google Checkout Account
    Refreshers guide to setting up a Checkout by Amazon account
    Learn how to set up a Sagepay Account
    Learn how to set up a Chase Paymentech Account

F. 3rd Bootcamp with topic Partnering, Channels & Human Resources will take place
in Cluj on May 28th 2012 and in Bucharest on May 30th 2012

The Bootcamp will be sustained by David Roberts and Ken Richard

Leaning outcomes:


Partnering and Channels
    Learn how to become a proactive rather than a reactive business
    Highlight the importance of partnering to leverage business
    Understand how to correctly identify your partners
    Learn how to manage your time with partners
    Understand how to engage effectively with your partners
    Provide possible pathways to finding the correct partners
    Highlight the importance of employing partners who are able to cover your
    Provide the tools to be able to track and measure the success of your partnerships
    Outline the number of partners necessary for your business


    a. Channel Mapping
    b. Undertake a mapping task to help identify the right partners for you at the right
       time in your business cycle.


Human Resources, Best Practice Team Management
   Learn & understand the difference between a group and a team
   To highlight the journey that a high performing team makes
   Understand the characteristics of a team (roles, purpose, responsibility,
   Be aware of the emotional cycle of change (forming, storming, norming &
   Recognize the journey that needs to be taken to become a high performance team
     (including productivity & morale)
   How to give & receive feedback (plan do review, trust, performance
   Experience of addressing a performance challenge as a team (techniques,
     approach, roles)


    a. Team Building Exercise
    b. To undertake experiential learning using a team exercise; how to build the tallest
       tower in your teams using only paper

Best Practices in Recruitment
    How to get and keep the right people. Awareness of the best practice process that
       can be used
    Tips and techniques used in the process
    Understanding of the logical process to be followed
    Knowledge of the inputs and decisions required by the recruiter
    Practice improving interview techniques
    How to manage joiners after recruitment
    Applying performance measures
    The psychological contract for keeping staff


Prepare five interview questions.
Choose your best question and share this with group.

G. A video broadcast with topic Generating Traffic PPC will take place on June 7th

The video broadcast will be coordinated by Doug Richard
Leaning Outcomes:

      Understand the definition of PPC
      Recognize the advantages & disadvantages of PPC
      Realize how PPC works
      Apply A--‐I--‐D--‐A to any marketing collateral
      Understand the five different ways to do PPC; Keyword, Association,
       Demographic, Job Function & Device Ownership
      Learn the three important elements of PPC; Keywords, Quality score and Google
      How to use the best keyword analysis tool on the market
      Recognize the importance of researching the right key words for your business
      How to use Google Insights
      Know the best practice to designing PPC adverts
      How to maximize your display search PPC adverts
      Learning how to track and create conversion goals
      Understand the importance of reviewing

H. A video Broadcast with topic Landing Page Optimization will take place on June
26th 2012

The video broadcast will be coordinated by Doug Richard

Leaning Outcomes:

      Understand the definition of LPO
      Realize why LPO is so important
      Understand the definition of a Split test
      Learn the five steps to optimizing your web page; Know to keep the most
       important information above the fold
      Reduce the options for each visitor
      Understand the necessity of showing the benefits of your content on the landing
      Recognize the value in creating a sense of urgency to convince the visitor that
       they need your content now
      Know that the page must be structured for skimmers

I. A video broadcast with topic E-commerce, Marketplaces & Affiliates will take
place on July 17th 2012

The video broadcast will be coordinated by Doug Richard and James Denning

Learning Outcomes:

   Understand what are they and why they are good for you
   Learn about the inventory, listing, order management technologies and services
   Be able to set up and use a Amazon M@ account
   Refresher in using Amazon FlatFiles to load inventory
   Understand how to use Amazon European fulfilment
   Know how to set up and use and Ebay account
   Learn how to set up and use a Playtrade account
   Learn how to set up and use an Etsy account

    Understand the definition of an affiliate program
    Learn how to set up your own affiliate program
    Have the ability to use Amazon Associates
    Have the ability to use Linkshare.

J. A video broadcast with topic Generating Traffic, SEO will take place on August
8th 2012

The video broadcast will be coordinated by Doug Richard

Learning Outcomes:

Overview of SEO
   Understand the definition of SEO.
   Highlight why SEO is important in business. Introduction to Keyword research
   Understand a comparison between short tail and long tail
   Realise the value of detailed competitor research
   Learn how to use effective keyword tools such as Google
   Keyword Estimator, Google Adwords, Google insights, Google Trends,
   Understand the value of benchmarking

K. A video broadcast with topic SEO- Link Building and using Social Media to
improve rankings will take place on September 3rd 2012

The video broadcast will be coordinated by Doug Richard

Learning Outcomes:

Link Building - an overview
    Understand what link building involves
    Learn the different types of links
    Understand the importance of anchor text

