Productized Virality Syllabus
8 hours of instruction
2 x 1 hour classes for 4 weeks
Course Overview
This Productized Virality Module is a roadmap to creating your viral engine by architecting, connecting, and measuring loops to drive growth.
In this course, you’ll learn the fundamentals of productizing virality; increasing your likelihood of rapidly scaling and reducing reliance on paid channels. You’ll also learn how to capture higher market share, faster, and attract investment at better terms.
This module consists of instruction hours of 2 x 1 hour sessions a week, for 4 weeks. At the end of the program, you’ll receive a certificate of completion of the Productized Virality Program.
If you have the ability to iterate your product rapidly and are a creative and analytic thinker, then this course is for you!
Instructor
Travis Steffen is a serial entrepreneur with 8 successful exits to his name. After having started numerous companies, and advising for dozens of others through his work as a mentor at Silicon Valley's top accelerator programs, Travis has created a playbook to successfully start, scale and sell companies of all types and across any industry. He's gotten his companies on the Inc 500 list of the fastest growing private companies in America, he's been featured in Forbes and dozens of other publications, and has raised over $100m in venture capital.
As a doctoral candidate in marketing, Travis teaches tactics ranging from behavioral psychology categorization, to hiring and culture creation, to viral loops and network effects, and more. That said, Travis never got his MBA until after he sold his 7th company - so much of what you'll learn from him isn't taught in business books or in B school.
Schedule
Day 1
The first session is all about viral marketing basics. Over the course of this lesson, you'll learn the fundamentals of what viral marketing REALLY is, and why it's so misunderstood. In addition, you'll learn how viral marketing has been the secret weapon of some of the fastest-growing companies ever, and how you can engineer virality into your own products to help make your business grow itself.
Viral Loops Overview
Day 2
12 Viral Engines
This lesson provides the basic overview of all 12 types of viral marketing. Each can be impactful, and you'll learn which engines are most appropriate for your company, and can help you build a product that grows itself.
Day 3
Creating Your Viral Engine
Identify buyers within your target segments and understand what they care about. Review and select the best methods to most effectively and efficiently reach these buyers. You’ll use this in your outreach strategy to effectively reach your target segment.
Day 6
Day 4
Feeding the Machine
Nearly every healthy viral marketing engine needs to be fed traffic from non-viral sources to be sustainable. This lesson teaches you how to utilize non-viral or "linear" marketing channels through a viral lens.
Day 5
Connecting Loops
Architecting Your Own Viral Loop
Real World Examples of Viral Loops
Next, it's time to see virality in action with some viral marketing examples from real world situations and companies. This lesson will allow you to wrap your mind around how other companies that are structured similarly to yours can create viral outcomes.
Day 8
Measuring Your Own Viral Loop
Learning how viral marketing works is one thing. Predicting its impact is a different beast. This lesson will teach you a bit about measuring and optimizing your viral loops, and how you might go about creating projections to help plan your initiatives.
This lesson will allow you to see how various viral loops can be connected to amplify their efficacy, as well as when to actually start building another loop and why.
Day 7
Great growth comes from great processes, not from shortcuts. Viral growth is NOT about finding shortcuts - but about discovering the insights that will help you predict and change your company's future. In this lesson, we'll map out your viral loops in a qualitative format.