    Highlight the importance of directories
    Understand the value of existing customers
    Realize the significance of writing relevant blogs and clever press releases that
     generate news
    Being aware of the multiple values of inviting guest blogger
    contributions
    Appreciate the need to optimize existing links by listing, analyzing and improving

Using Social Media to Improve Rankings
    Understand the importance of Social Media in SEO
    Highlight the necessity to keep your presence fresh
    Recognize the value of social share buttons
    Understand the importance of regularly updating the big three; Twitter, Facebook
       and LinkedIn.
    Learn how to use #tags, replies, mentions and so

L. A video broadcast with topic SEO- Email Marketing & Analytics will take place
on October 1st 2012

The video broadcast will be coordinated by Doug Richard

Learning Outcomes:

Email Marketing
   Understand how subject testing can be done
   Recognizing the importance of email testing
   Highlight the importance of segmentation
   Know what segmentation is, how to implement it and how to use it
   Learn how to set up a Mail Chimp account
   How to set up a welcome email
   How to set up a constant contact account

   How to set up a Google Analytics account
   Learn how to install Google analytics on WordPress
   Know how to track conversions and configure simple goals in Google Analytics
   How to create goal funnels in Google Analytics
   Highlight the value of keyword expansion in Google Analytics
   How to analyze the stats once they’ve got them
   Learn top 5 metrics the experts use to analyze the stats

M. A video broadcast with topic Social Media‐ Create a social media brand presence
& Networking will take place on November 5th 2012

The video broadcast will be coordinated by Doug Richard and Alexandra Samuels

Learning Outcomes:

Create a social media brand presence
    How to create a social media brand presence
    Recognize the importance of a social media presence
    Learn how to stay front of mind and get repeat business
    Understand what kind of presence you need
    Recognize the value of sticking to your passion
    Learn how to write a great blog
    Understand the beauty and value of inexpensive but effective engaging tools such
      as Video
    How to tweet using
    How to build traffic for your social media presence
    Understand the importance of tagging

    Understand social networks-what they are and what they aren’t
    Realize that social networks aren’t entirety of social media
    Recognize the importance in consistency of presence
    Learn how to choose the right network for you
    Be equipped with expert tips on how to network successfully on Facebook,
      Twitter and LinkedIn

N. 4th Bootcamp with topic Investment & Pitching will take place as:

- in Cluj, November 19th and 20th, 2012
- in Bucharest, November 22nd and 23rd, 2012

The Bootcamp will be presented by Doug Richard

Learning Outcomes:

1st day

    Be able to apply the survival guide to raising money
    Outline the tools to help you decide if outside investment is necessary
    Learn how to get ready for investment from a legal, financial and people
    Recognize the importance of picking and investor that’s right for you
    Understand the best way to find Investors
    Learn how to outline your funding and exit plans
    Outline how to close investment ‐ learn the science of valuation


10 | P a g e
   a. Understand investment from the investor’s perspective.
   b. Look at case studies in groups and ask whether they would support investment
      and on what terms.

2nd day

      Outline the essential elements of a successful pitch
      Outline the elements of a bad pitch
      Understand the different types of pitching techniques
      Recognize what needs to be included in a pitch and what doesn’t
      Learn the questions that matter during a pitch
      Understand the importance of preparation
      Recognize the importance of answering their questions well and making a great

    a. Practice the art of pitching

O. A video broadcast with topic Social Media, Putting it all together & Next steps will
take place on December 3rd 2012

The video broadcast will be coordinated by Doug Richard and Alexandra Samuels

Learning Outcomes:

     Putting it all together - 3hours a week
    Learn how to plan your workflow
    Recognize the differing factors is planning your social media presence; cost, ease
     of use, scalability and time commitment
    Understand the 5 steps to setting up successfully
    Know how to schedule tweets on Hootsuite
    Realize the importance of coordinating blogs with supporting tweets
    Learn the top tips of maintaining a daily maintenance routine.

       Next steps
      Ability to apply the essentials of building a following
      Recognize SEO’s importance in building a following
      Understand the value of commenting, participating and linking
      Know how to create memorable links for your most shareable posts
      Recognize the value of continued learning.

Additional Course Material

11 | P a g e
Live Plan Access - on March 19th, 2012

The easiest way to get your business plan done. With expert advice, built-in help, access
everywhere, and more than 500 complete sample business plans, Live Plan makes it easy
to create a professional plan that will wow any audience.

E-Book, Building the 21st Century Business - on March 26th, 2012

You learn how to create products and services that sell themselves, identify target
markets, find customers, set your price correctly, compete effectively, identify and cope
with systemic problems in your industry, build a successful team and create a business
that investors and lenders will find very attractive. You learn how to build a website that
sells and create a marketing & sales strategy that works.

12 | P a g e

To top